Success or failure of retail franchises primarily depends upon local marketing initiatives. In addition to the franchisor’s marketing efforts, success comes when a franchisee markets his or her business among the local community. Failure is usually a result of a franchisee believing he’s bought a business for which everything is laid on for him. Sally J’Arlette-Joy, founder of Sandwich Baron , says the key to success lies in a corporate marketing strategy dovetailing with a franchisee’s local marketing strategy. J’Arlette-Joy has a number of proven tips for franchisees. These are relevant to any franchisee, even though tailored for Sandwich Baron’s 49 outlets nationwide. “Much of our focus has been on maintaining a strong Internet presence, and we would similarly recommend this to franchisees. When you google ‘sandwich’, ‘Sandwich Baron’ is the first website that comes up. But to maintain that search engine presence requires constant updating. My advice is: first put aside a ...

At some point everyone can admit to thinking “I can do that”, especially when looking at a craft project, piece of furniture, cake recipe or photograph. Yes, you probably can, but what will the end result be? Enter the social media “Nailed it!” memes, which show the before and after photos of people’s unsuccessful, and usually humorous, attempts to recreate a project. Can you really nail it or is it a better option to simply call in the professionals? “When it comes to marketing there are companies that implement in-house and do successfully get the job done,” says Sylvia Schutte, managing director of integrated agency Stratitude . “But, just as you’d leave financial, legal and even maintenance tasks to the professionals, marketing should be treated in the same way. By hiring an experienced agency, you get markedly different results.” “It’s the job of an agency to know about the next big thing. We do this by attending local and international conferences and investing resources int...

Sylvia Schutte High-quality infographics are far more likely to be read and shared than text-based content, giving them greater virality and making them a popular marketing tool. However, they need to be thoroughly researched, meticulously written and skilfully designed to be effective and boost brand visibility. “We’re living in a digital era so we’re constantly flooded with information,” says Sylvia Schutte, Managing Director at integrated agency Stratitude . “This is why we strive to find unique and creative ways to help our clients successfully engage with, and grow, their online audience. One way we achieve this is through infographics that are carefully crafted in order to add value.” A well-designed infographic is a data-rich image that tells a story in a clear and effective way. It can simplify a complicated topic, make a boring subject interesting, make sense of an idea in a few visual steps and position you as an expert. While it educates and informs, it can ...

Neil Bromehead Specialisation is never a bad thing when it comes to marketing – especially in the digital sphere. After all, with its inherent technical requirements, it makes sense that a digital team consists of specialists such as coders and search advertisers. I add creatives to this list, where they understand how to build assets for different devices and responsive views. Those of us who live in this digital world often choose to separate ourselves from the traditional and established agency set-up, to create our own niche space. We form digital agencies, create our own awards evenings, and win accounts that traditional agencies can’t support. This kind of separation seemed like the right idea, as it allowed us to focus on what we do best. But I believe we lost something along the way: The benefits of a consistent strategy that meets the needs of a client across their entire marketing spectrum. Disagree? Let me explain by looking at a typical client-side marketing manager...

Tembisa took the second spot in Census 2011 as one of the largest townships in South Africa with a  population count of 463 109. Tembisa is not really marketed in all forms compared to the number one township in South Africa, Soweto. The South West Township (Soweto), is well known all over the world because of various historic moments chronicled by major media outlets. This often, to a certain degree, overshadows Tembisa. But this has to change. It will prove difficult to compete with Soweto  ̶  definitely not impossible   ̶    as every township can be branded accordingly to attract the necessary opportunities for growth and ultimately recognition in the right places. Branding a township such as Tembisa will require government, businesses, individuals and the community working together with the end goal in mind. Government has the capacity and the right resources needed to steer the ship, while the other three can play a major role in making ...

The New Entrepreneur A practical marketing guide for growing your business now. The world today is filled with opportunities and people are redefining what it means to be an entrepreneur. Whether it is successfully launching a breakthrough idea, identifying a gap in the market to buy a franchise or existing business, or establishing a consulting or advisory services business, today’s NEW entrepreneurs share a passion to pursue a business of their own. We all have an entrepreneur somewhere inside us. Do you have the desire to exercise your entrepreneurial spirit, but are unsure how to take that first step? Then The New Entrepreneur is for you… If you are already a business owner, you may benefit from its practical tips and the many insights shared by other successful entrepreneurs. This practical marketing guide reveals the strategies that entrepreneurs, who have built sustainable businesses, have implemented to overcome their business and personal challenges. Gain insights...

The menu must reflect changing consumer trends In the restaurant business, consumer trends are always changing and their tastes must be noted and accommodated. With culinary ‘revolutions’ such as the Banting and high protein diets becoming increasingly popular and the burgeoning financial middle class becoming more health conscious, more and more restaurants are reconsidering their offering to cater to their consumers’ health and lifestyle requirements. Maxi’s marketing manager, Yolandi Ferreira says this is impacting the way their restaurants traditionally offer meals. These days the distinction between breakfast, lunch and dinner is increasingly blurry, with consumers making meal choices off the menu based on what they actually feel like eating at that moment, rather than what traditional meal times dictate. Underpinning this trend in South Africa is a robust demand for grilled food throughout the day. For many South Africans grilled meat and chicken are the heart of any meal...

Customisation trend impacts QSR sector In a world where everyone wants to make their own personal mark, customisation is a burgeoning global trend. Personalised cars, cell phones, diets, calendars, gifts and jewellery are the order of the day, and not forgetting your Facebook page and those cola cans with your own name on them. Maxi’s marketing manager, Yolandi Ferreira says consumers today want to create their own unique products in order to enjoy a shopping experience that reflects their personalities and that this trend is also impacting the QSR (Quick Service Restaurant) sector. Our lifestyles are pressurised and amid the daily grind of earning a living, personal expression is a pleasant and desirable escape that confirms we are still individuals amid all the noise of daily life. Having an element of choice can make us feel empowered and affords a sense of control. Research has revealed that more than 70% of consumers are likely to become repeat customers if they believe the...