Degani reports strong results on digital marketing
The switch in focus benefits the chain, acquires new franchisees.
According to Degani, the chain has acquired 10 new franchisees after coming up with a marketing strategy that heavily focused on digital, social and online media including utilising Facebook, Twitter and Instagram, to drive its key messages and hone into its target market.
Living and operating in a digital age is something businesses must start to do as part of their normal practice said Clementine Scott, marketing manager for Degani.
“Progressing our strategies into the digital space, was an absolute must and it began when we turned to online sources to learn more about our audience. From this, we identified that our core audience, which is potential franchisees, were aged between 30 and 54, were professional managers, frequented cafes and coffee shops regularly and had at least $100,000 in savings. We therefore had to develop our strategies to suit this,” she said.
“Once this profile was shaped, we tailored our communications to ensure we were speaking to this core group with the right messages and information. We launched a modern campaign to suit this profile audience, drove it heavily through social and online media and as a result - we attracted 10 new franchisees who came on board in the first three months.”
