Baskin-Robbins launches platform for customisable marketing materials for franchisees
The brand's new online LSM portal was developed to improve the autonomy of franchisees while meeting standards set by the brand.
David Jordan, General Manager of Baskin-Robbins Australia, said that the LSM portal was developed as a response to an increase in requests from franchisees for their own local marketing materials.
"The marketing team had identified that there were a couple of core LSM templates that were being utilised effectively across certain stores, and through these learnings they identified an opportunity to share LSM material with the broader network."
"The Portal was developed to provide Franchise Partners with tools and templates to cost effectively drive these local initiatives but at the same time enhance their autonomy, they now have the ability to adapt marketing materials to meet their own unique local store requirements while still adhering to Brand Standards."
According to the brand, the LSM platform will provide franchisees with tools and templates for many different types of LSM initiatives to support their Local Store Marketing plans, including Point of Sale material, editable LSM templates like flyers, Player of the Match Certificates and Merit Awards. The portal will provide LSM material that has been tried and tested and will assist franchisees to drive store growth and local guest engagement.
"LSM materials are generated for the immediate community, therefore, local guests benefit from the value added and promotional offers that are specific to that store only. Our guests can also approach stores for community involvement opportunities, such as fetes and sporting events," Jordan said.
"There are several categories within the Portal, from LSM Templates and our Club 31 Loyalty Programme Marketing Material, to Store Brand Awareness items like teardrop banners and A-Frames and Store Essentials which includes product labels and basic items that our stores require for store compliance. We have Franchise Partners designing flyers for letterbox drops, artwork for A Frames, posters, value added offer cards, Player of the Match Certificates and Merit Awards. All these items are editable templates and a store can customise their specific details within each of the templates."
As franchise partner engagement remains critical to the success of any franchise brand, Jordan believes that the new portal will build on the unique and effective relationship with Baskin-Robbins Franchise Partners. The brand is incentivising the LSM Portal program to encourage this continued engagement.
"The LSM Portal will continue to evolve and grow to become a database of LSM templates and marketing opportunities for our Franchise Partners to tap into and utilise for attracting new guests to stores. On average, we are adding between 8 – 10 different templates and documents into the portal on a monthly basis," Jordan said.
