Baskin-Robbins introduces marketing platform for franchisees
The brand launched a new online marketing platform which aims to empower its Franchise Partners to create customised marketing materials.
The Local Store Marketing (LSM) Online portal was developed to help Franchise Partners with ordering customised marketing collateral, including Point Of Sale (POS) materials, editable LSM templates, store branding elements, and promotional items for Brand awareness.
General Manager David Jordan said the LSM Online Portal is easy to navigate and use, and therefore will encourage Franchise Partners to engage in LSM initiatives and drive Brand awareness for their stores within their local communities. It also creates an opportunity to share initiatives and best practice from within the network with our franchise partners almost instantaneously.
“Our Franchise Partners, with the assistance of our Business Development Managers, are encouraged to create their own local marketing plans in order to drive store growth and local guest engagement. These plans also compliment the larger national marketing promotional calendar ensuring consistent Brand messaging across all stores,” Jordan said.
“We are continually implementing new initiatives to assist Franchise Partners in this process and providing the tools they can use to ‘surprise and delight’ their guest base.
“With the introduction of the LSM Online Portal, Franchise Partners will have more flexibility and autonomy than ever before to tailor marketing materials to their own unique needs, and still adhere to Brand standards.”
Within the first four months of launching the LSM Portal, 85% of the Baskin-Robbins Franchise Network is already utilising the system in their stores’ for customised marketing collateral.
Additionally, Baskin-Robbins are incentivising the program to encourage continued engagement. Franchise Partners are able to earn points by achieving specific guest satisfaction and store audit scores. These points can then be spent on marketing collateral through the portal, effectively complimenting their Local Store Marketing budget.
“Brand affinity is at the heart of our business, it starts with getting Local Store Marketing working effectively, our Franchise Partners understand the importance of local community involvement and engagement,” Jordan said.
