Australian Franchise News – 12-08-10
Extensive market research and a creative brand overhaul has paid off for Australian and New Zealand home appliance rental franchise Mr Rental winning the Excellence in Marketing category at the 2010 Australian Business Awards (ABA).
Mr Rental was recognised as an industry leader for outstanding achievement in marketing strategy and execution over hundreds of applicants from community organisations to government departments across the country.
Winning the Franchise Association of New Zealand Marketing Campaign of the Year in 2009, and the Franchise Council of Australia Excellence in Marketing Award in 2009, Mr Rental has now had three major marketing award wins in the last two years.
The ABA awards recognise success, innovation and ethics of companies in all industry sectors across both private and public sectors.
Mr Rental General Manager Alan Payne contributed the win to strong market research that helped Mr Rental to identify opportunities and to create innovative marketing materials.
“Since 2000 Mr Rental has experienced significant market share growth however, in 2006 we realised the brand wasn’t performing as well as it could,” he said.
“In 2007 we decided to overhaul the brand and create an ongoing marketing campaign that would better resonate with the Mr Rental target market.”
Mr Rental’s market research helped them to develop the concept of the ‘Mr Rental’ family around their key essential customer. The Mr Rental family is very popular online, features extensively in television advertisements and is now a key element in recognition of the brand.
“The Rentals represent a typical great Australian family. They love sport, watching movies and generally enjoy life with the minimum amount of fuss.
“Another key marketing component included revamping our website to make it more interactive by connecting it to social media. We also revised the customer loyalty and retention program – The Keeping Life Simple Club.”
Mr Rental is still relatively new to the franchise industry only becoming a registered franchise system in 2001.
Mr Rental recently finished fifth in the top ten overall franchise systems for 2010 securing the number one ranking for franchisee intention to renew as voted by franchisees.
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