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Who we are
FranchiseBusiness.com.au is the gateway to the biggest pool of prospective franchisees in Australia, offering franchisors an effective means to engage future business owners.
The iconic leading consumer publication for anyone interested in investing in a franchise. Features include franchise industry news, trends, expert legal & financial advice and franchise case studies.
Cirrus Media is Australia’s largest B2B media, content marketing and events business
We are experts with a wealth of experience in connecting franchise sellers with the right audience...
Our channelsWe approach franchise marketing scientifically by using engaging content, cutting edge media channels and audience behavioural data to optimise your advertising ROI.
We provide an end-to-end franchise marketing solution for our clients.
Websites Magazines Email Content Marketing
The changing landscape of the franchise recruitment market
EnvironmentOur position in the marketplace has allowed us to analyse recent shifts in franchisee research and enquiry behaviours. In 2014, Franchise recruitment is a buyer-driven market. As it is with all types of information, people are now choosing when and where they absorb their media, meaning franchise brands need to engage with potential buyers in ways that add educational value at each stage of discovery and nurture prospects along the purchase journey.
It’s now harder than ever to target prospects whilst also gaining appropriate cut through for your message.
We know where, why and how prospective franchisees consume information and consequently how to market your brand to drive maximum engagement and advertising ROI at each stage of their purchase journey.
Awareness
Lead Gen
Demand Gen
John Smith:• SydneyNorthern Beaches• Mid40’s• Seniormanager• Lookingforaseachange
Isfranchisingtherightfitforme?
Whatarethebenefitsofthefranchisemodel? Send
Enquiry
Franchise recruitment is becoming more complex, so potential for cost inefficiencies in your advertising is high.
Our insights and capabilities help reduce this risk...
Consideration Preference Action Lead
Whichfranchiseindustriesandbrands
arethebestfit?
Whattypeoffranchisebestsuitsmyneeds?
I’mshortlistingandresearchingHealthyFastFoodFranchiseswithnationalbrand
presence
Iamgoingtoinvest$250k
I’mlookingforaBoostJuice
Franchisefor$250kintheManlyarea
Industry Research Brand Research
Passive Buyer Active Buyer
people management experience
55% 35-55 year olds
40% household incomeover $100k
55% owned a business
70%
55% looking to purchase in 3-6 months
Australia’s wealthiest, most qualified and engaged audience of prospective franchisees
Our audienceAs Australia’s leading multi-channel franchise media business, we possess an audience of over half a million highly qualified franchisees* engaging directly with franchise owners and head office decision makers.
Source: Franchise Business Survey 2013, * Google analytics, Sep13-Sep14
- Existing franchise and independent business owners
- High net worth individuals and C-level executives
- White collar B2B professionals
- Blue collar trade professionals. ex-service and armed forces
Typical Personas
18.65%
26.29%
18.83%
19.72%
12.26%
4.26%
Less than $20k
$20k - $50k
$50k - $100k
$100k - $250k
$250k - $500k
$500k+
Over 35%will investmore than
$100k
How much are you prepared to invest in a franchise business?
- Gen Y investors with liquid capital
- Married couples and other partnerships
- Recently made redundant and those looking for a sea change
Our audience is actively engaged and ready to hear your story...
Cirrus Franchise Network Capabilities
End-to-end franchise marketing solutions
Every franchise brand has a story, and telling that story in a fresh and engaging way is the key to getting cut through in today’s noisy and competitive franchise recruitment landscape.
But, for many businesses, acting like a publisher is time consuming, costly and requires expertise.
At Cirrus, we provide end-to-end franchise marketing solutions which improve cost-inefficiencies at every stage of the process and allow you to focus on your core competencies.
Once we have formulated the most engaging way of telling your story, we take it to market...
WE CREATE GREATCONTENT TO SUIT
YOUR NEEDS
PROVIDE DETAILED REPORTING TOHELP MAXIMISE
YOUR ROI
PUSH IT TO OURAUDIENCE THROUGH
MULTI-CHANNELS
HOME ADVANTAGE:WAYS TO WORK ANDSUCCEED AT HOME
P.54
WHERE IS THE PROFIT?EVALUATING THE
FRANCHISE OPPORTUNITY
P.28
SPACE PATROL:HOW SECURE IS
YOUR TERRITORY?P.66
SECTOR REPORTS, WHAT YOU NEED IN YOUR LEASE,
LOCAL AREA MARKETING TIPS Sandwich
SPECIALIST
THE
FRAN
CHISIN
GW
WW
.FRAN
CH
ISE.NET.A
UJUL/A
UG 2014
YOUR ESSENTIAL GUIDE TO BUYING A FRANCHISE | WWW.FRANCHISE.NET.AU
AUS $6.95|NZ $7.95
PRIN
T POST A
PPROV
ED 10
00
08121
FranchisingF R 0 7 1 4 _ 0 0 1 - 1 2 0 1 4 - 0 7 - 0 3 T 2 2 : 3 5 : 0 1 + 1 0 : 0 0
HOME ADVANTAGE:WAYS TO WORK ANDSUCCEED AT HOME
P.54
WHERE IS THE PROFIT?EVALUATING THE
FRANCHISE OPPORTUNITY
P.28
SPACE PATROL:HOW SECURE IS
YOUR TERRITORY?P.66
SECTOR REPORTS, WHAT YOU NEED IN YOUR LEASE,
LOCAL AREA MARKETING TIPS Sandwich
SPECIALIST
THE
FRAN
CHISIN
GW
WW
.FRAN
CH
ISE.NET.A
UJUL/A
UG 2014
YOUR ESSENTIAL GUIDE TO BUYING A FRANCHISE | WWW.FRANCHISE.NET.AU
AUS $6.95|NZ $7.95
PRIN
T POST A
PPROV
ED 10
00
08121
FranchisingF R 0 7 1 4 _ 0 0 1 - 1 2 0 1 4 - 0 7 - 0 3 T 2 2 : 3 5 : 0 1 + 1 0 : 0 0
Our channelsOur products
Franchise BusinessAustralia’s market-leading franchisefor sale website – official directory of the FCA
• Reach over 70,000 prospective franchisees/month• Create your own interactive profile page• Publish videos, articles and downloadable brochures• Showcase Franchise for Sale territories• Position your brand as a category leader• Generate direct email, telephone and website referrals
Targeted EmailsHighly targeted national database of 17,500 prospective franchisees
• Metro and regional locations across Australia qualified by: contact details, investment level, purchase timeframe• Average 20-40 leads within 48 hours of send
Franchising MagazineEssential franchise advice, insightsand up-to-date news
• Franchising magazine• Award winning journalism• 27 years market leader• 7,142 CAB audited circulation (March 2014)• Distributed at Major franchise expos
Franchise Social Media
• Highly targeted, franchise recruitment• Over 200,000 interactions monthly
Brand & BespokeAnimated Videos• Brand videos: Piece-to-camera presentationwith graphic elements, increasing viewer engagement• Bespoke animated videos: hand-crafted, fully animated, engaging and highly shareable content • Our production team can shoot on any location
Sponsored Articles/Whitepapers • Engage large scale audiences with topic of your choice• Break new ground with beyond surface level insights• Drive lead generation activity and help your brand to engage as a thought leader• Leads automatically sent to you
Franchise Brochures &Case Studies• Highlight your real world solutions in action• Demonstrate your brand’s personality and position your business
Social MediaStrategy• We carry out an audit of your current social media and create a playbook to provide overall brand social strategy going forward. • Includes recommendations on which social channels to focus on, when to posttype of content to post and suggested budget for ads/ sponsored posts
Magazines SocialEmailWebsite
SocialBrochure
& CaseStudies
Articles/Whitepapers
Brand &bespoke
videos
After three months, views of the Ferguson Plarre company listing on the FranchiseBusiness.com.au directory increased by more than 250%, article views tripled, contact details were accessed 60 times (up from 12), click-throughs to their website more than doubled, phone call enquiries doubled and downloads of their information pack tripled.
Based on this initial success, Ferguson Plarre has since signed on for a full 12-month integrated content campaign, including:
• Two more white papers;• Two more videos;• Six more sponsored articles; and• Additional distribution.
“"The team at Cirrus Media came in
and consulted with us to help define franchisee target audience personas and establish the most compelling
ways to compel these specific groups. Consequently they put together a strategic
plan and created engaging content that crystallised our franchise story. We are now using this content to attract
future franchisees with a well-executed distribution strategy also created by
Cirrus Media.
I can confirm that in July 2014, only 3 months in, we sold our first franchise as a direct result of a highly qualified lead
generated by this campaign.
I Iook forward to the fruitful relationship for 2014 and beyond."
Steve Plarre
Case Study: Ferguson Plarre Bakehouses
Background
Ferguson Plarre Bakehouses is a fifth generation bakery-café franchise that had been working with Cirrus Media on display advertising campaigns and directory listings, as well as paid search, pay-per-click (PPC) and classified advertising with other agencies.
We identified a need for an initial three-month ‘test and learn’ content strategy that targeted earlier stages of the prospective franchisee purchasing cycle – namely, awareness (why is franchising the best investment model for me?) and consideration (which sector of franchising is most suitable for my financial and lifestyle goals?) – as well as content that wasn’t pushing hard sales messages.
StrategyTo test the audience’s appetite for educational content designed to help them make key discoveries along the franchise purchase journey, we produced four sponsored articles on four different topics, which were published via Cirrus channels. Consumption and engagement metrics for these articles were analysed in order to determine the most relevant topic for more in-depth content production.
The four topics were:
• Family first: why family-run franchises have the edge• Finding the balance: assisted independence in franchising• Setting the standards: how ongoing support and learning opportunities boost franchises• Getting personal: when familiarity breeds success
Based on the number of views and time spent on page, it was determined that topics two and three were of most interest and relevance to the audience. We then began production on a white paper and video.
This white paper was hosted on franchise.net.au and promoted via the franchising e-newsletter and FranchiseBusiness.com.au directory.
Results
69 leads in 24 hours
3x article views
2x telephone enquiries
3x PDF downloads
3x listing views
We have worked with thousands of local, national and international franchise brands since 1987, including many of Australia’s most successful franchise systems.
The Team: Raffael Fernandes, Sarah Stowe, Anthony Butler, Jesse Hopwood, Kim Church, Andrew Dalton & David Strong
1300 206 812or [email protected]
Contact us
Notes