4 WEEKS
OVERVIEW
With over 50 years of heritage TONI&GUY Hairdressing has become an offical “Super Brand”.
Yet with the evolution of digital marketing becoming local and targeted, TONI&GUY’s traditional “national brand” marketing no longer attracted local clients.
In 2012 TONI&GUY Australia’s website attracted up to 300,000 UB’s per month. In the 2018, this had declined to around 17,000 UB’s per month.
After sifting through a number of agencies and internal marketing directors TONI&GUY Australia was unsuccessful in regaining its brand equity and championing its marketing.
APPROACH
As with most franchises, the initial stage was to help the stakeholders understand how marketing has evolved since 2012.
The message Franchise Me delivered was, 90% of the marketing budget needed to be allocated to local marketing. Each salon needed to be viewed as an individual business, with its own unique challenges. The days of the global cookie cutter model were over.
The first month Franchise Me did a deep-dive into each salons’ top 10 competitors. What their competitors offered, how they attracted clients and what TONI&GUY needed to do to better them.
For the group, Franchise Me built a new website that focused on what consumers wanted. This was based on user behaviour, category behaviour and global industry data. Most importantly, the new website had a very tight conversion funnel.
Once the website went live, five salons were chosen to participate in a localised PPC trial. With the instantaneous success of the 3 month trail, all salons were migrated over to the new digital marketing program.
PPC Salons – 63% increase
Non PPC Salons – 12% increase
12 WEEKS
PPC Salons – 75% increase
Non PPC Salons – 31% increase
52 WEEKS
PPC Salons – 600% increase
Non PPC Salons – 171% increase
On average the PPC salons now attract 64% of their clients from
Franchise Me’s local digital campaigns
THE UNEXPECTED CHALLENGE
Whilst Google Analytics were clearly showing a 600% increase in conversions,
the monthly P&L’s were not showing an increase in revenue.
the monthly P&L’s were not showing an increase in revenue.
Using heat maps and live recordings it was identified that the 3rd party booking system had a hidden cart abandonment of over 90%. Therefore 90% of the clients booking did not actually complete their booking.
To address FranchiseMe developed a custom online booking system.
This was based on scraped data from the industry’s best booking systems.
This was based on scraped data from the industry’s best booking systems.
The new booking system was trialed on 3 completely unique salons. Within the first 3 months FranchiseMe reduced cart abandonment
from over 90% to less than 10%. One month even resulted in a 0% cart abandonment.
This meant that out of 100 people booking, every person booked.
from over 90% to less than 10%. One month even resulted in a 0% cart abandonment.
This meant that out of 100 people booking, every person booked.
CONCLUSION
TONI&GUY is a textbook example of why franchises are underperforming in 2021.
As the world and the likes of Google shift to a local focus, franchises struggle to adjust.
With the responsibility of managing numerous locations across the county,
master franchises find it impossible to give each location the “local” marketing attention they need.
With the guidance of FranchiseMe, TONI&GUY were able to identify each salons’ individual challenges and in a very short timeframe have championed their marketing. Now in 2021, TONI&GUY’s web traffic and their online conversions have increased by 600%.
Even during the COVID19 pandemic.
FrachiseMe’s work has now been recognised by the TONI&GUY master franchise in the UK,
and FranchiseMe’s approach and new booking platform concept is being rolled out globally.
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