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 declined to 18,000 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.
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 cookie cutter model were over.
The first month Franchise Me did a deep-dive into each salons’ top 5-10 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, based on user 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.
PPC Salons - 63% increase
No PPC Salons - 12% increase
PPC Salons - 75% increase
No PPC Salons - 31% increase
On average the PPC salons now attract 51% of their clients from
Franchise Me’s local campaigns.
TONI&GUY is a textbook example of why franchises are underperforming in 2019. 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’ challenges and in a very short timeframe have championed their marketing, doubling their new clients.
During this journey Franchise Me have been tracking the performance via analytics, heat maps and live recordings.
It is this due diligence that has uncovered a number of other factors that are affecting TONI&GUY’s conversion rate. As each factor is addressed, TONI&GUY grows their business in leaps and bounds.