FRANCHISE MEDIA GROUP Services Overview

Your essential franchise growth partner

Official online directory

FRANCHISING IN AUSTRALIA

AUSTRALIA’S FRANCHISING

REPRESENTS

$144 BN

AUSTRALIA’S GDP

9.2% OF

SECTOR IS WORTH

EXPECTED TO

GROW TO

$192 BN BY 2019/20*

IN 2014

1,160

FRANCHISE FORMATS

Franchise Business generates more than 33,800 enquires per year + 50% OF WHICH SAY THEY ARE ACTIVELY LOOKING TO PURCHASE FRANCHISORS’ PROFITS

ARE EXPECTED TO GROW BY

10.5% IN 2015 FRANCHISEES’ PROFITS

Franchising sector employs

ARE EXPECTED TO GROW BY

PEOPLE*

4% OF AUSTRALIA’S TOTAL EMPLOYMENT ^ Source + Average website inquires of 25/06/2015 - 31/06/2015 (76 per day) + 5 eshots 23.5 leads per send (17 per day) * Franchising in Australia 2014 - Griffith University ^ ABS - Labour Force Commentary Nov 2014

10% IN 2015

WHO IS CIRRUS MEDIA Cirrus Media is Australia’s largest B2B Media and marketing company, its footprint expanse across Franchising, Wealth Management, Healthcare, Building & Architecture, and Resources.

WHO WE ARE Cirrus Media’s Franchise division is Australia’s leading franchise recruitment media and marketing company. FranchiseBusiness.com.au and Franchising magazine have more than 38 years of combined experience; educating, informing and recruting prospective franchisees. Generating over 33,800 franchise enquires each year, our network’s reach, influence and power is second to none.

Find out more about us at

With our fully integrated Content Marketing

www.cirrusmedia.com.au

capabilities we talk to the engaged active, potential franchise buyer through highly intelligent informative WEBSITE

71,000+ potential franchisees monthly 33,800+ franchise enquiries a year

and valid editorial and advertorial articles.

MEDIA CHANNELS MAGAZINE

SOCIAL

Established 1987 Circulation 6,764

Twitter Facebook LinkedIn

CAB Audit Mar 2015

“ “

Reaching more than 71,000 potential franchisees monthly^

We are the loudest voice in the franchise recruitment & advice industry

Available on newsstand

EMAIL

18,500 subscribers Newsletter e-Shot Bulletin

^based on average monthly unique website users (April to May 2015)

Official online directory

SERVICES:

Recruitment Strategy



Content Marketing Creation



Lead Nurturing

“

Reaching more than 71,000 potential franchisees monthly^

OUR SERVICES & APPROACH We offer a wide array of innovative services, ranging from traditional media activity right through to strategic franchise recruitment through multi-channel content marketing.

STRATEGY

Strategy: Our content marketing, media, and franchise industry specialists will work with you to understand your business objectives and build a personalised strategy to help you realise them.

EDUCATE & INSPIRE

Educate & Inspire: We understand the prospective franchisee buying cycle and will create engaging content that will educate and inspire our audience to achieve your recruitment objectives.

ACTIVATE & AMPLIFY

MEASURE

Amplify & Activate: With Australia’s biggest franchise specific media reach your brand and message can be heard by tens of thousands potential franchisees actively looking or considering buying a franchise. We can also help assist your prospects through the purchasing funnel - through our lead nurturing program, delivering you qualified and ready to purchase prospects.

Measure: With our instant lead alerts and client reporting dashboard; you can track the performance of your campaign easily anytime day or night.

^ Google Analytics August 2014 - July 2015

OUR AUDIENCE

40%

HOUSEHOLD INCOME

OVER $100K

55% BETWEEN

35–55 YEARS OLD

55%

LOOKING TO PURCHASE IN THE NEXT

3-5 MONTHS

55%

LOOKING TO SPEND...  Less than $20k - 18%  $20k - $50k - 20%  $50k - $100k - 20%

OWN OR HAVE OWNED

4%

A BUSINESS

70%

HAVE MANAGEMENT EXPERIENCE As at 16th July 2015

 $100k - $250k - 22%  $250k - $500k - 16%  $500k+ - 4%

16%

18% 20%

22% 20%

TESTIMONIALS & CONTACT “The team at Cirrus Media have been great at helping us promote our brand and achieve outstanding ROI on our franchise recruitment budget. They are proactive and always looking at ways to improve the results of campaigns.“ FRED POSE FRANCHISE DEVELOPMENT MANAGER GELATISSIMO

“We use FranchiseBusiness.com.au, because we get the quality leads we are looking for.” MARK CRAPPER FRANCHISE DEVELOPMENT MANAGER AUSTRALIA & NEW ZEALAND DOMINO’S PIZZA ENTERPRISES LTD

“Franchising Magazine is a critical part of our marketing strategy, getting us in front of potential franchisees as well as industry professionals who are searching for new franchise opportunities. With over 28 years of experience behind them, Franchising Magazine continues to educate, promote and support the industry in both print and digital channels. Partnering with Franchise Business gives us a voice to our core audience and I love the team’s energy, focus and passion for everything franchising.” MICHAEL MARR MARKETING MANAGER; SALES AND LEASING RETAIL FOOD GROUP (AUSTRALIA)

“FranchiseBusiness.com.au has been a valuable lead source and business growth partner. Their professional advice, media placement and creative design has been a key part of the InXpress franchise development across key markets.” MEREDITH HAM MARKETING MANAGER INXPRESS

CONTACT SALES: DAVID STRONG Sales & Marketing Manager [email protected] T: +61 2 8484 0905 M: +61 0411 366 656 JESSE HOPWOOD Business Development Manager T: +61 2 8007 3113 [email protected]

EDITORIAL: SARAH STOWE Editor [email protected] T: +61 2 8484 0900

CLIENT SUPPORT: JOANNE GARCIA Client Success & Campaign Manager [email protected] T: +61 2 8484 0731

CONTENT MARKETING Offerings

Official online directory

CONTENT MARKETING: CASE STUDY “What’s it like to own one of your franchises?” • An in-depth and real-world look at your franchise system from the perspective of a franchisee

The Franchisee Balance

• Researched and written by our in-house copywriters

Going into Business For Yourself, Not By Yourself

• Used as part of your online profile to give life to your real story and offering

www.fergusonplarre.com.au

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Introduction

So how can you make an informed decision?

Becoming a successful business owner is a goal for many Australians, but getting started can be daunting.

If you’re looking to buy an existing store, assess its trading history to track the finances. Generally speaking, the greater the transparency, the more chance you’ll have of being confident in the business3.

In terms of franchising, it’s important to find a profitable business model and a brand you’re proud to represent. Just as significant, however, is finding a supportive system that offers the right balance between autonomy and franchisor involvement.

Prospective franchisees must also assess their own willingness to roll up their sleeves. Studies show a positive correlation between owner involvement and profitability4, with businesses performing consistently better when the store owner has a visible presence and ongoing relationship with the customers.

By opting for a franchise over an independent business, store owners are always beholden to procedures laid out by the company to some degree. But this is by no means a bad thing.

RATES (excluding GST) $4,000

4 pages

$8,000

8 pages

$12,800

Especially for first-time franchisees, the opportunity to work within a supportive framework is a great comfort. To know that you have a steady hand guiding you from the initial setup phase through the duration of your ownership is a crucial confidence builder. Although people often pay a premium to join a franchise network, the costs are offset by the benefits of franchisor support – particularly in terms of pre-launch orientation and training – as well as the market foothold that comes with joining an established brand.

“With an estimated 70,000 franchise outlets...Australia has become the most franchised nation per capita” Franchisee concerns With an estimated 70,000 franchise outlets operating in 20101, Australia has become the most franchised nation in the world per capita. This points to a couple of things – firstly, the undeniable success of franchising models in this country, but also the need to carefully choose a business that suits you and your values, considering the wealth of options.

The Ferguson Plarre model “Some franchisors don’t offer support with managing a franchisee’s staff because if the franchisor provides the franchisee with the wrong advice, the franchisor is liable,” Kellner says.

Ferguson Plarre is a franchisor that provides a comprehensive platform. They make all their cakes and savoury goods fresh daily, delivering to stores seven days a week.

“It’s something franchisees don’t think will be a problem, and if they don’t have experience managing people, which many don’t, they underestimate how hard it is.”

This leaves store owners in charge of ordering stock, getting to know customers, and selling products with a genuine smile and exceptional coffee.

The last thing that a new franchisee wants to feel is a sense of helplessness or detachment stemming from a lack of support.

They don’t demand royalties from franchisees. Instead, their revenue comes from franchisee stock orders, so they only make a sale when you do.

A large part of the appeal for becoming a franchisee is the confidence and security that comes from joining an established framework.

Ferguson Plarre will also support you through the entire franchise journey5, from your first enquiry through to helping you to sell your business at a fair price when the time is right.

Research has shown that support levels vary significantly depending on the organisation2, according to Griffith University PhD candidate, Ashlea Kellner.

FOLD

2 pages

What a stable, comprehensive framework affords franchisees is the time and freedom to focus on optimising the customer experience. This is important given the link between in-store

involvement of owners and the performance of their franchise.

When you become a franchisee with Ferguson Plarre, you are allocated a dedicated business coach. They act as your main point of contact and offer personalised support for recruitment, local marketing, sales budgeting, performance management and problem solving. The extensive training plan will get you up to speed with their business procedures from ordering cakes to food safety and running the sales system. Your business coach will work with you to help ensure that your customer service team has the tools to excel in every aspect of the in-store customer experience as well. As a franchisee, you’ll be given the opportunity to provide input with the advantage of having a franchisor with a proven track record there to support you.

CONTENT MARKETING: INDUSTRY GUIDE Take a leadership position within your franchising sector • Educate prospective franchisees on best practice within your system • Establish your brand as a leader within the sector • Researched and written by our in-house copywriters These guides will build confidence in your brand and attract more prospective franchisees to your system

RATES (excluding GST) 2 pages

$4,000

4 pages

$8,000

8 pages

$12,800

CONTENT MARKETING: INFOGRAPHICS A visual way to tell your solution story and highlight your system’s benefits • Designed to be used in conjunction with an Industry guide • Present complex stories and data quickly and effectively • Eye-catching and highly sharable cut-though content • Enhances and differentiates your brand in a crowded marketplace • Produced by our in-house graphics design team These guides will build confidence in your brand and attract more prospective franchisees to your system Customers use the internet to organise/track parcel delivery

Collecting and delivering of parcels

RATES (excluding GST) Static infographic

$3,000

Animated infographic

$POA

Customers drop off packages at retail service centres

CONTENT MARKETING: VIDEO Video demand and consumption continues to grow. Are you on-board? • Video is a very persuasive way to get your target audience to engage &

DETAILS CORE VIDEO: • Client interview with B-Roll footage • Any location outside of Sydney is extra (ballpark $1K/day in a capital city, more for regional)

feel the energy of your business. • Build trust and credibility

• 1-2 interviews of client representative(s) at location of their choice

• Enhance your SEO visibility with video content These guides will build confidence in your brand and attract more prospective franchisees to your system

• 1 interview of client’s customer for a testimonial perspective – must be shot same day/same location PREMIUM CONTENT VIDEO: • - A video or video series that tells a content story. Could include: Use  of talent and high end production Event  broadcast (webinar/ streaming/VOD)  Bespoke animation

PRODUCT RATE (excluding GST) Core video Premium Content Video

$11,000 POA Starting at $16,500

CONTENT MARKETING: PROFESSIONAL ARTICLE A well written article stimulating initial interest about a topic or category “That’s interesting… where do I find out more?” • Short summary article written by our in-house copywriters • Build topic/category awareness and initial interest • Can be used to increase the visibility of a guide or case study content piece

RATES (excluding GST) Professional Article – 500 words

$750

MEDIA

Offerings

Official online directory

MEDIA: FRANCHISING MAGAZINE F R0 7 1 5 _ 0 6 8

F R0 7 1 5 _ 0 0 1

FRANCHISING

Reach over 16,000^ potential franchisees that are actively looking to invest

-

1

Franchising

TYRE RETAILING:

INDUSTRY

TRAVELLING?

information on current franchising issues, industry trends in Australia and

People are carpooling like crazy nowadays to reduce fuel and maintenance costs, and people are buying much smaller cars as well. The funny thing about smaller cars is that they do these two things very well: they use less juice and wear down your tyres at a much slower rate than regular vehicles.

to drive his car for two weeks a month – that’s two weeks that it’s off the road, not using fuel and not diminishing tread.

So, John Doe, the guy who carpools with his colleague every second week only has

Sure, that’s a hypothetical arrangement, but it gives us some perspective.

That’s bad news for tyre retailers because two cars aren’t on the road for the whole month: they’re both only on the road for two weeks of the month.

JUL/AUG 2015 | 68 | WWW.FRANCHISEBUSINESS.COM.AU

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2 5

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Why

TURNING

EMOTIONS

JAPANESE

HELP YOU

WIN IN

Rice bars come to town AUS $6.95|NZ $7.95

PR I N T P O S T A PPR OV E D 10 0 0 0 8121

stories, highlights of the opportunities available across the sector, relevant

S

o long as vehicles are on our roads tyres will be too. That must mean that business for tyre retailers will always be good, right? Well, it’s a little more complex than that, writes Nathan Stanogias.

WWW.FRANCHISEBUSINESS.COM.AU

Published six times a year, the magazine is packed full of inspirational

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HOW IS THE

YOUR ESSENTIAL GUIDE TO BUYING A FRANCHISE | WWW.FRANCHISEBUSINESS.COM.AU JUL/AUG 2015 VOL.28/NO.4

JUL/AUG 2015

opinions for over 28 years.

6 8

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Australia’s most trusted and longest running magazine dedicated to the franchising sector, delivering independent, targeted editorial and expert

-

FRANCHISE FUNDING

CAPED CRUSADERS

BUSINESS

REVIVAL OF FORTUNE

p.52

p.36

p.12

Can you access the finance you need?

Spot the superhero franchisors

What happened at Pie Face, and what’s next?

overseas, brand and marketing expertise, and legal and financial advice. Franchising is also published digitally and available free on franchisebusiness.com.au/magazine

A

re you in touch with your emotions? It could pay off if you are, writes Nathan Stanogias. Your ability to detect emotions will help you earn more money in the workplace, and will help strengthen relationships with colleagues and field managers, too.

This insight comes from a 2014 study conducted by Gerhard Blickle, a psychologist at Germany’s University of Bonn. The more you’re in touch with your colleague’s emotions and your own emotions the better you will find yourself navigating the workplace. In Professor Blickle’s paper, 142 people

were asked to listen to recordings and look at pictures to decipher emotion. Participants were then asked to place what they heard and saw into three categories: happy, sad or angry.

some companies since the 1990s: L’Oreal started using emotional intelligence when hiring its salespeople, which led to a net revenue increase of about $2.5 million over the year.

The average success rate was 77 percent while really good recognisers identified 90 percent of emotion. Poor recognisers of emotion identified at 60 percent.

In a recent Franchise Relationships Institute (FRI) conference, results were released from a survey of 463 franchisees that looked at the effectiveness of field managers, finding 24 percent of comments made by 270 respondents want their field managers to take more interest in their concerns.

To consolidate the results of the study, researchers approached participants’ colleagues to ask how politically in-touch they were – if they appeared sincere and adept at forming relationships at work. to

Additionally, out of 265 comments 21 percent want more physical and emotional engagement from their field manager.

So, the case for shedding light on the importance of emotional intellect is gaining increasing traction in the corporate world, and has been a quiet method for

Hairhouse Warehouse field manager Susan Skermer says that listening to franchisees

This helped characteristics.

to

link

statistics

THE FIELD MANAGER, FRANCHISEE RELATIONSHIP

JUL/AUG 2015 | 25 | WWW.FRANCHISEBUSINESS.COM.AU

TOPICS • Funding a franchise

• Market reviews

• Legal advice

• Buying a business

• Franchisor support

• Franchisee case studies

• Leasing

• Franchisee success

^ based on a 2.4% pass-on rate

Average Net Distribution March 2015: 6,746 NSW................................48% VIC...................................31% QLD.................................13% WA....................................6% TAS/ACT/NT/SA/OS:......2%

Since 1957, CAB has been providing advertisers, marketers and media buyers with verified distribution data, delivering credibility to the media industry.

MEDIA: FRANCHISING MAGAZINE MATERIALS AND SPECS ISSUE

BOOKING DEADLINE

MATERIAL DEADLINE

Jan-Feb

20 November

1 December

Mar-Apr

12 February

12 February

May-Jun

9 April

16 April

Jul-Aug

11 June

11 June

Sep-Oct

27 August

4 September

Nov-Dec

22 October

22 October

Half Page Vertical

RATES & SPECS (excluding GST) PRODUCT NAME

RATE

Full Page

SPECS

½ page display $1,800

V: 230 x 85mm H: 115x177mm + 10mm bleed

Full page display

$3,000

245 x 175mm + 10mm bleed

Double page display

$5,500

245 x 380mm + 10mm bleed

A-Z Listing

$550

Company Logo + 100 words

Inside Front Cover

$6,100

245 x 175mm + 10mm bleed

Outside Back Cover

$6,500

245 x 175mm + 10mm bleed

Inside Back Cover

$6,100

245 x 175mm + 10mm bleed

Centre Page Spread

$6,800

245 x 380mm + 10mm bleed

Half Page Horizontal

MEDIA: FRANCHISEBUSINESS.COM.AU Australia’s largest and most comprehensive franchise resource website • The official directory of the Franchise Council of Australia • Dedicated to educating and developing potential franchisees • Generating 71,000+ potential franchisee visitors monthly^ 33,800+ franchise enquiries a year 18,500+ email subscribers

^ Google Analytics August 2014 – July 2015

Official directory of the Franchise Council of Australia

MEDIA: FRANCHISEBUSINESS.COM.AU BUSINESS LISTING Be in the consideration set of over 71,000 potential franchisees with a Franchise Business listing. BUSINESS LISTING INCLUDES: • Comprehensive company profile page • Ability to post video and educational collateral • Post up specific opportunities for sale GOLD:

Give you the premium first position within the category and search results

SILVER:

Second priority positioning within category and search results

BRONZE: Third priority positioning within category and search results, above free listings

RATES (12 months, excluding GST) PRODUCT NAME

RATE

Gold $6,900 Silver $5,500 Bronze $4,400

MEDIA: FRANCHISEBUSINESS.COM.AU WEB DISPLAY RATES Maximise your display ad coverage across Australia’s largest franchising resource • High impact display ad coverage across the website • Ideal way to build large scale brand and product awareness • 25% share-of-voice on category page

FEATURED BRAND

SQUARE

RATES & SPECS (per month, excluding GST) PRODUCT NAME

RATE

SPECS

Square

$1,000

250 x250px, Max 35KB

Home Page Featured Brand

$1,500

Company Logo

Home Page Opportunity $1,000

Opportunity For Sale

OPPORTUNITY

MEDIA: NEWSLETTERS Get your brand front of mind The Franchising newsletter is the perfect vehicle to get your brand front of mind with a highly engaged audience eager to understand

LEADERBOARD

more about purchasing a franchise. WEEKLY EMAIL NEWSLETTERS TO 18,500+ SUBSCRIBERS BANNER

RATES & SPECS (per month, excluding GST) PRODUCT NAME

RATE

SPECS

Leader board

$1,500

725x90px, max 35kb

Banner

$1,000

468 x 60px, max 35kb

Tower

$1,000

125 x 250px, max 35kb

Content inclusion

$750

(per send)

CONTENT INCLUSION

TOWER

MEDIA: E-SHOTS Boost your leads with eShots Franchise Business has a database of 18,500 subscribers eager to receive information about specific franchise systems and offers. This bespoke email gives you the opportunity to present the USPs of your system and generate direct responses. WEEKLY EMAIL NEWSLETTERS TO 18,500+ SUBSCRIBERS

RATES (excluding GST) E-Shot These are sent out every day depending on availability

$4,250 each

MEDIA: EMAIL BULLETIN Target franchisors Ideal for service suppliers, the Franchise Industry Bulletin is the vehicle to grow your presence and generate leads from Australian franchisors. CONTENT INCLUSION

The bulletin allows for both display advertising and sponsored content inclusions with lead capture.

BANNER

RATES & SPECS (per month, excluding GST) PRODUCT NAME

RATE

SPECS

Banner

$2,000

468 x 60px, max 35kb

Content inclusion

$750

(per send)

This is sent out every Wednesday

CAMPAIGN REPORTING Track your leads and ROI We understand the importance of keeping track of your incoming leads and campaign, that’s why we have comprehensive reporting through our live lead dashboard and monthly performance reports.

Clients are able to login and track their performance and download leads generated easily.

• Traffic to Profile Page • Opportunities for Sale • E-Shot leads • Articles Viewed

CONTACT SALES: DAVID STRONG Sales & Marketing Manager [email protected] T: +61 2 8484 0905 M: +61 0411 366 656

FOR MORE INFORMATION OR TO BOOK A CAMPAIGN CONTACT US TODAY

JESSE HOPWOOD Business Development Manager T: +61 2 8007 3113 [email protected]

EDITORIAL: Sarah Stowe - Editor [email protected] Phone 02 8484 0900

CLIENT SUPPORT: Joanne Garcia [email protected] Phone 02 8484 0731

Official online directory