Challenge: A desire to grow fast.
When we began working with Tropical Smoothie Café, they had aggressive franchise development goals and needed a strategic plan and compelling creative in place to drive more qualified leads to the Franchise Development Team.
Strategy: Lead from a position of strength.
We retooled Tropical Smoothie Café’s franchise development marketing materials entirely and created an aggressive marketing and media plan that targeted people using their net worth and propensity for healthy living. The campaign positioning we developed, “Feed people well. Treat people well. Do well.” reflects the company’s core values and was used in Tropical Smoothie’s new franchise website. Within this campaign we also created a full suite of sales tools, including brochures, franchisee videos, mailers, Discovery Day presentation, digital ads, and more that effectively message the opportunity.
Results: More qualified leads equals 400% more deals.
Since partnering with Hot Dish, Tropical Smoothie has been able to grow their annual franchise awards from 41 in 2012 to an impressive 199 in 2015. The lead generation campaign generated a cost per lead of $120 and a 5% total leads to award conversion ratio.