Mr RentalNational Winner

FCAExcellence in

Marketing2009

Teresa ConradieMr Rental Marketing Manager

Jodie WilsonMr Rental Events and PR Manager

Rationale behind our campaign

• 2006 - six consecutive years of market share growth

• Little positive movement in brand recognition

• Reviewed above the line media and marketing strategy and completed re-branding project of the Mr Rental brand

• Create an ongoing marketing campaign that appealed to our target market.

Rationale behind our campaign

Mr Rental family of characters were born

Rationale behind our campaign

Since the launch of the rebranded business in mid 2007 our national campaigns included: •Television•Radio•CataloguesMonitored brand awareness and lead generation to ensure significant return on investment for the network

Rationale behind our campaign

Mr Rental’s company vision:

To be the world’s first choice in renting home appliances

Rationale behind our campaign

• To achieve our vision• we had to gain market share

from the rental market’s dominant competitor

• Radio Rentals• 70 years in the market• Market share = 17.09% in

2007 / 2008

Rationale behind our campaign

• Radio Rentals is an established market player

• we had to actively pursue a fresh new approach to gain top-of-mind awareness and market share amongst the target market

Rationale behind our campaign

Working in our favour is the company’s exceptional culture and proactive franchisee network, willing to take on the challenge and support the marketing campaign.

Ultimately the marketing campaign was pursued to increase brand awareness and drive sales and market share.

Planning and Research

Annual research undertaken by third- party firm Colmar Brunton

•Identified significant areas of opportunity on which to focus•Accurately measure year-on-year improvements in the campaign

Planning and Research

In 2008 / 2009 the marketing opportunities provided by research findings were:

• focus on increasing brand awareness• increase empathy of Mrs Rental character in TVC and catalogue• adjustment to scenarios to better communicate long term renting• increase profile of phone number especially in TVC

Objectives

Goal Reason chosenIncrease Prompted Brand Awareness from 11% to 20%

Encourage increase in target market’s top-of-mind recall

Increase Total Equipment Out by 10% every quarter

Increase franchisee sales

Increase Total Network Enquiries 10% every quarter

Increase franchisee sales

Increase Website Enquiries 10% every quarter

Increase franchisee sales

Increase Market Share from 3.75 % to 4.53%

To achieve vision of being world’s first choice in home appliance renting

Utilise annual qualitative research to continuously improve campaign

To leverage success of campaign so far and ensure ongoing ROI

Choice of campaign channelsFour bursts of activity were utilised in 2008 / 2009 as follows:

Campaign Dates Reason Marketing support* August 2008 24/8-5/9 Father’s Day, Computer

Focus, new LCD TV with built in tuner (new Technology)

TV, Radio, Catalogue

November 2008 2-14/11 Pre-school holidays and leading into the Christmas period

TV, Radio, Catalogue

January/ February 2009

25/1-13/2 Back to school, start your new year in style. Moving? MRR now rents furniture

TV, Radio, Catalogue

May/ June 2009 24/5-5/6 Mother’s Day, but Mum is always special – Free gift May / Jun ’09 period. Stock Clearance – tough economy

TV, Radio, Catalogue

Franchisee participation

Franchisee communication•is critical in attracting and maintaining the support of the franchisee network•contributes to the ultimate success of each marketing campaign

Stakeholder communication is also a fundamental part of the process

Franchisee participation

1/year Marketing budget meeting

•an annual meeting via teleconference, with each franchisee•discuss how the marketing team intends to utilise the budget•feedback and exchange of ideas are welcomed

12/year Marketing subcommittee meeting

•franchisee representatives from each state•meet on a monthly basis•discuss the marketing plan•current successes and adjustments to the annual plan•all discussions minuted and distributed to the entire network

Franchisee participation

12/year Mr Rental Franchise Advisory Council (MRFAC)

•The marketing subcommittee reports to the monthly MRFAC•outcomes of the meeting are discussed

12/year Mr Rental Board meeting

•Monthly marketing updates are provided to the Mr Rental board•for feedback and advice

Franchisee participation

Feedback from other stakeholders are also considered:

Consumers:•research to obtain feedback from our target market regarding the marketing campaign•the outcomes of which were utilised in future campaigns

Suppliers: •liaison was undertaken with suppliers•discussing - supply, product models

Results

The marketing KPIs outlined for the2008 / 2009 campaign were utilised to:

measure the campaign’s successincluding:

• qualitative• quantitative results

Results

Quantitative results were measured via

Measurement How?Total network enquiries Internal lead generation figuresTotal equipment out figures Internal equipment in-stock figuresWebsite Enquiries Internal measurement of lead generation via internet Market Share IBIS World Industry ReportBrand Awareness Colmar Brunton phone interviews

Results

Qualitative results were measured via

Measurement How? Focus Group Feedback Colmar Brunton metro & regional focus groups

Results

2008 / 2009 marketing campaign = significant success increasing prompted brand awareness

• 11% in 2008 to 43% in 2009

Other evidence of the campaign’s achievements include:Goal Result

AchievedReason chosen

Increase Prompted Brand Awareness from 11% to 20%

43% Encourage increase in target market’s top-of-mind recall

Increase Total Equipment Out by 10% every quarter

20% Increase franchisee sales

Increase Total Network Enquiries 10% every quarter

14% Increase franchisee sales

Increase Website Enquiries 10% every quarter

31% Increase franchisee sales

Increase Market Share from 3.75 % to 4.53%

5.85% To achieve vision of being world’s first choice in home appliance renting

Summary

•Communication•Franchisees involvement•Feedback•Invest in research

Why do we enter the awards?

• Great way to increase recognition and perception

• Increase awareness, generate publicity and provide opportunities to promote Mr Rental

• Enhance our standing in the franchise industry and local community.

Elements that we consider?

There are a number of elements that go into formulating an award winning submission.

Most importantly is…

Time &Preparation

What did Mr Rental do right?

• Provided clear & concise answers that directly addressed the criteria

• Relevant supporting information

• Proof of commitment to the community

• Identified our innovative approaches to management, incentive programs, marketing campaigns

• Leadership qualities

• Accurate figures and numbers

•Good presentation, grammar, spelling & kept to the word count

•Showed commitment to our business

•PR agency involved

•Professionally formatted submission

What did Mr Rental do right?

Award Winners !

Trophy and/or certificate to be framed and placed in main foyer of NSO (National Support Office)

Print duplicate framed copies of the award for our franchisees to display in store.

Award Winners !

Create decals for all store windows (shop fronts)

Proud of our achievement

Brand all advertising, stationary and promotional items with our achievement.

Benefits of Winning this award…

Mr Rental received many published media releases from a local and national level.

Benefits of Winning this award…

• Increased our franchise recruitment enquiries dramatically

• Increased brand awareness and perception in the industry

• A feeling of pride and satisfaction within the franchise

• Motivation to continue growing and strengthening our franchise system

Thankyou