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Shortlisted a record 18 times in the last six years, double-winners in 2009 and 2010 and winners again last year, Dream Doors has made the Franchise Marketing Awards its own. The kitchen facelift franchise has continued its winning streak by walking away with this year’s trophy for ‘Best Overall Marketing Campaign’. Beating international superbrands and respected UK franchises alike to the award, Dream Doors managing director Troy Tappenden was in a jubilant mood.
“We’ve been shortlisted every year since the awards began and this trophy makes it six awards from 18 finals,” he said. “We’ve continued our one-in-three strike rate!”
He adds: “This is just reward for the efforts everyone involved with Dream Doors puts into promoting this brand. We’ve never worked so hard, or put so much investment back into helping franchisees grow their businesses. Marketing is just one of a number of areas in which we’ve increased support, but it’s an important one. If we couldn’t help franchisees generate enquiries, all the support that goes on in the background would be academic.”
The award-winning campaign focused on a VAT-free offer for customers and appeared across a variety of media channels including television and the national press. The judges were particularly impressed by how consistent the brand was in its message and its identity – especially with 45 franchisees promoting the campaign in their own areas with centrally produced marketing and point of sale materials.
Importantly, the decision to run with a ‘Pay No VAT’ offer was a resounding success for the 13-year-old retailer. Dream Doors had its most successful period during the campaign run, with three individual million pound months and like-for-like network growth of more than 10 percent. A stand out moment was when Dream Doors Oxford franchisees, Mike & Elaine Hurley, who pushed the VAT-free offer heavily in September 2011 with a time-restricted call to action, sold £187,000 in that month and £69,000 in a single day! That period also coincided with Dream Doors advertising nationally in the Daily Mail and on ITV3.
Dream Doors was a runner up in both ‘Best Website’ and ‘Best Online Marketing Campaign’ categories this year, a result of its online marketing activities that saw network sales from website enquires grow from £300,000 per annum to more than £1.3million.
Dream Doors’ most improved franchisee of 2011, Ivor McKeown from Dream Doors Bath, attributes his performance last year to the brand’s increased online activities. “The investment in digital marketing over the past 18 months has had a dramatic effect on my business.” he said. “It has at least trebled the number of enquiries we get each month.”
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