Franchising.net.au:
Women’s express fitness franchise chain Contours is attending to franchisee financial training and boosting revenue streams as part of a long term strategy for growth, profitability and brand protection, the company’s managing director, Justin Wilshaw told Franchising magazine.
Wilshaw has just returned from a five day national roadshow outlining corporate policy for 2009. And key in the first six months are financial performance, how brand equity stacks up and improving the value proposition for members, Wilshaw said.
Marketing is central to this and in the past franchisees have acted co-operatively state-wide. Now two new agencies will handle the account nationally and a new marketing manager will deliver marketing to franchisees in the field.
This change gives better synergies for the business, Wilshaw said. Although franchisees will now pay higher marketing fees these will be offset by fewer costs required on a local area marketing level, he said.
