Campaign: Victorian Cafe Chain Degani Reaps Digital Rewards

Victoria café chain Degani is reaping rewards since embarking on a digital drive to entice new franchisees, raise brand awareness and learn more about its customers.

In a three month period, the company has strategised its marketing to heavily focus on digital, social and online media including Facebook, Twitter and Instagram, to drive its key messages and hone into its target market. The result? Ten new franchisees.

Degani’s main goal was to create a voice through social media for a brand that really, other than in Victoria, had no market relevance in Australia. Facebook was a key driver in turning this around and allowed Degani to focus on geographical targeting to potential new franchisees in markets that were unknown.

Living and operating in a digital age is something businesses must start to do as part of their normal practice said Clementine Scott, marketing manager for Degani.

“Progressing our strategies into the digital space, was an absolute must and it began when we turned to online sources to learn more about our audience. From this, we identified that our core audience, which is potential franchisees, were aged between 30 and 54, were professional managers, frequented cafes and coffee shops regularly and had at least $100,000 in savings. We therefore had to develop our strategies to suit this,” said Scott.

“Once this profile was shaped, we tailored our communications to ensure we were speaking to this core group with the right messages and information. We launched a modern campaign to suit this profile audience, drove it heavily through social and online media and as a result – we attracted 10 new franchisees who came on board in the first three months.”

A combination of organic engagement and advertising allowed the franchisor to tap into an online audience that was as close to its created profile as possible, in turn, creating more relevant enquiries for the business.

Launching a new campaign and using hashtags for the clever ‘For the Love of Coffee’ promotion included #mydegani and #fortheloveofcoffee and helped propel the company’s Twitter feed to over 500 followers and encourage retweets and brand awareness.

Findings for Degani showed that its audience are consuming 80% of their daily information via online channels, which reinforced the company’s decision to ensure more messages were being displayed through its online channels

According to the latest report from the ABS, published in June 2014, 26 per cent of all businesses have a social media presence these days including a presence on blogs, micro-blogs such as Twitter and content communities such as Facebook and LikedIn.

The propensity for a business to have a social media presence increased in alignment with staff growth and this is a trend that Clementine Scott sees as a growing one.

“It makes sense that the bigger a company grows, the greater the need for social media. What was once utilised to communicate key messages, is now being used for attracting the right employees and partners and that’s exactly what we see the benefit in for Degani,” said Scott.

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