Campaign: Victorian Cafe Chain Degani Reaps Digital Rewards

Campaign: Victorian Cafe Chain Degani Reaps Digital Rewards
SHARE
THIS



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.

Please login with linkedin to comment

Pinterest whatever's comfortable

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Heckler Appoints Charu Menon To Partner
  • Advertising
  • Media

Heckler Appoints Charu Menon To Partner

Heckler has announced the promotion of Charu Menon to Partner, Singapore, making her the first female member of the Board.

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]