Barking Mad, has been shortlisted as a finalist in the Brand Awareness category in the prestigious annual bfa HSBC Franchise Awards 2018.
Barking Mad is the UK’s very first ‘dog holiday’ service offering the very best tailored one-to-one care for canine companions. Run by the British Franchise Association (bfa), these widely-respected awards recognise both franchisors and franchisees who have demonstrated outstanding business acumen, innovation and achievement. Franchising is the granting of a licence by one person (the franchisor) to another (the franchisee), which entitles the franchisee to trade under the brand, taking advantage of the systems and support offered by the franchisor.
Barking Mad joins two others on the shortlist for the Award for Brand Awareness category, which is awarded for franchisors who demonstrate a commitment to better understanding their consumer market and effectively engaging with it through the implementation of a PR and marketing strategy.
In 2017, Barking Mad was able to invest a substantial amount into consumer brand marketing for the benefit of its network. This involved a truly integrated marketing campaign, using varied techniques including a full re-brand and PR, TV, web, print and event campaigns. The company sees its USP as taking the lead in the industry and being local, but nationally recognised. TV represented an excellent opportunity for the network to raise brand awareness and to recruit hosts and customers. This campaign was integrated with PR and social media, pre and post launch, using #waitingforHobbes, and Google Adwords PPC, which was coordinated to peak when adverts aired for maximum results.
The company is proud to have truly made a sustainable difference to brand awareness for its business partners this year. It has focused on a consistent message across the many and varied media available and have concentrated on making it as easy as possible for its franchisees to operate and grow.
Other activities undertaken to enhance the brand include participation in live on-line streaming events and greater attendance at physical events by incentivising and subsidising activities such as at supermarkets and county and local shows.
On being shortlisted as a finalist in the Brand Awareness category, Richard Dancy, Head of Marketing for Barking Mad said, “It has been a stonkingly good year for our brand, which has required many hours of hard work. To receive recognition for this year’s dedication by all involved means the world to us. We hope to enjoy the benefits for years to come.”
Pip Wilkins, CEO of the bfa, said, “It’s over forty years since the bfa was launched specifically to develop ethical franchising in the UK, and I am proud of the way the sector has grown in that time, with the industry’s turnover exceeding £15bn – that’s 1% of the UK’s GDP!
“I am particularly delighted to see such a strong field of businesses in the Brand Awareness category, as it demonstrates the importance of understanding the customer and how this is reflected through their branding. I would like to congratulate all three shortlisted finalists in this category and wish them the best of luck at the Awards ceremony at the ICC Birmingham on 28th of June!”
Andrew Brattesani, UK Head of Franchising for award sponsor HSBC, said, “HSBC is delighted to be once again supporting these franchise awards. Franchise businesses are often the hidden engine of business growth in the UK and it is essential to highlight the important contribution both large and small businesses make to our economy. It is also important to showcase to people that they can run their own businesses and if you don’t want to go it alone, or haven’t got a strong business idea of your own, you can still be successful and become your own boss.”
All the bfa HSBC Franchise Award category winners will be named at an exclusive black-tie ceremony held between day one and two of the bfa Annual Conference, on 28thJune 2018 at the ICC in Birmingham.
The three finalists for the Brand Awareness are:
- Barking Mad – the UK’s very first ‘dog holiday’ service offering the very best tailored one-to-one care for canine companions.
- Riverford Organic Farmers – a leading organic veg box scheme in the UK, now delivering 50,000 orders each week.
- Stage Coach Performing Arts – a performing arts school which is celebrating its 30thbirthday this year and welcoming 1 million part-time students through its doors over the that time.