Nadia Cameron writes on CMO:
Griffith University’s Asia-Pacific Centre for Franchising Excellence has cut its marketing expenses in half and is generating customised and segmented emails in-house after investing in a new digital marketing platform.
The centre’s business model is to provide research and education-based commercial products that help Australia’s franchising sector grow. Its core audience includes franchisees and franchisors, sector supports such as consultants, lawyers, people interested in starting small businesses and buying a franchise, and individuals working for franchises.
Its business model is based around its Web presence, while its marketing budget is spent almost exclusively on email marketing.
The division’s general and business manager, Kerry Miles, told CMO its business model is based around its Web presence, while its marketing budget is spent almost exclusively on email marketing. The franchising centre has a database of 7000 subscribers globally, which it’s looking to grow to 10,000 over the next few years by leveraging digital automation.
With a small team of just three, finding easy-to-use technologies that make the process of communicating in a tailored and effective way to its database is key. This was the reason for its decision to swap out IBM’s platform 12 months ago in favour of a new email marketing platform.