Dream Doors has won the Best Overall Marketing Campaign award at this year’s Franchise Marketing Awards.

The kitchen facelift franchise beat international superbrands and respected UK franchises alike to win the award. Troy Tappenden, Managing Director of Dream Doors, said: “We’ve been shortlisted every year since the awards began and this trophy makes it six awards from 18 finals. We’ve continued our one-in-three strike rate.

“This is just reward for the efforts everyone involved with Dream Doors puts into promoting this brand. We’ve never worked so hard, or put so much investment back into helping franchise owners grow their businesses. Marketing is just one of a number of areas in which we’ve increased support, but it’s an important one. If we couldn’t help franchise owners generate enquiries, all the support that goes on in the background would be academic.”

The award winning campaign focused on a VAT-free offer for customers and appeared across a variety of media channels including television and the national press. The judges were particularly impressed by how consistent the brand was in its message and its identity – especially with 45 franchise owners promoting the campaign in their own areas with centrally produced marketing and point of sale materials.

Importantly, the decision to run with a ‘Pay No VAT’ offer was a resounding success, as Dream Doors had its most successful period during the campaign run, with three individual million pound months and like-for-like network growth of more than 10 per cent. A stand out moment was when Dream Doors Oxford franchise owners, Mike and Elaine Hurley, who pushed the VAT-free offer heavily in September 2011 with a time-restricted call to action, sold £187,000 in that month and £69,000 in a single day. That period also coincided with Dream Doors advertising nationally in the Daily Mail and on ITV3.

Published: 5 April 2012

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