Franchise Focus
Make Vroom!
Vanarama franchisees benefit from recent TV ad campaign INVESTMENT LEVEL: £22,495
I
n order to secure its place as the recognised name for commercial vehicle leasing, Vanarama is embarking on a national TV and radio advertising campaign. Already a major player in the van- leasing marketplace, Vanarama decided to make this significant investment out of a desire to future-proof the business and drive brand recognition. The added benefit of which will be to ensure the success of its franchisees. Says Andy Alderson, managing director: “This is a really exciting time for us. It’s always a risk when you take a huge step like deciding to advertise on the television, but the increased activity generated by the campaign in such a short time is really exciting and we’re delighted by the level of response we have received.” The campaign, currently running on Sky Sports, Sky Sports News and Talk Sport radio, is aimed at Vanarama’s target audience, small business owners and tradesmen who are, according to Andy, “the heroes of our strengthening economy”. “White van man has a bit of a reputation
and it’s not always a good one. But at this moment in time, white van man is an incredibly important cog in the wheels of the UK economy. The man who drives that white van is probably associated with the construction industry in one form or another, he may be a plumber, bricky or chippy. And the construction industry is
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entering a period of growth. According to a leading survey, the UK construction sector has shown growth for the second month in a row and there are going to be more opportunities to extend into other territories, to achieve yet more growth as the global construction market is set to grow by 70 per cent by 2025.
“The increased activity generated by the campaign in such a short time is really exciting”
One of the major factors behind the UK
growth in construction is the government’s Help to Buy scheme. Anyone who’s struggled to get a mortgage must be glad to hear that the scheme offers first-time buyers and those moving home a chance to buy a new home, by offering a loan to cover up to 20 per cent of the cost. As a consequence, Britain’s van drivers
– Vanarama’s customers – are busy, and they are expecting to get even busier. They are driving the economy by hiring more staff, buying more supplies, equipment and materials. All the income they generate is being spent on our struggling high streets,
not to mention all the vat and tax making its way to the Treasury coffers. Their customers are seeing an upturn in business – enquiry figures have doubled – and this has been reflected in their sales, too. With a rapidly growing franchisee network, Vanarama is anxious to fully support and encourage those who have invested in the business. Emma Davenport, Vanarama national franchise manager confirms: “The beauty of a truly national campaign like this, is that all of our franchisees will benefit from the increased publicity and brand awareness. The additional credibility afforded by this kind of campaign is invaluable when you’re talking to potential customers.” From the outset, Vanarama has been determined to offer a fully supported franchise model. By driving leads, providing ongoing training and full admin support, the network has grown to 24 territories in the first 12 months, from a standing start. “We are delighted that franchisees have been able to recover their fee in just a few months and even decided to buy additional territories”, says Emma. n
VANARAMA
WEBSITE:
www.vanaramafranchise.co.uk EMAIL:
emmadavenport@autofranchise.co.uk
PHONE: 01442 828 777 CLASSIFICATION: Automotive
Investment: £20k-£50k
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