Voucher Packs

VETERAN KFC FRANCHISEE SWAPS RESTAURANTS FOR LEAFLETS

Posted 15 May 2013

For 30 years Andy Atkinson would make the same journey to work at his KFC franchises in the Blackpool area. Then one day a call came in with an offer he and his two co-directors couldn’t refuse. Andy,…

For 30 years Andy Atkinson would make the same journey to work at his KFC franchises in the Blackpool area. Then one day a call came in with an offer he and his two co-directors couldn’t refuse. Andy,…

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Perfect package

SHARED DIRECT MAIL SPECIALIST VOUCHER PACKS PROVIDES FRANCHISEES WITH A MULTIPLATFORM OPPORTUNITY

For many people looking to take the leap and start their own business, it isn’t just about the way the numbers stack up. It’s also about knowing you have the right people on hand to support you through your business journey.

That’s why Voucher Packs has a tailored support and training package designed and delivered by industry experts with decades of experience under their belt.

Voucher Packs was set up in 2001 by managing director Andrew Wareing. A copywriter by trade, he soon rose through the ranks of one of the country’s biggest publishing companies and was eventually headhunted by a direct marketing company in the US.

COST EFFECTIVE

Returning to the UK, he decided to set up his own shared direct mail company designing, collating and delivering vouchers via Royal Mail at a cost businesses can afford. And as the markets changed and consumer habits changed, so the business grew.

Voucher Packs now has a strong customer base with nationwide clients including KFC, Pizza Hut, Domino’s, GreenThumb, Cartridge World, ChipsAway, Subway and O2. Andrew says: “Right from the very start we were described by customers as the best leaflet distribution business in the country, so we knew we had a package that worked. What we are looking for now is the right people so we can continue to expand and give our customers what they need in different areas.

“Some of our existing clients, such as O2, have already told us they want our services at different locations in the country. This means we can already offer a network of customers for our franchisees.

“Of course, with much of the discount deal and coupon business moving online, we also support our direct marketing with online and mobile products. This means we can offer businesses a whole range of packages and offer franchisees a multi-platform opportunity.”

Indeed, Voucher Packs worked so well for one customer he ended up buying his own franchise. Andy Atkinson spent 25 years as a KFC franchisee and used Voucher Packs to boost his business. When the time came to sell up, he knew where he wanted to take his expertise in franchising.

Formerly secretary of KFC’s franchisee association, he now helps to advise Voucher Packs’ new recruits.

Andy says: “I used Voucher Packs to print and deliver leaflets to promote my business for eight years and the response was way beyond anything we had been able to gain using traditional means, reaching up to 20 per cent physical returns. It was the only thing that worked for me.

“Now I am building up my own successful franchise with Voucher Packs and I haven’t looked back. I am also able to lend what I know to help other people build up their franchises.”

Comprehensive training is provided to all franchisees, followed by professional support, marketing advice, technical support, printing and shared delivery through Royal Mail.

Andrew says: “We know the importance of the internet and social media in what we do, but delivering leaflets is still our bread and butter, because we know it works and customers can measure its success.”

UNIQUE SELLING POINT

One of Voucher Packs’ unique selling points is that there is no need to set up your own delivery network.

Andrew explains: “Setting up a network is time consuming and comes with a lot of headaches. Also, a lot of customers tend not to trust it. We only deliver through Royal Mail because it gives our customers, and us, peace of mind. Royal Mail is still the most reliable and effective delivery method in the UK today.

“Shared direct mail reduces print and delivery costs to businesses and because of the way it is packaged it also gets a great response.”

Recent research by Royal Mail shows 87 per cent of customers remember door drops, while only 35 per cent remember email. 51 per cent of UK adults think door drops are great for information on local services and events, while 23 per cent keep them safe for future use. 93 per cent of consumers like getting samples, vouchers and offers through their doors.

Voucher Packs franchises start at £4,000, with the largest package, reaching 80,000 homes, available for £12,500.

“I wanted to make sure we were a low-cost franchising opportunity because I know a lot of people are either coming out of a career and looking to start something fresh on their own or they are parents wanting to balance a business with looking after their children,” Andrew says. “Because most of our franchisees are based at home, they can determine their own work schedule and even how many times a year they mail.”

Voucher Packs has always said the ability to get a return on investment is crucial for customers and the same principle goes for franchisees. “We have what we think is the perfect package to champion businesses and provide great local deals for customers,” Andrew says. “We know what we do works and we have a great reputation.

“Our wealth of experience means we can share our knowledge with those who are right for the job. Building a successful business isn’t easy, but we have a careful selection process and an excellent training and support package to allow people to grow their own successful business.”

GREAT OFFERS

Dave Walsh, who runs Voucher Packs, Chorley, says: “I first became aware of Voucher Packs when a pack dropped through my door with great offers from local companies that I used myself.

“Then when I was in a queue, voucher in hand, at a local food store I saw that half the people in the queue also had vouchers. I remember thinking at the time that it was interesting, but I was happy as an after-sales manager in the motor and motorhome industry.

“It was a good few months later when I decided I wanted a career change. I started searching for franchise opportunities and discovered Voucher Packs was actually a franchise, so I made the call.

“I am now in my fifth year of business and each year has been better than the one before. For me, this is a people business, so it’s all about gaining trust, making friends and repeat business coming from that.” MM

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Voucher Packs

Voucher Packs, a successful advertising business that works with national names, is looking to expand its network of franchises

Voucher Packs was set up by copywriter Andrew Wareing in 2001 after a trip to the USA opened his eyes to a new concept of direct mailing. 12 years later and the company boasts a reputation with major national advertisers and franchisees for delivering exceptional results. The company is now offering franchises with low start-up costs and the potential to earn over £50,000 a year. Andrew says: “I set up the business after working in local newspapers for 18 years. I was looking for a new challenge and wanted to work for myself. I saw an idea and realised I could make it better.”

Useful information

Direct mail makes up about 16 per cent of the total amount businesses spend on promoting themselves and, according to research in 2011, over half of all adults find leaflets delivered to their door useful for finding out about local information and events. “In 2001 we began producing leaflets delivered by Royal Mail in an attractive direct mail envelope,” says Andrew. “Voucher Packs now has a great reputation with major national advertisers offering real results.”

Voucher Packs’ flagship Blackpool franchise has been taken over by Andy Atkinson who, after eight years acting as the company chairman, decided the opportunity was too good to turn down. Andy is a former KFC franchisee who held a position on KFC’s advertising board and was secretary of the company’s franchisee association. He has 25 years’ experience as a franchisee. For 30 years Andy made the same journey to work at his KFC franchises across the Blackpool area. Then one day a call came in with an offer he and his two co-directors couldn’t refuse. Andy decided to sell his businesses and move on. It wasn’t an easy choice to make, as he had firm roots in the fast food business - his uncle was responsible for opening the first KFC in England in 1965 in Preston, Lancashire.

So what does someone with all that experienced decide to do once they have sold up?

“I had quite a few options,” Andy says, “but the most interesting came from an unexpected source. I had been using a company to print and deliver leaflets for me for about eight years and the response was way beyond anything we had been able to gain using the traditional means. “What makes Voucher Packs unique is the way they package their product and then use Royal Mail to deliver it. These simple steps and a few other trade secrets turn response rates into exceptional levels. Their brand and reputation has grown to be something customers trust.” Andy adds: “When Andrew Wareing told me about his plans for expansion with new franchises and a new website, I was very interested. There are thousands of people looking for a great business idea and I think Voucher Packs is it. When we first met, I gave Andrew 10 minutes to tell me about what he planned to do to promote my business. The meeting lasted an hour, I was so impressed. “When I had the results from my first mailing, I told Andrew it was the best 10 minutes I had spent and that still remains the case all these years later.”

Wealth of experience

Andrew explains: “Taking Andy on has been great, both for a local franchise and for his wealth of experience with a big brand and as a franchisee himself. It means he can offer fantastic advice to fellow franchisees, as well as much needed support.”

Comprehensive training is provided to all franchisees, followed by professional support, marketing advice, technical support in terms of leaflet design (you don’t need to have experienced, as you will be trained how to brief the fully qualified design team) and printing and arranging delivery through Royal Mail. You will also have a dedicated franchise support manager who will help you launch and set realistic goals. Andrew says: “It was always my dream to work for myself because I wanted to be able to reap the rewards of my own efforts. As someone who has worked in the media for many years, including two advertising agencies and running the new media department for the fourth largest regional newspaper publisher, I felt I could take so much of my experience and combine it into a useful media opportunity, as well as providing businesses with an advertising medium that works.”

Voucher Packs uses Royal Mail, the premium delivery method in the UK, giving a high standard at a price most businesses can afford. “We can achieve reasonable prices because we package the leaflets together in one pack to achieve economies of scale on delivery costs that are affected only by size or weight,” says Andrew.

Money back

Results show that response for leaflets in the pack is high, compared to leaflets delivered on their own. For example, KFC stores in the UK reported results over five times greater by going in the pack. 95 per cent of businesses that use Voucher Packs report at least getting their money back, with businesses paying between £200 and £400 for 10,000 leaflets to be printed and delivered by the postman.

Andrew says: “Voucher Packs has always pioneered return on investment as crucial to an ongoing business relationships. As such, we boast excellent references from food, beauty, car repairs and even taxi businesses.”

What can you expect from Voucher Packs?

• Comprehensive training.
• Introductions to national chains and names.
• Professional support.
• An exhaustive manual to back up the training.
• Assistance in setting up a successful business.

What can Voucher Packs expect from you?

• A conscientious effort to maintain standards and meet customer expectations.
• A dedicated effort to make appointments to see 15-20 businesses each week in your territory.

FOR MORE INFORMATION
For more information call Andrew Wareing, managing director of Voucher Packs, on 0844 811 6619.

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