NightOwl Marketing – We catch up with NightOwl’s National Marketing Manager – Glenys Tristram

What is your name and title?

Glenys Tristram – National Marketing Manager

How long have you been at NightOwl? What was your previous experience?

I’m coming up on three and a half years working with NightOwl. I have been working as a marketer for around 11 years and within that time I completed a Master of Business (Marketing) with QUT. Marketing is an exciting mesh of science and creativity and I enjoy it immensely as no two days are ever the same.

What are your main duties as Marketing Manager?

Firstly to be the keeper of the NightOwl Brand. Brand Governance ensures that the customers know who we are and what they can expect from us.

After that, my team and the buying department ensure we provide an engaging range of customer-centric promotions throughout the year. NightOwl has 13 promotional periods annually and some periods overlap with competitions and other initiatives. Our activities have three main goals of focus, bring in new customers, retain our current customers, and increase our average customer basket spend by providing quality products at value pricing.

What are the advantages of being in a Franchise network like NightOwl?

Owning your own small business is an exciting yet huge challenge and responsibility. A new owner of a stand-alone business needs to be a manager, financial controller, accountant, marketer, human resources manager, and the list goes on. When you purchase a franchise you have the advantage of a full team of specialists working alongside you to assist you towards success. It’s a special type of partnership that allows a new owner to learn on the job from the vast experience of the support office team.

What support does your role play in assisting Franchise partners in the network?

We are here to help stores connect with their customers. Marketing provides support with any extra local marketing promotion/s that a store might wish to activate.

We look after all the design work and will provide cost options for print such as advertising in publications, flyer distribution, or extra signage that is specific to a franchised store.

Essentially, we are here to assist and guide the franchise stores to clearly communicate their value to their local community.