Global Pet Foods

Spread across Canada from Newfoundland to British Columbia, Global Pet Foods is the third largest pet specialty retailer in Canada and sixth largest in North America.

Project Summary

Leveraging their reputation in Central Canada, Global Pet Foods implemented Intelligent Lead Nurturing to expedite franchise sales on the west coast of Canada. Their data management strategy was improved by migrating lead data from inboxes and spreadsheets into Zoho CRM. The lead nurturing process was transformed from periodic contact to a structured series of educational touchpoints sent via Act-On. Email creative was designed to purposefully guide qualified leads to “Apply Today!”.

Outsourced Call Management

Having kicked off aggressive advertising and lead generation initiatives in the west, Global Pet Foods entrusted AXIS Franchise Recruitment Specialists to handle introductory calls with new leads. In turn, time was freed up for the franchise development team to handle site selection, interviews, disclosure and discovery. Ultimately, without having to spend time speaking to tire-kickers, time was freed up to spend on strategic initiatives and activities required to penetrate the western provinces.

AXIS Integrated meets with Global Pet Foods franchise development team. From left to right, Derek Wong (Director of Franchising & Development, Global Pet Foods), Corey Nicholson (VP Business Development, AXIS Integrated), Cindy Hill (Director of Client Services, AXIS Integrated), Lindsay Quance (Franchise Marketing Coordinator, Global Pet Foods), Jim Walker (Executive Chairman, Global Pet Foods).

Integrated Partnership

Striving to constantly improve, dedicated team members from Global Pet Foods and AXIS speak on a weekly basis about lead generation and nurturing efforts. As an extension of the Global Pet Foods franchise development team, AXIS assists in setting mutual goals and analyzing metrics to track the progress towards western province dominance.

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