Let's take a look at B2B marketing of the largest chain of convenience stores in Poland. By reading the latest offer of Żabka, many people even from corporations, will start to wonder if it is worth "earning" 15,000 PLN. Communication very timely, directly accentuating the amount to "earn", supported by the picture of Ms. Iwona, franchisee Żabka (testymonial).
Of course, the devil is in the details - in the case of a franchisee, "earnings" is the income from which the employed staff should be paid, along with the accompanying costs, their social security and taxes. What is more, in order to collect PLN 15,000, it is necessary to meet the conditions, which are not specified in the communication. The most interesting is that a year ago, on similar posters, 6,500 PLN was promised.
Could the sales of Żabka's stores have doubled? Definitely not, as the chairman of Żabka recently talked about. I rather shows the determination of Żabka and the level of difficulty in acquiring franchisees in Poland, accompanied by "creative" marketing, competing eg with Biedronka, promising PLN 3,000 to start, for work at the cash desk + add-on packages.
