Rob Murray - CoFounder of Intrigue Media

Date: MAY 10th, 2012

Topic: Interview with a CEO

As co-founder of Intrigue Media, Rob Murray believes in giving back to the community. Rob actively shares his expertise in marketing and business in several community ventures.


BeTheBoss: Tell us about the Intrigue Media concept.

Rob Murray: Intrigue establishes networks of TVs in high traffic public indoor environments, ideally where there is a captive audience. We sell and produce video advertising to be displayed on these TVs. Our advertisers are mostly local businesses who have pain getting their message out using established media, either for reason of cost or lacklustre efficiency.


BTB: How and when did you become involved with Intrigue Media?

RM: My partner Paul and I started the concept in 2006 while still students at Guelph University. We installed a screen on campus and sold advertising spots geared towards students. Really simple.


BTB: What was your background prior to joining Intrigue Media?

RM: I was just a student but always wanted to do something extraordinary.


BTB: What are some of the advantages in being an Intrigue Media franchisee?

RM: The key advantages are: low investment, flexible hours (it is a lifestyle business), no additional staff needed (at least in the beginning), great synergies between the franchisees and head office, and high gross margin.


BTB: Who is your ideal franchisee?

RM: Loves selling. Knows their community. Intrigues people.


BTB: Tell us a little about the Digital Out-of-Home Advertising Market?

RM: Out-of-Home advertising has been one of the largest forms of advertising, being traditionally a great medium equal to print, TV or Radio. With today's technology, we can create a rich, full video message at a fraction of the cost compared to others. Digital Out-of-Home, together with web-based advertising, is the fastest growing segment in advertising.


BTB: What are some of the greatest lessons you’ve learned in growing this franchise?

RM: Business is people. We often wonder, why could we, the founders and owners, always perform much better in sales compared to our employed salespeople? I think it is the entrepreneur who makes things happen. Our franchisees, who are entrepreneurs, do well, because they have the right attitude and drive.


BTB: Do you have a mentor and is their someone you use for inspiration?

RM: I have been lucky being partnered with Paul from the beginning. We always bounce off ideas. We also believe in community engagement, being part of networking groups and various organisations. You meet a lot of great people there......a great source of free advice and inspiration.


BTB: What advice do you have for someone looking to acquire a Franchise?

RM: Find something that is unique by nature. A pizza franchise gives you immediate credibility and advertising, but you are not unique in your community. Maintain a high level of independence and use the franchisor's system only for portions of the business that are difficult or expensive to create individually.


BTB: In your opinion, why do you think that Intrigue Media would be a great opportunity for someone?

RM: First, the return on investment is happening in a very short time period; then, margins are excellent...after all, we need to mention the financial benefits first. But, you are also at the ascent of a technologically driven medium, without needing to be a technology expert. It is right for you...if...you love selling. Intrigue does the rest.