Q3 | 2011

Getting to Buy In

Virtual Issue

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COVER STORY

Putting Sacred Cows Out to Pasture

Building a New Management Team: And Getting Franchisees To Buy In To Change

The Doctor Is In: Jack Riggs, M.D., Leads a Healthy, Growing Brand

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Mid-Year Progress Report: Weak Consumer Demand, Confidence Slow Franchise Growth

A report produced for the IFA at the beginning of this year, the Franchise Lending Matrix, forecasted approximately 15,200 new units would be added in 2011. We're at the halfway point of 2011. It's a good time to check the progress.

Darrell Johnson

Anatomy of a Start-Up: Building a Brand New Brand, Part 2

In this issue's glimpse into a franchise start-up, I'll share the challenges and the victories I've encountered in attempting to differentiate our emerging EarthFruits Yogurt brand within its red-hot category and the resultant commoditization occurring within the space.

Keith Gerson

Challenge the Pros: Creating A Response-Driven Recruitment Website

What are you doing to create a compelling, response-driven recruitment website for your brand? Things are moving fast in new technologies and the ways people are using them to communicate.

Franchise Update

CMO Roundtable: Getting Franchisees Involved In Local-Level Marketing Efforts

What are some effective ways to get franchisees to 'buy in' and become actively involved with local-level marketing efforts?

Franchise Update

Massage Envy's CMO Susan Boresow on Franchisee Buy-In

Susan Boresow has experience getting franchisees on board. As chief marketing officer for Massage Envy, she understands that engaging and supporting franchisees is imperative to getting them to buy in and play an active role in the brand's overall marketing efforts.

Franchise Update

A Passion for People: Multi-skilled Lenny's Sub Shop President Leads by Example

Lenny's Sub Shop President Brent Alvord lends new meaning to the term, well-rounded: an MBA in finance from the University of Memphis, 15 years as an executive with organizations such as Burger King, FedEx, and America Online, and a hands-on understanding of the restaurant industry he acquired as a youth working at Subway, Ruby Tuesday's, and Chili's.

Debbie Selinsky

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Who Manages the Customer Experience?: Operations, Marketing--And Customers

The customer journey is made up of the experiences that come from all interactions with your brand. Some customer experiences are created directly by marketing and some by operations.

Jack Mackey

Money Changes Everything: Parlaying Unit-Level Economics into franchise sales

Unit-level economics. This single key is the greatest predictor of a franchisor's future success!

Joe Mathews

Maiden Voyage: First Consumer Marketing Conference sails into San Francisco

In a ground-breaking event this past June, the first Franchise Consumer Marketing Conference attracted marketing executives from 57 franchise brands with more than $11 billion in annual system-wide sales--all seeking better ways to connect with customers in today's digital marketing environment.

Kerry Pipes and Eddy Goldberg

Pick Up the Phone!: CRM Systems Are Great, But...

Technology has allowed us to track our lead sources, assist us in buying advertising, organize our day, notify us when to make a call, and send emails.

Marc Kiekenapp

Developing Intelligence: Highlights from the 2011 AFDR

The 2011 Annual Franchise Development Report (AFDR) is a comprehensive research guide to sales and lead generation performance in franchise recruitment.

Franchise Update

No Fare: How To help the Wrong People Off Your Bus

It's a smooth ride when you have the right franchisees in your system. But what do you do with those frustrated franchisees that "aren't making it happen?"

Steve Olson