Franchise Update Media
Franchise Update Media Digital
Publications
Conferences Education Videos Subscribe
Advertise

RSS Subscribe
Consumer Marketing

Feature Story:

5 Things A CMO Should Know (But Often Doesn't) »

By Bob Scaglione

You've put in your time, worked hard and you're now a CMO. Good for you, now get to work. No, seriously, get to work! Your plate is already full.

Back in the day, a CMO was responsible for things like brand identity, brand awareness, and corporate marketing, but today's CMO is responsible for a great deal more. Things like growth, top-line revenue, CRM, and profit are now your responsibilities as well, and experts say your responsibilities will only increase. So get to it, and while you're doing all this new stuff, make sure you stay up to date on all of the ways consumer marketing is changing. Make sure you're an expert on all things digital, have a deep understanding of social media, and know exactly how each of your consumers wants to be spoken to...

Feature Story:

Report: Small Businesses Avoid Digital, Social Marketing »

By Brandmuscle

Social media and digital marketing are receiving considerable attention and visibility as highly effective, must-have marketing tactics, particularly for larger enterprises. However, a report from Brandmuscle reveals that many smaller local affiliates are slow to adopt social and digital media because of concerns about complexity. Instead, they are favoring some (but not all) of the more established marketing tactics (e.g., local events, direct mail, and coupons).

The report surveyed hundreds of local dealers, agents, and franchisees across a wide range of industries and asked them to share insights on their local marketing experiences. Brandmuscle, a local marketing automation platform provider, compared the results to those identified by tracking more than $2 billion in co-op and channel investments made by Brandmuscle clients over the past 3 years...

Feature Story:

5 Ways To Stop Sabotaging Your Content Marketing »

By Ellen Gomes

Today, marketers create, launch, and leverage content faster than ever. But to stay at the top of their game they juggle many moving pieces, while working to avoid the common pitfalls that plague content creation. We've identified five common issues that sabotage a content marketer's efforts to create content that delivers value and supports the reader in their buying lifecycle. Avoid the following to secure your content's success.

Feature Story:

Social Media Roundup: October 28, 2014 »

By Daniel Lieberman

Marketers: You Think You're Funny? Use It!
Is comedy right for your brand? This piece by Larry Kim, founder of WordStream, makes a case for humor in marketing. While he reminds aspiring comedy creators they need to be careful, as it's easy to cross the line, he comes down on the side of adding some laughs to your marketing. Marketers with not-very-sexy products can benefit from lightening up their pitch a bit... or a lot. The results can be dramatic: nobody ever thought insurance was cute before a certain gecko arrived on the scene.

10 Tips for Optimizing Mobile Websites
We all know the importance of mobile for today's marketing. This blog by Rocco Baldassarre on Search Engine Journal rounds up 10 must-have practices for optimizing your mobile website...

Feature Story:

CruiseOne: Ingraining The Brand Culture From The Start »

By Kerry Pipes

We asked Rosemarie Reed, vice president of marketing at CruiseOne, about the role the brand's culture plays in creating, framing, and developing its brand message/image to customers. Here's what she had to say.

CruiseOne's reputation as the go-to travel agency for customers worldwide began 22 years ago and has only strengthened through the years. We recognize that our franchisees are our gateway to cruise and vacation customers and that there is a correlation between an engaged franchise network with profitability and customer loyalty. Therein lies the challenge. How do we create a knowledgeable, engaged network of more than 900 franchisees and guarantee that the customer experience will be the same regardless of which franchise you work with? While we can't force our franchisees to embody our brand culture, our end goal is to always instill in them a sense of pride that will resonate with customers and create a positive experience so they become lifelong loyal customers...

Feature Story:

Emails Rejected? 9 Reasons Why--and How To Fix It »

By Jared Flamm

It's email dating 101: there's nothing worse than waking up, checking your email, and find that annoying email from last night - trying to get back into your inbox for a second round.

As with dating, a lot can go right in an email. The person you're currently sharing your message with might just be the perfect customer for your brand. Your email might appeal to their needs and build a lifelong relationship. Or your recipient may discover that while you two have no chemistry, your product would be a perfect match for one of their friends.

But (also like dating) a lot can go wrong. If you're striking out in your email campaigns, you've got to tweak your pitch. Here are nine reasons that marketing emails get rejected - any of these sound familiar?

1...

Feature Story:

Franchise Marketing Funds: Frequently Asked Questions »

By Janet Muhleman

Franchisors often ask us when they should activate their franchise marketing fund. They may have a requirement for marketing spending in their FDD, but may not be collecting or spending the money centrally. They may also have older agreements with different spending requirements in their system and have concerns about how to structure a fund that is equitable.

We recently helped a 300-unit franchise system activate their national marketing fund. They took a very thoughtful, inclusive approach and successfully launched their program with nearly 100% compliance. We thought it would be helpful to recap that approach, but realized that we needed to back up and explain a few things about ad funds first. The result is a series of articles that will cover a lot of related topics...

Feature Story:

Social Media Roundup: October 14, 2014 »

By Daniel Lieberman

Promoted Pins: Pinterest Analytics Offers New Tracking Features
Pinterest business users will want to explore the updated Pinterest Analytics tool. The new version adds information about your top pins and boards in the Pinterest Profile section. The Audience area gives you a look at what Pinterest users are choosing to look at and pin. It can be filtered to look at all audiences, or focused on just your followers. "The new Pinterest Analytics tool gives you access to a variety of data, including how potential customers interact with your pins beyond your website," says Kim Vij, writing on Social Media Examiner. More information can be found on the Pinterest website.

Beating the Facebook Algorithm
Over the past year, Facebook has been making life much harder for owners of its Business pages...

Feature Story:

Mobile Apps: Help Your Customers Spend More! »

By Tom Epstein

According to the National Restaurant Association,

Feature Story:

17 SEO Myths It's Time To Leave Behind »

By Eddy Goldberg

SEO has gone through many changes since marketers first discovered the value of being listed on the first page of search engine results. That was nearly 20 years ago, and during that time many beliefs arose about the best ways marketers could outfox the algorithms. Many of those beliefs are just that: beliefs, according to Hubspot, an inbound marketing and sales platform company. In "17 SEO Myths You Should Leave Behind in 2014," the company attempts to put them to rest. From the introduction of the 24-page guide:

"SEO has changed so much in the past several years that many marketers aren't sure what's outdated, what's important, what will actually move the needle, and what's simply wasted effort. This guide is going to point out all of the most common myths and assumptions about how SEO works and debunk them for you, so you're not wasting a single moment on things that simply don't matter for SEO in 2014...

Feature Story:

5 Ways To Ensure Your Marketing Video Will Suck »

By Jennifer Santoro

Online video marketing has become a staple, with 81 percent of companies producing video content for their websites and 69 percent producing it for social media, according to the 2014 Online Video Production Trends Report.

There are loads of marketing videos on the web now, some extremely effective, but there are plenty that just don't work. I've noticed common themes among the latter group. Based on those, here are five ways to ensure your marketing video will suck.

1. The video takes too long to get to the point.In the age of the tweet, marketers have only a few seconds to capture a viewer's attention. To get the viewer to engage, a marketer must put serious thought into what the main point of the video is, and then clearly communicate that message as quickly as possible...

Feature Story:

Social Media Roundup: September 23, 2014 »

By Daniel Lieberman

Local Search: Tips on Increasing Your Online Presence...
Customers are turning more and more to mobile search, making high visibility in local search results a critical ingredient in a business's marketing mix. The toolkit for businesses that want to rule local search results is already rich, and continues to deepen. Citations in sites such as Yelp, Superpages, Angie's List, and others are invaluable. Use of Google+ Local Page Optimization gives businesses higher ranking in Local Pack Results, inclusion in the Local Carousel, and having a Pin in the Local Pack Map. Encouraging reviews on a Google Local Page is another powerful way to get better local search results. Writing on Search Engine Journal, Kelsey Jones provides helpful infographics detailing do's, don'ts, and tips in 5 areas: Google+ local page optimization; citations; reviews; on-site optimization; and inbound link profile...

Feature Story:

2014 Franchise Consumer Marketing Conference: A Look Back, Part 2 »

By Kerry Pipes & Eddy Goldberg

Last issue we reviewed the first two days of the 2014 Franchise Consumer Marketing Conference, held this past June in Atlanta. This issue covers Thursday and Friday.

Disruption and the economy
Wednesday began with breakfast in the Networking Gallery, followed by the day's keynote speaker, Luke Williams, who delivered a wide-ranging discussion on the importance of innovation in business success. Williams, professor of innovation at NYU's Stern School of Business, is the author of the best-selling book Disrupt. "If you're interested in growth, you must be interested in innovation," he said. "Ideas are the recipes for increasing returns."

His overall message was not to become complacent with success. "The pace of disruptive change is accelerating in every industry," he cautioned...

Feature Story:

Guest Data - The Most Important Thing Your Restaurant Doesn't Have »

By Vikram Rao & Francesca's Restaurant Group

In this age of big data, the restaurant industry trails behind all other major industries in data collection and analysis. Most restaurants collect feedback and contact information from fewer than 2 percent of their guests, leaving them unable to understand their guests' preferences and ultimately leaving them unable to get back in touch with their guests. This striking data gap has resulted in the birth of a new restaurant technology industry called guest relationship management (GRM) technology. This industry aims to solve this data shortage by combining feedback, guest communications, and loyalty into one "smart" system. Restaurants across the country are starting to use these systems and, based on initial results, it appears these systems could soon take the restaurant industry by storm...

Feature Story:

3 Keys For Effective Customer Loyalty And Reward Programs »

By Plante Moran

Recently, I had the opportunity to attend a presentation on "Understanding Customer Loyalty and Designing Effective Reward Programs," by Clay Voorhees, assistant professor of marketing at Michigan State University. The informative session discussed how organizations can develop effective reward and loyalty programs to increase customer spending. Here are a few of the key takeaways and examples from that session.

1. When setting up a rewards program, the goal should be to convert "good" customers to "elite" ones. Most loyalty programs are some variation on the "buy x, get 1 free" method, but that isn't necessarily the best way to go. It may not take a good customer to that next level where they're truly loyal to your company. Additionally, these coupon-type rewards programs provide little useful data analytics and often cost more money than they actually bring in...

Feature Story:

Social Media Roundup: September 9, 2014 »

By Daniel Lieberman

Yelp Trends: 132 Million Users Can Tell You What's Hot
Yelp, the social review platform, provides a searchable database of 57 million reviews. The Yelp Trends service allows users to track trends over time and break the results down by individual markets. For businesses wishing to develop new products or services, or learn more about local markets for their existing ones, the data Yelp offers will be invaluable, according to the editors at Restaurant Hospitality. Two caveats: the data is based on keywords in Yelp reviews, and has no context information about customer actions. Also, since many more people use Yelp than contribute reviews, the data may not accurately reflect the views and opinions of the majority of customers.

Pinterest Update: Category Pages Allow Mobile, Web Users To Follow Topics
Pinterest category pages bundle pins devoted to specific subject matter so users can easily discover and follow material relating to their interests while avoiding pins that don't engage them...

Feature Story:

2014 Franchise Consumer Marketing Conference: A Look Back, Part 1 »

By Kerry Pipes & Eddy Goldberg

Consumer marketing changes constantly - no news there. Keeping up is another story. Tactics and thinking that were progressive and results-oriented yesterday are passé and ineffective today. To make matters worse, franchisors are also battling an increasing glut of media channels, confusing new technologies, and competition from all sides. No one understands these challenges better than the franchise CMOs and marketing executives on the Franchise Consumer Marketing Conference's advisory board, who deal with them every day.

The board took all these challenges and more into account when they developed the theme of this year's conference: "Change: The New Marketing Currency." The fourth annual conference, held in June at Atlanta's InterContinental Buckhead Hotel, attracted top franchise marketing executives for two days of jam-packed education, sharing, and networking, all seeking to gain an edge on their competition and learn about the latest strategies and techniques in the world of consumer marketing...

Feature Story:

Slow Service? Diners Using Cell Phones Keep Waiters Waiting - 2014 Vs. 2004 »

By Maia McCann

A busy NYC restaurant kept getting bad reviews for slow service, so they hired a firm to investigate. When they compared footage from 2004 to footage from 2014, they made some pretty startling discoveries. So shocking, in fact, that they ranted about it on Craigslist! (Editor's note: The original posting is no longer on Craigslist. The following is a transcript posted on distractify.com by Maia McCann. The post has been shared more than 800,000 times so far, and has received nearly 3,000 comments.)

We are a popular restaurant for both locals and tourists alike. Having been in business for many years, we noticed that although the number of customers we serve on a daily basis is almost the same today as it was 10 years ago, the service just seems super slow even though we added more staff and cut back on the menu items...

Feature Story:

Marketo's Top 10 Social Marketing Blogs »

By Maggie Jones

Editor's note: This blog originally appeared on Marketo's website on Aug. 21. For additional suggestions on social marketing, see the responses in the Comments section.

There are a lot of blogs about marketing out there, and many of them are worth reading - well-written, original, full of valuable information and fresh perspectives. But the sad, sad truth is that there are a limited number of hours in the day (only 24, last time we checked).

To help our friends in marketing sort through the blogosphere in record time, we're compiling a list of our most bookmark-worthy marketing blogs, narrowing down the list to 10 in each category. Last month, we posted our 10 favorite content marketing blogs; this month, we're covering off on another subject dear to our hearts: social marketing...

Feature Story:

Social Media Roundup: Aug 26, 2014 »

By Daniel Lieberman

Free Tool Analyzes Effectiveness of Facebook Pages
Inspire, a free tool from ActionSprout, analyzes Facebook Pages to see what recent content on their walls has been most successful, and provides a "Fan Engagement Score" for any page submitted to it. Writing on Social Media Today, Alan Rosenblatt, director of digital strategy at turner4D, says, "Inspire not only provides data on likes, comments, and shares for each post displayed in the results, but includes data on how the interaction on that post compares to the average post for that Page. This is important data for anyone trying to optimize the performance of posts on their own Page(s)." This is a great way to learn what works for your community, and to focus your content precisely on the people you want to attract and keep engaged with your brand...


Learn More

Tune Up Your Team    

Franchise Update Magazine »

Issue III, 2014


Premium Services

Michael H. Seid & Associates Business Opportunity

Michael H. Seid & Associates
MSA provides domestic and international franchise advisory services to...

Shelton & Power,LLC Business Opportunity

Shelton & Power,LLC
Shelton & Power is a franchise law firm founded in 2009. We pride...

Cheng Cohen Business Opportunity

Cheng Cohen
Cheng Cohen's Franchise & Distribution Group provides franchisors,...

Franchise Leadership & Development Conference Business Opportunity

Franchise Leadership & Development Conference
Oct. 15-17, 2014, Intercontinental, Atlanta, GA. Over 350 franchise...


The Franchise Buzz:


A Franchise Update Media Group Production Franchise Update Media Group | P.O. Box 20547 // San Jose, CA 95160 // PH. (408) 402-5681
Copyright © 2001 - 2014. All Rights Reserved. Site Hosting Provided By: wishVPS on FUMG3
0
Your Request List:
No Opportunities Saved