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Feature Story:

Correcting 3 Marketing Misperceptions »

By Philip St. Jacques

I've known Jason Silfies, vice president of marketing and technology at Coldwell Banker Real Estate for more than 10 years and find him to be one of the most rational, engaged marketing executives in the franchise and commercial real estate industries. We wanted to include him and the Coldwell Banker Commercial (CBC) brand point of view in this installment of CMO Outlook because of his tenure and leadership at the helm of a brand that has successfully weathered tumultuous industry undulations. Now, as the commercial real estate outlook heats up, how does he lead the brand to new levels of competitiveness and help the CBC affiliates thrive?

We asked him about the top three misperceptions of local marketing that derail success for CBC affiliates - and what they do to correct them...

Feature Story:

Social Media Roundup: Jan 13, 2015 »

By Daniel Lieberman

Snapchat?? Wait, We're Still Mastering Facebook!
Small businesses continue to wrestle with social media. You know you have to be there, but where is "there"? Does every business need to be on every social media channel? How can you afford to pay somebody to take care of all those feeds, or find the time to do it yourself? There's only one golden rule for choosing your platforms: are your customers there? If not, move on. Treat the question about hiring a dedicated social media person the same way you would think about hiring somebody to answer the telephone - and while you don't need to handle Twitter or Facebook the same way you do a phone call (right now), you do need to respond to posts and comments quickly. Above all, don't think about social media as a numbers game...

Feature Story:

CMO Q&A: Diana Hovey, Corner Bakery Cafe, Part 1 »

By Kerry Pipes

Diana Hovey says she came to know and love Corner Bakery Cafe over a cup of coffee at a unit in her neighborhood. In October 2006, when the opportunity to be a part of the corporate team came along, she jumped at the chance. She's been chief marketing officer for the Dallas-based brand for 8 years now, at the forefront of shaping the branding and messaging strategy for the bakery-cafe pioneer that she says is the "ultimate neighborhood gathering spot."

Hovey says connecting with guests and giving back to the community are paramount to what the brand believes in and stands for. In fact, understanding the hearts and minds of the consumer has always been the focus of her career, first in public relations and marketing with TGI Fridays and later with Brinker International as vice president of marketing for its Mexican Concepts Division and Romano's Macaroni Grill...

Feature Story:

3 Customer Insights From Top Franchise Execs »

By Jack Mackey

Service Management Group (SMG) recently conducted interviews with top franchise executives. We asked them, "How do you go beyond platitudes about customer service to systems that engage customers and deliver marketing impact through a superior customer experience?" During these conversations, executives critiqued their customer experience management programs and shared what's next. Three key business insights emerged from our study.

1) How customer experience metrics predict financial results is not widely understood. Executives ask, "What's the impact of customer satisfaction on the bottom line?" and are looking to their customer experience measurement model to provide the answer. To senior leaders, it's not about measurement of satisfaction, it's about revenue-driven management of the customer experience...

Feature Story:

Social Media Roundup: December 23, 2014 »

By Daniel Lieberman

Snapchat for Beginners (It's Time)
Snapchat users were sending 700 million photos and videos a day in May 2014, according to the company. Users take photos and videos, add text and drawings, and send them to their personal recipient list. The key feature is that the "Snaps" have a user-set time limit for how long their messages can be viewed by their friends, ranging from one to 10 seconds, after which they are no longer visible, and are deleted from Snapchat's servers (supposedly, but that's another story). Amanda Grinevich, blogging for PR agency Shift Communications writes, "Snapchat, the app we all love to hate, introduced us to the world of temporary sharing; it's no longer just a shiny toy that has yet to be figured out. Brands are diving in and taking advantage of the different experience that Snapchat offers...

Feature Story:

5 Mistakes Brands Make In Local Marketing - And How To Fix Them »

By Lori Alba

If your local marketing efforts have fallen flat, chances are that your franchisees aren't happy, and neither are you. It's not uncommon for brands to run into problems engaging with their franchisees and directing them toward a common marketing vision. The good news is that there are solutions to these challenges. Understanding some of the common mistakes brands make in local marketing can help revitalize a sagging program and re-engage disconnected franchisees. Here are some of the most common local marketing mistakes brands make - and tips on how to fix them.

1) Providing marketing funds to franchisees with too many or too few restrictions
Investing in the local marketing efforts of your franchisees can go a long way in strengthening your relationship and encouraging winning behavior...

Feature Story:

The Future Of Digital Marketing: 15 Predictions For 2015 »

By Eddy Goldberg

A new e-book from automated digital marketing firm Acquisio gathers the thoughts and predictions from 15 digital marketing and PPC experts for what's ahead in the coming year. What follows are brief excerpts of those predictions, which focus mainly on PPC and the changes ahead for digital marketing in general. Click here for a free download of the e-book, "The Future of Digital Marketing: 15 Expert Predictions for 2015."

1. More mobile clicks
David Szetela, Owner and CEO, FMB Media
In 2014, many advertisers saw huge increases in impressions and clicks from smartphones. This trend will continue through 2015. Mobile clicks will often represent the majority of clicks available to advertisers.

2. Mobile PPC goes mainstream
Founder and SEM/PPC Strategy Consultant, Big Click Co...

Feature Story:

Improve Your Franchise Marketing System-Wide: 5 Tips »

By Corey O'Donnell

Franchises are different. They are not like the monolithic enterprise businesses with centralized decision-making and abundant resources, nor are they a series of related small businesses. In a franchise business, the decisions, financing, and implementation of business decisions are shared or distributed between the members of the network. To function effectively, franchisors and franchisees must collaborate, but facilitating this communication between franchisors and franchisees presents a major challenge. It's the space between the franchisor and franchisees - the communication, data, and decision-making gap - that must be overcome for a franchise to succeed.

When it comes to marketing, this is further complicated by the addition of dozens of new channels, technologies, and tactics...

Feature Story:

Social Media Roundup: December 9, 2014 »

By Daniel Lieberman

social media, franchising, social media marketing, online marketing, consumer marketing, digital marketing, social media tools, holiday marketing, Experian, video marketing, social video, online pricing, Twitter for Business, Pinterest, marketing to men,
Daniel Lieberman, Daniel Lieberman Digital

TEASE: Social media marketing news you can use. This week: holiday marketing trends and predictions, leveraging social video, online price variations, Twitter for Business, and guys on Pinterest.

Social Media Roundup: December 9, 2014

By Daniel Lieberman

2014 Holiday Marketing Trends and Predictions
A study by Experian Marketing Services examines some of the marketing trends for the 2014 holiday shopping season...

Feature Story:

10 Must-Read Books For Leaders, Part 2 »

By Paul Jun

In the previous issue, we ran the first five of these "must-read" business books. Here are the next five, whose authors include Cyrus the Great (2500 years ago) on leadership and war, a present-day neuroscientist on lying, and business contrarian Stanley Fish on writing a sentence - and reading one.

6. Lying by Sam Harris
The moment teammates feel compelled to lie, however small or large, it's a sign that the very foundation that builds morale, understanding, empathy, and belonging are in danger. Trust is fragile but immensely powerful, and one small lie after another can sabotage the foundation that creates thriving organizations.

"To lie is to intentionally mislead others when they expect honest communication...

Feature Story:

The 6 Essential Skills For The New Digital Marketer »

By Eddy Goldberg

More than 90% of marketers suffer from a digital skills gap that directly affects their ability to market in an environment of rapid and accelerating change, according to a white paper from Grovo. To move forward, the report concludes, "companies need to develop their existing talent into digital marketers."

"The Future-Proof Marketer in 2015: Digital marketing's skills gap crisis and the new breed of marketer to solve it" highlights the six essential areas of digital competency for today's - and tomorrow's - digital marketers. Below are excerpts from the white paper.

1) Data gathering
Good analysis requires good data, so being able to obtain it is extremely valuable - especially if the data needs to be integrated from different silos...

Feature Story:

5 Key Marketing Planning Insights For 2015 »

By Jason Knill

In addition to the anticipated release of FRANdata's State of Franchising Report, the Franchise Update Leadership & Development Conference marks the beginning of the 2015 brand, marketing, and lead generation planning season.

These 5 key franchise development marketing insights will help you plan more effectively, generate lower CPLs, increase lead-to-application ratios, and open new markets. And, in the end, you and your team will contribute to another growing year for our industry.

Prediction 1: Franchise prospects fall for YouTube
Next year, YouTube demographics will continue shifting as online viewership increases within more coveted and affluent age demographics.

Facts first. YouTube, as a viewing platform, isn't emerging...

Feature Story:

Social Media Roundup: November 25, 2014 »

By Daniel Lieberman

How To Choose a Great Link Builder
Link building is one of the hard, useful parts of Internet marketing. Much of traditional SEO has lost its mojo since Google's various algorithm updates of the past couple of years. Poor quality links have gone from being marginally useful to downright dangerous, as they attract penalties from Google. To build a strong set of external links that builds your site's authority and brings useful traffic with them, it pays to find a good link builder. Writing on Search Engine Land, Jon Ball, vice president of business development at Page One Power, highlights some key traits to look for when searching for a high-quality contractor to build links for you.

Checking Up On the Competition
It's always good to know what your competitors are up to - especially if you can do it without tipping them off...

Feature Story:

The Top 3 Misperceptions That Derail Local Marketing Success »

By Philip St. Jacques

I met David Buckley, chief marketing officer for Sears Hometown and Outlet Stores at a workshop on franchise consumer marketing I moderated recently.

Feature Story:

The Maids: The Brand Culture Starts At The Top »

By Amy Olson

We asked Amy Olson, vice president of customer experience/marketing for The Maids about the role that the brand's culture plays in creating, framing, and developing its brand message/image to customers. Here's what she had to say.

The Maids has more than 30 years of experience in the highly competitive residential cleaning industry. We know well the importance and challenges of differentiating our brand in the market, and how important culture is in conveying and creating a positive overall brand experience. Personifying the brand culture starts at the top through executive and franchisee leadership.

The personalities of the brand we strive to convey through our culture are professionalism and being detail-oriented, friendly, and considerate...

Feature Story:

Social Media Roundup: November 11, 2014 »

By Daniel Lieberman

Ello is the hot new, invitation-only social media network that went public in August. It's free for now, but will eventually adopt a freemium model, adding new features that users will find useful and fun enough to pay for upgrades. Ello has no advertising, no suggested posts, doesn't track your every move, and won't spam your address book. As with Twitter, once you've joined Ello, it may not be immediately obvious what you should do. You'll need to follow some people and post some content to get started. Ello has been getting 34,000 requests an hour for invitations, so you won't lack company for long.

LinkedIn: No More Connecting through Groups
A useful feature of Group membership on LinkedIn has been dropped by the business social media giant...

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...

Learn More

2015 Annual Franchise Development Report    

Franchise Update Magazine »

Issue IV, 2014

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