RSS Subscribe
Consumer Marketing

Feature Story:

SweetFrog CMO Details 2016 Marketing, Growth Plans »

By Matt Smith

We asked Matt Smith, CMO at sweetFrog Premium Frozen Yogurt, what changes he's planning in his marketing strategies and tactics for 2016. Here's what he had to say.

From a strategic perspective, we will be looking to connect with our customers in a more personal way to help strengthen repeat business.

A major tactical change will be the standardization of a national loyalty and rewards program with a move to a new vendor. In the past, sweetFrog has offered a fragmented effort with some franchise owners using a different platform than others. The new platform will change everything from the messages we deliver to their frequency and time of day - all built to give customers the kind of offers they want, when they want them...

Feature Story:

Social Media Roundup: January 26, 2016 »

By Daniel Lieberman

Customer Advertising Preferences: 9 of 10 Actually Want Ads!
It's not news that consumers' preferences are changing with the technology they use - at home, at work, or on the go - leaving marketers confused about where to launch campaigns and how to allocate their media spend. In examining research on the advertising preferences of U.S. adults conducted by MarketingSherpa, social media expert Heidi Cohen highlights the following in her blog:

Feature Story:

New Year, New Generation: Are You Ready For Gen Z? »

By Adam Pierno

In case you hadn't noticed, a new generation has begun applying for full- and part-time jobs: Generation Z. Also referred to as Post-Millennials or the iGen, this group was born from about 1995 to 2012 and are coming of age between 2013 and 2020.

The giant wave of 80 million Millennials is still the dominant generation for many franchise operators, but Gen Z is coming and bringing new attitudes with them. It's still early to define this generation, but here are some preliminary conclusions based on studies to date.

With Millennials, employers saw a new focus on diversity. With Gen Z, this is even more pronounced: just over half (55 percent) of Gen Z are Caucasian, and almost a quarter are Hispanic. Along with this increased diversity comes increased tolerance...

Feature Story:

Social Media Roundup: January 12, 2016 »

By Daniel Lieberman

Time to Spruce Up Your LinkedIn Profile for the New Year
If you're like many of us and don't pay much attention to your LinkedIn profile, a great New Year's resolution would be to take steps to optimize it. Writing on the Knowledge Enthusiast blog, Matthew Royse, lead content marketing and social media strategist at Forsythe Technology, offers 10 tips to improve your LinkedIn profile for 2016. Here's a start:

Feature Story:

New Year Message: Live An Extraordinary Life »

By John DiJulius

This may sound mean or unsympathetic, but one of my least favorite sayings is, "I gave my best." To me, this is an unacceptable crutch. I don't want to hear it.

My personal feeling is this: when the goal is to accomplish greatness, go where no one or no team has gone before. I wasn't asking for your best effort; your best is what you were capable of in the past. I was expecting you to figure it out, to try a thousand ways (and, if need be, another thousand ways), expecting you to innovate, lose sleep, get around it, find loopholes, research, and sweat like you never have before. Every extraordinary accomplishment, invention, or revolution was not a result of someone giving their best. Somehow that person or group found a way to do what no one else could do...

Feature Story:

Social Media Roundup: December 22, 2015 »

By Daniel Lieberman

Target the Right Customers for Your Brand on Facebook: 5 Tips
With more than 900 million daily visitors, Facebook is a place where many of your customers are active, no matter what business you're in. Facebook advertising can be a great (and cost-effective!) way to reach them. The big question is, How do you find them? Fortunately, the Facebook Ad platform includes powerful tools to help you out. Michael Bird, a social media blogger writing on Social Media Revolver, provides 5 tips on how to find the people you're looking for on Facebook. Here are two:

Feature Story:

Using Analytics To Improve Marketing At Real Property Management »

By Robert Pifke

We asked Robert Pifke, chief marketing officer at Real Property Management, "What analytics are you using to improve your marketing?" Here's what he had to say.

The most important metrics for marketing should be cost per lead and cost per sale. Cost per lead is the media cost divided by the number of legitimate leads. Cost per sale is the media cost divided by the number of actual sales achieved through those media.

Our research indicates that the vast majority of property owners use the Internet to find and assess potential property managers before contacting them. With that in mind, another set of online metrics used includes incremental web traffic and web leads. Leads can be telephone calls to an office or completed web forms from a website...

Feature Story:

Social Media Roundup: December 8, 2015 »

By Daniel Lieberman

Instagram Advertising Is Worth Considering: A How-To Guide
With Instagram's 400 million monthly active users in September 2015, advertising on Instagram is well worth a hard look from brand marketers. Instagram, like every social media channel, is not a good fit for every brand. But with 20 percent of all Internet users active on it, it's certainly worth considering. Instagram is tightly integrated into parent Facebook's platform, so much of the management of Instagram ads is done using Facebook's Business Manager or the newly created Instagram Ads Creator. This article on Social Media Examiner by Kristi Hines explains step by step how to get started with Instagram ads, including how to evaluate your results.

Amazon Sues 1,000 Fake Reviewers in Washington State
In an attempt to defeat the growing problem of "astroturfing" (paying for positive online reviews), Amazon is suing 1,000 individuals in a state court in Washington...

Feature Story:

How Houlihan's Is Using Analytics To Improve Its Marketing »

By Jen Gulvik

We asked Jen Gulvik, senior vice president of marketing and creative director at Houlihan's Restaurants, "What analytics are you using to improve your marketing?" Here's what she had to say.

Our marketing has become heavily data-driven this past year with the development of several new business intelligence (BI) systems we're leveraging. We have a CRM platform that integrates transaction data from our POS system with "tokenized" credit card data and our large email customer database. Combining those three data sources, we can communicate differently to recent versus lapsed customers, or based on what they typically spend or buy.

We also can analyze our menu mix by once-per-year customers versus five visits-per-year customers to understand if certain menu items seem to be driving loyalty, for example...

Feature Story:

Social Media Roundup: November 24, 2015 »

By Daniel Lieberman

Pinterest Makes Moves To Boost Digital Advertising Presence
Pinterest has launched a new visual search tool that uses photos "to comb through millions of product images," according to an Adweek report. Earlier this month, a blog on Pinterest announcing the tool, said, "When you spot something in a Pin that you want to learn more about, tap the search tool in the corner. Then select the part of the Pin you're interested in, and we'll show you Pins just like it. You can even filter your visual search results by topic so you find exactly what you're looking for." Retailers of all stripes could benefit from this new capability.

Facebook Wants To Be Your Mobile News Source, Too
Facebook's "Instant Articles" feature serves up stories from its news media partners such as Time, National Geographic, and USA Today...

Feature Story:

Red Roof Inn's CMO Marina MacDonald Does It All! »

By Kerry Pipes

Marina MacDonald has worked in the hospitality industry for nearly three decades. Since November 2007, she's been with Red Roof Inn, the past year and a half as CMO. Red Roof, a player in the economy lodging sector, has more than 400 properties across the U.S., split among franchised, corporate-managed, and corporate-owned units.

As CMO, MacDonald is responsible for helping the brand achieve its annual goals and objectives by leading and directing its sales and marketing programs. In this role, she develops targeted marketing initiatives that build the brand, increase customer loyalty, and support an integrated sales program. She also interacts with the franchise community and the brand's stakeholders, maintains relationships with Red Roof's top customers, and plays an active role in field sales...

Feature Story:

Social Media Roundup: November 10, 2015 »

By Daniel Lieberman

Google to Advertisers: Respond Quickly to Ad Blocking
Speaking at the Wall Street Journal's WSJDLive 2015 conference in October, Google senior executive Sridhar Ramaswamy urged the advertising industry to respond quickly to the rapid adoption of ad blocking software, inspired by fed-up consumers. Since Apple announced its decision to allow ad blockers on its iOS devices, debate has raged around the issue. Some online publishers predict dire consequences for the availability of quality content as a result of the lost revenue they predict when ad blockers become widespread. But consumers have already made up their minds and advertisers will have to adapt: digital ads must use less of consumers' bandwidth, be less obtrusive in their browsers, and become more respectful of their privacy...

Feature Story:

Plan Your 2016 Sales And Marketing Goals Today »

By Eric Lofholm

Each fourth quarter as the new year approaches, it’s prudent to prepare a profitability plan for the coming year, especially with respect to your sales and marketing endeavors. Doing so can give you a notable competitive edge, particularly given the extraordinary number of professionals who don’t bother producing this strategic tool. But, whether developed before or after the start of the new year, the importance of creating a tactical plan for sales and marketing success cannot be overstated. Here’s how to set yourself up for annual planning success.

Successful annual planning requires one key ingredient: your mindset. Indeed, the first step toward successful financial planning is setting an intent to successfully complete your plan...

Feature Story:

Social Media Roundup: October 27, 2015 »

By Daniel Lieberman

Like, What's an Empathy Button?
In case you missed the news (and even if you don't care), Facebook has finally added something in the nature of a Dis-Like button. Or maybe it really will be what Mark Zuckerberg says it is: a way to express empathy. The new button will give Facebook users a way to react to something like an illness or injury that's a little more nuanced than the current simple thumbs-up. We'll soon see how it works with the world's Facebook users. "Not everyone is happy about having the option to dislike," writes Jessica Cherok on Digital Pivot. "Many feel it will be a tool for spreading hate and bullying others. Still, most people seem to like the idea that a dislike button can be used to show support, but in a more appropriate way than liking a sad or tragic post...

Feature Story:

Marketing Tips For Finishing 2015 Strong! »

By: Aseem Badshah

Note: This article appeared on the Marketo blog.

We're three-quarters through 2015. (It snuck up on us, too!) Right now, many marketers (you?) may already start looking toward the future by brainstorming ideas to execute in 2016.

A word of advice: Wait! There are still 3 months remaining in 2015, so don't waste them. It's time for you to turn up the heat!

We've seen some big changes and trends in the marketing space since the beginning of the year: mobile took off, social media restrictions were lifted, and SEO... well SEO stayed pretty confusing for many. Most of these changes probably had you rethinking your marketing efforts. With this in mind, let's analyze how we can leverage the first 75% of 2015 to close the year out strong...

Feature Story:

Social Media Roundup: October 13, 2015 »

By Daniel Lieberman

Facebook Local Awareness Ads
A relatively new offering from Facebook, the Local Awareness Ad, makes it easy for advertisers to reach people in the immediate vicinity of their businesses. Since the debut of the platform, Facebook has refined targeting options and added new Call To Action buttons, such as "Send Message" and "Get Directions." Facebook has released a guide to its Local Awareness Ads, highlighting eight ways brands are succeeding with them and tips on how to use them in your brand's marketing. "There's great potential in Facebook's Local Awareness Ads. One aspect that many may overlook is the targeting capabilities that exist within Facebook and the ability to reach people based on very specific behaviors and interests," writes Australian social media consultant Andrew Hutchinson on Social Media Today...

Feature Story:

2015 Franchise Consumer: Marketing Conference »

By Kerry Pipes & Eddy Goldberg

With technology continuing to rapidly evolve and change the face of both consumer marketing and franchise recruitment, planners for the 5th annual Franchise Consumer Marketing Conference built an educational curriculum to address marketing's hottest topics--with a focus on how technology is influencing marketing today. Thus the theme for this year's conference: "Where Old School Marketing Meets New School Technology."
More than 300 attendees gathered from June 23-24 at the InterContinental Hotel Buckhead in Atlanta, about half franchise CMOs and marketing specialists representing brands in the service, food, and retail non-food sectors. There were many new faces this year, with 51 percent of attendees first-timers.
Franchising's top marketing executives participated in two days of intensive education, sharing, and networking, each seeking to learn more about the latest strategies and techniques in the world of consumer marketing and gain an edge on their competition...

Feature Story:

Learning Service Excellence (Again!) From Southwest Airlines »

By John Tschohl

Customer experience management (CEM) has been recognized as the future of customer service and sales. Companies are using this approach to anticipate customer needs and adopt the mindset of the customer. It's a strategy well worth pursuing, and an opportunity for any business to turn customer experience into growth - and profit.

In its 45th year of service, Dallas-based Southwest Airlines (LUV, on the NYSE) continues to differentiate itself from other air carriers with exemplary customer service, delivered by more than 47,000 employees to more than 100 million customers annually. Southwest operates more than 3,600 flights per day, serving 95 destinations across the United States and six additional countries. The company's net income of $691 million in the second quarter of 2015 is an all-time quarterly high, and its 9th consecutive quarterly record...

Feature Story:

10 Insights Marketers Can Get Only From Phone Calls »

By Amber Tiffany

Marketers are trained masters in the art of digital analytics. We can follow the digital customer journey in our sleep. Email open rates, content downloads, social shares - easy! What could we possibly be missing?

It turns out phone calls hold a ton of valuable (even essential) marketing insights. I know this flies in the face of your digital sensibilities, but the truth is that a simple phone call has customer and marketing insights you just can't find anywhere else. Here are 10 marketing insights you can gain only from phone calls.

1. True campaign performance
It's no secret digital marketing drives phone calls. In fact, according to Invoca's 2015 Call Intelligence Index, 54% of customer-initiated phone calls come from mobile marketing campaigns and 30% come from traditional online channels and campaigns...

Feature Story:

CMO Roundtable: Building An All-Encompassing Marketing Department »

Franchise Update

How do you build an all-encompassing marketing department and assemble the kind of team that gets results?

Lisa Dimson
Chief Marketing Officer
Tropical Smoothie Café
Hiring the right team is absolutely the most important element of getting the results you want. Without a strong team behind you, even the best CMO won't be able to take their marketing initiatives to the next level of success. Compared with other brands, we have a small internal team tasked with developing innovative and amazing products, activating the national calendar, and ultimately driving brand awareness.
When hiring for the marketing team, we follow a list of guidelines we call "SIDE" to ensure that the potential candidate will fit in with our company culture and work ethic before they come on board...


Learn More

Unveiling the 2016 Annual Franchise Development Report    

Franchise Update Magazine

Issue IV, 2015

Premium Services

Franchise Leadership & Development Conference Business Opportunity

Franchise Leadership & Development Conference
Sept. 28-30, 2016 Intercontinental, Atlanta, GA. Over 350 franchise...

Michael H. Seid & Associates Business Opportunity

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


A Franchise Update Media Group Production
Franchise Update Media | P.O. Box 20547 // San Jose, CA 95160 // PH. (408) 402-5681
Copyright © 2001 - 2016. All Rights Reserved. Site Hosting Provided By: wishVPS on FUMG3

In Loving Memory Of Timothy Gardner (1987-2014)