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Consumer Marketing

Feature Story:

Facebook Content Marketing In 4 Steps »

By Jack Monson

What's an effective way for a franchise brand to market to consumers? That's easy: social media. But getting started and then executing is not easy for some franchise systems.

Many franchisors get stuck in the swamp of social media trends, get buried in unproven digital marketing advice, and drown in a constant flow of new marketing "experts."

Here's a simple, effective way to not only catch up in social media, but also to grow your business, starting with Facebook. Facebook is the most important social platform for your brand's marketing if the consumers you're trying to drive to your franchisees' locations are in the 25- to 54-year-old target demo (or older!).

There are four steps to effectively telling your story to potential customers on Facebook...

Feature Story:

Social Media Roundup: Aug 25, 2015 »

By Daniel Lieberman

Snapchat: Should Your Brand Be On It?
Millennials love Snapchat. While just 8% of U.S. Internet users are on Snapchat, an amazing 34% of 16- to 19-year-olds are. Snapchat is completely visual: users send video and photos to their networks that stick around only for a few seconds (1-10) before they disappear from the stream. Many celebrities and brands have been successful with Snapchat, including McDonald's, the NBA, and even General Electric. Should you try it? If your demographic is between 13 and 25 years old, and your brand is a good fit for Snapchat, go for it! Snapchat users value fun, personal connections, and authenticity. Cookie-cutter messages and a lot of selling don't cut it on Snapchat. Also, you need to be quick to get new content up and to respond to comments...

Feature Story:

Summer Refresh: 3 Things Marketers Can Do Now »

By Gregg Schwartz

Mid-to-late summer is often a slow time of year for many businesses. People are on vacation, kids are out of school, and the warm weather can create an air of sluggishness around the office. But even if the phone's not ringing, customers are out of town, and nothing much seems to be happening, there are still several important things marketers can do right now - even during the "slow" time of year - to help boost their sales results.

The bottom line is that if you invest the time and energy into making some extra effort now, it will lay the groundwork for future success when business picks up again. Here are three marketing tips to keep you busy and productive during the remainder of the slow season:

1. Revisit old business leads and unfinished projects
When business is brisk, it's easy to fall into a pattern of grabbing low-hanging fruit, putting out fires, and responding only to the most urgent customer inquiries...

Feature Story:

Social Media Roundup: Aug 11, 2015 »

By Daniel Lieberman

Social Sharing: 6 Types of "Sharers" - Why They Do It
Sharing something in a social network works like "the wave" in a sports stadium, says Brian Kramer, author of a new book about social sharing: Shareology: How Sharing is Powering the Human Economy. Michael Stelzner, founder of Social Media Examiner, interviewed Kramer for his blog, which includes a podcast of the conversation. "For the book Bryan did more than 250 interviews with executives, marketers and social media people, as well as professors of linguistic," writes Stelzner. "The answer came down to one thing: connection." The book identifies six types of social sharers, each with their own motivations: the altruist, the careerist, the hipster, the selective, the boomerang, and the connector...

Feature Story:

Q&A With Valerie Kinney - VP Of Marketing At CertaPro Painters »

By Philip St. Jacques

Valerie Kinney first became immersed in franchising in 2003 when she joined Auntie Anne's Pretzels. In September 2014, she became a regional marketing manager at CertaPro Painters and recently was promoted to vice president of marketing. And while she'll be the first to tell you that her favorite paint color is Sherwin-Williams' Fun Yellow (SW 6908), she's also thrilled to share some insights on the realities of franchising, how CertaPro fosters collaboration with its franchisees, and recent examples of the brand staying relevant with marketing strategies.

CMOO: Before joining CertaPro Painters, you were at Auntie Anne's. Can you tell us about your transition from a food retail brand to a home service brand?

Kinney: First off, I can't eat paint, so my waistline is thanking me every day! The customer journey, price point, and purchase frequency are a few examples of differences I've experienced during my transition...

Feature Story:

Social Media Roundup: July 28, 2015 »

By Daniel Lieberman

3 Free Photo Apps To Improve Your Social Media Marketing
Everybody loves photos in social media. Here are three free apps to help you work with them to attract and engage more of your target audience, fans, and prospective customers. Aviary is a full-featured, web-based photo editor that can handle just about anything you can throw at it: enhancements such as sharpening and brightening, applying filters, blemish removal, and much more. Bonus: Aviary allows sharing directly to Instagram, Facebook, Twitter, or email. Image Sizer solves the problem of getting pictures to fit into the Instagram square frame. It also lets you place multiple images into one frame, offers a choice of filters, and has sharing options. The new Google Photos app is attracting a lot of attention...

Feature Story:

5 Consumer Marketing Publications You Can Learn From »

By Eddy Goldberg

Vendors and suppliers are continually producing white papers, reports, studies, surveys, and other "vendor-neutral" publications, aimed at informing potential customers about a technology or trend, and touting their own subject matter expertise in the process. Here are five such publications (all free) to consider as you seek to continually improve your consumer marketing efforts, strategies, and campaigns. Edited overview descriptions are taken directly from each publication. (This list does not imply an endorsement of the companies or their respective points of view.)
Title: The 7-Minute Buyer's Guide to Choosing Your Customer Support Solution
Source: AcquireSoftware
Pages: 9
Overview: This guide will take you through a three-step process for assessing your operations, determining the kind of customer support solution you need, and finding a vendor who can supply the perfect software...

Feature Story:

Social Media Roundup: July 14, 2015 »

By Daniel Lieberman

LinkedIn: Who Do You Not Know... but Want To?
The old-fashioned way of getting started on LinkedIn went something like this: a colleague, college friend, or business acquaintance invites you to join LinkedIn. You let the invitation sit in your Inbox for a couple of weeks. Then you join, fill in about 60% of your profile, and connect with four people you know. Then you get laid off or quit your job and realize that LinkedIn is the place to be for professional purposes, so you start getting serious about it. However, many LinkedIn users don't take full advantage of the dominant business-oriented social media network, because they connect only with people they already know. Instead, writes Des Walsh (business coach, certified social media strategist and LinkedIn expert), decide who you need to know next to reach your professional goals and concentrate on adding those individuals to your network...

Feature Story:

Aligning Your Sales And Marketing Teams »

By Dayna Rothman

Editor's note: This article originally appeared on the Marketo website.

Most marketers know that sales and marketing alignment can be tough! A great way to build more alignment between the two functions is to staff your teams in a way that promotes collaboration and cross-functional goal setting. Creating the right structure between marketing and sales is imperative for proper alignment. This means defining roles in marketing and sales in a way that helps you move leads through the pipeline more effectively. Outlining specific roles ensures that every part of the customer's journey is accounted for. Let's take a look at some ways to consider structuring your marketing and sales teams for success.

1) Marketing Roles
How does your marketing team work with sales? Take some time to look at your role descriptions to ensure that they are truly cross-functional...

Feature Story:

Social Media Roundup: June 23, 2015 »

By Daniel Lieberman

Looking for Free Visuals for Your Online Marketing Efforts?
Do you need fresh, engaging visual content for your website, blog, or social media campaigns? The Internet - particularly social media - loves visuals, but buying stock images from companies like Getty Images, Shutterstock, and Fotolia can run into big money fast. If you want to avoid pirating copyrighted material or otherwise misusing online images (whether by design or mistake), here's a collection of more than 65 sites featuring public domain images you're legitimately allowed to use - at no cost. These sources feature images that are free to use for commercial use; have no copyright restrictions; are royalty-free; and require no attribution.

Two White House Explosions - NOT! Avoiding "Hack Crash" Panic
A professor at the University of Buffalo's Department of Media Study has published an analysis of the 2013 Hack Crash...

Feature Story:

CMO POV: Pet Supplies Plus - No Silos On This Marketing Team! »

By Amy Parker

We asked Amy Parker, SVP and chief marketing officer at Pet Supplies Plus, "How do you build an all-encompassing marketing department and assemble the kind of team that gets results?" Here's what she had to say.

The main goals for most marketing teams at multi-unit brick-and-mortar franchises are primarily the same: acquire new customers and drive in-store traffic. It's how each marketing department chooses to build its team and communicate the brand's message that differentiates one from another. At Pet Supplies Plus, we are structured in a fairly traditional manner with support groups that include analytics, creative, and retail marketing components. However, the way we use these groups to build our marketing programs has recently evolved...

Feature Story:

Social Media Roundup: June 9, 2015 »

By Daniel Lieberman

Still Confused About Hashtags?
People use hashtags almost everywhere in social media today, but many are still confused about what they mean and how to use them effectively. Basically, hashtags serve as a way to index the subject of a post or a tweet. (Hashtags started on Twitter.) The most important things to know are: 1) tweets with hashtags average twice the engagement on Twitter, 2) too many hashtags decrease engagement (except on Instagram), and 3) Facebook users still don't like hashtags (and don't like or share posts with them). This infographic has much more to enlighten you about the ubiquitous hashtag, and why you should be using it. "This infographic from Ghergich & Co. and SurePayroll offers a basic primer for hashtag use for those new to the social media space or still confused by the intended uses of that weird pound symbol in front of all those words," wrote Alan Rapp on spiral16...

Feature Story:

Tropical Smoothie Cafe: Building A Great Marketing Team »

By Lisa Dimson

We asked Lisa Dimson, chief marketing officer at Tropical Smoothie Café, "How do you build an all-encompassing marketing department and assemble the kind of team that gets results?" Here's what she had to say.

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...

Feature Story:

Social Media Roundup: May 26, 2015 »

By Daniel Lieberman

Social Media Advice: 30 Pieces To Ignore
We've been hearing from social media gurus for years now about how to maximize the desired results of your social media marketing campaigns: Do this, don't do that, and here's where and how often to do/not do it, etc. In an it's-about-time effort to debunk commonly accepted social media advice, often from self-proclaimed "experts," Ellie Mirman, writing on Hubspot, dissects 30 pieces of common social media mistakes. Examples include:

Feature Story:

Wienerschnitzel's New CMO Doug Koegeboehn Arrives Well-Prepared »

By Kerry Pipes

Doug Koegeboehn is a great example of the connection between ad agencies and franchise brands. Named CMO of Wienerschnitzel earlier this year, Koegeboehn already had decades of experience with the brand when he came on board: the former account director at DGWB Advertising had been working on the Wienerschnitzel account since 1995. Along the way he developed a marketing toolbox that includes experience developing annual ad plans and promotions, menu strategies, and even helped create new products. At DGWB, he also worked accounts that included the California Avocado Commission, Yogurtland, Dole, and El Pollo Loco.

"I love the enjoyment of eating food," says Koegeboehn. "I know everybody else gets enjoyment from eating too, and that's why I have relished spending much of my entire career working on food-related business...

Feature Story:

Social Media Roundup: May 12, 2015 »

By Daniel Lieberman

Google Boosts Mobile in Search Rankings...
On April 21, Google changed its ranking algorithm so that mobile-friendly sites are rewarded with higher rankings and sites that don't play well on mobile are downgraded. This reflects official recognition by the search giant of the tremendous rise in the importance of mobile search over the last few years, as smartphones and tablets have become the dominant channels that users employ to shop, search, and buy. "While mobile users of Google search will surely be happy with today's development, businesses without a mobile-optimized website and who remain unaware of the changes will be left wondering where on earth their site's disappeared to in Google's revamped search listings," writes Trevor Mogg on Digital Trends...

Feature Story:

Local Or National? Marketing Tips For Franchise Brands »

By Laurel Mintz

As new franchise brands enter the marketplace and existing franchises expand, it is critical to understand there is more and more competition for the same dollar. Additionally, those consumers are smarter, with their ability to research a brand instantly with their smartphone. Smart franchises are recognizing these trends and are taking advantage of the increased online consumer engagement in new and exciting ways. Ultimately, marketing dollars must be spent wisely as a reflection of your customer's buying habits, and for emerging brands with limited resources, translating that to your franchisee often is the job of a third-party agency.

During our agency life, we have had the pleasure of working with new, emerging franchises like Bratworks as well as more established brands like Sharky's and Poquito Más...

Feature Story:

Social Media Roundup: April 28, 2015 »

By Daniel Lieberman

Predicting the digital future
Scott Galloway, Stern Professor of Marketing at New York University, gives a fast and furious analysis of the future prospects of the four biggest digital brands: Facebook, Google, Apple, and Amazon (which Galloway says have a combined value of $1.3 trillion, greater than the GDP of South Korea). Buckle your seatbelt before hitting Play on this fast-paced 15-minute video.

Free web images for marketers
It’s always worth knowing about more good places to find free images online. Stock photography can be expensive and often lacks the freshness and spontaneity found among the billions of images on the web. But many images are copyrighted, and it’s both unethical and potentially risky to pirate them...

Feature Story:

5 Ways To Use Your In-Store Video More Intelligently »

By Matt Steinfort

Today, video surveillance is table stakes for restaurant and service-related franchises in their fight against theft and fraud. When the U.S. Chamber of Commerce reports that 75% of employees admit to theft, remotely monitoring your franchise stores is simply the cost of doing business.

In the not-too-distant past, video surveillance consisted of low-resolution, closed-circuit cameras that generated silent, grainy, stuttering video that was, frankly, useless in many cases. Tapes, disks, or files piled up. Video was reviewed reactively, if at all, and usually only if an incident occurred.

Video intelligence today has changed dramatically. Today's technological advances are helping operators go beyond simple surveillance...

Feature Story:

Social Media Roundup: April 14, 2015 »

By Daniel Lieberman

Yelp Sues Reputation Management Companies
Negative comments and reviews on social media are a constant worry for brands. The classic (and correct) response has been that you need to know what people are saying about you, especially if the news is bad. If you have an online presence, at least you are in a position to do something about it. Another answer has been to turn to so-called reputation management companies, who claim they can help businesses to get only positive reviews. "The problem is only Yelp and its algorithm can truly decide which reviews get posted to a business's website and which reviews get buried," writes Julie Bort, editor, enterprise computing for Business Insider. That's one big reason those companies are a scam, according to a lawsuit filed by Yelp, the social reviewing giant...


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Franchise Update Magazine

Issue III, 2015

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