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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...

Feature Story:

We're All In The Customer Service Business! »

By John Tschohl

After 40 years focused solely on customer service I continue to devote my time and energy to helping businesses create a service culture. The point I try to get across to everyone is: you are in the service business. Most companies think they're in manufacturing or retail. It's a paradigm switch.

Amazon is successful because it understands it's a customer service company that just happens to be the largest Internet-based retailer in the world. Does it pay off to be focused solely on customer service? Amazon's net sales increased 20% in 2014 to $88.99 billion, compared with $74.45 billion in 2013. Answer: Yes, it does... they celebrate excellent customer experiences.

Here are the six steps to creating a service culture...

Feature Story:

Social Media Roundup: March 24, 2015 »

By Daniel Lieberman

How To Use Pinterest Guided Search
Pinterest beefed up its search capabilities for mobile devices with the launch of Pinterest Guided Search a year ago in April. "Essentially, 'guides' are filters. When you click on a guide it will narrow your search results in an effort to give you more of what you are looking for," writes Vanessa Williams on Ignite Social Media. According to Pinterest, she writes, guided search has been effective. "Pinterest says that, on average, a Pinner clicks on 3.6 guides per day when searching. The more a user searches, the better the results are. Pinterest adapts your search preferences for future personalization." Here's how to use it to your brand's best advantage, says Williams:

Feature Story:

Auntie Anne's CMO Heather Neary »

By Philip St. Jacques

Leading and innovating the marketing strategy for a 1,300-location franchise concept in a highly competitive industry and retail environment is a monumental challenge. For almost 10 years, Auntie Anne's CMO Heather Neary and her team continue to lead the brand to new levels of growth year over year. As part of Focus Brands International, owned by Roark Capital, how does a simple product concept evolve into a ubiquitous brand that becomes a category leader and, more important, what are the keys to her success?

In the following interview with CMO Outlook (CMOO), Neary shares insights into her unique perspective on her marketing approach, and the relationship between national marketing strategies and how thousands of franchisees unify to execute locally against a single goal...

Feature Story:

Social Media Roundup: March 10, 2015 »

By Daniel Lieberman

Twitter and Instagram: Fakes Out!
Time for some Twitter and Instagram housekeeping. "Fake followers on social media accounts clutter your stream, reduce your engagement, expose you (and your legitimate followers) to phishing or spam, and put you at risk for having your account deleted. And fake followers can't buy your product or service!" writes Lisa Karl on Social Media Examiner. "The only purpose for fake accounts is spamming or, in the case of fake accounts that were bought, pumping up someone's reputation," adds Karl, a partner and founder at Savvy Digital Business, a social media strategy firm focusing on small-businesses. At Twitter, fake accounts can even lead to account deletion, in extreme cases. Here are four tools to help you find and get rid of the fakes...

Feature Story:

Pinterest Isn't Working For Marketers - Yet »

By Gavin O'Malley

While Pinterest's ad strategy is taking shape, analysts remain on the fence about the pin-based social network, and its near-term marketing potential.

"Many marketers just can't seem to find success on Pinterest," Forrester analyst Nate Elliott writes in a new report. "Barely one-half of top brands maintain branded Pinterest boards - and those that do are unsure what to post, collect few followers, and see little user interaction."

Coca-Cola, for example, has fewer than 5,000 Pinterest followers, while its last 50 pins have been repinned an average of just 11 times each.

After eight months in beta, Pinterest officially launched its Promoted Pins program, at the beginning of the year.

Yet the new program doesn't give marketers enough web-based targeting criteria, according to Elliott...

Feature Story:

Social Media Roundup: Feb 24, 2015 »

By Daniel Lieberman

Local Search Marketing Tips for Franchisees
Search marketing poses particular challenges for franchise businesses, who need to find ways to differentiate themselves from other franchisees online, as well as from the national brand, which can swamp their listings in local search rankings. Creative use of search engine marketing makes all the difference, but the best approach involves collaboration and coordination between all local franchise owners, and good support from the national brand. Rachel Lindteigen, senior director, SEO for PM Digital, writes on Search Engine Land, "Several years ago, I worked in the marketing department of a children's franchise organization, and we ran into several challenges. All of our franchise owners were essentially targeting the keyword have a presence there (58% of U...

Feature Story:

CMO Q&A: Diana Hovey, Corner Bakery Cafe, Part 2 »

By Kerry Pipes

Note: Part 1 appeared in December's FCMR.

Why is it so important for the marketing department to have a "personal touch" when it comes to helping the brand connect with franchise prospects? We are bringing in a record number of prospective franchise partners each month for discovery days to learn more about the brand. Many of these individuals are coming from other segments of the industry, including casual dining, QSR, and family dining. By the time we are sitting down with them, they have visited us in multiple markets, have seen the brand in the media and in our advertising, and begun to see our many points of differentiation. From our innovative, made-to-order menu offerings to our segment-leading catering business, it's important to all of us that those first impressions are reflective of the commitment we have to protecting and evolving the brand...

Feature Story:

Social Media Roundup: Feb. 10, 2015 »

By Daniel Lieberman

On the Web? Try Yelp Instead
Instead of focusing search marketing resources and attention on Google, consider paying more attention to Yelp. It's often the first thing people see on a search engine results page, and many are used to turning to Yelp as their source for local searches. Your best strategy for success on Yelp is to get great reviews. First, every business should claim its Yelp listing, customize it, and keep an eye on what's going on there. Make it obvious to your customers that you have a presence on Yelp, and would appreciate their feedback online. Ask for reviews from people who have expressed particularly favorable opinions of your products and services. "Once you have a cadre of good Yelp reviews, you're bound to do better on a Google SERP...


Learn More

Great People, Great Brands!    

Franchise Update Magazine »

Issue II, 2015


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