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Consumer Marketing

Feature Story:

Dunkin' Donuts Notches 120% Conversion Using "Intent-Based Marketing" »

By Eddy Goldberg

Does a 120 percent conversion rate on a social media marketing campaign sound appealing? Yes, that's right: a conversion rate of more than 100 percent is exactly what First Cup LLC, a large Dunkin' Donuts franchisee in Arizona, realized from its "Free Medium Hot or Iced Coffee Campaign," which from March 26 to Nov. 10, 2013.

So how do you get a conversion rate of more than 100 percent? Chalk it up to the power of Twitter, mobile phones, and marketing automation software. During the 7-month promotion, First Cup responded to 1,827 relevant Twitter conversations, and 2,201 people took advantage of the free coffee offer.

When someone redeemed the free coffee offer, First Cup offered an additional incentive for sharing it (Dunkin' Donuts Cash)...

Feature Story:

Omni-Channel Marketing: What It Is, And 7 Tips For Using It Well »

By Mike Stocker

Note: This article originally appeared on the Marketo Marketing Blog.

Marketing is undergoing rapid and major changes. We're moving away from mass, "push"-based marketing, and toward more personalized, 1:1 communication with consumers, through the many channels and on the many devices they use. The effectiveness and ROAS (return on ad spend) of print media, television ads, and batch and blast email campaigns are on the decline.

Unfortunately, when it comes to omni-channel, multi-device marketing, consumers today are way ahead of most marketers.

First of all, what is omni-channel marketing? The term "omni-channel" may be a marketing buzzword, but it refers to a significant shift: marketers now need to provide a seamless experience, regardless of channel or device...

Feature Story:

7 Quick Tips For Writing Better PPC Ads »

By James Crater

As the resident copywriter at Local Search Masters, I review more online ads every day than is probably healthy. Luckily, spending all this time working with and thinking about these ads has helped me learn a few good habits I'd like to share here.

Now that Yahoo, Bing, and, of course, Google all have their own pay-per-click (PPC) ad platforms, the medium is more important than ever for digital advertisers. The next time you sit down to compose ad copy, check to see if you're doing the following to the best of your ability.

1) Make sure each ad alternative you write has a specific purpose.Most marketers will write a few experimental ads and let Google's programs figure out which one is the most relevant (and therefore should start to run more often)...

Feature Story:

Social Media Roundup: April 8, 2014 »

By Daniel Lieberman

iBeacon: The Next Big Thing? Zatarain's Gives It a Try
Apple's new iBeacon technology, an "indoor positioning system" that allows devices to notify iPhones and iPads when they're nearby, is being evaluated by a lot of mobile marketers. The much-anticipated technology allows merchants and brand managers to use low-power, embedded chips to communicate directly with customers and make special offers and provide customized content. Mark Walsh, writing on MediaPost, describes how Zatarain's, the New Orleans food and spice company, lets smartphone-equipped shoppers click to get recipes or receive reward points right in the store.

Remarketing Online: Turn Your Banner Ads into Bloodhounds
Remarketing is the personalized targeting of banner ads that follow you after you have visited a company's website...

Feature Story:

Use Location Analytics Grow Your System Sales »

By Jack Mackey

Do your franchisees use location analytics? Do they know what it is, and how it can boost their average unit volume and help the system grow? Do you?

Wouldn't it be great to know where and when consumers bypass your brand's stores or restaurants to visit a competitor, or how often consumers bypass \ their competitors' locations to visit their stores? Think about how much it would help to also know the why behind that behavior. In 2014, you and your franchisees can gain this new knowledge about your brand's customers to gain a competitive edge.

Three converging trends enable you - and your franchisees - to better understand your current customers, and even to connect with non-customers you want to attract. First, a huge and ever-growing number of consumers carry smartphones with built-in global positioning systems (GPS)...

Feature Story:

Improve Your CRM System With Mobile Surveys »

By Mark Penson

What's the downside to getting information from your sales force into your CRM system? If you're like most managers, you'll answer, "Actually getting the information from the sales force."

There are many reasons this seemingly simple task is like pulling teeth. Which ones do you recognize?

Feature Story:

How Vail Resorts Provides "Epic" Customer Service »

By John Tschohl

Imagine you're a new snowboarder or skier having a rough day on the slopes. Suddenly, a Vail Resorts employee glides alongside of you. You wonder if she's going to ask you to get off the mountain so you don't endanger yourself or anyone else. But instead, she asks if you'd like to attend a group skiing lesson that normally costs $160 - free.

Wouldn't that make your day?

Wouldn't you want to tell everyone you know about the experience?

Wouldn't you want to come back to that same resort year after year?

This isn't a fantasy. It happens every day at Vail Resorts, a company that knows how to manage every aspect of the customer experience. And that's not all Vail Resorts does to earn their customer's trust, loyalty, and dollars...

Feature Story:

Free Marketing Wisdom: 101 Marketing Quotes »

By Eddy Goldberg

If a 1% or 2% percent return on a direct mail campaign is about okay, then using the same odds you're sure to find at least one or two useful, inspiring, or challenging nuggets among these "101 Awesome Marketing Quotes" collected by HubSpot, the inbound marketing software platform provider. The company also has an extensive online library of downloadable marketing-related studies, surveys, reports, and ebooks. The only cost is your contact info.

The "flipbook" of collected marketing quotes - some timeless and others focused on specific aspects of social media marketing - couples the quotes with an entertaining set of background visuals. Many of the quotes were collected from Inbound 2013, Hubspot's annual fall conference.

Reading through the 101 quotes also can point you toward some of today's leading experts on the topic of marketing...

Feature Story:

Social Media Roundup: March 25, 2014 »

By Daniel Lieberman

Where Are the Kids?
YouTube soft pedals it for fear of alienating advertisers seeking other age groups, but the 14- to 18-year-old set is their single largest demographic. A survey from The Intelligence Group shows that 74% of users in that age group report using YouTube frequently, while only 60% say the same about Facebook. The usage numbers are more evenly balanced between the two services for the rest of the age brackets from 19 to 34. In any case, both YouTube and Facebook are nearly twice as likely to be frequent stops for the younger set as iTunes, Instagram, or Twitter.

Making Adwords Effective for Small Businesses
The New York Times reported in February that many small businesses find that Google's dominant pay-per-click Adwords platform is not a practical marketing channel for them, based on the media cost of their campaigns...

Feature Story:

2014 Multi-Unit Franchising Conference: A Gold Mine For Deal-Making »

By Franchise Update Media

If you're a franchisor looking for experienced, successful multi-unit franchisees, consider attending Franchise Update Media's 2014 Multi-Unit Franchising Conference (MUFC) next month, April 23-25 at Caesars Palace in Las Vegas. The conference is dedicated to meeting the needs of multi-unit operators - including discovering new concepts and deal-making. That's why so many franchisors sign up as sponsors and exhibitors (see the current list of franchisor sponsors here.)

But don't take our word for it. Here are some thoughts from past franchisors about why they continue to attend, sponsor, and exhibit at this annual event:

"Our sponsorship resulted in two new deals last year."
Greg Vojnovic, Chief Development Officer, Popeyes Louisiana Kitchen; 2014 Co-Platinum Sponsor

"Jersey Mike's Subs has been coming to Franchise Update Media's Multi-Unit Franchising Conference since 2008...

Feature Story:

Denny's Chief Brand Officer & EVP Discusses Her Role In Development »

By Kerry Pipes

Frances Allen, executive vice president and chief brand officer for Denny's since July 2010, is no stranger to big brands. Over the past 25 years, she's logged successful stints as a senior marketing executive at Dunkin' Donuts, Sony Ericsson, PepsiCo, and Frito-Lay. During that time she spearheaded brand repositioning initiatives, led new product introduction strategies, and launched expansion into international markets. At Denny's, Allen is responsible for the overall direction of the brand's marketing strategies and initiatives, positioning, advertising campaigns, menu development, and restaurant image.?We asked her about her role and its relationship to franchise development and recruitment.

Describe your role as EVP and CBO...

Feature Story:

Going "Glocal": The Importance Of Local Marketing Worldwide »

By Stacy Anderson

We asked Stacy Anderson, chief marketing officer at Anytime Fitness and Waxing the City to discuss the role of diversity in the company's marketing department and in its marketing strategies. Here's what she had to say.

As a global franchisor operating in more than 15 countries, embracing diversity in the marketplace isn't a choice for Anytime Fitness, it's a must. Simply put, developing offerings sought after by more people, both domestically and abroad, equals more opportunity to grow. With 20 percent of our clubs located outside North America and the greater part of our growth coming internationally over the next 5 years, developing marketing strategies that are relevant and compelling to a wide array of cultures and communities is critical to our long-term success...

Feature Story:

Customer Service: How To Complain More Effectively »

By John Tschohl

Over the years we have learned to accept that no longer will a customer's problem be resolved quickly. With the invention of IVR (automated phone systems), companies have found a way to make customers "go away" when they have an issue. Very few have the patience to go through an entire complaint process.

Companies have gotten clever and begin their IVR dialogue with "Please listen carefully as our menus have changed." After several frustrating, time-consuming attempts we have all tried to "one up" the system so we cleverly choose "Press 1 for sales" figuring a real, live person would probably answer more quickly if they felt we wanted to buy something.

Once answered, it is most common to be talking to someone overseas...

Feature Story:

Location Analytics Can Boost Customer Visits »

By Jack Mackey

Do you know how often consumers pass by your competitors' locations to visit you? Wouldn't it be great to know where and when consumers bypass your stores or restaurants to visit a competitor? Think about how much it would help to also know the why behind their behavior. In 2014, you can gain this new knowledge about your customers to get a competitive edge.

Three converging trends enable you to better understand your current customers - and even to connect with non-customers you want to attract. First, a huge and ever-growing number of consumers carry smartphones with built-in global positioning systems (GPS). Second, many of them are willing to share their GPS data in exchange for a reward from retail or restaurant operators...

Feature Story:

Social Media Roundup: March 11, 2014 »

By Daniel Lieberman

How To Create a Mobile Marketing Campaign
Designing and executing a successful mobile marketing campaign is complex, and the competition's getting better at it. So should you. This blog by Jennifer Wong, director of marketing at HasOffers, posted on Jay Baer's Convince & Convert website, provides a step-by-step guide on how to do it. As more and more local business searches migrate to smartphones and tablets, marketers must embrace mobile marketing to stay relevant and keep in front of their customers. The post takes you through the basics and shows you what you need to do to make your mobile campaigns into winners.

Global Data Snapshot 2014 - with "Actionable Insights"
This set of 183 slides from social media marketing firm We Are Social captures the state of the global Internet in January 2014...

Feature Story:

Marketing To Diverse Customers »

By Annica Kreider

We asked Annica Kreider, vice president of brand development at Mellow Mushroom to discuss the role of diversity in the company's marketing department and in its marketing strategies. Here's what she had to say.

Marketing to a diverse consumer base is something we not only discuss often among our team, but something we also embrace internally from a talent management standpoint. From a leadership perspective, I'm a huge believer in having a very diverse team in terms of demographics, psychographics, and lifestyle. If everyone on a team looks alike, dresses alike, and does the same things on the weekend, I think you're missing the boat in terms of creativity and brand advancement.

With most elements of our creative we like to push the envelope and be as provocative, interesting, and engaging as we can...

Feature Story:

2014 Franchise Consumer Marketing Conference Returns This June »

By Franchise Update Media

The Franchise Consumer Marketing Conference (FCMC), now in its fourth year, is gearing up to surpass attendance records once again. Following the inaugural conference in San Francisco, the conference has expanded each year, in both the number of franchisors attending and the number of suppliers exhibiting their marketing services and products. This year's conference will be held June 24-25 in Atlanta at the InterContinental Buckhead.

Focused on the intersection of franchising and consumer marketing, and of marketing with technology, the annual conference attracts CMOs, brand managers, and marketing professionals, franchise CEOs and presidents, and franchise operations and technology marketing pros - bringing them together with one other and with leading suppliers of franchise services, social media marketing technologies, and more...

Feature Story:

17 SEO Myths Debunked: Rejiggering Your SEO Mindset For 2014 »

By Eddy Goldberg

What do you believe about SEO? And how do you know it's true?

Perhaps it's time to read "17 SEO Myths You Should Leave Behind in 2014," a report from inbound marketing software platform provider Hubspot. The report, written by Rebecca Churt, SEO marketing manager at Hubspot, aims to dispel those myths and help online marketers improve their performance. From the introduction:

"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:

Social Media Roundup: Feb 25, 2014 »

By Daniel Lieberman

Reputation Management: "You can't opt out..."
It's bound to happen: one of your customers will have a problem with your business - if not at one of your stores, then at one of your brand's, even if it's across the country. Some will take their beefs to the Internet, whether on social media sites or on a social reviewing platform such as Yelp. How do you deal with it? Here are 10 tips from Chris Silver Smith, president of search marketing agency Argent Media, posted on Search Engine Land, to help you manage the inevitable and lessen the damage - and, ideally, turn things around and create a loyal customer.

Time for a New Look at Google+?
Google+ is the second most-populated social media platform (540 million users in December 2013), yet few seem to know quite what to do with it, says Corey Smock, community manager at Likeable Media...

Feature Story:

Customer Retention: The 5 Golden Rules »

By John Tschohl

Every company makes mistakes that could make them lose customers. I don't care what business you are in, something will go wrong.

Smart companies know how to recover a customer and turn them into a loyal customer for life. However, fewer than 2 percent of companies use service recovery techniques. That's really bad. All companies make mistakes. All companies have things go wrong. Many companies, and most employees, run for cover instead of solving the problem. And thanks to social media, the problems are only getting worse. If customers aren't happy, they'll post the problem on Twitter and Facebook. They'll do it fast. Then you'll have a massive public relations problem that will take time, effort, and money to repair.

Companies spend a fortune on marketing...


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Franchising's Leading Women    

Franchise Update Magazine »

Issue I, 2014


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