CMO Q&A: How Do You Prepare a Marketing Plan and Execute the Strategies?
In each issue of Franchise Update magazine, we profile franchise CMOs and marketing leaders, asking each the same set of questions. Their responses say a lot about who they are, their culture, their values, and where they're taking their companies.
Throughout the year, we'll be selecting one of those questions - and providing answers from the most recent CMO profiles. If you like what they say or are curious to learn more about these franchise marketing leaders and their thoughts on other topics, we've provided links to their full profile.
The fourth question in this series is: How do you prepare a marketing plan and execute the strategies?
Katherine LeBlanc, CMO, Painting with a Twist
The marketing plan should align with your brand's overall vision and strategy. It can't stand on its own. To be effective, the plan needs to work in tandem with the efforts of every department, from operations to IT to product development. Therefore, you start with the brand vision: What does marketing need to do today to realize the brand's vision in 5, 10, or even 20 years? Read full profile here.
Kieran McCauley, Vice President of Marketing, HealthSource
After the marketing team understands revenue goals for the upcoming year, we conduct a series of brainstorming sessions with our business partners and a group of franchisees to come up with quarterly promotion ideas. The strongest ideas are further refined and the execution tactics are matched up with spending budgets. We then unveil the yearly plan to all franchisees. Read full profile here.
Denise Pedini, Executive Vice President of Marketing, Pizza Inn
I first review all of the data, what our sales trends have been in the past, and see what our competition is doing. We have some great menu innovations in our back pocket that we haven't used recently. We like to bring these back to our buffet and to add variety for our customers. This has been really effective. Read full profile here.
Kristina Van Bruggen, Vice President of Marketing, Sizzler USA
We use a collaborative and consumer data-driven process to design a yearly marketing strategy. Using this data helps us anticipate trends and understand what will drive our business in a very competitive marketplace. Past trends also help us understand if our customers favored a certain culinary trend or flavor profile in an LTO. We want to ensure that we can replicate that same success and continue to deliver and market craveable offerings for our customers on an ongoing basis. Working hand in hand with our franchisees and operations to execute our marketing plans helps ensure consistency. Execution is a team effort! Read full profile here.
Claudia Schaefer, CMO, Jamba Juice
We begin with an annual marketing calendar that outlines the high-level plan for the year. Our marketing team develops four to five campaigns each year. For every campaign, we use a collaborative and consumer data-driven process designed to anticipate trends and understand the void in the consumer need state. We then determine how Jamba can support the demand through product innovation and an integrated marketing strategy that will drive sales while continuing to build an iconic brand. Read full profile here.
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