CMO Q&A: How Have Marketing Strategies & Tools Changed Over the Past Decade? How Have You Adapted?
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 leading their companies.
Throughout the year, we'll be selecting one of those questions - and providing answers from recent CMO profiles. If you like what they say and are curious to learn more about these franchise marketing leaders and their thoughts on other topics, we've provided links to their full profile.
This week: How have marketing strategies and tools changed over the past decade? How have you adapted?
Michael Barrette, Chief Marketing & Sales Officer, Dippin' Dots & Doc Popcorn
The marketing landscape is changing faster than ever before and will continue to do so. The ways in which the public consumes information is more fragmented and splintered than ever. Leading networks and search engines are companies like Facebook and YouTube, with many other choices for consumers to access information, all of which change rapidly. While marketing strategies need to be strategic in nature, there is a premium on being more nimble than ever before and prepared to adjust strategy quickly when needed. We are listening to the consumer even more than we have in the past. This has helped us not only in how Dippin' Dots and Doc Popcorn should evolve product and promotions, but also where our brands should be made available outside of traditional food service verticals. This may be more in K-12 schools, catering, convenience stores, etc. More than ever, consumers expect products and brands to be where they are, rather than going to where the product is. Read the full profile here.
Claudia Schaefer, Chief Marketing Officer, Jamba
Everything has become digitized. It is an extremely fascinating time to be a chief marketing officer, as you are able to read results immediately and are able to optimize campaigns in real time. We are able to better understand consumer behavior and quickly use this data to inform our decisions and offerings. Read the full profile here.
Kristina Van Bruggen, Vice President of Marketing, Sizzler USA
Being unafraid to move away from traditional marketing tactics and investing in new and innovative technologies, specifically across digital platforms, has allowed us to gain access to insights and efficiencies with our guests, franchisees, and corporate team. In turn, we are better able to understand our guest behavior and use this high-impact data to quickly respond. Read the full profile here.
Kieran McCauley, Vice President of Marketing, HealthSource
Obviously, the advent of digital and social has forever changed the advertising landscape. You have to incorporate communications elements for these two spaces. What I don't do, that I see so many others do, is abandon more traditional advertising channels completely. To me, it's all about balance. Reaching the consumer through multiple touchpoints makes for a more effective campaign. Read the full profile here.
Katherine LeBlanc, Chief Marketing Officer, Painting with a Twist
Marketing strategies have evolved as audiences have. Marketers have to go where the consumers are and appeal in new and ever-changing ways. For example, cause marketing burst onto the scene a few years ago because of consumer demand for brands to take an active role in creating a better world, not just the next coolest lifestyle product. Of course, as new content channels emerge, marketers must be aware of where their target is consuming media and how best to break through. This is specific to each brand, so it's important to know who your target is and the best time and channel to reach them. We'll do this through research and testing. The strategies and tools are still being developed, but I see a huge opportunity for the brand as we solve for a core need: creating a safe and inviting place for women to celebrate together. Whether this strategy becomes driving new products, experiences, or bursting onto a new channel as we did when this brand propelled itself onto the market, we'll use research and our guests' voices to guide the way. The marketing strategy of appealing to the broadest audience with your service or product hasn't changed over the last decade. What marketers have adapted to are the ways in which our audience is consuming the message. The tools and channels for marketing to consumers have expanded as well. Read the full profile here.
Denise Pedini, EVP Marketing/Chief Marketing Officer, Pizza Inn
When I came on board, we completely changed the way we were branding ourselves and how we were spending our marketing dollars. With board and corporate approval, we hired a new advertising agency to assist in rebranding. We also changed almost all of the vendors we were using. Some of these changes were based on strategy and others on cost and capabilities. We have added new technology in the last two years, which has benefited us as a whole. These efficiencies and innovations have been key to our recent sales success. Read the full profile here.
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