CMO Q&A: What Do Today's Prospects Expect from Your Marketing Team?
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: Do today's prospects expect more from the franchise marketing department? What, and how do you provide it?
Michael Barrette, Chief Marketing & Sales Officer, Dippin' Dots & Doc Popcorn
Yes, they do. We provide them with support from three levels: 1) Our marketing support includes digital solutions for reputation management and local marketing resources. One of the more pragmatic tools we off offer is "My Dot Space" and "My Pop Space," white- label tools that offer customizable templates to create a plethora of POP and other marketing support materials. We have also created an opportunity for franchisees to request certain custom Dippin' Dots flavors so franchisees can meet local consumer tastes and demand. 2) Our director of field operations and franchise training provides ongoing local area marketing support for franchisees along with support for grand openings or grand reopenings. 3) We have region managers in the field for both Doc Popcorn and Dippin' Dots, who assist franchisees and collaborate on business building and local marketing activities.
Kieran McCauley, Vice President of Marketing, HealthSource
I wouldn't say they expect more today, rather that marketing has become more complicated and requires more expertise to execute. The biggest area is SEO/SEM, which is continuously evolving. This is why we employ experts in these areas and have several key partners to help us execute and track. Consumers also like to deal with local businesses, and we have a number of systems in place to ensure our franchisees can localize messaging and engagement. Read the full profile.
Katherine LeBlanc, CMO, Painting with a Twist
Franchise prospects expect brands to know who they are. Part of the benefit of purchasing a franchise is the brand equity that has already been developed, the research on who the core prospect is, and the branding from top to bottom that every new business needs. Therefore, when a franchise prospect interacts with a potential franchise, the brand needs to be well developed with a clear purpose. Read the full profile.
Kristina Van Bruggen, Vice President of Marketing, Sizzler USA
In general, franchise prospects always expect a proven business model coupled with top-notch marketing strategies. Our marketing department works tirelessly to ensure that the marketing needs of our franchisees are met and can deliver measurable results. We go above and beyond by providing direct communication support. Read the full profile.
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