Marina MacDonald has worked in the hospitality industry for nearly three decades. Since November 2007, she's been with Red Roof Inn, the past year and a half as CMO.
With technology continuing to rapidly evolve and change the face of both consumer marketing and franchise recruitment, planners for the 5th annual Franchise Consumer Marketing Conference built an educational curriculum to address marketing's hottest topics--with a focus on how technology is influencing marketing today.
Kerry Pipes & Eddy Goldberg
In the previous issue we discussed the power of selling your brand's marketing expertise during the franchise recruitment process.
When I got into the family business in 1995, the Roy Rogers chain was a smaller version of the regional QSR powerhouse it once had been.
Franchise systems play up their technology as a differentiator, but Oxi Fresh delivers--in a big way. In fact, other service brands have approached them about using a customized version of their home-built software.
For Frank Milner, it's all about the journey. Milner, CEO of Tutor Doctor, sees his role in the Canadian franchise brand as a natural extension of his passion and determination to make organizations succeed and to provide customers with the best products and services possible.
The franchise community, along with media, politicians, regulators, and others, are beginning to understand the importance of measuring outcomes in franchising as a basis for understanding a brand's performance.
At Jersey Mike's Subs, technology, marketing, operations, and strategy are so intertwined, "We joke back and forth about who's in charge of who, because there's so much overlap," says Rich Hope, the company's CMO.
Technology has become essential to the operation of franchised businesses around the world. This incudes not only operating the actual business, but managing the franchisor-franchisee relationship across country and continent boundaries.
In my 30-plus years in franchising I have often wondered: What is the "DNA" of a franchise sales superstar? Is it a natural selling talent fueled by tremendous drive? Is it pure luck based on representing today's hottest franchise?