CMO Roundtable

How do you identify your ideal customers, and how do you target them effectively with your marketing initiatives?

Over the past several years, we have seen traditional marketing methods decline in effectiveness and increase the cost of acquiring new customers.

Discuss the role of diversity inside your marketing department and in your marketing strategies.

One of the most widely influential business thinkers, Peter Drucker, once said, "What gets measured, gets managed."

At The Little Gym International, our franchise development process is more high-touch than high-tech.

How can marketing help increase the brand's speed of communication, response, and growth?

Marketing affects all customer and franchise development aspects of the company, including the sales process, building brand awareness, attracting and converting leads, building and maintaining customer relationships, and efforts to entice people who are no longer engaged.

The first step to a successful franchisee grand opening is disciplined advance planning.

When it comes to communication, no two brands are the same. While some of their technologies (extranet sites, social media footprint, advertising strategies) might align, communication is not a one-size-fits all box.

Denny's has nearly 1,700 restaurants worldwide, nearly 90 percent owned by our franchise partners.

What are some fresh, innovative ways you are using profiling, targeting,<br /> and loyalty programs to acquire and retain more customers?

What are some fresh, innovative ways you are using profiling, targeting, and loyalty programs to acquire and retain more customers?

What are some effective ways to get franchisees to 'buy in' and become actively involved with local-level marketing efforts?

It is essential for brands, especially franchise brands, to have a reputation management strategy for the Internet. It has always been the role of the franchisor to promote and protect the brand. In the Internet age there are new challenges online that must be addressed appropriately. In the old days, you put up a website and you directed people to go there and learn about you. You probably had a way for them to send you an email and maybe you had a coupon to print or detailed request form to fill out. Those days are gone. People no longer want to see what you are saying about yourself on your website. Web 2.0 and social media have changed all that. The Internet is now all about individual content and peer-to-peer interaction. People are no longer reading your website, they are reading what other people are saying about you everywhere else. There are conversations about your brand taking place online--conversations you may or may not know about--and you need a strategy to deal with them.