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You've got a great concept and sales team. Great! All you need now is customers--loyal, engaged, repeat customers. And unless you've been in a cave the past couple of years, you know that social media and Web 2.0 have changed the face of consumer marketing. Thanks to Facebook and Twitter, GroupOn and LivingSocial, Yelp and other local search tools, your brand is being built by what's being said online--and franchisors and franchisees alike are searching for insights as they deal with the shift to consumer-generated content.

This year's Franchise Consumer Marketing Conference was a superb success, with nearly 350 franchise marketing executives and exhibitors on hand to learn, network, and, hopefully, do a little business.
  • Eddy Goldberg
  • 1,101
These five "big picture" customer service lessons, observations, and accompanying advice may not qualify as future deathbed regrets for many CEOs, but they should.
  • John DiJulius
  • 846
Franchise marketers gather together at the 2017 Consumer Marketing Conference
  • Eddy Goldberg
  • 1,475
The two main ways we use technology to help us understand and retain customers are through our retention and PLEASE scores.
  • Franchise Update
  • 2,553
Marketing continues to evolve--from vendors hawking their wares in the agora to today's online age of display, paid search, and social media posts--and those selling goods and services have had to adapt to new methods of informing the public about their offerings.
  • Shawna Ford
  • 4,307
Larry Spada spends his days working from the comfort of his home in the Carolinas. But like many tech-savvy executives today, he's always just a click away from his team at the Outdoor Living Brands headquarters in Richmond, Va.
  • By Kerry Pipes
  • 1,884
If you're paying attention to media, you know that Snapchat is being crowned the new social media (if not total media) darling.
  • Adam Pierno
  • 1,024
While the conventional method of using interests and behaviors to segment an audience still exists in large scale, the more recent tactic of connection-based targeting is quickly picking up traction because of its versatility and effectiveness.
  • By Todd Juneau
  • 6,268
For any national campaign, we must keep in mind that the need for our services can vary on the regional and hyper-local level depending on climate and extreme weather.
  • Franchise Update
  • 6,585
Social media marketing news you can use. This week: 1) Google's YouTube takes major hit as global advertisers pull ads; 2) Debunking 5 myths about obstacles to sales and marketing alignment; 3) 15 stats about the value and behavior of loyal customers; 4) Texas Applebee's franchisee will accept gift cards, certificates, and coupons from other brands during March.
  • By Eddy Goldberg
  • 4,725
Remember when we used to hear Prince's song "1999" and it seemed so far into the future? Well, how about the year 2020, which is just 3 years away?
  • By John DiJulius
  • 1,032
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Debbie Gonzalez loves trying new and fresh ways to market a brand. Before moving into franchising with Massage Envy in 2014, she held marketing leadership roles at Kellogg's, Gerber, Herman Miller, and PetSmart.
  • By Kerry Pipes
  • 739
Since joining Always Best Care in August 2015, my primary focus has been to overhaul the brand. In 2016, our major marketing objective was to build the brand's overall marketing platform and system.
  • Franchise Update
  • 716
Larry Miramontes, VP of Marketing at Always Best Care Senior Services, dishes on 2017 changes to the brand's marketing strategies and tactics.
  • By Larry Miramontes
  • 966
Today's media darlings, the Millennials (Gen Y) were born beginning in the 1980s. For better or worse, we all seem to get a generational label these days to describe who we are, and how we should be dealt with from business, economic, and social perspectives.
  • By Todd Juneau
  • 1,193
With 2017 right around the corner and social media marketing occupying an ever-larger space in the minds of brand marketers, we took a look around the Internet for what the experts are predicting for the coming year in online marketing. Here's some of what we found.
  • By Eddy Goldberg
  • 1,959
Mobile marketing continues to grow as a vehicle for engaging with customers and attracting new ones. This report from 3Cinteractive reveals where brand marketers plan to invest in mobile in 2017.
  • By Eddy Goldberg
  • 1,559
In mid-2015, Sentinel Capital Partners acquired Fazoli's from Sun Capital. Sentinel, which had scooped up Checkers and Rally's, Newk's Eatery, and TGI Fridays the year before, targeted an aggressive growth strategy for the nearly 30-year-old brand.
  • By Kerry Pipes
  • 2,484
This past February, longtime marketing executive Jon Quinn suited up for his newest role as vice president of marketing for Charleys Philly Steaks.
  • By Kerry Pipes
  • 1,035
With so much attention on social media and digital marketing, it's easy to neglect one of the oldest, most effective ways to reach your customers and attract new ones: four walls branding and neighborhood marketing.
  • By Tom Feltenstein
  • 1,277
Social media marketing news you can use. This week: 1) Facebook enters the enterprise messaging market with Workplace; 2) Snapchat changes its advertising policy; 3) Learn how to "Pin" for the season (well in advance); 4) Do your website visitors come and go? Here's how to cure those bounce rate blues.
  • By Daniel Lieberman
  • 984
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Educational Child Care Franchise. Kiddie Academy is one of the nation's most respected providers of quality educational child care.
We all have a company or two that we can't fathom life without. What are the few companies that if I told you, "You can no longer do business with them, ever again?" you would become extremely upset?
  • By John DiJulius
  • 914
Social media marketing news you can use. This week: 1) Twitter offers new customer support features for businesses; 2) Instagram Stories allows new photo posting options; 3) Snapchat's top 50 marketers provide tips for businesses seeking to better engage customers; 4) Google rolls out Allo to compete with Siri, Echo, and Cortana.
  • By Daniel Lieberman
  • 1,027
Franchisors, take note! Your franchisees have the ability to own a moment--many moments in fact. For example, the moment an office team needs to take a working lunch and an intern types "sandwiches" into Google Maps..
  • By Lauren Reid
  • 1,232
Cousins Subs reboots after 44 years, laying the foundation for expansion into new markets.
  • By Christine Specht
  • 1,447
There is much discussion in marketing circles about how brick-and-mortar businesses can compete with the pricing and convenience of e-tailing.
  • By Kay Ainsley
  • 696
When it comes to a successful social media strategy, Valerie Kinney's advice for franchisors is succinct. "Stay focused, yet nimble," says Kinney, vice president of marketing for CertaPro Painters.
  • By Helen Bond
  • 926
Segmenting your target market into smaller and smaller groups is not only possible with today's technology tools, it's also a way to boost your bottom line by reaching your customers more effectively
  • By Chen Katz
  • 842
At TruFusion, we market primarily to the Millennial, specifically females. Because of this, we are talking to the most highly connected generation yet, with their access to instant information.
  • Franchise Update
  • 1,081
With today's highly savvy consumers, the marketing landscape is constantly changing and requires a comprehensive, multi-layered approach to help a business achieve its goals and objectives.
  • Franchise Update
  • 991
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Consumer Marketing    

Franchise Update Magazine

Issue III, 2017

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