Q2 | 2016

Consumer Marketing: From four walls to the world

Virtual Issue

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FEATURE

Market Operator: It's a Team Effort at East Coast Wings & Grill

Franchise Development 2016: Your Online Presence is a Critical Component

Aiming for Aha!: Matching Your Brand to Candidates' Goals

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MOD Squad: She Saw a Need and Created a Brand (Twice)

Ally Svenson, co-founder of MOD Pizza with her husband Scott, is no stranger to starting and growing a business.

Franchise Update

Challenge the Pros: Choosing the Right Marketing Media

We believe in utilizing many different marketing channels to reach our candidates, and more importantly, in targeting those in the right markets and for the right category or model.

Franchise Update

They've Got the Meat!: How Arby's Reinvigorated its Brand

Arby's has come a long way in the past few years. Over that time, the legacy brand has launched a series of innovative, meat-focused menu items, including the sizzling Brown Sugar Bacon sandwich lineup, the most successful limited-time offer platform of 2015.

John Bowie

PRofessional Help: Choosing the Best PR Firm For Your Brand

Public relations is witnessing something of a tactical evolution these days, but at its core it's still all about communication and relationships. No two elements are more fundamental--or effective--in designing and executing a franchise PR strategy.

Kerry Pipes

Challenge the Pros: Using Social Media to Attract Prospects

Social media is a regular function of our franchise development team. We use it to generate leads, nurture existing prospects, and validate that the franchise candidate is right for our brand.

Franchise Update

The New Competition: Customer Experience trumps Customer Service

As a franchise organization you've recognized by now that your competition is more diverse and complex than it has been in the past.

Adam Pierno

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Whatever Works: Bring 'Em In, keep 'Em In, Reward Them!

Attracting customers in 2016 takes many forms--and platforms--sometimes all at the same time. Here are a few tactics franchise brands are using to drive customers into their stores, keep them there, and reward them.

Eddy Goldberg

It Starts at the Top: Leadership Sets the Tone for Service Aptitude

Any big initiative, project, or revolution must have the support of the senior leadership team; otherwise it will be considered "flavor of the month" or "management by bestseller."

John DiJulius

CMO Roundtable: Executing Your Media Strategy and Plan Effectively

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

Worldwide Marketing: Global Consumer Marketing Trends in 9 Countries

Consumer marketing around the world is both the same and different from country to country. Adapting to the differences is critical in marketing a brand successfully overseas.

Bill Edwards

Social Studies: Training for the Online Marathon

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.

Helen Bond

Local Attraction: 5 Keys to a Hyper-Local Marketing Campaign

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..

Lauren Reid

The New Underwriting: As Banks Evolve, So Must Borrowers

Bank lending cycles last about 7 to 10 years, and in every cycle bankers find some "out with the old, in with the new" approaches to lending.

Darrell Johnson

Neighborhood Marketing: Four Walls, Four Blocks, Four Miles

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.

Tom Feltenstein