The American Advertising and marketing Affiliation defines the function of chief advertising officer (CMO) as that of the highest-level advertising place inside an organization. It is a place that comes with plenty of duty, not the least of which incorporates the very path and technique of the model’s complete advertising platform. The job title for many who oversee all advertising efforts goes by many names, together with SVP or VP of selling, chief development officer, chief model officer, chief expertise officer, chief development officer, and even chief technique officer. Regardless of the title, filling this function is a tricky job in any {industry}, however franchising’s inner and external-facing elements make these duties vitally essential to the success of the model, in addition to its franchisees.
Chief entrepreneurs within the franchising {industry} want a radical understanding of their B2B goal market (the recruitment of latest franchisees), in addition to their B2C goal market (their services or products goal market). It is a cautious balancing act wherein they need to cowl the bases among the many conventional advertising channels, but nonetheless perform as an modern “change agent.” For these advertising professionals, that is the worth to pay to stay related in franchising’s hyper-competitive enterprise setting.
In celebration of prime advertising officers who meet (and exceed) this problem every single day, Entrepreneur is proud to share a choose listing of essentially the most influential women and men within the franchising {industry} who’re consultant of this all-important function. Other than the contributions they supply on behalf of their respective organizations, it is essential to find how every of those people approaches the problem of being an efficient advertising lead. As you may word, their laborious work, modern considering and artistic pursuits are advancing the franchising {industry} as a complete. And that sort of accomplishment merely deserves to be celebrated.
The previous slideshow options a few of franchising’s “Better of the Greatest” advertising officers, as nominated by their friends within the {industry}. Click on via to find what makes every one among these game-changers particular and worthy of our respect and admiration.
Abby Fogel
Firm Title: Unleashed Manufacturers
Title: VP of Advertising and marketing & Model Relations
LinkedIn Profile: https://www.linkedin.com/in/abby-gruber/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“I don’t suppose it’s one huge factor, however plenty of little issues added collectively. I took on a brand new function as VP of selling and model relations at Unleashed Manufacturers in December 2021. Over the previous 9 months, I’ve been working to drive franchise improvement advertising efforts from a technique and execution standpoint and hit our signing targets. This was a newly created place the place I’ve been in a position to construct a small workforce and create new processes to help our recruiters and showcase our category-leading manufacturers to future franchisees. On the identical time, I’ve been working to construct general consciousness of Unleashed Manufacturers because the No. 1 youth enrichment franchise platform. We’ve been laser-focused on educating the market on our platform, providers and tradition.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“The roles of entrepreneurs inside a franchise system are wide-reaching. All the things from shopper advertising, franchise improvement advertising, analytics, model compliance, inner communication and extra. Franchise entrepreneurs have to have the ability to create an easy-to-execute technique for franchisees to develop their companies with the instruments and sources at their fingertips. From a franchise improvement advertising standpoint, entrepreneurs need to not solely educate potential patrons on the chance but additionally on the franchise {industry} as a complete.”
What others needed to say about this franchise CMO game-changer:
“Abby represents multi-brand advertising at its greatest! Whereas she handles FranDev for Unleashed Manufacturers and their portfolio, she thinks otherwise about easy methods to strategy cross-selling on each the buyer and FranDev sides of issues. She’s additionally one of many Franchise 500’s Prime Influential Girls in Franchising and on the IFA’s Girls Franchising Committee. She is reinventing the standard FranDev advertising motions, and different entrepreneurs ought to positively take some pages out of her playbook!”
Associated: Why the CMO – Not CEO – Ought to Create the Firm Mission
Alex Pericchi
Firm Title: PuroClean
Title: VP of Advertising and marketing & On-line Studying
LinkedIn Profile: https://www.linkedin.com/in/alexpericchi/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Communication has all the time been crucial to the PuroClean community, and at occasions, we offer extra info than the community can devour. It grew to become a subject of dialog throughout our Community Management Council (NLC) and our government workforce assembly. Understanding the worth of all of the communications we regularly ship, and that completely different areas and customers profit otherwise from them, we determined to develop a communication software to offer a easy manner to offer content material based mostly on wants. With that in thoughts, we met with our workforce and one among our advertising companions, and following many hours of drafting, planning and capturing the essence of what we needed to ship, we produced the PuroClean App for use by our franchise community. The essence of this software is its means to ship solely the messages that the consumer desires, and to offer fast entry to them, in addition to a hyperlink tree with generally used sources and a listing of franchise house owners in addition to residence workplace workforce members.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“In my view, these are the highest 5 challenges: 1) Setting and sustaining requirements that profit the entire community. 2) Making a tradition that begins with the house workplace and that has buy-in by franchise house owners, a tradition that they’re keen to undertake and share. 3) Speaking. 4) Discovering options to issues in a manner that advantages the entire community and never just some might be difficult, and, as a rule, to seek out the most effective answer, you could dig deep and contain a number of firm departments and franchise house owners. 5) Rising. Progress as a problem is kind of distinctive to franchising; easy duties which can be manageable at a sure measurement can turn out to be a problem because the community measurement will increase. When planning your advertising, consider the community’s wants in the meanwhile, but additionally take into consideration how this answer scales once you turn out to be two or 3 times the present measurement, as it might lead you on a distinct path.”
What others needed to say about this franchise CMO game-changer:
“Alex is one among our biggest property. He’s all the time considering of how to encourage change and create new initiatives that drive our model ahead. Not solely does he push the inventive boundaries, however he leads by instance and jumps in to work alongside his workforce. He by no means asks anybody to do something he would not do and teaches by main. He’s actually a cornerstone of our model, and we all know we might not have discovered the success we now have had with out him as our advertising visionary. I can not consider one other particular person extra deserving of this esteemed recognition.”
Amy Phillips
Firm Title: Altitude Trampoline Park
Title: President and CMO
LinkedIn Profile: https://www.linkedin.com/in/amy-phillips-21050930/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“In my function as CMO this 12 months, I’ve launched main brand-wide initiatives similar to our partnership with the American Coronary heart Affiliation — together with occasions, fundraisers, and the first-ever Nationwide Jumpathon. We additionally created a name middle to streamline occasion and park bookings. Moreover, I’m proud to have led the cost on rolling out our modern Limitless Jumps membership program, which drove double-digit gross sales will increase at a number of collaborating areas over the previous 12 months.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“At present’s media panorama is extremely advanced and altering every single day. Franchisees depend on us as entrepreneurs to know the ins and outs of latest methods and platforms, as a result of there’s a lot greater than there was once. It could actually turn out to be very overwhelming for franchisees to handle all facets of native retailer advertising on their very own. They depend on us to make these laborious choices for them in the case of deciding which channels they need to be using to succeed in shoppers, in addition to the worth of using one medium over one other.”
What others needed to say about this franchise CMO game-changer:
“Phillips joined Altitude Trampoline Park in 2020 and shortly rose via the ranks to chief advertising officer. She sprang into motion with main brand-wide initiatives similar to Altitude Trampoline Park’s extensively profitable membership program. Her work additionally has resulted in overarching, company-changing initiatives. Her advertising and model activation prowess has solely grown over the course of her profession as she repeatedly creates and delivers high-flying outcomes via all kinds of campaigns, together with one which earned her nationwide recognition because the American Advertising and marketing Affiliation’s Marketer of the Yr in 2012.”
Andriana Gavrilovic
Firm Title: Radiance Holdings
Title: SVP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/andriana-gavrilovic-1ab9746/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“I’m huge believer in driving development via data-driven decision-making. We’re so lucky to be entrepreneurs at a time after we can entry sturdy information platforms and actually meet our prospects the place they’re. Over the previous a number of months, I have been targeted solely on implementing a strong automation software that may handle marketing campaign efficiency in real-time. In doing so we have grown our viewers attain exponentially via partnerships with The Commerce Desk, programmatic audio like Spotify, Superb Promoting and extra.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“I believe the largest problem is age-old — hyper-localizing a nationwide model is extraordinarily tough to do in an genuine manner. I believe that persevering with to construct on a strong model objective whereas implementing sturdy, strategic inventive and focusing on methods will enable manufacturers to set themselves aside.”
What others needed to say about this franchise CMO game-changer:
“Throughout her time at Radiance Holdings because the SVP of selling, Andriana has performed a significant function within the acquisition and development of two quickly accelerating manufacturers: Woodhouse, the high-end luxurious day spa franchise, and Sola Salons, the world’s largest and fastest-growing salon studios franchise. She integrates development and innovation via buyer perception with an analytical and strategic strategy. She has efficiently led world advertising initiatives at iconic organizations similar to Hearst, Conde Nast, NET-A-PORTER and Farfetch. She is a inventive and strategic chief with in depth expertise planning and executing multi-channel campaigns for style, magnificence and life-style manufacturers. She has sturdy enterprise acumen, with the power to steadiness business targets while sustaining model integrity.”
Angela Paules
Firm Title: Buzz Franchise Manufacturers
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/angelazerdapaules/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Because the CMO for a multi-brand franchisor, I work throughout a number of manufacturers, however essentially the most impactful factor I’ve performed this 12 months was to create the technique to determine the following model for Buzz Franchise Manufacturers. This included making ready web site messaging and offline collateral to solicit acquisition alternatives and launching a marketing campaign focusing on rising franchise house owners. The initiative drove calls with over 40 potential manufacturers and in the end led to the creation and upcoming launch of our subsequent model, a premium vacation lighting model referred to as Grand Illuminations.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“A key profit to franchising is that new enterprise house owners have gotten a part of a longtime model. Franchise entrepreneurs should shield the worth and integrity of that model by guaranteeing there’s cohesiveness between the model’s nationwide advertising (led by the franchisor) and native/franchisee advertising taking place throughout the nation (or international locations). One of the best ways to do that is to teach franchisees on their function in defending the model from day one and empower them with native advertising sources and techniques all through the lifetime of their enterprise.”
What others needed to say about this Franchise CMO Recreation Changer:
“With over 15 years of selling and promoting expertise, Angela’s abilities cowl the complete vary of company communication facets together with promoting, conventional media, web site administration, on-line and social media advertising, content material advertising, model administration and advertising technique.”
Angie Eckelkamp
Firm Title: Nothing Bundt Muffins
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/angie-eckelkamp-5001017/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Along with executing our first menu change in 4 years, serving to launch our new web site and our upcoming OREO® partnership, we celebrated our model’s twenty fifth birthday in a BIG manner with the biggest model activation in our historical past. On September 1, the primary 250 friends at each one among our 448 bakeries all through the U.S. and Canada obtained free confetti bundtlets. We ended up freely giving greater than 110,000 desserts in all! As well as, we held an internet contest the place we will probably be choosing somebody to win a $25,000 birthday bash deliberate by movie star occasion planning firm Randi Occasions. This in-store and on-line activation garnered greater than 800 media mentions and drove strains out of our areas all over the place.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“In franchising and particularly with a model like ours, we now have franchise house owners that put every part, generally their life financial savings, into their enterprise. Many are sometimes seeking to move their bakeries all the way down to their youngsters. They’re trusting us to make nice choices for them and their household and, because of this, having that belief is vital. As entrepreneurs, we now have concepts on easy methods to put their advertising {dollars} to work. However for our advertising to achieve success (promotions, for instance), we want buy-in from our franchisees, which entails plenty of schooling and communication — particularly in explaining the “whys.” That, in flip, builds belief and helps the execution of the advertising. As a result of once they’re behind it, it will get performed and works.”
What others needed to say about this franchise CMO game-changer:
“Angie Eckelkamp joined Nothing Bundt Muffins in 2016, again when the specialty retail bakery chain had fewer than 200 areas and a lean advertising workforce of 4. Since then, she has helped solidify the model’s place as a “bringer of pleasure” in particular and on a regular basis moments, all whereas rising the advertising workforce and supporting the model’s general development because it closes in on its 500-location milestone.”
Ashley Mitchell
Firm Title: Streamline Manufacturers
Title: SVP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/ashleymmitchell/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“There may be a lot innovation taking place within the {industry} and so many issues I wish to sort out. As a marketer, I do know that oftentimes, development and inspiration should stem from going again to the fundamentals. One initiative our workforce tackled this 12 months was doing an entire overhaul of our inventive imaginative and prescient. We knew that we would have liked to create imagery that showcased the true authenticity of our manufacturers, and the emotion that our college students, their mother and father and our instructors really feel whereas they’re in our faculties. We remodeled our inventive execution by updating all of our supplies to function actual college students, mother and father and instructors in our native swim faculties. To assist convey the emotion, we included messaging and artistic therapies that work cohesively to encourage our potential prospects to see what swim classes can convey to their lives — each out and in of the pool. In doing this, we now have turn out to be extra relatable to households and oldsters — and have been in a position to change the best way we seize and encourage our goal prospects.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“One of many largest challenges that franchise entrepreneurs face is easy methods to hold the steadiness between defending the model and permitting for native customization to keep up the neighborhood really feel of every small enterprise. The model is SO essential, however so is the native piece — they need to work in tandem. Discovering that candy spot of having the ability to preserve model integrity in any respect ranges, whereas additionally guaranteeing that the wants of the native enterprise are met, is all the time a problem. Fortunately, it’s a enjoyable one and one that’s so rewarding once you see it come to fruition by working with franchisees to concurrently obtain success for his or her companies and the model as a complete.”
What others needed to say about this franchise CMO game-changer:
“Main the advertising perform at Streamline, Ashley is answerable for advertising all facets of the enterprise — shopper advertising for franchises and company-owned faculties, franchise improvement and M&A — for all manufacturers within the Streamline portfolio. With a number of manufacturers as a part of the platform firm, Ashley appears to be like at every part on the {industry} stage first, then works to determine how that interprets to a model stage and, in the end, the neighborhood stage. A pure extrovert and connector, relationships drive virtually every part she does — constructing workforce tradition, working with franchisees and vendor companions and creating model campaigns that construct relationships with shoppers.”
B. Fast Chadwick
Firm Title: Clear Juice
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/bquickc
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“There are lots of issues I’m happy with this 12 months, however one is Nationwide Smoothie Week. Many different manufacturers comply with the identical outdated “vacation calendar” for a social media drip, however we took a standard vacation (Nationwide Smoothie Day) and made it a week-long celebration referred to as, naturally, Nationwide Smoothie Week. The explanations had been easy: to get our hardworking, grinding younger Juiceristas concerned and engaged — to encourage them to submit their favourite smoothie recipes — their favourite concoctions! Effectively, we anticipated a handful, however acquired over 100 responses! We had so many nice recipes that we ended up selecting 5, not one as initially deliberate. It was thrilling as a result of the outcomes had been clear — Juiceristas had been engaged, and it drove visitor site visitors (reversing a pattern to the optimistic). However most significantly, we took our youngest and most important staff and made them actually really feel like part of the method.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“At present, advertising must be fast. For a man named “Fast” (severely, it’s my title), an organization of a sure measurement is tough to be fast when it comes to shifting technique and focus. However don’t lose your fast! At all times transfer shortly regardless of the doubts, your measurement and minor unfavourable suggestions. With franchising, there are lots of folks concerned however maybe essentially the most distinctive is, as a franchisor, the main target is in your prospects and your friends — two fully completely different teams. Many non-franchise jobs give attention to the top consumer, however is that your buyer? In franchising, your prospects are your corporation house owners and your franchise companions, whereas the visitor is your finish consumer. Entrepreneurs in franchising can’t simply take into consideration one group of individuals, we should make all choices whereas considering of each the franchise companion and the visitor (finish consumer). That in itself is a problem.”
What others needed to say about this franchise CMO game-changer:
“Fast Chadwick’s success as a advertising chief is a testomony to his grit, dedication, ardour and private ethos. Fast has pushed the model into the digital advertising period with vigor. Fast facilitated and leads Clear Juice’s model partnership with former athlete and philanthropist Tim Tebow, and he’s always searching for methods to affect friends’ lives with the product Clear Juice serves. He faces each state of affairs given to him with grace, enthusiasm and a optimistic angle that’s contagious. He constantly conjures up his workforce, and the entire system, to stay optimistic and enthusiastic about advertising, offering a novel and actually wholesome product for communities. I can not consider anybody extra deserving of recognition than Fast Chadwick.”
Invoice Black
Firm Title: Scooter’s Espresso
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/williamblack
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Presently main a high-performing workforce of selling professionals to create, plan and implement a strong model technique marketing campaign for one of many nation’s quickest rising franchises.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Entrepreneurs should fully perceive the mannequin they symbolize and the funding of time and treasure made by franchisees to open a enterprise. Many have put every part on the road and depend on our experience to assist them achieve success.”
What others needed to say about this franchise CMO game-changer:
“Invoice Black is the heartbeat of Scooter’s Espresso. As the corporate’s chief advertising officer, he makes a concerted effort so as to add that additional particular contact with each consumer and buyer he serves. To sum up his philosophy, he has shared this assertion: ‘We wish to make that non-public connection each time, inflicting the particular person to stroll away and say, ‘Wow! That was wonderful!’ It’s that mindset that helps him reside as much as the Scooter’s Espresso motto: ‘Superb Folks, Superb Drinks — Amazingly Quick.’ With over three many years of expertise within the promoting {industry}, Black is an {industry} chief and continues to take Scooter’s Espresso to new heights since becoming a member of the model in 2018.”
Bo Lowery
Firm Title: Wild Birds Limitless, Inc.
Title: VP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/bolowery/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“I led the Wild Birds Limitless model into the realm of TV promoting for the primary time ever at scale. This was achieved with a Related TV marketing campaign that received a number of innovation awards at this 12 months’s Franchise Buyer Expertise Convention, together with the highest prize: Greatest Advertising and marketing Management Award. Within the discipline of world-class manufacturers and franchise methods, this recognition was bestowed upon the franchise model that created essentially the most modern and profitable advertising marketing campaign up to now 12 months. We additionally took prime honors within the classes of Greatest Digital Advertising and marketing Marketing campaign, Greatest Restricted Funds Advertising and marketing Marketing campaign and Greatest Franchisee Assist.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“One of many largest challenges is merging the targets of native franchisees with these of the model as a complete. For Wild Birds Limitless, particularly, there’s sensitivity relating to the birds, habitat and seasonality from market to market. We should steadiness a common model message whereas offering franchisees the property and instruments to convey details about native birds and nature happenings.”
What others needed to say about this franchise CMO game-changer:
“Main the advertising efforts for the Wild Birds Limitless model for over twenty years, Bo has been the driving power behind the creation and implementation of the WBU annual advertising planner, which incorporates the month-by-month plan, all advertising collateral (print, digital, social, TV-radio, electronic mail, SMS) and implementation suggestions. She additionally leads the workforce that manages the entire WBU advert fund efforts, together with the model’s on-line presence and strategic companions. In 2022, Bo created and managed the WBU, Inc. advertising efforts that received a number of Franchise Replace Innovation Awards, together with the Advertising and marketing Management Award. As well as, Bo is a frequent speaker, sharing her inspirational ideas and efforts with others on easy methods to assist franchise methods innovate and create advertising efforts to serve each the model and the person franchisees.”
Casey Terrell
Firm Title: Krystal Eating places
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/caseyterrell/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“We’re actually leaning on our 2 Chainz partnership. He’s our head of inventive, however he’s extra of a enterprise companion. He’s an incredible companion for us to speak to — [he has] an viewers we’ve by no means been in a position to attain earlier than. He’s acquired tens of millions and tens of millions of followers on social. He’s acquired a implausible attain and voice. For us, it’s been an incredible companion for sustaining that relevancy — simply to have the ability to attain these viewers segments that we haven’t earlier than. We’ve our core demographic, targets and followers. We wish to guarantee that we’re all the time our followers’ favourite, however how can we all the time attain new shopper segments and new audiences? We’ve acquired Victor Cruz within the northeast — a legendary member of the Giants group, a Tremendous Bowl hero and our grasp franchisee for New York and New Jersey. There are different conversations that we’re having with a couple of different pretty huge names which can be pending as effectively. With our friends, the massive change is extra on the methodology aspect and the way we’re doing media. It’s actually extra about content material. We’re going to replace our channels, and guarantee that TV and out-of-home are coated.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“The long-term success of your franchise will rely largely on the standard of your franchisees. The problem is to find the suitable folks with the suitable {qualifications}.”
What others needed to say about this franchise CMO game-changer:
“Casey is a West Level graduate who accomplished a Columbia strategic communications grasp’s and finance/advertising MBA with a profession monitor document of remodeling B2C and B2B income. He’s a forward-thinking chief with excellent interpersonal abilities, identified for cultivating cross-functional collaboration and fostering cultures that welcome greatest practices and innovation.”
Associated: Contemplating franchise possession? Get began now and take this quiz to seek out your personalised listing of franchises that match your life-style, pursuits and price range.
Chris Kobus
Firm Title: European Wax Heart
Title: Chief Expertise Officer
LinkedIn Profile: https://www.linkedin.com/in/chriskobus
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Over the course of the 12 months, I’ve actually targeted on our loyalty program and emphasised how essential it’s to our prospects. Since its launch in 2021, I’ve labored with the workforce to evaluate suggestions from prospects, evaluation information and make updates and adjustments to enhance buyer experiences. Our loyalty program presents referral rewards, redemption packages and value reductions to reward our prospects for his or her loyalty to the model. Within the final 12 months, I’ve rigorously reviewed buyer suggestions and labored with our improvement workforce to create a loyalty program and app that places the shopper first — and amplifies the arrogance of every person who visits EWC.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“As a marketer within the franchising {industry}, my workforce and I face the problem of selling our distinctive providers and merchandise to a mess of various areas throughout the nation. Every space of the U.S. has a distinct make-up, tradition, set of core values, and many others. My workforce and I are tasked with figuring out these attributes and discovering a method to greatest talk what makes every European Wax Heart particular. We take every sector of the nation and conduct analysis, analyze information and mirror on what values make every sector distinctive. We then attempt to align our messaging and communication to talk to those values. Moreover, we regularly survey and converse to prospects all around the nation for suggestions on our services, to gauge how we will enhance each a franchise and firm stage. As chief expertise officer, I’ve made it a mission with my workforce to emphasise the significance of the visitor expertise; guaranteeing that every one prospects stroll out our middle doorways feeling empowered and assured.”
What others needed to say about this franchise CMO game-changer:
“Since becoming a member of the European Wax Heart workforce three years in the past because the chief expertise officer (CXO), Chris Kobus has led the workforce to make sure a guest-focused strategy is taken with product and repair innovation. Moreover, Chris has labored inside European Wax Heart to take step one in direction of driving change; serving to to create a variety and inclusion advisory council and spearheading the event of considerate inner and exterior initiatives selling racial equality. Chris has created an incredible work tradition at EWC, guaranteeing the workforce works collaboratively and all members really feel heard. Regardless of staff working from residence by way of a hybrid setup, it has been essential for him to ascertain a robust relationship with the workforce by way of fixed communication that has in flip led to the corporate’s ongoing success. He and his workforce at the moment are leaders for the corporate in each tradition and initiatives. Chris believes that inspiring confidence begins on the floor stage for EWC. For friends to really feel unapologetically assured, his workforce members, staff, and franchisees should additionally really feel unapologetically assured themselves.”
Christina Coy
Firm Title: Bonchon Korean Fried Hen
Title: VP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/christina-coy5/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“We created a TikTok problem referred to as #CrunchOutLoudChallenge that has seven million views, rising our model consciousness and driving gross sales. We additionally simply launched our limited-time Crunchy Hen Bowl, the primary new product launch for the model since opening in 2002. We’ve had LTO sauces, however by no means a brand new product. This one was distinctive in that it pertains to what’s taking place now. Company are searching for a well-known product (similar to bowls, at a low value level) thus $10.95, and we did this with out having to herald any new merchandise. Provide chain continues to be a battle for many manufacturers, so discovering a brand new product that may verify all of these containers is a win!”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Consistency throughout areas (advertising supplies, menu) and franchise participation are in all probability the 2 largest challenges we face.”
What others needed to say about this franchise CMO game-changer:
“Christina Coy joined the Bonchon workforce in Could 2020 in her present function as vp of selling, constantly evolving the best way the model interacts with prospects and franchisees via digital innovation and in-store advertising campaigns. Coy included platforms like TikTok, Snapchat and influencer advertising to focus on Bonchon’s core prospects. Her emphasis on collaborating throughout all areas of Bonchon’s improvement has been instrumental in driving the model’s fast development to over 390 areas worldwide, together with greater than 115 within the U.S. A part of the expansion is a results of growing a fast-casual model of the restaurant mannequin that Coy helped develop with different departments. Moreover, Coy helped with the #CrunchOutLoudChallenge that resulted in additional than seven million views on TikTok and launched profitable new product campaigns such because the Household Meal XL and Candy Purple Chili. Previous to becoming a member of Bonchon, Coy spent eight years constructing her repute main advertising for Pie 5 Pizza Co. Her imaginative and prescient, which included the execution of a brand new model technique, advert marketing campaign, restaurant redesign and menu enhancements, aided Pie 5’s franchise development from its inception all the best way to over 100 areas. By streamlining the model’s strategy to openings and technological improvement, Coy elevated new retailer AUVs by 50% and elevated workforce and company effectivity. Her give attention to technological developments has additionally translated to Bonchon, with an emphasis on on-line ordering — which makes up 50% of the model’s gross sales quantity. Coy’s forward-thinking advertising methods have contributed to document gross sales within the first half of 2022, with Bonchon’s AUV rising by 24.7% and year-over-year systemwide gross sales rising by 12%.”
Christy Barnes
Firm Title: Camp Bow Wow
Title: VP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/barneschristy/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“In March, we celebrated our 2 hundredth camp opening with one among our most profitable built-in campaigns up to now. I led the technique and execution of a multi-faceted marketing campaign that concerned a social media giveaway, digital promoting, nationwide and native PR outreach and onsite activations together with canine adoptions. The marketing campaign had unimaginable outcomes — 600% increased than common social media publish engagement, 300% extra social media accounts reached and over 100 PR placements leading to 75 million impressions. This is without doubt one of the many advertising campaigns over time that has pushed model consciousness for Camp Bow Wow, and I’m proud that it contributed to the model being the No. 1 acknowledged canine daycare and boarding supplier as measured by unaided model consciousness.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“As franchise entrepreneurs, we’re tasked with constructing nationwide model fairness and consciousness via company advertising and branding methods, whereas offering help and sources for our franchise house owners to efficiently market their enterprise domestically. Our 200+ areas have distinctive wants based mostly on their area, tenure and focus areas, so we offer complete instruments, supplies and greatest practices that enable our house owners to execute on-brand advertising that meets their particular person targets. This individualized help occurs concurrently, selling and build up the bigger model presence via nationwide advertising. It requires plenty of listening, balancing and strategic decision-making to make sure advertising funds and sources are allotted correctly.”
What others needed to say about this franchise CMO game-changer:
“Throughout her nine-year tenure at Camp Bow Wow, Christy Barnes has helped the model develop to the biggest doggy daycare and boarding franchise in North America. Christy not solely leads her help middle advertising workforce however helps 200+ franchisee-owned camps throughout North America, in addition to seven company-owned camps. She is concentrated on driving the model ahead and has helped make Camp Bow Wow a frontrunner within the pet care {industry}. Her distinctive function in main each shopper and franchise improvement advertising for Camp Bow Wow contributes to the model’s cohesive and efficient overarching advertising technique.”
Crissy Russo
Firm Title: Junk King
Title: SVP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/crissyrusso/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“For the reason that launch of our new on-line pricing estimator in 2021, this modern know-how, enabling prospects to safe a extra correct price estimate and offering better transparency, has continued to evolve. Extra just lately, a major replace was made to make sure higher pricing accuracy when somebody does a multi-item choice. It has improved efficiencies within the name middle, in addition to helped the extra price-cautious buyer make a faster resolution on-line in the case of reserving a job. Other than the pricing estimator, we additionally launched our first CTV marketing campaign in Could, which has introduced a significant enhance in customers visiting the web site and conversions. We’ve seen an uptick in site visitors to the Junk King web site by 5% year-over-year, an 11% enhance from the prior interval and a 3.2% enhance in conversions.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“In terms of franchising, native retailer advertising is without doubt one of the largest challenges that we, as entrepreneurs, face. Our job is to make it clear to the franchise system how essential issues like local-specific website positioning, social advertising and native advertising is. That is why we now have companions in place to help us, permitting franchisees to hone in on discovering their native prospects and strengthening their presence locally. All of those components are needed for the better good of the model, which is why an essential a part of our job continues to be creating buy-in on the franchisee stage, guaranteeing they perceive {that a} single technique doesn’t match all. A method to do that is to constantly consider the ROI on native advertising by having sturdy methods in place to actually monitor whether or not our efforts are making an affect. This then provides us the power to get extra unified help from franchisees on our efforts.”
What others needed to say about this franchise CMO game-changer:
“Over the previous three years, Crissy has helped Junk-King go from 92 models to 145 models (in all probability extra by now), develop income over $100 million and helped the model turn out to be the fastest-growing junk elimination participant within the {industry}. She’s accelerated the model’s development and story, which is constructed on Junk-King being greater than only a franchise model, but additionally a software program firm. (“We’re a software program firm that picks up junk” in her phrases). On the buyer advertising aspect, she’s constructed a sustainable engine for offering results in her franchisees, whereas on the FranDev aspect lands candidates via their product and inner proprietary platform as a differentiator to how they do enterprise. She is a advertising Swiss military knife with expertise within the full number of capabilities needed for a small franchise workforce, together with website positioning, CTV, product advertising and extra.”
Dana Benfield
Firm Title: WellBiz Manufacturers, Inc.
Title: CMO, Wellness Division
LinkedIn Profile: https://www.linkedin.com/in/danajbenfield/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“We launched a multi-brand reward card that may be offered, not solely on our particular person model websites but additionally in third-party retail areas and on third-party web sites. This enables us to drive better model consciousness in our portfolio of magnificence and wellness manufacturers, whereas concurrently serving to to drive trial and enhance site visitors for our franchisees throughout the system. By bringing 4 manufacturers collectively on one reward card, we had been in a position to enhance our attain and open up alternatives in additional markets, all as a consequence of increased market penetration throughout the portfolio versus with only one model.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“One of many largest challenges is attempting to develop a nationwide model that’s acknowledged for its consistency, whereas nonetheless permitting franchisees to specific their individuality and set up themselves as a “small enterprise proprietor” inside their native communities. Franchisees profit from the broader nationwide consciousness and model repute, however on the identical time, they need their native communities to know they’re a “small enterprise” inside a bigger community. It’s essential to offer them with instruments and techniques to make use of domestically, constructing that sense of group whereas driving the model consciousness on a nationwide scale.”
What others needed to say about this franchise CMO game-changer:
“You could meet WellBiz Manufacturers, Inc.’s CMO Dana Benfield, who has been a game-changer for the 900+ unit franchise system and manages 5 manufacturers within the magnificence and wellness house. A veteran in franchising previous to WellBiz Manufacturers, Dana has managed fast development, together with the acquisition of two new manufacturers throughout Covid, efficiently main and navigating super change in unprecedented occasions. Dana is presented at making private connections, and her inspiring management type brings out the most effective in everybody. Her focus and deliberate strategy to challenges assist her groups manage round essentially the most environment friendly path to attain finish targets whereas evaluating choices and charging ahead with out blinders. Some notable accomplishments (of many who might be listed) embrace serving to the corporate manage and restructure varied components of a shared providers platform and going from three manufacturers to 5 in lower than a 12 months. Dana has been instrumental within the advertising efforts for each shopper and franchise improvement. She’s additionally spearheaded initiatives to convey enhanced employment branding to franchise house owners of various manufacturers to help recruiting efforts in an more and more difficult labor market. Most just lately, involving a number of magnificence and wellness manufacturers within the WellBiz Manufacturers, Inc. portfolio, she made multi-brand reward playing cards a actuality for the system.”
David Fossas
Firm Title: Restore Hyper Wellness
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/davidfossas/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“We’ve spent the previous 12 months targeted on growing and launching a refreshed model that higher displays the power and vitality of Restore’s shopper expertise. Our workforce spearheaded shopper analysis to develop Restore’s positioning, messaging, voice, tone and visible and photographic type, all codified of their new model tips and technique. We then designed an up to date retail expertise, from new wall paint and academic wall vinyl to entertaining canvas and acrylic hangings that interact shoppers all through completely different touchpoints of Restore’s bodily house. Restore areas started rolling out these new studio designs in 2021. Extra just lately, we launched this new branding with a marketing campaign that included an up to date web site, grasp model video, radio and out-of-home advertisements. We additionally secured an envoy partnership with Heisman Trophy-winner and former NFL athlete Tim Tebow and his spouse, former Miss Universe Demi Tebow, and the launch of their life-style weblog, Residing Hyper Effectively. This new model marketing campaign drove a 16% enhance in on-line conversions quarter-over-quarter and a 113% enhance in new website customers year-over-year in Q1. By the top of Q2 2022, Restore skilled 84% year-over-year development in system-wide gross sales. Upcoming model campaigns we’re engaged on embrace an influencer program, our first podcast, hosted by wellness influencer Eric Hinman, and our first annual Hyper Wellness Report, designed to drive media conversations.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“The largest problem is the voice of the franchisee. As a marketer, you wish to use your coaching and ability set to develop the enterprise and fortify the model. You all the time need to enroll your stakeholders within the course of to make sure that your government friends and others within the group are aligned along with your strategy. However in franchising, you not solely have the same old company stakeholders, but additionally the franchisees that you could win over to do what’s greatest for the corporate. That may be a problem. Everybody desires the most effective for the enterprise, however you might have completely different opinions on easy methods to get there. It takes additional effort to spend time educating franchisees about advertising and why choices are being made so everybody can align and work in direction of the identical targets.”
What others needed to say about this franchise CMO game-changer:
“When David Fossas joined Restore Hyper Wellness on March 2, 2020, the world regarded very completely different. Restore was a fledgling startup with 34 wellness studios, $5 million in funding, and an unknown model. David spent his first three months simply serving to Restore survive, speaking with native, state and federal governments to make sure that Restore achieved important enterprise standing, so their wellness studios may keep open. They did. June 2020 was a document gross sales month and Restore hasn’t regarded again since. In a time when the CMO function is commonly siloed to only advertising communications, David has been a real enterprise marketer as effectively. He not solely leads advertising communications but additionally pricing and packaging, gross sales and customer support to drive continuity of the Restore expertise and ship on its mission.”
Derek Detenber
Firm Title: Batteries Plus
Title: Chief Advertising and marketing and Merchandising Officer
LinkedIn Profile: https://www.linkedin.com/in/derek-detenber-4189164/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“I’ve all the time been a agency believer that with a view to get wherever in enterprise, you might want to begin with a strong plan. My key priorities coming into Batteries Plus have been to innovate our omnichannel expertise, redefine the best way we talk with our prospects and create a greater set of inner instruments to assist us work higher as a workforce. Earlier this 12 months we re-platformed our ecommerce engine. This is step one on a journey to maneuver from a website that merely sells merchandise to an immersive, user-centric expertise. We’re additionally bettering the best way that we acquire, analyze and leverage buyer information in order that we will elevate our social and advertising efforts to do a greater job of connecting with prospects. I’m difficult our inventive workforce to take dangers and actually strategy inventive from new and radically completely different angles. Lastly, I’ve begun implementing workflow and course of instruments to make sure that my total workforce — from product to inventive to digital to efficiency advertising — is aligned and in tune with what every member is doing. To this point, it’s already yielding optimistic outcomes. Batteries Plus is forecasted to be up double digits in profitability this 12 months in a really tough retail setting.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“The largest hazard when coping with a franchise is that it is easy for the model identification to turn out to be compromised over time. You’ve gotten so many alternative people within the stakeholder community, that there are plenty of opinions on easy methods to develop and evolve. Franchisees, for instance, might imagine one factor, whereas a board member might imagine one other. The strategic path and general model identification you’re attempting to create and execute can turn out to be diluted by too many voices.”
What others needed to say about this franchise CMO game-changer:
“In his present function at Batteries Plus, Detenber leads the model’s omnichannel advertising workforce, design, class and merchandising groups. Certainly one of Derek’s key initiatives at Batteries Plus helps to propel the model to the following stage. The corporate is in a really strong place; it’s been round for 30 years and has been constantly profitable. With Derek’s management, Batteries Plus is redefining the model, contemporizing the assortment, and altering the in-store and on-line experiences in order that it connects with as many individuals as attainable.”
Donna D. Spangler-Josephson
Firm Title: Shipley Do-Nuts
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/donnajosephson
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“This 12 months we employed the corporate’s first-ever inventive company to roll out inventive that may inform the model story throughout all platforms, together with the buyer and franchise improvement web sites, level of sale supplies and all new applied sciences. For the primary time in firm historical past, all areas at the moment are promoting the identical espresso, made with a proprietary mix of ethically sourced Central and South American espresso beans which can be medium roasted for decent brew, plus two flavors of premium chilly brew, Daring Black and Salted Caramel. I’ve labored to launch on-line ordering, as the corporate applied its first-ever POS system! This has already led to double-digit common verify will increase. We’re additionally onboarding our franchisees with third-party supply companions and introducing know-how that streamlines the operations processes of their outlets. Lastly, however most significantly, I’m working to construct the first-ever advertising and R&D departments, all whereas bettering franchisee relations. We launched the corporate’s e-newsletter, The Shipley Glazette, which is revealed weekly, and rebranded the intranet (the Do-Internet). We additionally hosted quarterly webinars to attach with franchisees, acquiring their help and buy-in on many new initiatives, and we attended highway exhibits throughout the model footprint to satisfy with our franchisees.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Entrepreneurs are charged with constructing and defending the model. Shoppers anticipate a constant expertise from one location to the following of the identical model. In a franchise system it may be tough to keep up that consistency but give franchisees the chance to be related and do hyperlocal advertising. It takes steadiness and alignment with the franchisees within the group. As well as, many entrepreneurs help franchise improvement in attracting new franchisees to the model, due to this fact we not solely have our shoppers but additionally our franchise prospects and their wants to think about when constructing advertising packages.”
What others needed to say about this franchise CMO game-changer:
“Donna is the primary CMO within the firm’s 86-year historical past. She was introduced on board to assist modernize, unify and develop the model in April 2021, simply after the Shipley household offered the corporate to Peak Rock Capital. She hit the bottom operating with an extended to-do listing on easy methods to convey the model into the twenty first century. In simply 18 months, Donna has been a sport changer for Shipley, its franchisees and most significantly, its friends who’re on the coronary heart of all that Shipley does. As she usually says, she’s serving to to arrange the corporate for its subsequent 85 years.”
Doug DeLor
Firm Title: Spherion Staffing & Recruiting
Title: VP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/dougdelor/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months!
“We just lately accomplished the celebration of Nationwide Staffing Week (Sept 12-16, 2022) by saying 4 (4) winners from our eligible staff working via our nationwide franchise community who received $2,500 every as a “thanks” for his or her dedication. This resulted in nice pleasure all through our total franchise system, with our shoppers, and with our staff to assist improve our worker retention and construct our tradition as an incredible place to work. We celebrated our success by making a video of our staff receiving the award which might be seen right here on our Instagram account. The “Nationwide Staffing Week” celebration is a part of a full year-round strategic advertising plan which has helped develop our franchisee’s enterprise by double-digits and convey our Google score to 4.8 out of 5 stars YTD throughout over 200 franchise areas nationwide.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“The largest problem is driving model consistency and engagement of selling packages at a extremely impactful native market stage throughout all our 200+ areas. We’ve created instruments and applied know-how platforms for our franchisees to simply customise and implement advertising initiatives of their native markets, which has resulted in elevated participation and has helped generate our optimistic development.”
What others needed to say about this franchise CMO game-changer:
“Doug first fell in love with the franchise {industry} whereas working for McDonald’s in 1998 because the model’s Advertising and marketing Supervisor and credit his time there for setting the inspiration for his profession. He’s fairly well-rounded, having labored for a number of different worldwide manufacturers, gaining expertise within the shopper digital retail and excessive know-how segments. After becoming a member of the Spherion workforce as its Vice President of Advertising and marketing in Feb. of 2021, he’s been instrumental in spearheading many profitable initiatives similar to their flagship promotion, the Spherion Works Sweepstakes. Along with serving to develop market share and common unit income, he can simply take credit score for the model’s 4.8 out of 5 star Google score by Spherion’s staff and prospects from over 200 franchise areas nationwide in 2021 and YTD in 2022.”
Douglas Kwong
Firm Title: City Air Journey Parks
Title: VP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/douglaskwong
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“We adopted a yield administration technique as a corporation that focuses on driving friends into the parks to maximise our income. Whereas a lot of our rivals have elevated costs as a method to make up for misplaced gross sales throughout the pandemic, we’ve been methodical in our strategy to cost and as a substitute have targeted on persevering with the rollout of our new model positioning in our message, which we consider is a key differentiator out there. As an extension of that, we now have varied discounting methods that we’ve rolled out to parks up to now. As a way to actually perceive the affect of those presents to make sure we’re reducing cannibalization and maximizing income, we’ve gained some insights via some key initiatives this previous summer time. We labored with our franchisees to create opt-in occasions for 2 key promotions: one for eCommerce day ticket gross sales and the opposite for birthday events. The outcomes had been substantial. These initiatives not solely gave us strong returns, but additionally helped to emphasise our data-driving tradition throughout the group. To this point, it has been a hit with YoY development in gross sales and birthday bookings.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Entrepreneurs who work in franchising have the privilege of serving two units of shoppers. When folks consider advertising, everybody all the time assumes that the principle recipient of the messaging is all the time the end-user. Whereas that’s actually the case in franchise methods, working on this setting additionally permits us to serve our franchisees as effectively. In spite of everything, the complete scope of selling contains the expertise that friends have with a services or products after they’ve been educated via advertising to transact with the model. With out franchisees understanding the ‘why’ behind the messaging, it’s unimaginable to maximise the affect of your marketing campaign or your positioning. In franchising methods, company entrepreneurs look to franchisees to offer enter, usually via advisory teams, in addition to to help in being a sounding-board for his or her friends to assist present further context into advertising initiatives. Any entrepreneurs who wish to get into organizations that work with franchisees must be conscious that they are going to have two units of shoppers that they’re serving. Doing so will assist to maximise effectivity and effectiveness with model positioning and messaging.”
What others needed to say about this franchise CMO game-changer:
“Douglas is a results-driven advertising government with practically twenty years of expertise in digital transformation, rising model consciousness and driving substantial ecommerce development. His earlier expertise contains model advertising, model positioning, shopper analysis and culinary innovation at Rave Restaurant Group. Douglas is a superb communicator and ensures City Air franchisees are made conscious of the advertising packages and easy methods to implement them for achievement. Douglas focuses on wonderful help and modern packages.”
Doug Zarkin
Firm Title: EssilorLuxottica
Title: CMO of Pearle Imaginative and prescient model
LinkedIn Profile: http://linkedin.com/in/dougzarkin
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months!
“As soon as the enduring model within the optical, in what’s now a extremely commoditized class the place the main share of voice manufacturers drive development via screaming aggressive offers and value promotions, I’ve led the strategic, visible/executional model transformation and rejuvenation of Pearle Imaginative and prescient from a model as soon as routed in BOGO, to a model that’s successful and sits atop the class for High quality of Care notion. Amongst our honors embrace being named the Girls’s Selection Award winner for Optical Model for 4 consecutive years. The affect of my holistic strategy, involving a whole visible and advertising overhaul (together with however not restricted to implementing an internet affected person acquisition platform that accounts for 1/3 of all exams scheduled), have helped propel Pearle Imaginative and prescient atop Entrepreneur Journal’s Prime 500 Franchise Model listing (No. 1 in class and Prime 7% of all manufacturers) and solidified its rank among the many Prime 10 most worthwhile franchises alongside mega-brands McDonald’s and Dunkin’. This work is at the moment the topic of a Harvard Enterprise College case examine on model rejuvenation.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Adoption, easy methods to proceed our model transformation via the implementation of latest initiatives designed to strengthen the affected person expertise from the examination room to the retail ground.”
What others needed to say about this franchise CMO game-changer:
“Doug joined the model in 2012 and has remodeled the advertising of Pearle Imaginative and prescient. He’s established an award-winning workforce that has constructed fairness based mostly campaigns based mostly on the heritage of the model and the motto of ‘no person cares for eyes greater than Pearle.’ His innovation has elevated all aspects of the model’s advertising program, together with nationwide, native and grand openings.”
Associated: How AI is Forcing Entrepreneurs to Reinvent the Trade
Eric Keshin
Firm Title: Nice Harvest Baking Cafe
Title: President & CMO
LinkedIn Profile: https://www.linkedin.com/in/eric-keshin-7623655/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Our legacy franchise agreements shouldn’t have a advertising price. All promoting is completed domestically. Earlier than I arrived, only a few shops had been doing any type of constant promoting campaigns. We examined completely different media in a variety of markets to grasp the return that shops may anticipate. As soon as we understood potential return, we launched our Assured to Breakeven Campaigns, the place if the outcomes from our campaigns don’t pay for themselves, then we (the franchise) pays the distinction. At present, we now have had over 50 shops on these campaigns utilizing Google Show or native cable TV interconnect campaigns whose outcomes drive as a lot as 30% enchancment on year-over-year comp gross sales. That is unprecedented within the {industry}, as no different franchise that I’ve ever been concerned with is ready to assure promoting return on the greenback.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“A key problem entrepreneurs face is having the ability to show the return on advertising funding all the way down to the person retailer stage, as most franchises require a share of gross sales be donated in direction of a nationwide marketing campaign. All of Nice Harvest’s advertising investments are native, and as such we’re in a position to monitor and now assure particular person retailer ROI.”
What others needed to say about this franchise CMO game-changer:
“Eric is answerable for implementing all branding and gross sales development methods for the franchise with over 200 shops throughout the U.S. and internationally. Nice Harvest is the one Bakery Cafe making freshly baked, complete grain bread, made onsite every day in any respect 200 native bakeries, in addition to recent made sandwiches and different recent baked merchandise. Eric has helped Nice Harvest to domesticate a united company tradition that continues to return to its core worth of authenticity and encourage steady inventive freedom of concepts amongst its areas. In 2011, he joined HP as CMO WW for the $65B PC and Printing teams, introducing important new merchandise. He led the launch of the primary ever reside streamed live performance on Twitter, and the primary ever ‘Launch Line’ on Fb, resulting in a Better of Present Award at CES in 2012. Highlighting his profession, he began at McCann Erickson and devoted 30 years to the company. He grew to become basic supervisor of McCann New York in 1999, main the company on an unprecedented new enterprise run — successful Kohl’s, Lowe’s, Wendy’s, Burger King, Xbox, Dash, Gateway, TGI Fridays, Nikon, Intel, Avis, Applebees, Verizon Wi-fi and the U.S. Military, culminating within the successful of Company of the Yr in 2000 from Promoting Age. He has received over 20 Effie awards and led important advertising efforts, together with the profitable nationwide roll out for retailers Kohl’s and Lowe’s, Gateway’s development to turn out to be the primary shopper PC model, and the IPO launch of Lucent. He has additionally helped launch breakthrough campaigns similar to ‘We Need You Again’ for AT&T, ‘Bettering Dwelling Enchancment’ for Lowe’s, ‘Military Robust’ for the US Military and ‘There is a Map for That’ for Verizon.”
Associated: 7 Methods for Entrepreneurs to Get Out of a Creativity Rut
Heather McLeod
Firm Title: Authority Manufacturers
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/heatherraemcleod/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months!
“In 2022, the Authority Manufacturers advertising workforce launched new native advertising packages on two of our new acquisitions, Coloration World Portray and Woofie’s. These packages execute native advertising on behalf of our house owners, to allow them to then give attention to different areas of their enterprise. They’ve additionally helped us speed up the manufacturers’ development curves!”
What challenges do entrepreneurs face which can be distinctive to franchising?
“In franchising, our nationwide budgets are considerably smaller than what a non-franchised firm with the identical income could be, so we now have to be extra environment friendly with how we select to spend our bucks. Discovering packages and initiatives that may scale are key to success.”
What others needed to say about this franchise CMO game-changer:
“Since turning into CMO of Authority Manufacturers in 2018, Heather has been an integral a part of Authority Model’s profitable development, going from one to 12 manufacturers in 5 years. She constructed a advertising workforce from two to over 50 staff. Beneath her strategic advertising management, Authority Manufacturers does $1.3 billion in systemwide gross sales, with greater than $65 million EBIDTA. She oversees the complete advertising workforce – 55+ workers in all. She spearheads the inventive, shopper advertising, and communications groups, which help practically 1,000 franchise house owners and greater than 1,700 models. Heather additionally efficiently leads the model’s franchise improvement advertising workforce, dealing with advertising and communications for our enterprise models, Successware and BuyMax.”
Hope Bagozzi
Firm Title: Tim Hortons Canada
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/hope-bagozzi-50427b3
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months!
“We developed a star partnership that was actually distinctive in its authenticity and skill to drive model buzz and gross sales, serving to the Tim Hortons model with a brand new, youthful visitor demographic.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“We’ve our house owners as important companions, in addition to our key stakeholders. All that we suggest should be embraced by everybody with a view to achieve success, which may positively be a problem.”
What others needed to say about this franchise CMO game-changer:
“Hope joined Tim Hortons, one among Canada’s largest and most beloved manufacturers, in Jan. 2020. Tim Hortons is an evolving group, nowhere is that clearer than with how house owners work together with their friends, and the way the Tim Hortons model speaks with, and interacts with all Canadians. Hope and her workforce have targeted on Tim Hortons’ ties to the hundreds of communities they serve, prioritizing and highlighting the standard of components and persevering with to innovate with more and more common menu objects. Her efforts have sparked important curiosity with younger (and older) generations of friends, with a dedication to digitization and partnering with some fascinating pals (Justin Bieber). 2022 has introduced affirmation that Hope’s stewardship is making waves. Q2 2022 noticed Tim Hortons system-wide gross sales develop 16.3% YoY. Regardless of continued Covid restrictions in some areas, Tim Hortons Canada was in a position to drive gross sales above pre-pandemic ranges for the primary time because the onset of the worldwide well being disaster. Tim Hortons is a workforce effort however having a CMO with Hope’s qualities ties the massive with the small, permitting Franchisees to attain success throughout the nation and all all over the world.”
Jackie Woodward
Firm Title: Bojangles
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/jackiewoodward
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months!
“As Chief Advertising and marketing Officer at Bojangles, I’ve been in a position to drive a complete advertising technique with the targets of constructing shopper comfort and sharing a narrative of hand-crafted meals, all whereas offering nice worth to our prospects. This 12 months, there have been a wide range of key initiatives in play that create development, together with the celebration of our 45th birthday, which included a marketing campaign surrounding the concept of celebrating and that includes our loyal staff – or as we see it, the center of our enterprise mannequin. Coinciding with these efforts, we additionally honored Nationwide Biscuit Day by providing varied attractive incentives for our friends all through the month of Could. Nobody does biscuits with such care and a spotlight like Bojangles does. Actually, our recipe features a whopping 49 steps, made by our licensed Grasp Biscuit Makers, so you already know they’re made with love. I used to be additionally profitable in main a handful of inventive initiatives all year long, together with ramping up our activation for tailgate season and a marketing campaign with NIL athletes and influencers. For this marketing campaign, we hosted biscuit-making days to spotlight our model’s proprietary distinctive course of to make handmade biscuits. Given the rising buyer demand for comfort, we additionally launched our order forward and curbside pickup options in our app, which included an enormous advertising push to tell our friends of the incentives we provide and to offer a comfort issue that buyers now crave. In executing all of those methods, we had been in a position to stay related and accessible, providing friends the identical traditional Bojangles meals they know and love whereas rolling out recent advertising initiatives to maintain shoppers engaged. We wish to go away an enduring impression on the individuals who eat our meals in addition to those that make it, and we’re in a position to take action by repeatedly increasing upon our successes and elevating our general eating expertise at Bojangles.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“I contemplate working with our franchisees a privilege, not a problem. At Bojangles, we now have created one of the crucial compelling enterprise fashions within the QSR {industry} with a number one AUV of greater than $2.0M. To realize these targets, we repeatedly companion with franchisees on all actions, pulling in concepts from varied franchised areas and mixing them collectively, thus making a stronger model. Whether or not it entails merchandise, advertising, operations, or something in between, this sense of collaboration cultivates an inclusive and optimistic setting that permits for ongoing innovation and development. I contemplate working with our franchisees a privilege. They’re dedicated to their communities, their groups, their companies and the model.”
What others needed to say about this franchise CMO game-changer:
“Jackie is the epitome of an inspiring chief who units the instance she desires others to comply with. The eagerness she places into her work is clear within the constant success she earns for the model. She places an equal quantity of effort into supporting our franchisees, as she does for our shoppers – a real balancing act. Everybody ought to have the possibility to be taught from somebody this skilled.”
Jaime Eslinger
Firm Title: The Little Gymnasium Worldwide
Title: SVP of Advertising and marketing & Integration
LinkedIn Profile: https://www.linkedin.com/in/jamieeslinger/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months!
“Digital innovation via social and design asset administration.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Quick and environment friendly scalability of all packages, all the way down to the native retailer stage, that make the magic of the model come alive in a manner that’s straightforward and environment friendly for house owners and operators to handle.”
What others needed to say about this franchise CMO game-changer:
“Jamie joined The Little Gymnasium Worldwide in 2022. She has led advertising for a collection of franchise manufacturers within the shopper merchandise house, specializing in model requirements, digital promoting, and new product improvement. Most just lately, Jamie was Head of North America at a candle firm, the place she led ecommerce transformation in the USA and Canada. At The Little Gymnasium, Jamie helps the model give attention to modernizing the visitor expertise and rolling out packages to extend income for franchisees.”
Janie Web page
Firm Title: The Human Bean
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/janiewpage/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months!
“My mission is to be a revered and galvanizing enterprise chief that drives profitability, positivity and proactivity. With that stated, I’ve labored laborious with the advertising workforce to convey optimistic power with give attention to transferring from being reactive to proactive. Over the previous 12 months, our workforce has labored very laborious to not solely end out 2022 however create a full plan for 2023. It was not straightforward, however everybody labored collectively to shift from simply finishing requests to anticipating requests and considering via options that may profit all franchisees not only a particular location. This can be a elementary shift. I’ve additionally began the Infamous Menu Innovation Group (Infamous MIT). I prefer to make work enjoyable and optimistic from the title of the workforce to the concepts that generate from the group. This workforce is actively engaged on new drink and meals creations that can excite our prospects and herald new prospects. As you already know, innovation takes plenty of planning and testing and I can inform you that our drinks for subsequent 12 months are very enjoyable and artistic, however all of that was generated from the work we did this 12 months. My give attention to planning and menu innovation was actually a sport changer for our firm, who will probably be celebrating 25 years subsequent 12 months. What an thrilling time for our model.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“There are lots of challenges for entrepreneurs at present which can be distinctive to franchising. With 300+ shops open or in improvement, managing the requests and wishes of every franchisee might be difficult. We’ve applied some monitoring methods and useful resource libraries to offer well timed and artistic help. We’re additionally proactively sharing greatest practices and case research with our shops. We all know native content material advertising is a crucial ingredient for achievement. One other huge problem is balancing nationwide campaigns and distinctive localized content material. We all know that not all franchisees are social savvy and have the time to consider what to publish, so we now have the duty to assist make it straightforward and fascinating.”
What others needed to say about this franchise CMO game-changer:
“Janie joined The Human Bean simply six months in the past and has already introduced a lot power, innovation, and ahead considering change to our shortly rising group. She labored shortly to restructure the workforce and add expertise wanted to propel the advertising workforce ahead, together with bringing in new model companions and artistic businesses to assist fill gaps that hiring challenges have introduced us. Janie has helped us change our look (which was extraordinarily old-fashioned) and create processes to assist us handle our development and consistency of the model as we add new franchisees shortly. She has additionally stepped as much as spearhead drink innovation, marketing campaign creation, LTO’s, and most just lately the rebrand of our web site. The listing goes on! She has been an entire Recreation Changer for our household run and based group. We couldn’t be extra thrilled to have her main The Human Bean model!”
Jessica Correa
Firm Title: Unleashed Manufacturers
Title: Chief Advertising and marketing Officer
LinkedIn Profile: www.linkedin.com/in/jessicajcorrea
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Our workforce has used the size of our a number of manufacturers and areas working collectively in ways in which allow development of every particular person model’s consciousness and income. We do that by creating distinctive model tales that resonate each rationally and emotionally with mother and father. We then use the facility of scaled information administration, media shopping for and hyperlocal media placements to get these tales to the buyer effectively.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“In my view, the franchise {industry} is the toughest place to market. Advertising and marketing shouldn’t be essentially seen as a educated occupation like IT or accounting, so many consider that they’re specialists. Because of this you even have two prospects: the precise shopper, and in addition the franchisees, an viewers it’s important to persuade to do issues your manner. It’s an added step. Additionally, by nature, franchisees are entrepreneurial. Because of this they’re extra more likely to wish to see all of the methods their market could also be completely different from everybody else’s, as a substitute of capitalizing on the similarities that may make advertising extra environment friendly. Lastly, in a world the place franchisees consider they need to be doing their very own advertising, they regularly see different franchisees within the model as their competitors and never their teammates. Because of this they’ll create conditions the place their advertising competes towards one another, which is each complicated for the shopper and in the end much less efficient for the situation and the model as a complete.”
What others needed to say about this franchise CMO game-changer:
“Jessica is a big-picture thinker that may get to the center of a difficulty shortly and effectively. This means helps her gauge the potential effectiveness of her deliberate initiatives. As a marketer within the franchising {industry}, she clearly understands the problem of presenting efficient methods for 2 audiences, each the model and the franchisees within the system.”
Associated: 7 Methods for Entrepreneurs to Get Out of a Creativity Rut
Jennifer LoBianco
Firm Title: Greatest Life Manufacturers
Title: SVP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/jenniferlobianco/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months!
“Launched a podcast for one among our manufacturers that’s driving engagement and schooling about varied essential senior care matters.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Juggling the model, franchisee, and franchise improvement trifecta of wants.”
What others needed to say about this franchise CMO game-changer:
“Jennifer is a tremendous workforce chief. In her first 12 months with Greatest Life Manufacturers, she introduced in steering and expertise together with know-how throughout their 4 manufacturers, which has obtained rave opinions from the franchisees her workforce helps. Actually bringing Greatest Life Manufacturers among the many prime senior care franchises within the nation. She does an unimaginable job!”
Karin Silk
Firm Title: Qdoba
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/karin-silk-a284a7/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“My workforce and I’ve an goal of testing new markets and scaling quick. As a part of our technique in reaching our growth aim, we launched new ghost kitchens in September. Ghost kitchens, also referred to as delivery-only eating places, are business kitchens optimized for meals supply service apps similar to Uber Eats and Postmates. By a partnership with REEF Applied sciences, our ghost kitchen debuted in Austin. It permits an elevated variety of QDOBA meals lovers throughout the town to conveniently bask in our tasty menu choices. Austin is well-known for its energetic and flavorful meals scene, making it a pure alternative for our first ghost kitchen. It opens the doorways to shoppers who haven’t had entry to take pleasure in our distinctive spin on Mexican meals. The partnership with REEF means bringing our signature flavors, together with the well-loved three-cheese queso, salsas, cremas and handmade guacamole, to Austinites. That is our first enterprise into the digital restaurant house and one among a number of thrilling model initiatives for development this 12 months as we proceed aggressive growth into franchise and license location improvement.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Advertising and marketing technique synergies — the company workforce must create single cohesive, coherent methods to make sure advertising synergy between the model and our franchise companions. There must be clear and arranged communication channels at a franchisee/franchisor stage to optimize impacts round shopper notion about how the general model is doing. We have to guarantee a presence on rising channels on a nationwide scale that additionally have an effect on a neighborhood scale. The company advertising workforce additionally should ship high quality model content material at scale with localized content material avenues. One other problem is sustaining an adaptable franchise advertising mannequin. As a most popular franchisor, we have to evolve our instruments, sources and methods to construct scalable and sustainable advertising options for our franchisees, supporting a cohesive omnichannel plan for net/on-line top-to-bottom. Focused traffic-generation packages for the model, whereas giving alternatives to local-focused lead era. Fundraising packages for regional and native franchisees to make local people connections. Demonstrating efficient management is the important thing. Efficient management defines a franchise system and is important for achievement; each on the franchisor stage and on the franchisee stage. In franchising, leaders (franchisors) create extra leaders (franchisees) who, in flip, create much more staff/managers.”
What others needed to say about this franchise CMO game-changer:
“Karin Silk oversees all advertising and digital efforts, together with culinary technique, catering, on-line ordering and third-party supply partnerships. She has efficiently developed strategic packages for QDOBA since becoming a member of in 2018 by being a key chief, repeatedly taking motion in the case of innovation. Previous to becoming a member of QDOBA, Silk served as a senior vp of selling for Rubio’s Eating places Inc and spent seven years with PepsiCo-Quaker Meals, making her an skilled and revered marketer within the meals {industry}.”
Kelly Crompvoets
Firm Title: Any Lab Check Now
Title: VP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/kelly-martens-crompvoets/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“This was my first 12 months at Any Lab Check Now, and it was spent implementing processes and packages that may enhance the shopper expertise. Once I arrived, I needed to determine gaps and fill them. Whether or not it was trying on the present ways and determining to have extra engagement or including further initiatives, I knew I additionally wanted to have higher insights into the initiatives. To perform this, I employed new workforce members to cowl areas from native retailer advertising, social media, content material administration, and digital advertising for higher evaluation, reporting and local-level help. Getting the suitable folks on the workforce has allowed us to divide and conquer when we now have to be reactive and start to be extra proactive as we glance forward at future alternatives. As an illustration, we simply launched a textual content advertising tactic that offers house owners the power to have one other touchpoint with shoppers, nevertheless it additionally provides us the information and insights to know the place and what they’re participating with as soon as they click on on the textual content message. Having workforce members who every play a major function has given us the power to strategize, create, take a look at and launch a program that was well-thought-out for our franchise house owners. And all of this work was in the end performed to have a robust basis in place as we put together to launch our nationwide advert fund in 2023, the final word game-changer for a franchise model.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“I believe one of many challenges we face that’s distinctive to franchising is the power to implement and execute at a tempo that permits us to remain forward of the competitors, but additionally ensures that franchise house owners’ sentiments and understanding are considered. It is essential that they perceive how efforts affect them and that they’re on board with the initiatives. Inside our methods, we now have house owners who’re all the time keen and wish to benefit from all mediums which can be accessible to market the model. Nonetheless not all house owners function with the identical mindset or tempo, and it may be a tough balancing act. One other space that I’ve seen as a problem for entrepreneurs is when a franchise does not spend money on the foundational applied sciences or infrastructure wanted to help the model. As a result of digital advertising is so intertwined and reliant on info know-how, it might trigger challenges or obstacles that will not be realized till entrepreneurs are attempting to implement and execute packages.”
What others needed to say about this franchise CMO game-changer:
“Kelly has been instrumental in growing new packages for our franchisees, together with a texting initiative to get prospects to return again to our areas for our particular choices. As well as, she has led the initiative to implement enhanced reporting on our digital efforts, thereby bettering buyer conversations. She took a fragmented and confused advertising division and constructed a tradition of work-life steadiness, all whereas elevating expectations and rising franchisee engagement. She’s a franchise advertising rock star!”
Kim Freer
Firm Title: Wetzel’s Pretzels
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/kim-freer-496a555/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Wetzel’s has all the time been a beloved model, however I knew there was a chance to take the model to the following stage. Working example was our Rose Parade debut. We leveraged nationwide model publicity to spur document development throughout all metrics, resulting in an all-time excessive curiosity in franchise gross sales. By growing a marketing campaign of actions that led as much as the precise parade and Rose Bowl sport, together with meals truck occasions, pretzel giveaways, in-store and social activations and a takeover of the well-known Santa Monica Ferris Wheel – the phrase was out about Wetzel’s and pleasure was excessive. Not solely did we garner 589 million PR impressions, value an advert worth of $570k, however we additionally spiked gross sales (+21.7%), grew our social media following (+5%) broke earlier meals truck gross sales information (new every day and weekly information), drove app downloads (+3%) and generated 850 new franchise leads, all of which has led to new franchise companions and extra shops within the pipeline. The publicity on a nationwide and worldwide scale has helped us to strengthen and develop this model, making Wetzel’s much more engaging for friends, potential franchisees, vendor companions and landlords. It is also given the model momentum, permitting us to proceed comping optimistic gross sales and site visitors over our record-breaking 2021 systemwide gross sales efficiency. The longer term is vivid for Wetzel’s, and the most effective is but to return.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Entrepreneurs face a novel problem because it pertains to franchising, just because there are lots of particular person enterprise house owners who wish to contribute concepts, enter and suggestions into promotions and new product innovation. To me although, this problem is de facto a chance. Having so many franchisees and basic managers who intimately perceive the product, the enterprise mannequin and our friends, helps us make strategic, impactful choices, working in partnership with the franchise group in rising the highest line.”
What others needed to say about this franchise CMO game-changer:
“Since becoming a member of Wetzel’s in 2021, Freer has labored to extend the model’s nationwide publicity, beginning with its Rose Parade debut, a celebration seen by a whole lot of tens of millions all over the world. Her perspective has put Wetzel’s within the limelight, leveraging model mentions on common TV packages similar to Saturday Evening Dwell and Jimmy Kimmel Dwell! to additional construct upon the model’s power and fan affinity. She has helped take the beloved model to the following stage by producing nationwide publicity and strategically increasing its income streams with versatile codecs, together with key partnerships with main retailers similar to Macy’s and Walmart.”
Kristen Pechacek
Firm Title: MassageLuXe
Title: Chief Progress Officer
LinkedIn Profile: https://www.linkedin.com/in/kristenbendt/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“As somebody who works on each shopper and franchise demand era, I try to shut the hole between franchise unit development and franchisee efficiency initiatives with the assumption that joyful and profitable models promote extra models. Far too usually in franchising, the franchise improvement workforce and the advertising workforce are activating from two separate playbooks. Aligning groups, methods and ways throughout these two areas of enterprise is essential to the success and development of the model.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Franchisors should stroll the road between innovating their advertising methods whereas educating and motivating their franchise base. Franchisees did not get into enterprise to do advertising, however the actuality is that franchisors need to depend on franchisees with a view to localize advertising to a sure extent. The steadiness between doing it for the franchisees and having the franchisees execute domestically is delicate and tough.”
What others needed to say about this franchise CMO game-changer:
“An absolute power within the franchising house, Kristen is each a visionary and executor in essentially the most impactful capability.”
Associated: Entrepreneurs, Make Issues That Folks Wish to See, Watch and Purchase. In That Order.
Larisa Walega
Firm Title: Ziebart
Title: VP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/larisawalega/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“The workforce at Ziebart continues to drive the model ahead by way of a customer-centered mindset. As one of many leaders driving this mindset, I’m grateful to symbolize our prospects’ voices on the management desk. I’ve helped to unpack our understanding of not solely the place our buyer satisfaction scores are falling towards {industry} benchmarks, but additionally inside franchising and the automotive aftermarket vertical. I’m excited to work with the workforce to proceed to develop strategic plans that make the most of that suggestions, plus further proprietary analysis to drive elevated engagement throughout every buyer group. In franchising, you actually find yourself having minimally three buyer teams — your model’s retail or service buyer, your franchisees and your headquarters or franchise help middle workers. Every group has completely different wants, aspirations and future targets. By constantly researching, measuring and planning towards every buyer’s wants, we’re seeing a better raise in engagement throughout every viewers.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“One of many largest distinctive challenges that entrepreneurs face in franchising is knowing their model’s well being at any given time by way of an evolving buyer journey and balancing the wants of their prospects by way of planning, help, evaluation, buy-in (from inner stakeholders and franchise house owners) and funding. Nationwide branding, native advertising, consciousness, consideration, retention and referral — all of those key advertising methods are essential in transferring a model ahead. The good entrepreneurs have discovered the important thing KPIs they should measure every step of the shopper journey to make sure they’ll maximize time, sources and funding to give attention to alternatives for model development and lifelong buyer worth.”
What others needed to say about this franchise CMO game-changer:
“Larisa, at the moment the VP of selling at Ziebart Worldwide Company, stands out as an exemplary marketer. Particularly as a key performer throughout the largest franchised automotive aftermarket look safety model. Her contributions are all the time geared towards bringing again that new automobile feeling to hundreds of shoppers every single day.”
Marci Kleinsasser
Firm Title: Dwelling Franchise Ideas
Title: VP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/marcikleinsasser/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Simply three weeks on the workforce at Dwelling Franchise Ideas, I want to suppose I’m inspiring our workforce to take a look at every part franchise advertising via a brand new lens — how our alternative for development is instantly correlated to the fantastic new house owners that we convey into our household and who we encourage every single day to be higher than the day earlier than, to allow them to encourage their groups to do it higher. I’m not certain that makes me a game-changer, but when yet one more particular person on our workforce can encourage yet one more franchisee and assist change their life then we’re doing one thing proper!”
What challenges do entrepreneurs face which can be distinctive to franchising?
“There are lots of, however the one which involves thoughts first is the distinctive problem of constructing a B2B model and a B2C model on the identical time. It requires you to develop your franchise system with new franchise house owners and be sure that they construct their companies domestically, utilizing all of the advertising instruments within the toolkit that you just construct to satisfy the distinctive wants of the shopper. Clear as mud, proper?”
What others needed to say about this franchise CMO game-changer:
“Marci actually cares in regards to the success of her franchisees. She spends a unprecedented period of time educating herself on easy methods to appeal to the right-fit franchisees and easy methods to help them to attain their development targets. One of many methods I’ve witnessed Marci’s deep franchise advertising experience is thru the digital roundtables our groups conduct. She prioritizes attendance as a lot as attainable in order that she will keep on prime {of professional} improvement. She is a tremendous contributor along with her nice concepts, insights and experience.”
Mark Montini
Firm Title: Premium Service Manufacturers
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/markmontini/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Advertising and marketing drives development, however organizational alignment round objective, technique and tradition is what drives exponential development. The wonderful Premium Service Manufacturers advertising workforce added these three vital elements to our advertising efforts this 12 months by designing our “Dwell Extraordinary” premium promise and growing quarterly playbooks to help franchisee activation. The outcome has been a 4.3x incremental enhance in development price amongst franchisees adopting the playbook, in addition to a 320% enchancment in franchisee satisfaction with advertising help.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“The 2 most significant challenges franchise entrepreneurs face are alignment and diversification. Alignment as a result of resource-diluting distractions franchisees face from the huge variety of ‘turnkey’ advertising ways and glossy ‘silver bullets’ accessible within the market at present. Diversification as a result of proliferation of digital advertising and the tangible monetary danger it introduces when franchisees fail to steadiness it with more-profitable native advertising at scale.”
What others needed to say about this franchise CMO game-changer:
“As a provider companion, I‘ve seen firsthand the affect that Mark has dropped at the group. He has a imaginative and prescient of leveraging know-how to construct very efficient nationwide and native advertising playbooks, and he’s executing flawlessly. The franchisees throughout all manufacturers love him, as I visited with a lot of them at their annual conventions. Extremely suggest.”
Martin Balcaitis
Firm Title: Xponential Health – StretchLab
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/mbalcaitis/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“This was a 12 months of experimentation for StretchLab. I wanted to seek out new and modern methods to succeed in our shoppers, educate and encourage trial. We partnered with the PGA Tour and exhibited at six key event spots throughout the nation, in addition to investing closely in focused digital advertisements on their community. This was a big enterprise and a departure from the standard lead-generating campaigns we’ve run up to now. As entrepreneurs, we have to belief our intestine instincts and never be afraid to check new concepts and pathways whereas staying true to the authenticity of our model promise. I additionally explored new area of interest digital areas we’ve not leveraged earlier than in an effort to construct model consciousness and drive site visitors. Not each endeavor will probably be a convincing success, however every time you strive one thing new is a studying and branding alternative.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Advertising and marketing for a franchise is all about constructing belief and respect. We work laborious to offer related, executable and on-brand advertising actions, supplies and help to our franchise community. We’ve to belief that these are being executed on the shopper stage as we measure outcomes from a distance. Constantly listening and studying from suggestions and placing that suggestions into motion is essential. Letting go of management might be tough, however by honing my craft and difficult myself and my workforce to always enhance, we will guarantee success and construct belief within the franchise community.”
What others needed to say about this franchise CMO game-changer:
“Martin was appointed as CMO for StretchLab in late 2017 after we had three studios open in Los Angeles. On the time, assisted stretching was a really new idea and plenty of shopper consciousness for its advantages as a wellness service was wanted to develop the model into what it’s at present — 200+ studios open throughout North America and 700 licensed areas. He not solely constructed consciousness for assisted stretching on the native and nationwide stage, however he additionally created the advertising technique, instruments, help construction and property for franchisees to leverage for his or her franchises. He has labored tirelessly to do that whereas additionally working alongside the gross sales workforce to make sure alignment to actually place StretchLab because the chief in assisted stretching.”
Mary Mills
Firm Title: Faculty Hunks Hauling Junk & Transferring
Title: Vice President of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/mary-tomlinson-mills-marketer/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“As vp of selling at Faculty Hunks Hauling Junk & Transferring, I’m answerable for evaluating and implementing impactful but scalable methods. My focus is on driving results in every franchise location whereas offering coaching, ongoing technique and improved implementation throughout all channels.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“One of many largest challenges we’ve just lately confronted continues to be the present pandemic local weather and, as entrepreneurs, how we act and react to occasions similar to these.”
What others needed to say about this franchise CMO game-changer:
“As a franchise advertising government, Mary develops complete, impactful advertising packages that drive development and enhance income. She has developed abilities throughout a wide range of franchise industries and has a broad vary of specialties. She at the moment serves on the Advertising and marketing & Innovation Committee for the IFA (Worldwide Franchise Affiliation) and regularly speaks on advertising matters at a wide range of {industry} conferences.”
Michael Stahl
Firm Title: SERVPRO
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/michaelzstahl/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Just lately, we started a whole model refresh — updating the look, really feel and offering a brand new digital expertise to modernize the model. We launched a brand new web site which applied the usage of geolocation know-how. This enables us to assist our prospects quicker, when and the place they want it. Relatively than routing prospects via our nationwide buyer care middle, this up to date performance connects prospects instantly with their native franchises. This led to important development, rising telephone name lead quantity by 76% YOY, boosting website positioning prime 10 key phrase rating by 186% and decreasing the time it takes for patrons get emergency assist. We coupled that with a renewed focus on rising two service strains — business (mitigation and restoration) and development, to completely illustrate our model promise of ‘Prefer it by no means even occurred.’ This dedication is highlighted by the refreshed emblem and up to date model descriptor: ‘SERVPRO: Cleansing. Restoration. Building.’ With the brand new focus and modernized model property together with a brand new dynamic and artistic business marketing campaign, our general unaided model consciousness are via the roof — up 70% since 2020.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“The most effective and most difficult a part of franchising is having practically 1,000 house owners — and greater than 2,000 areas — who’re deeply invested within the model. We’ve a duty to serve them whereas additionally serving the model as a complete. Whereas SERVPRO is a nationwide model, the work is completed domestically within the communities our franchisees serve. We’re blessed to have so many house owners who’re passionate in regards to the well being and path of the model. The duty to help their funding each single day is one we don’t take calmly.”
What others needed to say about this franchise CMO game-changer:
“One month into his new place as CMO, Covid shut down the world. Mike acknowledged the necessity for shoppers and shoppers to have a secure setting. He began up a brand new nationwide program referred to as SERVPRO: Licensed Cleaned, designed to sanitize environments making them secure for patrons. This was not solely a advertising alternative, however a chance to serve the communities of our 2,000+ franchise areas. This is only one of many huge moments Mike has had whereas at SERVPRO.”
Nicole Salla, CFE
Firm Title: Kiddie Academy Instructional Youngster Care
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/nicolesalla/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Creating an alignment with CSR, built-in into the advertising perform, as a part of the Kiddie Academy model DNA has been a big focus of our advertising efforts this 12 months. Successful the IFA’s Trigger Advertising and marketing Champion Award for the Supporting Girls within the Office initiative this previous June was a lift for us. It has just lately given me the chance to talk to different franchise professionals about easy methods to affect CSR choices of their group to launch initiatives that matter most to their model, not simply initiatives supporting girls within the office. This initiative additionally empowered me to turn out to be an genuine voice for skilled working mothers by investing time in sharing my story. We formally launched the Kiddie Academy Group Fund, an emergency reduction fund which helps Kiddie Academy workforce members nationally in want of fast monetary help following an unexpected catastrophe or private hardship. After a smooth launch late final 12 months, this 12 months we formally launched ‘Play Day for a Trigger,’ a nationwide occasion for franchisees, the place the funds raised will probably be donated to Household Promise, our nationwide charitable companion, or to a neighborhood charity of the franchisees’ alternative.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Shoppers are more and more making buy choices by aligning with manufacturers that mirror their very own values and beliefs. Franchise manufacturers, due to their scale and attain, have a tremendous alternative to leverage their measurement to raised affect their communities and amplify their CSR message as a part of their model DNA. There may be an unimaginable built-in grassroots strategy alternative since franchisees have a vested curiosity as enterprise house owners and are ingrained of their local people. Company Social Duty (CSR) is vital. Simply as franchise firms have lamented in regards to the challenges of constant advertising or operational course of adoption, implementing a robust CSR technique can even show tough in a system of franchisees which will have diverse values, backgrounds, beliefs or pre-existing partnerships. They have to capitalize on this chance as shoppers have sturdy expectations, and will probably be extra loyal and pay a premium for a product that aligns with a social or world trigger essential to them.”
What others needed to say about this franchise CMO game-changer:
“Ever since Nicole joined Kiddie Academy in 2017, she has been a optimistic power of change. She has impressed future advertising leaders, led new initiatives to champion working moms and innovated the construction of our advertising efforts for the twenty first century. Nicole has by no means let the established order be a deterrent, however fairly a goal to reshape the best way our workforce ought to take into consideration challenges confronted. Regardless of all her success, Nicole continues to push herself and her workforce to give attention to persevering with to be leaders and innovators in our {industry}.”
Nikki-Lynn Rosbrough
Firm Title: Wayback Burgers
Title: VP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/nikkilynnrosbrough/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“I may have written in regards to the actually superior influencer program we’re engaged on (shh!) or a brand new restricted time provide that we now have within the works. Nonetheless, for my part, these initiatives are solely briefly game-changing. The affect I wish to give attention to has every part to do with the folks I work with every day. The one manner I may even come near assembly their expectations is with the help of my colleagues within the advertising division. We’re a small however mighty workforce, particularly in comparison with different manufacturers in our section. Which means no job or process is off-limits, and a can-do angle is a requirement, not a most popular high quality. Fostering a workforce that feels appreciated and stays motivated is crucial to our success as a model. The Nice Resignation had extra folks leaving their jobs than ever earlier than, and at present we’re listening to in regards to the “quiet quitters,” who accomplish precisely what their function requires and nothing extra. Making certain that every particular person feels valued each single day is prime of thoughts and it’s the one impactful factor that I do to encourage the workforce and develop the model. Prioritizing their psychological well being and checking in repeatedly is important. Encouraging them to take their trip time and reset is simply going to make us extra environment friendly once they return. I wish to give them alternatives to develop and develop of their roles. I present my appreciation for every particular person each probability I get.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“To say that franchising is a novel {industry} could be an understatement. There’s all the time a studying curve for those who be part of the workforce with out prior franchising expertise. We’ve to always be cognizant of our two very distinct units of shoppers. We should attraction to potential franchisees always. Anybody that walks via our doorways to seize a burger and a shake might be a future proprietor and operator of a Wayback Burgers. We’ve to teach people about possession alternatives to assist develop our footprint. Then we now have prospects within the extra conventional sense. We have to promote to potential diners and encourage them to go to or order from an present Wayback restaurant. With out prospects — or friends, as we prefer to name them — our eating places would not achieve success. We will not have franchisees with out friends and we will not have friends with out franchisees. The necessity to attraction to each segments utilizing very completely different methods is a problem that we are going to all the time face as entrepreneurs on this {industry}.”
What others needed to say about this franchise CMO game-changer:
“Nikki-Lynn Rosbrough is greater than only a boss, she embodies what a real chief and innovator is. Nikki-Lynn began at Wayback Burgers over six years in the past and has labored her manner up from advertising coordinator to vp of selling. Anybody who is aware of Nikki-Lynn is aware of that she wears a number of hats at Wayback Burgers. She is all the time keen to do no matter it takes to get the job performed. Her work ethic and dedication to the Wayback model is obvious in every part she does. As a result of she has labored at Wayback for thus a few years we may spend hours speaking about what duties she has achieved, however as a substitute we wish to give attention to how she conjures up us, in addition to the complete workforce.”
Roger Chacko
Firm Title: Neighborly
Title: Chief Technique & Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/roger-chacko-02135b2/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Main the transformation of Neighborly from a holding firm title to a shopper going through market and Hub for Dwelling Providers, with our 5,000+ franchise house owners — consisting of 30+ service manufacturers and enabled by branding, digital platform, channel evolution and in-market measurement and validation of selling packages.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Vital market alternatives have introduced themselves for entrepreneurs within the franchising house, pushed by concurrent setting disruptions during the last three years: financial volatility, public well being security and uncertainty, know-how capabilities acceleration, e-commerce channel evolution, Google Market adjustments and the evolving wants of the buyer from a product/service and expertise perspective. All of those forces affect the expansion and profitability of franchise house owners. Because of this, our franchise house owners are the primary focus at Neighborly.”
What others needed to say about this franchise CMO game-changer:
“Roger Chacko is as thorough as they arrive. An actual analytical thoughts with top-notch management capabilities on show always. The sheer quantity of brand name administration and franchisees within the Neighborly system are sufficient to maintain anybody on their toes, however Roger is ready to deal with these duties with class and style.”
Roy Griffaw
Firm Title: Buddy’s Dwelling Furnishings
Title: Chief Data Officer
LinkedIn Profile: https://www.linkedin.com/in/roy-griffaw-608a9b12/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Focus. Knowledge drives choices. Income is the one advertising information that issues to franchisees, appropriately. Measure every part, however restrict reporting to income when speaking to franchisees. We take a look at many issues. I make choices based mostly solely on income produced.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“By no means forgetting that we serve two prospects: the franchisee and the buyer. Franchisees are entrepreneurial and are all the time trying to find new methods to achieve prospects. Serving to franchisees focus their budgets on channels the place the information has confirmed to provide income, whereas avoiding shiny pennies, is vital.”
What others needed to say about this franchise CMO game-changer:
“Roy has been in our {industry} near 30 years. He began within the RTO enterprise proudly owning his personal shops (Specific Hire to Personal) in Missouri. He grew to a few shops and offered them in 2005. Whereas proudly owning his personal RTO shops he additionally began the primary on-line publication firm within the RTO house referred to as RTO On-line Inc. He offered his publication firm in 2011. The final six years he has been with Buddy’s and overseeing IT, software program improvement and advertising — and a couple of 12 months in the past was promoted to CIO of Buddy’s. RTO Advertising and marketing is all about digital, it’s 95% of our advertising efforts. With Roy’s background and expertise, he’s the proper mix to maintain us evolving from the advertising aspect, because the outcomes and information have confirmed. Nobody is extra deserving.”
Associated: How Digital Entrepreneurs Can Do Extra With Much less
Shana Krisan
Firm Title: Goldfish Swim College Franchising
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/shana-krisan-cfe-1a20581b/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“One space I focused on with my advertising workforce is totally integrating all of our advertising efforts, channels and campaigns to take full benefit of the altering panorama of selling. With extra advertising information accessible, and the growth of the already busy digital scene, it is fairly attainable to proceed to section and silo the just about unending variety of channels and alternatives. Whereas we set KPIs, monitor success and help our franchisees, I actually consider that the entire is bigger than the sum of its components. There may be nothing extra essential than taking a step again to grasp not simply the what (channel, information level, subsequent perceived advertising silver bullet) however the who we’re doing this for. This 12 months, we targeted on analysis and understanding our core demographic to push our campaigns via that buyer journey holistically, utilizing the voice of the shopper to offer empathy-based advertising. We used the entire channels at our disposal to authentically inform our story. In doing so, we had been in a position to weave that story from one channel to the following — from consciousness to motion. Our prospects, and our outcomes, have proven that we’re transferring in the suitable path.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“I’m fond of claiming that when you love advertising and actually need the largest problem of your life, go into franchising. Along with the ever-expanding channels, altering media panorama, staying updated on the tendencies, desires and wishes of shoppers, franchising has a novel set of additives. We work with franchisees, which suggests we will have a whole lot of shoppers. It additionally means we now have many markets with shoppers with particular demographic, psychographic and behavioral variations. Which means we have to customise our model in a manner that retains our identification and protects the marks and requirements, however assists franchisees in these markets to achieve consciousness and drive leads. To do that, we now have to customise supplies, copy, pictures, presents and approaches to satisfy the wants of these markets. As well as, we now have to help the model and the model variations with an inner workforce and vendor companions that may additionally perceive these wants. However that is what retains it thrilling and retains me in franchising.”
What others needed to say about this franchise CMO game-changer:
“Shana is all the time keen to go above and past and assist these round her — whether or not that’s her workforce, franchise house owners or others within the franchise group, she is all the time extremely beneficiant along with her time and help. Shana has shared her insights in numerous panels and talks and has had a ton of involvement over time in shaping the content material and expertise of franchising conferences to ship most worth to attendees.”
Sharon Villegas
Firm Title: Re-Tub, LLC
Title: Chief Income Officer
LinkedIn Profile: https://www.linkedin.com/in/sharon-villegas-4a76083
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Essentially the most impactful factor I’ve performed to innovate, create and develop Re-Tub this 12 months is a multi-pronged model consciousness effort designed to take our nationwide model to the following stage. We developed co-branded partnerships with big-box retailers to develop consciousness inside shops, in addition to create one other lead era avenue for our franchisees. Our community product sales elevated by 57% in 2021. One other key technique in our model consciousness effort is the rollout of digital PVN companion packages and inner media shopping for, making advertising simpler and extra environment friendly for our franchisees to run their very own digital campaigns and purchase media at a neighborhood stage. Greater than 80% of our franchisee community is part of the PVN program. After monitoring the success, we all know that those that take part in this system do higher than these not on this system (these utilizing digital PVN are up 7% YoY in leads, in comparison with those that aren’t are 15% YoY). Due to this, we at the moment are making this a requirement. This helps our nationwide promoting program that began in 2019. Serving up greater than 600MM impressions, we’ve helped enhance web site visits by 316% in 2021 in comparison with 2019, and elevated model consciousness by 44%. Strengthening model consciousness is simply helpful if the shopper expertise stays distinctive. Alongside our model consciousness efforts, we’ve developed a nationwide buyer satisfaction and evaluation program for our franchisees. For each survey accomplished, we donate $5 to the American Purple Cross — our collective donation in 2022 up to now is $26,000. Because of the surveys, we’ve garnered info on a nationwide foundation to make broader adjustments, like a rise in communication in addition to rising our opinions YOY by 60% with a 4.7-star score throughout the nation. Collectively, this game-changing effort has proved instrumental for Re-Tub as we enter our subsequent period of development.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Lack of management, sustaining consistency and getting buy-in. We offer methods and packages for our franchisees. Nonetheless, they’re answerable for the spend of their native markets. The distribution is consultative in nature, the place you might want to educate the franchisees and their workers on model consciousness vs. lead era and multi-channel distribution. To a degree, we now have to depend on the franchisees to be environment friendly of their spend. I consider it as a slow-moving ship. We constructed the entire inventive via our model fund, they make the most of the remaining 8-10% of their required advertising spend to deploy or distribute the inventive we’ve developed of their native markets. The important thing to long-term success will probably be continued schooling with the usage of case research, success metrics, strategic communication and extra.”
What others needed to say about this franchise CMO game-changer:
“Sharon is revered by her workers and friends, and is a superb companion to her distributors. As a vendor who works with Sharon and her advertising workforce, it’s obvious that she makes use of each software at her disposal to uphold the model, create and maintain franchise proprietor centricity, leverages information analytics and is on prime of her sport in the case of anticipating market change and disruption.”
Stacey Pool
Firm Title: Noodles & Firm
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/staceyjopool/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“In Could 2022, I led Noodles & Firm’s most expansive nationwide model marketing campaign — the launch of its new model platform ‘Unusual Goodness.’ Noodles & Firm was sometimes identified only for its world-inspired noodles dishes with none tagline, and with the brand new model positioning, we dropped at life a component that has all the time been a core worth of the model since its inception. The ‘Unusual Goodness’ branding grew to become ubiquitous in our advertising supplies, inside our eating places, and even on our workforce members’ uniforms. However extra so, it introduced that feeling to life in a brand new manner with unusual goodness — a positioning that encompasses every part we stand for as an organization. From how we deal with our workforce members and create a novel visitor expertise, to how we rigorously choose components and positively affect the communities we serves, we infuse unusual goodness into every part we do. Though it might be interpreted as a tagline, unusual goodness is what defines Noodles & Firm inside out — and I’m proud to have led what’s arguably the largest rebranding effort in Noodles & Firm’s 28-year historical past.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“One problem in franchise advertising is balancing the franchisee’s enterprise and funding with their reliance on the mum or dad firm to drive model consciousness. We consider that belief is paramount in a profitable franchise partnership, and we work laborious to place relationship-building first. As entrepreneurs, we’re additionally deeply invested in what’s driving their enterprise and the way we will greatest adapt our strategy to satisfy our franchisees’ wants. There is not a one-size-fits-all answer for every companion, so we facilitate relationships to make sure we’re aligned on our companions’ targets. Lastly, franchisees are sometimes operators so that they care deeply in regards to the visitor expertise however may additionally be intimidated by the evolution of data-driven advertising. As a advertising workforce, we have to present a transparent and succinct story across the visitor and their wants so franchisees understand how they may also help change a visitor’s habits. We have to assist them perceive that information is not to show issues incorrect, information is a method to unlock development.”
What others needed to say about this franchise CMO game-changer:
“Stacey Pool is the CMO at Noodles & Firm, the place she has led the corporate’s inventive industry-leading initiatives since January 2020. Stacey has been the brains behind creative campaigns which have launched cauliflower gnocchi, tortelloni, new salads, LEANguini, and lots of culinary checks similar to a launch with the nationwide plant-based meals model Not possible Meals. Stacey is probably most happy with the viral launch of TRUFFMac, the partnership between Noodles and TRUFF Sizzling Sauce that garnered greater than 194 million impressions, making the marketing campaign one among Noodles’ most profitable up to now. In Could 2022, Stacey additionally led the nationwide launch of Noodles’ new model platform Unusual Goodness and the ‘Noodles Greatest Fan’ marketing campaign. Each campaigns obtained nationwide consideration for encompassing the Noodles model mission and values. Stacey can also be invested within the well-being of her workforce and local people and has been integral in championing the growth of the industry-leading Noodles advantages program.”
Teresa Celmer
Firm Title: BrightStar Care
Title: SVP of Advertising and marketing
LinkedIn Profile: https://www.linkedin.com/in/teresacelmer/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“This 12 months we’re celebrating 20 years of BrightStar Care. That’s 20 years of offering high-quality residence care and medical staffing providers to households, seniors, hospitals and different company entities. As our community continues to develop, I’ve devoted advertising efforts during the last 12 months to launch one among BrightStar Care’s newest ventures, BrightStar Owned. We created the BrightStar Owned platform to increase our model’s corporate-owned footprint and make the most of new businesses as testing websites for brand new applied sciences and processes to advance our total franchise community for the lengthy haul. From a advertising standpoint, this innovation is especially essential as a result of the healthcare ecosystem is quickly altering in a path the place Medicare Benefit and different authorities reimbursement fashions have gotten extensively accepted all through the house care {industry}. We intend to make use of key insights and learnings from our BrightStar Owned businesses to profit BrightStar Care franchisees assist to develop their valuation, diversify their expert care choices and scale operations. The launch of BrightStar Owned and the advertising efforts surrounding it are a testomony to how BrightStar Care will proceed to align with huge gamers within the well being care {industry} whereas concurrently rising as a number one franchise model.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“One of many largest challenges in advertising that’s distinctive to the franchise {industry} is the steadiness between maintaining advertising efforts and messaging constant throughout your community but native to attach with area of interest, regional audiences. Advertising and marketing on each the native and nationwide ranges is altering quickly, on account of the pandemic, but additionally as a result of know-how is evolving, tendencies in franchising are altering and the best way folks devour media is growing. Whereas consumer-centric advertising is essential for a lot of firms, a part of the shopper journey is guaranteeing your group is provided with prime expertise. BrightStar Care has already made an unprecedented shift from solely specializing in shopper advertising to pouring numerous sources and {dollars} into recruitment, worker branding and elevating our candidate journey. As a house care model with greater than 365 areas nationwide, we guarantee our advertising efforts are constant but native by leaning into our core values and showcasing our excessive requirements on the macro stage. We additionally educated our franchisees to amplify their localness via PPC, search engine marketing, social media advert campaigns and different hyperlocal ways.”
What others needed to say about this franchise CMO game-changer:
“Teresa Celmer has held skilled roles on the intersection of selling and franchising for greater than 17 years. Teresa is an knowledgeable at driving native advertising outcomes and works to assist BrightStar Care’s 365 franchise house owners scale and diversify their advertising methods whereas sustaining model consistency. The healthcare {industry} is quickly altering, and Teresa works hand-in-hand with BrighStar’s franchisees to make sure they’ve the instruments and sources wanted to cohesively market their residence care providers and payer choices. Beneath Teresa’s management BrightStar Care was named Franchise Occasions Prime 400 Franchises, Ranked on Inc.’s 5000 Quickest Rising Personal Corporations, and skilled a three-year income development price of 89%.”
Tom Carr
Firm Title: Hen Salad Chick
Title: Chief Advertising and marketing Officer
LinkedIn Profile: www.linkedin.com/in/tomcarrcmo
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Focusing the workforce on digital gross sales, social media content material and innovation — which we grew considerably this 12 months to almost 20% of enterprise.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Having access to platforms and information that dig all the way down to the retail and franchise stage, in addition to maintaining everybody rowing the identical path.”
What others needed to say about this franchise CMO game-changer:
“Tom Carr joined Hen Salad Chick as head of its advertising workforce in 2016 and performed an integral function in constructing consciousness, trial and gross sales because the franchisor entered new markets all through the Southeast. It was Tom’s success in serving to the model obtain 16 consecutive quarters of optimistic identical retailer gross sales, a 31.8% enhance in common unit quantity and 140% enhance in unit development all through his tenure, that caused his promotion to CMO in 2020.”
Whitney Scott
Firm Title: Kampgrounds of America, Inc.
Title: Chief Advertising and marketing Officer
LinkedIn Profile: https://www.linkedin.com/in/whitney-scott-7082b116/
Title one impactful factor you’ve performed to innovate, create, encourage or develop your model this 12 months.
“Launched a income administration workforce into our advertising workforce. The 2 capabilities, built-in raised income, nights and buyer expertise for each property it touched.”
What challenges do entrepreneurs face which can be distinctive to franchising?
“Advertising and marketing the individuality of particular person entrepreneurs with out degrading the model in a digital world that makes choices on firms in milliseconds.”
What others needed to say about this franchise CMO game-changer:
“Whitney is a passionate, modern chief devoted to her mission of connecting folks to the outside and one another. Her work speaks for itself after being promoted to 2 chief officer roles earlier than turning 35. In her function as CMO, Whitney has ushered Kampgrounds of America, Inc. (KOA) into an period of industry-leading digital and data-driven advertising. She’s additionally spearheaded initiatives that join instantly with the general public just like the KOA Get Out There Grant, which gives funds for recipients to reside their outside goals. Since being promoted to her CMO function, KOA has celebrated document years (notably, in 2021, KOA broke the earlier income document by 33.1%) and maintained a formidable digital ROI of over 40-to-1.”
