E04: Top Franchise Marketers Fireside Chat

LFG Podcast - Top Franchise Marketers

Hosts: Michael Hyam and Liane Caruso  

Guest: Marci Kleinsasser, VP of Marketing at Home Franchise Brands, Will Fraker, VP of Brand & Performance Marketing at The Good Feet Store, Angela Paules, CMO of Buzz Franchise Brands, Ashley Mitchell, VP of Marketing at East Coast Wings & Grill.

This episode featuring some of the top franchise marketers centers on the significance of balancing lead generation and brand awareness to drive franchise growth. 

Key discussions include the necessity of good infrastructure, data collection and analysis, effective communication with leadership, and the value of professional networking and mastermind groups for marketing professionals. 

The conversation highlights the importance of understanding different perspectives, investing in team members, and prioritizing franchisee needs.

Podcast Summary: “Top Franchise Marketers on Balancing Lead Generation and Brand Awareness for Franchise Growth”

KEY TOPICS DISCUSSED

Balancing Lead Generation and Brand Awareness

Elevating Brand Awareness: Emphasis on enhancing brand awareness from a national perspective to support lead generation efforts.

Connection to Lead Generation: Effective brand campaigns can reduce lead-to-close times, demonstrating the link between brand awareness and lead generation.

Measuring Marketing Impact and Franchisee Engagement

Data-Driven Conversations: Importance of tracking marketing efforts and their impact on the bottom line, using tools to measure brand awareness and customer sentiment.

Customer and Franchisee Insights: Gathering insights through regular surveys, Net Promoter Scores (NPS), and third-party research to inform marketing decisions.

Data-Driven Marketing Strategies

Infrastructure and Resources: Laying foundations and infrastructure for marketing teams is crucial, especially for emerging brands, to make informed decisions.

Importance of Good Data: A strong data infrastructure helps address problems in franchising, with contributions from multiple franchisees enhancing the data set.

Building Franchise Systems and Team Structure

Leadership and Team Support: Establishing infrastructure, leadership, and team support for franchisees is essential for growth.

Prioritizing Team Positions: Determining the size of the team and prioritizing specific positions before bringing in new members or partners.

Integrating Vendors and Agency Partners

Communication and Collaboration: Investing in team members, building bench strength, and fostering open discussions with supplier partners to enhance collaboration.

Successful Agency Partnerships: Open and honest communication is vital for building strong partnerships with agency partners and vendors.

Value of Professional Networking and Mastermind Groups

Diverse Perspectives: Peer groups provide valuable insights and problem-solving opportunities by sharing diverse perspectives.

In-Depth Dialogue: Structured conference formats allow for in-depth dialogue and knowledge sharing in a transparent and authentic setting.

Interested in listening to the podcast episode? Tune in on Spotify!