Friday, May 8, 2015

New Era of Franchisee/Franchisor Relationships

Gone are the dark ages of the metaphorical franchisee vs. franchisor tug of war.   Ushering in a new era of collaboration and win/win success. Still stuck in the past? Here are three ways to evolve.
1. Mandate Cultural Change 

This has to be a mandate that everyone from the home office needs to buy into. If you have employee's who still are hanging onto bad habits and not putting owners first, then it is time to replace those employees with people who have positive attitudes and will be dedicated to putting your owners first.  Now I'm not saying "the tail wags the dog" but   I am saying that you will not evolve if you do not make dramatic changes to create a more owner-centric company.

2. Create various advisory committees 

It's important that owners are part of the decision making process, that they are involved and that collaboration plays a critical role in how you develop new programs, roll out new products or introduce promotions. When owners are involved in the process you get better results and stronger system-wide buy in. I strongly encourage you to have multiple advisory committees for the following reasons; you will have more owners involved, pair owner expertise with the appropriate committee, and the more input the more output. 

3. Always remember the owners are your customers

From the home office prospective always put yourself in the owners shoes. What challenges is he/she dealing with? What are their frustrations? What kind of service would you want? How would you want to be supported or treated? Don't wait for them to call you, be proactive and pick up the phone first. Anticipate needs and try to exceed expectations where and when you can. 

No organization is perfect but you can always strive to improve!

Monday, December 1, 2014

Building A Powerful Marketing Army

As a business owner your greatest assets are your employees. It is entirely up to you how you invest in your assets (employees) and how/what you allow them to do, to help you grow your business.

I challenge you to think of your staff as your "Marketing Army". With some education, training and empowerment your employees can exponentially grow your business by leaps and bounds.  

You need to be certain that their is a bond of trust, and that your employees are passionate about your value proposition.  

Keep in mind, I'm not saying this is a free for all. Be methodical   in building, training, educating and empowering your army. It's also critical that you incorporate processes, accountability and equally important that you recognize your employees and reward them.

Take baby steps, allow each member of your army to earn stripes or ranking.  As he/she succeeds they will earn additional opportunities to help grow your business.  Below are just a few ideas.  Customize your program based on your goals and the abilities of your employees.

  • Brand ambassador
  • Like, comment and share on our Facebook posts                        
  • Pass out marketing collateral on your behalf 

  • Brand Ambassador
  • Like, comment and share your Facebook posts
  • Recommend marketing opportunities
  • Sell or promote on your behalf to groups or organizations 

  • Brand Ambassador
  • Like, comment your Facebook posts
  • Recommend marketing opportunities
  • Sell or promote on your behalf to groups or organizations
  • Create brand evangelists
  • Help execute marketing events 

Here are a few more great articles about great leadership and the importance of empowering your employees.

5 Things Smart Leaders Do To Empower Employees

Forbes 6 Ways To Make Your Leadership & Workplace Fun Again

Leadership Challenge

Monday, November 17, 2014

Give & You Shall Receive

If you have not already partnered with a charitable organization, then now is the time. We live in a society that expects companies to to be compassionate and to give back.  Cause marketing continues to grow as a critical element that affects consumers behavior.  
88% of all consumers want to hear about cause marketing offers. While Hispanic and African American consumer have an even greater desire to support causes 94% and 89% respectively,   and they are more likely to volunteer and advocate on your behalf.

Cause marketing is an extremely important consideration with millennial moms.  91% of millennial moms said, they have increased trust with brands that support social causes and 89%   went onto say they are more loyal to brands that support social causes.

Millennial moms expect brands to do more than just solicit donations. Be creative and support a cause that is aligned with your brand, incorporate other elements like volunteerism, social media sharing and matching donations. 

The art of story telling is critical to your cause marketing success. Make a point to drive home the heart-felt and compelling stories about the charitable organization and how their support will create change.

Want help developing your cause marketing program? 

I'm happy to help.

Sources; Momentum Marketing, Barkley, Cone