Franchise Update Magazine Issue II, 2012 | Page 30
Grow Market Lead
By Kerry Pipes
Quick on the Draw
Today’s franchise system response must be
quick and concise
L
inda Shaub is CMO of Interim
Healthcare, a network of 332
franchise locations providing
medical staffing and in-home
care services in 43 states. Shaub oversees
the company’s marketing, development,
and execution as it relates to customers,
franchisees, and prospects. We asked
her about changes in today’s franchisee
prospects, how they receive and process
information, and about the importance of
staying in tune with existing franchisees.
She says there’s no question that when it
comes to reaching prospects, a
quick franchise system response
is a necessity. She also says it’s
important to keep your message
simple, to constantly promote
and communicate, and to use
efficient systems and technology to reach prospects before
the competition does.
systems in place, this becomes much
more challenging.
How is speed of connection important for today’s franchise buyers? We are living in an environment
of instant gratification. Quite simply, we
don’t want to wait for anything, especially
when it comes to requesting information or a personal response. At the same
time, franchising is highly competitive.
If you don’t respond quickly, it’s almost
guaranteed that your competitors will.
Describe your role as franchise CMO. The job of the chief
marketing officer (CMO) is to
help increase the level of sales for
the company, while at the same
time enhancing and improving
the positioning and image of the
brand. I oversee different areas
related to the marketing functions
of the company, including marketing communications, advertising, public relations, website, and
social media. I also am involved
with new product development
and marketing support for franchise development.
What role does a quick franchise
system response strategy play in
reaching prospects and assisting franchisees? It plays a key role
in that everything is moving at a much
more rapid pace. Responding to inquiries quickly, whether from prospects or
existing franchisees, is critical. Without
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importance of having good websites
and maintaining a strong presence with
social media.
How have prospects and their
demands changed in the past 5
to 10 years? Prospects have become
more informed and have a better idea
of what they are looking for. They have
compared franchise concepts and are
able to see a much larger picture when it
comes to franchise opportunities. It’s not
only competit