BUSINESS INTELLIGENCE FOR
GROWING
FRANCHISORS
Q2 | 2016
4 From the Editor’s Desk Where are your customers?
Leadership 6
8 Founder Profile: Ally Svenson, MOD Pizza
She found a niche and filled it!
12 Anatomy of a Brand How Arby’s reinvigorated its brand
16 PR Firms Find the best PR partners to suit your changing needs
18 Customer Service Leadership sets the tone for employees’ service aptitude
Consumer Marketing 20
24 Social Studies How 3 top marketers are using social media to build their brand
26 Neighborhood Marketing Doing it right: from 4 walls to 4 blocks to 4 miles
28 Marketing Tactics Customers: bring ’em in, keep ’em in, reward ’em!
30 Supplier Spotlight Hot Dish Advertising builds partnerships with its clients
32 CMO Q&A Stacey Kane, CMO at East Coast Wings & Grill,
brings an operator’s mindset to marketing
34 CMO Roundtable “Your media strategy and plan is complete and now it’s time
to execute. What steps do you take to ensure each layer of your media plan
is carried out effectively?”
36 Sales Strategy How to use “retail theater” to compete in an online, e-tail world
38 Millennials Learn 3 ways to improve the all-important customer experience
Growing Your System 54
56 Franchise Development Developing a strong online presence is critical to success
58 Challenge the Pros “How do you choose the right marketing media to reach
your ideal candidates, and how often should you communicate with them?”
59 Challenge the Pros II “How do you use social media to
attract prospects and validate candidates?”
60 Sales Smarts The 4 types of “Aha!” moments your sales team should know
61 Market Trends Bank underwriting is changing – and to compete, so must brands
62 International Consumer marketing trends worldwide shine a light on U.S. practices
64 It’s Closing Time Give back, get back: 3 stories of community involvement
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