Franchise Update Magazine Issue III, 2011 | Page 6

From the editor’s desk Franchise update|Q3 CHAIRMAN Gary Gardner BY Kerry Pipes CEO Therese Thilgen President Steve Olson T Getting To Buy-In oday’s changing consumers, along with the wide variety of marketing tools and techniques now available, are making marketing managers rethink their old strategies. That’s why it’s important now, more than ever, to stay on top of the latest trends and developments. It takes a well-planned and executed marketing strategy to grab the attention of today’s media-overloaded consumers. From managing social media tools and your online reputation to franchisee buy-in and customer loyalty and retention, only the savvy will survive. That was the thinking behind this June’s inaugural Franchise Consumer Marketing Conference in San Francisco. A stellar group CMOs, franchise executives, and service providers gathered to take part in the first-time event. Judging by participants’ comments, the conference struck a chord with franchise marketing and branding pros, who not only said a conference like this has been needed for years, but were already asking how to sign up for next year. We began planning this issue of Franchise Update right after the conference, with the sessions, panels, and attendees’ feedback still fresh in our minds. One issue in particular came up repeatedly throughout the conference: franchisee buy-in. Keynoters, speakers, and marketing executives discussed the importance of getting franchisees to buy in to franchisors’ marketing efforts and strategies. And since all sales are made at the unit level, without committed franchisee buy-in, even the best-designed marketing plan is bound to underperform. But as most seasoned CMOs will admit, getting franchisees engaged and working the local marketing angle in their territories and locations is challenging. In today’s 4 economy, many franchisees are focusing on basic survival—despite their understanding that marketing and customer service are the keys to sales growth and profitability. And from where the franchisors sit, effectively communicating with and educating franchisees on the importance and the “howto’s” of local marketing require time and effort to implement in a way that boosts local sales and expands the brand as a whole. Throughout this issue you’ll find insights from franchising marketing executives on these very topics. In our CMO Q&A, Susan Boresow, Massage Envy’s CMO, tells how she has created franchisee buy-in at the brands where she previously held marketing and leadership roles. And our Roundtable discussion focuses on how four marketing directors have succeeded in involving their franchisees in local-level marketing. We’ve also landed a couple of fabulous leadership profiles: Brent Alvord at Lenny’s Sub Shops and Jack Riggs at Pita Pit. Family connections led both into their franchise leadership roles, and talk from the top is always inspiring for both perspiring and aspiring leaders. We also feature a case study on Sizzler’s remarkable turnaround in recent years, written by the brand’s vice president of marketing, Michael Branigan, who joined Sizzler in 2004. And this issue’s Leadership Guru, Carl Howard, who joined Fazoli’s as president and CEO in 2008, writes about management change and “Five Ways To Instill Confidence in Franchisees.” Now in our second issue of our retooled format and expanded focus, you’ll discover much meaty content in our Lead, Market, and Grow sections. We hope you like the new material and look… and that you’re “buying in” to it! n Vice President Operations Sue Logan Vice President Marketing Kimberlie Guerrieri Vice President Business Development Barbara Yelmene Business Development Executives Jeff Katis Lorena Leggett Judy Reichman Executive Editor Kerry Pipes Managing Editor Eddy Goldberg ART DIRECTOR Franchise Update media group Samantha Calden DESIGN & PRODUCTION FRANCHISE UPDATE MAGAZINE www.petertucker.com Internet Content Manager Benjamin Foley Sales and Subscription Department, Office Manager Sharon Wilkinson Senior Project Manager, Media and Business Development Lyola Shybanova Contributing Editors Tom Epstein Keith Gerson Darrell Johnson Marc Kiekenapp Jack Mackey Joe Mathews Steve Olson CONTRIBUTING WRITERS John Carroll Debbie Selinsky Tracy Staton Helen Bond Advertising and Editorial Offices Franchise Update Media Group 6489 Camden Avenue, Suite 108 San Jose, CA 95120 Telephone: [phone] Fax: [phone] Send manuscripts and queries about story assignments to: [email protected] franchiseupdatemedia.com franchiseupdate.com franchising.com mufranchisee.com Franchise UPDATE magazine is published four times annually. Annual subscription rate is $39.95 (U.S.) For subscriptions email [email protected] or call [phone] For reprint information contact Foster Printing at [phone] www.fosterprinting.com Franchiseupdate Iss u e III, 2 0 1 1 fu3_editors(4).indd 4 8/18/11 2:25 PM