Franchise Update Magazine Issue III, 2015 | Page 47
only marketing, but to every department.
identify opportunities much more quickly.
What ways/tools do you rely on to do
this? Strong channels of communication,
attention to details, and responding to issues immediately.
How are you assisting your existing
franchisees with more contact and
transparency? What are their immediate needs? Red Roof meets regularly with
the franchise advisory committee, both in
person and through regularly scheduled
conference calls. Regional vice presidents
of operations are the core contact for
franchisees in the field and have direct
access to any resource needed.
Do today’s prospects expect more
from the franchise marketing department? What, and how do you provide
it? Franchisees demand more from the
brand in all ways, and marketing is a huge
component of that contribution: national
sales, loyalty sales, brand image. Red Roof’s
brand contribution of 63 percent is one
of the highest in the category.
How is technology changing the way
franchise marketing is done in terms
of one-on-one contact? Email capability has increased one-on-one communication tremendously over the years. But
we have not let that convenience replace
the personal contact at the core of our
relationships. Technology does provide
the analytics to support franchisees and
How do you work with other internal
departments, and does technology
help? There are no barriers to departmental collaboration at Red Roof. All
departments work together for the betterment of the brand.
How do you manage costs and budgets for the marketing department?
We manage costs by gauging ROI, and
we set aside dollars to test new initiatives.
Do you see vendors as business part-
ners? Why/why not? We strive to identify
vendors who not only have the expertise
needed, but also who match our culture
in terms of dedication and transparency.
That creates good partnerships.
How have marketing strategies/tools
changed over the past decade? How
have you adapted? The importance
and proliferation of social channels has
been one of the most obvious changes
in marketing tools and strategies. While
requiring different skills, mastering these
tools puts brands of all sizes on a level
playing field with consumers. It’s no longer a simple matter of how much media
budget a brand controls.
What advice would you offer to aspiring CMO executives? Spend as much
time as possible with the head of technology. Everything one does these days
touches technology and infrastructure
and always sticks to your core customer.
Truly understand who they are and listen
to what they’re saying. n
Do you want to:
CLOSE MORE
FRANCHISE SALES?
IMPROVE YOUR
PROCESS?
Then stop selling franchises and start selling
the dream! After 30 years in franchising we
know what potential franchisees want to hear
and we know what it takes to close deals
again and again.
What makes a Field Consultant process effective?
Empathy / Education / Management /
Perspective / Consistency
We help your team achieve an effective process
that gets results.
Let Us Assess, Improve, Measure and Grow Your Brand
800-847-5763 / www.mgmt2000.com
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