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 Franchiseupdate I S S U E I I I , 2015  fu3_market_cmoqa(44-45).indd 45 45 8/3/15 6:12 PM