Franchise Update Magazine Issue IV, 2011 | Page 33

CMO roundtable
and focusing our marketing efforts by
channel and the unique needs of each
customer segment.
Today, we operate two effective email
clubs for Mrs. Fields and TCBY that
offer consumers the chance to take advantage of exclusive promotions, special
discounts, product facts, and invitations
to local events. We create a sense of exclusivity by providing customers with
first glances at new products or major
product initiatives. Both email clubs
enjoy above-average delivery rates by
industry standards, with approximately
90 percent of all messages reaching the
intended customer. As an added feature
to TCBY’s loyalty program, stores and
franchisees are given the ability to create
targeted and inexpensive email messages
customized to their specific trading area
and customer profile. This turnkey program equips franchisees with additional
marketing tools needed to win in an increasingly competitive and connected
marketplace.

TCBY also offers the myTCBY loyalty program, something we are exploring on the Mrs. Fields retail side as well.
The myTCBY card can be used as a gift
card or as a loyalty card. Customers earn
points when their loyalty card is swiped
at the register and is redeemable toward
a future store purchase as points are accumulated. To receive store credit, customers must activate and register their
loyalty card on TCBY.com, which allows
us to capture customer data and track
purchase behavior.
To address the needs-targeted messaging of our Mrs. Fields retail stores
across the country, we developed a robust
local-store digital platform. For example,
since the Internet is usually the first place
people go for information, we felt it was
critical to offer our franchisees a localized way to target customers and tailor
promotions that consider seasonality,
events, and even flavor palettes within a
specific region or community. In 2010
we launched a store micro-site program

with Mrs. Fields and TCBY franchisees
that has been highly received.
Franchisees are empowered not only
to manage their sites and leverage them
as an extension of the corporate brand,
but also as a supporting vehicle for their
localized social media efforts, such as with
Facebook and Twitter. Micro-site analytics also allow franchisees to customize promotional offers to their market as
they identify and better understand the
needs and interests of their customers.
One thing we have learned across
both brands and the multiple channels of
Mrs. Fields is that we will always need a
multiple-touch, multiple-reward strategy
to maintain relevancy with an increasingly evolving and changing customer
base. By continuously measuring, validating, and refining marketing activities
with our target audience, our ability to
enhance product mix, service platform,
and communications enables us to reward
our most loyal customers and create new
ones every day. n

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Steve Olson is President of Franchise Update Media Group.
He has been a franchisee, franchisor and consultant,
*During 2011 April & May dates for franchise and retail business books

Franchiseupdate Issue I V, 2011 

31