Franchise Update Magazine Issue IV, 2015 | Page 26

CONSUMER MARKETING

CMOroundtable
“WHAT CHANGES TO YOUR MARKETING STRATEGIES
AND TACTICS DO YOU PLAN FOR 2016?”
Matt Smith
Chief Marketing Officer
sweetFrog Frozen Yogurt
From a strategic perspective, we will be
looking to connect with our customers in
a more personal way to help strengthen
repeat business.
A major tactical change will be the
standardization of a national loyalty and
rewards program with a move to a new
vendor. In the past, sweetFrog has offered
a fragmented effort with some franchise
owners using a different platform than
others. The new platform will change everything from the messages we deliver to
their frequency and time of day—all built
to give customers the kind of
offers they want, when they
want them.
Another change aimed at
supporting this strategy will
be the thorough review of our
in-store guest experience and
the creation of a new store
planogram. We will be reviewing everything from signage to product placement to
merchandise selection and its display. Our
stores have remained relatively unchanged
for the past five years and we recognize the
need to enhance the customer experience.
From a digital standpoint, we will launch
a new website with improved content and
navigation. This content shift will extend
to our social media channels as we look to
move from “cute” to giving our customers more valuable and pertinent content. 
We have a number of other new tactics slated for sweetFrog in 2016. These
range from the creat