Multi-Unit Franchisee Insight - Marketing Strategy & Social Media
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Multi-Unit Franchisee Insight - Marketing Strategy & Social Media

Multi-Unit Franchisee Insight - Marketing Strategy & Social Media

We talk to successful multi-unit operators constantly here at Franchise Update Media. These busy on-the-go people share great insight and wisdom with us through our profile stories in Multi-Unit Franchisee magazine. Here, from our archives, are some insightful responses from some of these franchisees.

 

Has the economy changed the way you implement your marketing strategy? How?
Yes and no. My definition of marketing is much broader than just "promotion." Marketing to me also includes people and place. I focus a great deal of time and attention on both, no matter the state of the economy. This business is so cyclical that I know to invest during the good times so I'm better prepared for the bad times. In the good times, I increase my development spending and budgets to improve and update my existing locations, so we're better prepared for the bad times. I learned very early to not sit back in the good times and expect them to last indefinitely, to never become complacent. While today might be great, tomorrow might not. One of my passions is community involvement and giving back to the communities in which I do business. I think of community involvement like deposits in a trust bank that, in bad times, can help carry me through. That is the business reason to give back, but my reasons for doing so are personal. I will never stop giving back in good times or bad.

What kind of impact is social media having on your business?
Social media has had a very positive effect on my business. To me, it's priceless. Through social media, I can easily share our programs and initiatives with our customers. They read it, react, and share it. It also allows me to see the impact of our sales. The impact is immediate and measurable.
Jake Alleman, multi-unit operator of Another Broken Egg Café and Chicken Salad Chick

 

Has the economy changed the way you implement your marketing strategy? How?
In our Wendy's brand, we've been more creative around how we incentivize people through couponing and discounting.

What kind of impact is social media having on your business?
It matters, especially with the generations after me and my children's generations. You have to build your brand inside the world of social media. You're either cool or you're not, and that's driven by what's being talked about on social media.
Mike Hamra, multi-unit operator of Wendy's, Panera Bread, Noodles & Company, Holiday Inn Express

 

Has the economy changed the way you implement your marketing strategy? How?
Over the last 2 to 3 years, it has become very expensive to continue to solely use traditional marketing such as television and radio. The political environment has been a major reason for these increases. Therefore, we have switched 20 to 30 percent of our marketing dollars to digital media.

What kind of impact is social media having on your business?
To stay relevant with our guests, we must recognize the importance of social media--which, if handled correctly, can be very useful.
Angelo Freites, multi-unit operator of Checkers and Del Taco

Published: February 25th, 2019

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