CMO Q&A: Marketing’s Personal Touch Helps with Franchisee Recruitment

In each issue of Franchise Update magazine, we profile franchise CMOs and marketing leaders, asking each the same set of questions. Throughout the year, we’ll be selecting one of those questions and providing answers from those profiles. If you want to learn more about these franchise marketing leaders and their thoughts on other topics, we’ve provided links to their full profile where available.

This week we asked them why it is so important for the marketing department to have a “personal touch” when it comes to helping the brand connect with franchise prospects.

Michelle Spohnholz, Vice President of Marketing, Newk’s Eatery
It’s a great opportunity to tell the story of what our guests love about the brand and answer their questions. If the prospects become franchisees, then we have a head start on the relationship! Read full profile.

Katherine LeBlanc, Chief Marketing Officer, Painting with a Twist
Because each individual wants to ensure they are joining a supportive, flourishing family that matches their personal morals and values. We want each prospect to have seen the brand in the media and in our advertising, and to have started to see our many points of differentiation through our marketing efforts. Painting with a Twist is the nation’s original and largest paint-and-sip franchise that inspires guests to have fun and create lasting memories through art. And we give back: to date, our charity arm, Painting with a Purpose, has donated more than $4.8 million. Read full profile.

Michael Barrette, Chief Marketing & Sales Officer, Dippin’ Dots & Doc Popcorn
At the end of the day, business is moved forward by people. Our franchisees are generally small-business owners who respond well to the human touch. We bring key members of our marketing team to discovery days to connect with franchise prospects so they can see how we drive marketing efforts. Once a prospect has agreed to join Dippin’ Dots and Doc Popcorn, marketing plays an important role at franchisee training, from both a brand support and local area marketing perspective. Key marketing team members also attend our annual franchisee conferences, where they have the opportunity to mingle with our franchisees and catch up with them on a human level. Read full profile.

Amy Przywara, Chief Marketing Officer, Sylvan Learning
We recognize that buying a franchise — any franchise — is a life decision for someone. This is a big next step and can be scary. It is often the first time owning a business for prospects. We want them to truly understand what we do for them, and what they need to do for themselves to be successful. Those are personal conversations so prospects can truly understand what Day 1 (and Day 90 and Day 1,072) will be like.

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