23 APR 2024 · Welcome to another episode of The Advisory Board Podcast, generously sponsored by ClientTether. Today’s episode features the marketing maven from Hot Dish Advertising Group, Jen Campbell, and hosted by Dave Hansen. Hot Dish, celebrated for consecutive years as the top marketing agency by Entrepreneur Magazine, is praised not only for its innovative marketing strategies but also for its admirable treatment of staff. Jen kicks off the conversation with insights into the universe of franchise marketing. Hot Dish's methodical approach involves a comprehensive service suite designed to magnify franchise brands’ reach and efficacy across three critical areas: consumer promise, franchise development lead generation, and employee engagement. Her strategy, known as the "connected brand strategy," ensures alignment across these areas, setting a foundation for sustainable growth. Dave and Jen delve into the nuances of maintaining a robust brand promise, a theme that underpins much of today’s discussion. They explore the Chick-fil-A model as an epitome of operational consistency and brand loyalty, driven by meticulous attention to customer experience at every touchpoint. This model not only attracts consumers but also inspires potential franchisees and employees by showcasing the franchise's values and operational excellence. The dialogue transitions into a detailed examination of strategic marketing, emphasizing the importance of understanding the target market to craft precise messages that resonate deeply with potential franchisees and consumers. Jen illustrates how a nuanced understanding of each segment allows Hot Dish to craft bespoke marketing strategies that enhance visibility and engagement, thereby accelerating growth. In dissecting franchise marketing challenges, Jen highlights the pivotal role of employees in delivering the brand promise. She argues for targeted recruitment strategies that align with the brand’s core values and operational needs, ensuring that each franchise unit operates at its peak potential. The episode not only serves as a treasure trove of strategic insights for franchise owners and marketers but also underscores the importance of integrated strategies that consider every facet of the franchise business model. This holistic approach not only optimizes marketing spend but also fosters a cohesive brand experience that benefits consumers, employees, and franchisees alike. Before wrapping up, Dave extends a heartfelt thanks to ClientTether for their support of the podcast, emphasizing the importance of partnerships in driving forward the conversations that shape the landscape of franchise marketing. For listeners eager to dive deeper into franchise marketing strategies or to engage with Hot Dish Advertising, Jen invites them to reach out through their official communication channels. This episode is a must-listen for anyone involved in or interested in the intricate dance of franchise marketing — where brand promises are not just made but are kept, rigorously and consistently.

16 APR 2024 · Welcome back to another enriching episode of The Advisory Board Podcast, where the world of franchising is demystified with insights you can actually use to boost your business savvy. A huge shout-out to ClientTether for sponsoring this enlightening conversation! Today, we dive deep with franchising powerhouse Liane Caruso, whose expertise spans a commendable 15 years across both agency and brand marketing. Liane, the visionary behind Hello CMO and co-founder of the Let’s Grow event and Franchise Assembly Group, generously unpacks her treasure trove of knowledge on franchise development and marketing strategies. Liane kicks off by sharing the overwhelming success of the inaugural Let’s Grow event in Dallas, hinting at the exciting expansion of the event to Toronto. She underscores the importance of these gatherings as a nexus for thought leaders in franchise marketing, particularly through the lens of her mastermind groups which are dedicated to enhancing the strategic prowess of CMOs within the franchise industry. A significant part of the conversation pivots to the common hurdles franchisors face in the industry. Liane points out the foundational missteps in budgeting for franchise candidate acquisition, emphasizing the disparity between expectations and reality. She stresses the critical need for a marketing-savvy approach in franchise sales campaigns, highlighting how often sales teams, unaided by marketing expertise, miss the mark on effective engagement strategies. Diving deeper, Liane and host Dave Hansen debate the often contentious relationship between marketing and sales teams within franchising organizations. They advocate for a symbiotic relationship where both departments leverage their strengths to achieve common business goals. Liane argues for strategic alignment and consistency across branding and campaign efforts, which she believes are essential for gaining a competitive edge. The duo also explores modern challenges in franchise development, including how to effectively utilize various digital platforms and the importance of a multi-touch marketing strategy. Liane explains that successful franchisors must employ a diverse mix of marketing tactics to reach potential franchisees, who now require upwards of 20 touchpoints before they engage with a brand. The discussion concludes with actionable strategies for nurturing potential franchise leads through thoughtful, consistent engagement that marries traditional and digital marketing techniques. Liane's approach is a clarion call to franchisors to innovate continuously and stay relevant in a rapidly evolving market landscape. If today's discussion resonated with you, or if you're looking to propel your franchise to new heights, Liane Caruso is just a LinkedIn connection away. Engage with her for more bespoke insights and strategies tailored to the unique needs of your franchise. Thank you for tuning in, and remember, each episode is a stepping stone to transforming your business dreams into reality. Stay tuned for more episodes that quench your entrepreneurial thirst, only on The Advisory Board Podcast.

9 APR 2024 · In the latest energizing episode of The Advisory Board Podcast, we had the pleasure of welcoming back Angela Coté from AC Inc., making her second appearance since her insightful discussion in season one. Angela, a seasoned pro in the franchising domain, shared her unparalleled journey and the transformative focus her company has adopted towards field services in the franchising industry. Before diving into the rich content of this episode, a heartfelt thank you goes out to our episode sponsor, ClientTether, whose support is immensely appreciated. Angela Coté, with a legacy in franchising that traces back to her childhood at M&M Food Market, highlighted the intricate challenges and the evolving landscape of field coaching. Emphasizing the critical gap between operational support and strategic growth coaching, Angela shared personal anecdotes and professional insights into how franchisees can be nurtured from the ground up to achieve not just operational efficiency but also substantial business growth. Her narrative of transitioning from a franchisee to a multifaceted business leader underscored the importance of proactive, strategic coaching over traditional, reactive approaches. Dave Hansen, our host, navigated the discussion through the importance of developing a lifecycle approach to franchisee support, stressing the need for franchisors to provide value beyond the initial operational setup. The conversation delved into the nuances of field coaching, proposing a shift from traditional methods to a more goal-oriented, accountability-driven approach that aligns with the franchisees' long-term aspirations. A critical takeaway from this episode is the identification of a common pitfall where franchisors prioritize unit growth over the profitability and satisfaction of existing units. Angela and Dave discussed the profound impact that focused, strategic coaching can have on the overall health of a franchise system, emphasizing that the success of a franchise should not be measured merely by the number of units but by the success and growth of each franchisee. As we wrapped up, Angela underscored the importance of beginning with the end in mind, advocating for a strategic approach to franchisee support that not only addresses immediate operational challenges but also prepares franchisees for future growth, expansion, and even succession planning. This episode, brimming with actionable insights and a forward-looking perspective, is a testament to the power of proper field support in optimizing unit operations within the franchising community. For franchisors and franchisees alike, Angela's expertise offers a roadmap to transcending traditional boundaries, urging a shift towards a more holistic, growth-oriented franchising model. As we continue to explore the depths of franchising excellence, let's carry forward the lessons from this episode, embracing the changes necessary to foster a thriving, supportive franchising ecosystem. Thank you once again to ClientTether for sponsoring this insightful discussion, and to our listeners for joining us on this journey of learning and growth.

2 APR 2024 · In this episode of The Advisory Board Podcast, we embarked on a fascinating journey through the intersections of AI technology, innovation, and human creativity to optimize content and marketing strategies . A special shoutout to our episode sponsor, ClientTether, whose invaluable support enables us to delve into such rich discussions. Diving into the heart of the episode, Dave, Ben, and Kelly explored the dynamic world of AI and marketing, engaging in a nuanced discussion on the balance between leveraging technology for efficiency and maintaining the integrity of human-centric content. The conversation around Google's stance on AI-generated content underscored the critical importance of quality, strategic thought, and ethical considerations in harnessing AI's potential. The personal narratives shared by Ben and Kelly, from Ben's journey of growth and success to Kelly's rich experiences in food safety and passion for e-biking, brought a humanizing touch to the discussion. These stories provided our audience with a unique glimpse into the lives of our guests beyond their professional accomplishments, fostering a deeper connection and engagement with the podcast. As the episode drew to a close, the discussion turned towards the future, with Dave, Ben, and Kelly reflecting on the transformative potential of AI in reshaping marketing and sales processes. They underscored the importance of approaching AI implementation with care, responsibility, and a forward-thinking mindset, highlighting the need for businesses to navigate the technological landscape thoughtfully and ethically. Listeners of this episode are left with a comprehensive understanding of the challenges and opportunities presented by AI in the business realm, equipped with practical advice and inspired to explore innovative solutions with a responsible approach. Through the support of sponsors like ClientTether and the invaluable insights of our esteemed guests, The Advisory Board Podcast continues to serve as a platform for thoughtful dialogue, learning, and inspiration in the ever-changing world of business and technology.

26 MAR 2024 · In this episode of The Advisory Board Podcast, we delve into the world of franchising with the amazing Shannon Wilburn, experienced franchisor, entrepreneur  and the driving force behind Shine Executive Coaching. A special shoutout to ClientTether, our episode sponsor, for making this insightful conversation possible. Shannon, with her vast experience, kicks off the discussion with an authentic behind-the-scenes look at the franchising world, emphasizing the importance of real expertise over the cacophony of bad advice flooding the market. She shares the inception of her exclusive group, the Advanced, a network of women in C-level positions within franchising, highlighting the power of community and peer support in navigating the challenging waters of business leadership. The conversation then shifts to the crux of franchising success - choosing the right Customer Relationship Management (CRM) system, where ClientTether's role as a trusted tool among franchisors sparks an engaging discussion. The mention of ClientTether by Shannon during a meeting of her elite group underscores the solution's impact and efficiency, further validated by enthusiastic nods from members using the platform. Dave Hansen and Shannon dive deep into the heart of franchise development and financing, where Shannon candidly discusses the hurdles and learning curves she encountered. She touches on the pivotal moments of her journey with Just Between Friends and how strategic adjustments and tough decisions led to the brand's resilience and growth. The conversation is a treasure trove of wisdom for emerging franchisors, emphasizing the significance of sustainable growth, strategic planning, and the courage to pivot when necessary. As the episode wraps up, the focus turns to the delicate dance of securing investment and the right partners in franchising. Shannon's insights into the nuanced world of funding are invaluable, offering a roadmap for navigating partnerships, equity, and the critical importance of aligning with partners who share your vision and commitment. We're immensely grateful to Shannon for sharing her journey, challenges, and triumphs, offering our listeners a masterclass in franchising success. And a heartfelt thanks to ClientTether, whose support not only made this episode possible but continues to empower franchisors and businesses to forge meaningful connections with their clients. Tune in to this episode of The Advisory Board Podcast for a deep dive into franchising excellence, enriched by Shannon Wilburn's unparalleled expertise and the innovative solutions from ClientTether.

19 MAR 2024 · Welcome to another riveting episode of The Advisory Board Podcast, where we dive deep into the world of franchising with the cream of the crop from the business community. This episode, a treasure trove of wisdom and wit, is brought to you by the fabulous folks at ClientTether—their innovative approach to client engagement and lead conversion is genuinely changing the game for franchises everywhere. Big shoutout to them for sponsoring today’s conversation! In this episode, our host, Dave Hansen, sits down with the esteemed Don Shin, a veritable wizard in franchise development. With a background that’s as rich as it is fascinating, Don brings to the table over two decades of corporate Fortune 500 experience before taking the franchise world by storm. His journey from leading teams in the corporate sector to mastering the art of franchise sales offers invaluable insights for anyone looking to make their mark in the franchising industry. The discussion kicks off with a look at the current landscape of franchise development, a timely conversation given the economic uncertainties and the looming election year. Don highlights how these factors influence lead generation and conversion rates, stressing the importance of understanding the emotional drivers behind potential franchisees’ decisions. This approach is not just about selling a franchise; it's about guiding prospects through a journey of self-discovery and alignment with their goals and aspirations. A significant chunk of the conversation is dedicated to the nuances of lead generation and the crucial role of training and motivating franchise development teams. Don recalls his experiences and the lessons learned at the BAI conference, emphasizing the need for continuous improvement and adaptation to keep sales teams fresh and motivated. Dave and Don delve into the art of maintaining a strong pipeline, discussing strategies for engaging prospects and the importance of quality over quantity. They share anecdotes and strategies on fostering relationships with franchise consultants, enhancing the quality of leads, and the pivotal role of technology in streamlining the sales process. One of the episode’s highlights is the exploration of situational sales coaching—a technique Don advocates for keeping sales teams and prospects on track. This method emphasizes the importance of setting clear expectations, scheduling follow-ups, and progressively building prospects' commitment to the franchise opportunity. Throughout the episode, Don’s wisdom is peppered with personal stories that bring his advice to life, offering listeners a unique blend of professional guidance and personal insight. Whether you’re a seasoned franchisor, a new franchisee, or somewhere in between, this episode is packed with nuggets of wisdom that can help you navigate the complexities of franchise development with confidence and finesse. We wrap up with a hearty thanks to ClientTether for making this episode possible. Their dedication to improving franchise operations through superior lead management and client engagement solutions is truly commendable. Don’t miss out on this episode of The Advisory Board Podcast—your go-to source for all things franchising, served with a side of professional playfulness. Tune in, soak up the insights, and let’s conquer the world of franchising together!

12 MAR 2024 · In the latest episode of The Advisory Board Podcast, we dive deep into the evolving landscape of mass media advertising, exploring what’s changing, what's working, and how to navigate the vast options available to marketers today. First and foremost, we want to extend our gratitude to ClientTether for sponsoring this insightful episode, their support is immensely appreciated. Our guest, Brian Bush, brings over 30 years of experience in the media business to the table. As the CEO and Founder of Elite Media Team, based in Columbus, Ohio, Brian has seen firsthand the shifts and turns in the advertising world. Elite Media Team, celebrating its 14th year, boasts a national presence with a local touch in almost every market in the US. Brian, a self-proclaimed die-hard Cleveland sports fan, has the unique perspective of both a seasoned professional and a family man, with over 30 years of marriage, two adult children, a grandchild, and a history of coaching baseball from T-ball through college. The episode kicks off with a quote from Jeff Bezos, emphasizing the importance of focusing on what works in advertising rather than being caught up in the whirlwind of change. Brian points out that blindly flailing at marketing strategies can lead to disaster. He shares insights on the efficacy of connected TV advertising, noting its superior impression rate per 1000 views compared to standard TV, especially for targeted campaigns. However, he also acknowledges the value of traditional TV advertising for broader coverage. Discussing strategies that currently work in mass media advertising, Brian highlights the accessibility of pricing, which can start as low as $1000 a week, scaling up to five figures, making it an adaptable option for various business sizes. He delves into the differences in lead quality, emphasizing the distinction between transactional customers, who focus on price, and relational customers, who value the connection. A common pitfall Brian addresses is the dismissal of strategies based on past failures without understanding the underlying reasons. He stresses the importance of proper attribution and measurement to gauge success accurately. From macro attribution, like topline sales, to more granular metrics like search terms driving PPC or SEO, and the use of digital properties like QR codes and Flow Codes for creative measurement, Brian underscores the necessity of benchmarking and connecting various data points for a comprehensive view. On the duration of mass media campaigns, Brian advises a minimum of six months to truly measure success, highlighting the initial 90 days as a period of building awareness. He shares intriguing insights from eCommerce research, which shows that consumers need an average of 23 exposures to a brand over four to six weeks before making a purchase, depending on the price point. Brian concludes with invaluable advice for those looking to start mass media campaigns: get your messaging right. It’s crucial to focus on the customer rather than your own story. If your messaging could easily apply to your competitor with a simple logo swap, it’s not targeted enough. This episode of The Advisory Board Podcast, sponsored by ClientTether, not only sheds light on the current state of mass media advertising but also provides listeners with actionable insights from one of the industry's veterans. Brian Bush’s expertise and the strategic nuggets he shares make this episode a must-listen for anyone looking to navigate the complexities of advertising in today's market.

27 FEB 2024 · Welcome back to The Advisory Board Podcast, where we dive deep into the world of franchising and business growth with the leading minds in the franchising industry. Today's episode is powered by our fantastic sponsor, ClientTether – helping you tether your clients to your brand with unmatched sales automation and customer care. In this episode, we had the pleasure of chatting with the dynamic Madeleine Zook, the Chief Marketing Officer at Premium Service Brands. Juggling the roles of marketing guru, wife, and parent to three energetic kids, Madeleine is like a pro-baller scoring a thousand points in the game of multitasking. Her passion? Taking care of franchisees and navigating the ever-evolving landscape of digital marketing. We kicked off the discussion by dissecting the current digital marketing scene for Zors and Zees. Madeleine candidly shared her insights, highlighting the pitfalls of relying solely on digital agencies and the importance of asking the right questions. From direct mailers to the enigmatic realm of digital ROI, she emphasized the need for double-digit impressions to truly engage with your audience. But what's the silver bullet for FranDev, you ask? According to Madeleine, it's a bit like spotting the quiet, wealthy, and unassuming guy at the end of the bar – easy to miss but essential for success. FranDev, she explains, thrives on a unique blend of tradition and innovation, with culture reigning supreme. As she eloquently put it, there's no universal playbook; it's all about nurturing a community ready to embrace growth. Next up, we delved into the nitty-gritty of budgeting for FranDev marketing. Madeleine broke it down with precision, revealing the numbers behind successful campaigns. Whether you're investing in consultants or flying solo, she stressed the importance of allocating sufficient resources and never settling for second best. But how do you measure success in FranDev marketing? Madeleine's answer was clear – it's all about optimization and never resting on prior achievements. From dedicated teams to expert guidance, she emphasized the need for a tailored approach to ensure growth and sustainability. Wrapping up, Madeleine left us with some crucial questions to ponder. Do you have the right team in place? Are you ready to embrace the ever-changing landscape of FranDev marketing? As we bid adieu to Madeleine, her insights lingered, reminding us that in the world of franchising, adaptability is key, and with the right strategy, success is within reach. Thanks again to our sponsor, ClientTether, for making this episode possible. And until next time, keep innovating, keep growing, and keep listening to The Advisory Board Podcast.

13 FEB 2024 · Welcome back to another episode of The Advisory Board Podcast, where we dive deep into the strategies that shape success in business and innovation. This episode is a riveting journey through the evolution of digital marketing, made even more special thanks to our wonderful sponsor, ClientTether—your go-to solution for enhancing client engagement and automating communication. A huge thank you to them for supporting our exploration into the future of marketing! Today, we're thrilled to host Russell Burnett, the visionary Founder and CEO of Online Image. Celebrating 15 years since he launched his groundbreaking company, Russell has positioned himself as a titan in the realm of high-tech marketing, specializing in SEO/PPC, with his ventures including OIX—a comprehensive business operations platform, Leashed.ai, and a focus on ADA compliance. Beyond his professional accolades, Russell is a proud Kansas City Chiefs super fan, adding a dash of spirited fandom to his impressive resume. Russell’s journey into leveraging AI in marketing since 2011 provides us with a unique perspective on how the marketing landscape is undergoing its current transformative wave. He shares invaluable insights into the pivotal areas where savvy marketers should harness AI's power, emphasizing content development's critical role. According to Russell, the balance between human engagement and AI is not just a goal but a necessity in today's digital marketing space. Key takeaways from our conversation include: - Generating Ideas Rapidly: How AI can be used for brainstorming in both personal and professional settings, offering a speed that human creativity can't always match. - Content Creation: The importance of contextualized and personalized content, and how AI tools are revolutionizing this process, making it more efficient and targeted. - Comparative Analysis of SEO Ranking Factors: Russell sheds light on using AI for a comparative analysis to optimize performance, ensuring that marketing efforts are not just seen but also impactful. - Appointment Scheduling and Predictive Behavior Analysis: He highlights how AI can streamline appointment scheduling and predict consumer behavior, making businesses more proactive and responsive to their audience's needs. As we explore how the marketing landscape is changing, Russell emphasizes the importance of staying ahead by integrating AI into marketing strategies. From rapid idea generation to predictive analytics, the potential for AI to enhance marketing efforts is boundless. So, whether you're a marketing maven looking to sharpen your toolkit or a business owner curious about the future of digital engagement, this episode with Russell Burnett offers a treasure trove of insights, strategies, and foresight into leveraging AI to elevate your marketing game. Remember, the key to thriving in this ever-evolving landscape is finding the perfect harmony between technological advancements and the irreplaceable human touch. Thank you for tuning in, and a special thanks again to ClientTether for making this insightful conversation possible. Stay innovative, and see you in the next episode of The Advisory Board Podcast!

6 FEB 2024 · Welcome to another exciting episode of the Advisory Board Podcast, where we bring you invaluable insights from industry experts! In this episode, our guest is none other than Jesse Keyser, co-founder of Keyser Enterprises and a highly successful multi-unit franchise owner. Jesse's journey began while attending college at Southern Illinois University at Carbondale, where he joined a small technology start-up. From there, he ventured into the world of entrepreneurship and opened multiple Little Caesars Pizza locations, eventually selling them all. He also became a Valpak franchisee and later opened Sport Clips Haircuts, currently owning 27 locations across five states. Additionally, Jesse and his partners operate Oxi Fresh Carpet Cleaning territories and are in the process of opening Ideal Image locations nationwide. During our conversation, Jesse shared some invaluable key takeaways. He highlighted the importance of looking for mature franchises with aging owners nearing retirement as lucrative acquisition opportunities. Jesse emphasized that franchisors should have corporate stores to test concepts before franchising, reducing the R&D burden on franchisees. He also stressed the immense value of participating in mastermind groups to gain shared insights and attending the Multi-Unit Franchising Conference for networking and continuous learning. We delved into various topics, including finding the right franchise brand. Jesse advised seeking brands with a clear target customer and employee profile that aligns with the concept. He also emphasized targeting a 36-month ROI timeline and exit multiples above build cost. Jesse mentioned that mature, established brands (20+ years) provide more acquisition opportunities as owners retire, while emerging brands offer the advantage of cherry-picking prime locations if you get in early. We also discussed operating multi-unit franchises. Jesse stressed the importance of deeply understanding your financials and having robust systems in place. He highlighted the need to develop leadership skills to effectively manage diverse personalities and leadership styles. Regular benchmarking through peer mastermind groups and franchise conferences was another key aspect he emphasized. When it comes to franchisor considerations, Jesse shared valuable insights. He explained the significance of requiring corporate stores to test concepts before franchising to avoid burdening franchisees with R&D expenses. He also emphasized the balance between implementing franchisee feedback and maintaining brand standards. Above all, Jesse emphasized that prioritizing strong franchisee relationships should be the number one focus for franchisors. For aspiring multi-unit owners, Jesse had some valuable advice. He recommended attending the Multi-Unit Franchising Conference, an incredible platform for networking and learning from top operators. Jesse emphasized the importance of targeting average performance levels, rather than just focusing on the top 10%. He stressed the need for franchises with clear unit economics and strong franchisee profitability. Thank you, Jesse Keyser, for sharing your wealth of knowledge and insights with us! To learn more about the fascinating world of franchising and to discover how ClientTether can help streamline your franchise operations, check out www.clienttether.com, our proud sponsor for this episode! Stay tuned for more exciting episodes of the Advisory Board Podcast, where we continue to bring you thought-provoking discussions with industry leaders.