New tactics, new channels, new agencies, new hires. Most franchise marketing teams are working harder than ever, and the results look a lot like last year's.
When we sit down with franchise brands, the tactics are rarely the issue. The strategy usually is, and more specifically, how it got built. Marketing writes a plan, circulates it for comments, and hands it to sales, finance and the field to execute. They treat it like a suggestion, because nobody asked them to shape it.
A strategy written for your team stalls in execution. One built with your team gets run.
That's the topic of our IFA Lunch & Learn on Tuesday, Oct 27 at noon Central. Tidehouse CEO Greg Morrell will share a lightweight way to build a marketing strategy in weeks, not months, that marketing, sales, finance and leadership all believe in. Juliet Diiorio, Chief Marketing & Growth Officer at Senior Helpers, joins him to talk about what it takes to get a franchise organization pulling in the same direction.
What you'll leave with
- Why so many marketing teams are stuck on a hamster wheel, and the few adjustments that turn it into a flywheel
- The Briefing, Not the Brief: a simple way to kick off strategy so the people doing the work own it
- A one-page guide you can put to work with your team or agency right away
