Clicks 2 Bricks

With only 105 days to deliver 80% of your revenue, working in the tax space during tax season can be incredibly intense. Add to that the aversion that most people feel to completing such a complex and intimidating task, and you have some pretty big challenges when it comes to marketing and meeting your customers where they are. Joining us today to unpack all things tax and marketing is Jill Cress, Chief Marketing Officer for H&R Block. With over 20 years of experience working with MasterCard, Jill is no stranger to the intricacies of marketing in the fintech space, and for the past year, she has taken on her first multi-location marketing role as CMO of H&R Block. We talk with Jill about her perspective on the state of marketing today, what it’s like having over 10,000 locations during tax season, and what H&R Block is doing to ensure hyper-local awareness in their marketing. We also discuss how they are using digital solutions to improve efficiency for their clients before delving into their extensive use of AI within their operations and what their recent partnership with Microsoft entails. For a fascinating conversation on tax, multi-location marketing, and so much more, be sure to tune in today!

No stranger to the franchise industry, today’s guest came to Batteries Plus from senior marketing roles with world-class brands like Wendy’s and Massage Envy. As Chief Marketing and Merchandising Officer at the nation’s largest and fastest-growing battery, light bulb, key fob, and phone repair franchise, Derek Detenber is responsible for marrying marketing and merchandising omnichannel strategies to improve customer experience and elevate the brand’s public profile, as well as drive profitable sales growth for franchise owners and stores. In this episode, we talk about the similarities and differences of multi-location marketing in the diverse categories of retail, QSR, and services. We also learn about what the current AI conversation sounds like internally at Batteries Plus and how Derek sees this wave of innovation impacting brick-and-mortar marketing in the future. Spoiler alert: it’s all about the data! Join us on Clicks 2 Bricks today for a fascinating conversation about what it means to champion the customer, the obligations that marketing teams have to their franchise partners, the marketing initiatives that Batteries Plus is putting into play in 2023 and beyond, and more!

Steve Fournier’s story begins long before he became the SVP of Omni Channel for Discount Tire. His journey with the company started when he was still in high school, installing tires. He has been involved in every aspect of the business, with a special focus on marketing and digital transformation. This conversation explores the intersection of marketing and customer experience, along with Discount Tire’s digital transformation that’s been a full decade in the making. Tune in to hear why Discount Tire was well prepared for the global COVID-19 pandemic, what localized marketing looks like for a business with 1,100 stores, and how Steve is responding to AI. We touch on customer data, Steve’s biggest marketing initiatives for the year, and the recent growth they have experienced in digital. You’ll also hear his advice for young marketers, learn how measurable outputs are influencing the marketing landscape, and even learn about a few job openings at Discount Tire today. Thanks for listening! 

This interview with the Director of Digital and Social Media for National General Insurance is the first time we’ve ventured into the insurance space on the show. The highly-regulated, unsexy nature of this industry means that it is challenging to market effectively. But David Shwartz has stepped up to the plate and is injecting soul into insurance! In this episode, David explains the difference between standard and non-standard books of business, how the National General Insurance business model works, and what makes it different from other insurance companies. Then, we delve into their approach to marketing, including the social channels that they make use of (and the ones they intentionally avoid), how and why they guide their customers from the online world into their stores, and their heavy reliance on data! David also shares his top advice for anyone entering into, or already working in, the marketing space, where the appeal in insurance marketing as a career option lies, and his thoughts on influencer marketing. 

All business comes down to solving a problem, and marketing is no different. Today’s guest is here to share how his multifaceted career journey has informed his expertise as Director of Media for Domino’s. Tuning in, you’ll hear an overview of the exciting media campaigns Domino’s has activated this year, bringing digital and traditional media together under one roof. John shares some insight on the ‘test and learn’ culture that drew him to choose Domino’s and how that plays out in daily decision-making. We dive into the brand’s relationship with TikTok, and which deliverables John chooses to outsource. Find out what motivates the rigorous nature of marketing at Domino’s, hear why what’s meaningful to a customer is not always intuitive, and how John chooses to navigate that as Director of Media. He believes that every form of media has its place in the ecosystem and this underpins his approach as a leader. Hear some hard-earned pearls of wisdom before our conversation draws to a close with John’s memorable answers to our lightning-round questions. Join us today for an episode that packs a punch! 

While most businesses suffered heavy losses during the pandemic, one restaurant franchise not only survived but thrived. Here today to share more about how her company successfully navigated COVID, is the Chief Marketing Officer for On The Border Mexican Grill and Cantina (OTB), Edithann Ramey. After giving us a brief history of her company, Edithann describes OTB’s mostly-corporate system and explains why she wouldn’t have it any other way. We discuss the tools and strategies OTB used to overcome the pandemic, before diving into their digital transformation process and their stance on third-party sales. With a national economic recession looming, Edithann gives her assessment of the macroeconomic environment and how that has influenced her marketing plans for 2023. Our conversation then turns to Google and local store marketing, and ends with our guest answering rapid-fire questions relating to influencers, TikTok, and Yelp!   

Perfect timing has never been better personified than in Jack in the Box’s acquisition of Del Taco. What started as a cheaper foil of Taco Bell, Del Taco has since grown into a reputable franchise of its own, boasting almost 600 locations nationwide. Today’s guest, Tim Hackbardt, is the Chief Marketing Officer at Del Taco, and in this episode, he tells us just how well the two brands are collaborating after the aforementioned acquisition was finalized in March 2022. We dive deeper into how the acquisition affected marketing in particular, before Tim relays an incredible tale of how a new Del Taco brand finally made it onto the menu after 20 years of failed attempts, paving the way for an impressive name-change campaign. Tim has a passion for being an endurance athlete, and he explains why his dedication to pushing his body to its limits also helps him in his role as CMO. We learn how he feels about brand versus performance marketing, an iconic campaign that he is most proud of, why Del Taco has chosen to fully embrace all things digital, and the top priorities for restaurant marketers in the post-COVID era. Tim also has some inspirational advice to share with aspiring marketers and an unbelievable job opportunity to offer to listeners. Tune in today to learn more! 

Many brick-and-mortar restaurant chains had the rug pulled from beneath them when the pandemic arrived, and have since had to reassess and rework their whole brand strategy and marketing plan. Cici's Pizza is a well-established brand, and was able to ride the tumultuous waves of the quarantine and the uncertain economy relatively successfully, but was still in need of some reinvigoration and redirection for the new era we have entered into. Stephanie Hoppe recently stepped into the role of Chief Marketing Officer at the company and today we get to hear from her about what this journey has looked like so far, and the important changes that she and her team have made to keep Cici's pleasing its customers and thriving across its different locations. We talk about the move away from strictly location-based services, and how this has meant embracing digital aspects of the restaurant business, with Stephanie emphasizing the balance that suits Cici's now, as people return to their outlets. She also shares some insight into the type of guidance they provide to franchisees and how this enables and empowers them to succeed. Our guest talks about some of the lessons from her career before Cici's, why we all have to keep one eye on macroeconomic trends, and so much more, so make sure to join us for this great episode!

Mobile marketing has come a long way since 2000 when the first mobile ad was shared via SMS. Our smartphones now play a key role in our everyday lives and today’s guest believes that marketers need to start thinking more big-picture and long-term if they are going to make an impact. Today, on Clicks 2 Bricks, you’ll hear from Kevin Planovsky, who is the Co-founder of Vert Digital, a full-stack digital agency based in Atlanta, Georgia. Listen in as we talk about the early days of mobile marketing and increasingly rapid smartphone adoption, along with the unique challenges and opportunities that those megatrends presented for multi-location brands. We touch on how digital marketing has evolved since the age of adtech and Kevin shares his take on brand versus performance marketing. You’ll also hear his advice for client-side marketers who might want to start their own agency, plus a whole lot more! You won’t want to miss this fascinating conversation with four-time girl dad and two-time cofounder, Kevin Planovsky!

After almost 25 years in the business, Robeks has earned itself a healthy portion of the ever-growing smoothie franchise market. They know what works and the kind of leaders that thrive in their fun yet fast-paced environment and, today, you’ll hear from Mitch Baker, VP of Marketing at Robeks, as he shares their ingredients for success. Tuning in, you’ll gain a high-level overview of the brand and some deeper insight into their local marketing playbook. We also take a look at the various hands-on ways that Robeks supports their franchisees, the metrics that Mitch tracks when it comes to local digital engagement with the brand, and why he believes that every franchisee should have basic marketing skills, plus so much more! Innovation, incredible customer service, and consistency are at the heart of Mitch’s approach to multi-location marketing and he encourages young marketers to remain open to change and keep looking for new, out-of-the-box ways to engage with consumers. Ultimately, Robeks wants to help their franchisees thrive, not just survive. To find out how they do that, make sure not to miss today’s thought-provoking conversation with Mitch Baker!