Clicks 2 Bricks

As marketers plan for 2021, their strategies will have to shift accordingly or they will get left behind. These are new trends, habits, and behaviors that will not change when the COVID crisis has passed, including the consumer view on what it means to be local and the importance of investing in local connections and communities, especially through digital, as well as focusing on brand purpose throughout every level of how companies operate. Today’s guest is Phillip Rather, Head of Local for Facebook. He has been with Facebook for more than a decade, and he has a broad perspective on the Facebook platform and a deep understanding of the multi-location marketing paradigm. Listen in as Phillip shares an analogy between the railroad and the future of digital, makes the distinction between SMBs and local, and explains what he focuses on in his role. We also learn about the relationship between national and local across mediums and the importance of collaboration versus centralized understanding, and Phillip describes some of the vertical use cases he hopes to address. Tune in to find out how Facebook has been affected by COVID and how COVID will change the face of digital marketing forever, as well as Phillip’s advice for how businesses – both direct-to-consumer and big brands – can prepare themselves for the upcoming wave of creative digital innovation!

The question of whether you should focus on digital or traditional marketing is a non-starter. Instead, you need to be wherever your consumers are — that’s the best channel to reach them. This key insight comes from today’s conversation with Ryan Ostrom, GNC’s Chief Brand Officer. We start our episode with Ryan by clearing the elephant in the room, as we ask him about what GNC did to overcome their Chapter 11 filing. Ryan opens up his playbook and talks about how he redirected customers from their recently-closed locations to new storefronts. We explore more of GNC’s marketing approach as Ryan shares their brand and customer-first marketing philosophy and how distribution channels influence their branding strategy. While the pandemic has damaged many companies, we then chat about how COVID has increased GNC’s relevance. After discussing the vital roles that loyalty programs, franchisees, and on-the-ground associates play in GNC’s branding, Ryan unpacks how he adapted their content to target the emerging ‘exercise at home’ market.

The impact of social media is being reinvented every day, and now large corporations like Walmart are leading the way. Today we talk to Zach Lones, the Director of Social Media Marketing for Walmart. We kick things off by taking a look at where it all started for Zach — having owned an e-commerce store at the age of 15 and making his way into corporate localized marketing for Walmart. Zach also shines a light on the evolution of Walmart’s social media presence, as the brand has moved into a variety of platforms including Facebook, Instagram, Twitter, and TikTok. He goes on to share some of his secrets to social media success and touches on employee trust, recognition, and associate content. You’ll learn how Walmart separates itself from its competitors by making use of a volunteer strategy and offering social media roles to any store employee that is creative and enthusiastic about content. He provides listeners with behind-the-scenes details on their training process, how moderating content works, and this remarkably led to only one out of 2.1 million posts being flagged. Toward the end of the episode, we discuss how Walmart looks at viral content differently, as well as their views on KPIs, ROIs, and the importance of engagement. Tune in with us today!

Marketing is about growing revenue and differentiating a brand, and getting that second part right requires the willingness, bravery, and know-how to zag where others zig. Today’s guest is Brandon Rhoten, CMO of Potbelly Sandwich Works who is best known for his disruptive and pioneering work at Wendy’s where he helped the QSR brand rise above the sameness of its category and become culturally relevant again through social media and digital. Today we talk to him about his work at Potbelly and Wendy’s, and some of the strategies he has employed over the years to revive and build impossible to ignore brands. Our chat with Brandon begins with him describing the state Potbelly was in when he joined in 2018, how he has used research and testing to shift their marketing, what these new marketing strategies look like, and what business has been like since the pandemic.

Today we get to hear from Erin Levzow, the new Vice President of Marketing Technology at Del Taco. While Erin has been with the brand for only two months, her role has been specially crafted to focus on digital transformation and adapting to the new realities of the COVID pandemic. Having worked in a marketing capacity for numerous restaurants and hospitality institutions, Erin has a wealth of experience and expertise to bring to the Del Taco table. She talks to Rob about where the company is positioned in the Mexican food market compared to Taco Bell and Chipotle – their biggest competitors – and how they are pivoting in the context of the pandemic and with the recent return of CMO Tim Hackbardt. After touching on the company’s existing tech stack, Erin shares what she is focusing on for 2021 and highlights the importance of different software working well together, which seems to be an ongoing challenge to even the biggest brands.

Last year, one of Denver’s most popular burger joints seemed to be in its death throes, and a pandemic with inherent lockdown should have been the final nail. Instead, Smashburger has become one of the city’s major fast-casual outlets, and today’s guest Scott Johnson believes the pandemic only helped it thrive. As the Vice President and Head of Marketing, Scott was brought in to resurrect Smashburger, and turn it into the thriving business it is today. In this episode, you’ll hear about how he first implemented change by celebrating the outlet’s best traits. With a focus on brand strategy and short-term tactics, Scott began to put his resources into digital media. We talk about the virtues of paid media and shifting toward Google ranking using SEO and social media. Our conversation is seasoned with anecdotes about Scott’s previous stints at big-name companies like AT&T, Arby’s, and Boomin’ Brands as we hear about some of the lessons he learned. As a marketing mogul, he takes a high-level look at marketing and how it has changed over the last ten years. Scott comments on how the landscape has been shaped in such a way that smaller brands can compete with the big guys out there, and how economies of scale have drastically evolved. This was just a bite-sized chunk of our tasty conversation. For the whole thing, be sure to tune in!

Relevance, ease, and distinctiveness – this is one of the pillars of growth for today’s guest, who refers to it as his RED system. Ken, is the CMO of Yum! Brands, which has more than 50,000 locations across KFC, Taco Bell, Pizza Hut, and the most recent addition to the portfolio, Habit Burger. Ken has a unique role in working across each of these brands with more than 2000 marketers operating in 140 countries. All the numbers are big when it comes to Yum!, and Ken is the person who has to wrap his arms and his brain around all of it. If you're looking for a conversation about marketing strategy, with a heavy dose of marketing theory, then you've come to the right place. In this episode, Ken shares the size and scope of the Yum! Universe, how he repositioned the KFC brand in post-apartheid South Africa, and how physical availability, location, and speed translate directly into sales in the fast-food world. He also shares the impact of COVID on Yum! Brands, both positive and negative, and the effect of the recent social justice movement on Yum!’s individual brands, as well as his thoughts on creativity and technology, and the power of combining emotional power with distinctiveness and consistent messaging. Tune in today!

In 2019, Torchy’s Tacos, made a significant investment in executive leadership, hiring a new CMO with the expertise to expand the beloved Austin-based brand’s presence in both new and existing markets and bring Damn Good tacos, queso, and more to fans far and wide. Today’s guest is that CMO, Scott Hudler. Scott was previously Chief Digital Officer for Dunkin’ Brands, where he spent 10 years guiding the iconic East Coast company through a digital transformation, as it took on the 800-pound coffee gorilla that is Starbucks. He got a taste of big-box retail as the CMO for Dick's Sporting Goods and then joined upstart Torchy’s Tacos to lead marketing. The Austin-based company is growing fast, and it's pioneering a new category in the ever-changing restaurant industry: craft casual. In this episode, Scott shares with us the story behind the Torchy’s brand, how it has grown, and how it has been affected by COVID, as well as the digital evolution of the restaurant, the three pillars of what Scott calls craft casual, and how restaurants are thinking differently about Google Search and the conversion to business. All this and so much more is in today’s episode, so make sure to tune in!Key Points From This Episode:Scott shares where he is calling from and how Torchy’s is approaching work from home.A fun fact from Scott – he was on the grand jury for the Ray Lewis murder trial in Atlanta.Scott tells the story behind the Torchy’s Tacos brand and company – it all started in a trailer.How the brand has evolved since 2006, and the pragmatic approach to growth they’ve taken.How COVID has impacted Torchy’s growth plan – they have opened 12 new locations, not 20.Torchy’s is a 100% corporate model that owns all of its 82 restaurants in seven states.What attracted Scott to Torchy’s was it was a growing brand with an entrepreneurial spirit.Scott’s time at Dunkin’ Brands, what he experienced, and what he learned working there.The digital evolution of Dunkin’ – from an app and a loyalty program to mobile ordering.Social media was an important part of what helped amplify the Torchy’s brand to the masses.The brand doesn’t fit in a box – Scott shares the three pillars of what they call craft casual, convenience, and authenticity, and care.Scott explains their current campaign that plays off the 2020 presidential campaigns.What Scott took away and learned from his role at Dick’s Sporting Goods, mainly how to cut through the clutter and reach consumers.How restaurants are thinking differently about Google Search and the conversion to business.Why Torchy’s is exclusive to the DoorDash delivery system – partnership being number one.Managing partners get a percentage of operating profit, incentivizing them to drive sales.How managing partners are empowered to do local marketing with a budget based on sales.Using Facebook to drive the brand at a local level – each location has a Facebook page.Scott’s opinion of martech or the marketing technology space and how it can drive customer engagement and reach.Another leader in multi-unit enterprise that Scott admires is Jon Luther, President of Popeyes.Links Mentioned in Today’s Episode:Scott Hudler on TwitterScott Hudler on LinkedInTorchy’s TacosDoorDashWhitespark'Few CMOs Appreciate the Impact of Google Search on Foot Traffic'

As Ray Kroc, the father of modern franchising, once said, “It’s not real until it’s in the restaurant.” This key idea is reflected throughout our conversation with today’s guest, Dan Gertsacov, the Chief Commercial Officer of Focus Brands. As we talk about his role in innovating Focus Brands’ digital strategy, Dan emphasizes that digital innovation is only real when it reflects in a better experience for both your customers and franchisees. Early in the discussion, we dive into how the shift towards online ordering and brand engagement has leaped forward due to the pandemic. Dan explains the need to blend physical and digital service offerings, especially as customers benefit from and appreciate having options. We then ask Dan about his areas of focus and his answers highlight the importance of revenue management, demand generation, and expanded digital capabilities to franchise success. After exploring how restaurants impact their communities, we touch on how franchisees can connect with their customers at a local level, and how good brand groups specialize in crafting cutting-edge marketing playbooks. Displaying an incredible openness, Dan discusses what he’s done to innovate Focus Brands, giving listeners a mini-master class in marketing strategy, digital transformation, and leadership. Tune in to hear his incredible insights, with more on how your genius marketing plan should link with customers and franchisees.   Key Points From This Episode:Fun fact about Dan; as an undergraduate, he planned to be a professional chef.Dan shares the story of how his passion for cooking drove him into the restaurant industry. Hear what Dan has done to transform Focus Brands’ digital strategies.Digital silver linings; how the pandemic is causing more customers to go online. Why franchises that didn’t prepare for the digital shift have been struggling to pivot.How digital has reduced the friction between customers and brands.Why the smartest brands invest in giving their customers different service options.Comparing the hospitality industry with the changes that restaurants are undergoing. The importance of market revenue management and making decisions on a franchisee level.  Google versus McDonald’s; what it’s like to work in the tech and restaurant industries.How restaurants can provide a vital role in empowering local communities. What Dan’s brands are doing to connect with the communities that they serve.Why good brand groups focus on crafting cutting-edge marketing playbooks. Understanding how franchisees, franchisors, and partner vendors successfully work together.Hear what Dan did to innovate Focus Brands’ digital marketing model.The virtues of having a “Crawl, walk, then run” mentality when innovating your business.Living your brand values, knowing your ‘why’, and making decisions based on data. Dan’s take on why performance and brand marketing are two sides of the same coin.For our lightning round, we discuss branded content and agencies. Links Mentioned in Today’s Episode:Dan Gertsacov on LinkedInDan Gertsacov on TwitterFocus BrandsRay KrocGoogleMcDonald’sHarvard Business SchoolMoe's Southwest GrillSchlotzsky's

If you don't know this convenience store brand, it’s probably because you don't live in the Midwest – Casey’s General Store, or Casey’s, as it’s more commonly known, is a regional brand based in Iowa and has more than 2,000 locations. Casey’s considers itself committed to the communities that it serves and is upgrading its branding to make that better known, after rolling out their Here for Good tagline late last year. Today’s guest is Chris Jones, Senior Vice President and CMO of Casey's General Stores. Chris is leading the 60-year-old company through a digital transformation and a most recent refresh of its visual identity. We talk about these initiatives, the Casey’s rewards program, and some of the interesting challenges of competing within the convenience store industry, as well as how the company responded to the COVID crisis. Tune in today!Key Points From This Episode:Fun fact about Chris Jones: He’s worked in the confectionery, pet food, and pizza industries.What Chris loves about Iowa is its diverse population and its great mix of industries.The Casey’s General Stores story – from gas station to convenience store and pizzeria.Part of Casey’s strategy is to position the brand at the heart of the communities they’re in.Chris says the Casey’s brand has different salience in different need states for their guests.Chris talks about the interesting challenges of competing in the convenience store industry.How Chris looks at the landscape, and why the convenience industry is generally congenial.Having a successful dinner business is extremely unusual in the convenience industry.The push toward digital – Chris as the first chief marketing officer at Casey’s, and he joined at a time that digital was part of their strategy.From repositioning the brand and building the digital experience to refreshing visual identity.The combination of rewards, the new mobile app, digital, and marketing automation is really paying off in terms of Casey’s digital business.The process of streamlining Casey’s visual identity while retaining what makes them unique.Casey’s has re-centralized some operational aspects of the business so that operators can better focus on the guest experience.Through their rewards program, Casey’s hopes to contribute to a funding solution for schools.Feedback at a local level through guest surveys and real-time feedback from operators.Casey’s response to COVID and their pride in the resilience of their teams in stores.Casey’s competes with national and regional convenience, pizza, and QSR players.The specific marketing response to COVID – Chris says they made no reductions.How Casey’s has recently been contemporizing the skills they have across the business.Chris’ response to brand loyalty – it’s a feeling that guests have, not a program they offer.Chris feels that the type of branded content they have is word-of-mouth, where guests are talking about Casey’s program.Tweetables:“Across the industries I've worked in here, in retail and financial services while I've lived in Iowa, there is still a common passion in all those industries to know your guest, care for your guest, and really evolve the experience. I think that's been a universal theme across all these businesses. They’re trying to build branded, compelling guest experiences.” — Chris Jones [0:03:23]“The combination of rewards, the new mobile app, the digital, and marketing automation is really paying off in terms of our digital business in the first quarter. Our fiscal year runs from May to April, so we start with our big summer season to get our big roaring start, and then we continue with the rest of the year. But what that means is that we just reported our first quarter, May, June, July,