The Art of Franchise Marketing

In this episode, we sit down with David Smith, VP of Digital Marketing at GoMinis Franchising, to explore how data transforms franchise marketing. With 114 locations under his leadership, David shares how GoMinis is shifting away from traditional cost-per-lead metrics to focus on true ROI. He discusses the power of integrating sales and marketing data, the role of regional insights, and how franchisees can use data to make smarter, more strategic decisions.We also dive into the biggest marketing challenges franchisees face and how to overcome them. David explains why reframing the conversation from cost-per-lead to ROI is critical for long-term success and how GoMinis uses API integrations and BI tools to track performance more effectively.

In this episode of The Art of Franchise Marketing, Katherine LeBlanc, Chief Marketing Officer at 4Ever Young Anti-Aging Solutions, shares her expertise on balancing long-term brand development with immediate results from transactional media. Drawing from her experience with brands like Smoothie King, Painting with a Twist, and Color Me Mine, Katherine explains how focusing on systems, integrations, and guest experience can drive impactful marketing outcomes.Katherine also discusses how data, creative strategies, and customer experience work together to create a winning formula for brands looking to grow sustainably while delivering short-term results.

In this episode of The Art of Franchise Marketing, host Erin Martin sits down with Burke Cuny, EVP of Alliance Franchise Brands, to discuss the complexities of leading marketing for a portfolio of more than 600 franchise locations across North America. Burke shares his journey from overseeing a single division to managing both sign and print brands, offering insights into restructuring teams, merging brands, and optimizing marketing operations.The conversation explores key topics such as:The shift from a generalist marketing approach to a specialized internal agency modelBalancing internal capabilities with external agency supportThe debate between a "house of brands" vs. "branded house" marketing strategyThe resurgence of print and direct mail in a digital-first worldThe power of integrated tech stacks and digital attribution in franchise growthBurke reflects on his early career at Domino’s, where franchisee insights helped drive innovation, menu expansion, and a game-changing rebrand. Tune in for expert perspectives on structuring franchise marketing teams for long-term success.

In this episode, Hagan Kappler, CEO and Founder of Daisy, discusses how her company has embraced creative marketing strategies to engage customers and drive growth. She also discusses the importance of pivoting when necessary and using influencer partnerships, CRM systems, and immersive experiences to build strong customer relationships. Hagan also explores how ongoing feedback, personalized service, and cross-industry collaborations shape Daisy’s future and increase customer lifetime value.

In this episode of The Art of Franchise Marketing, Erin Walter, Chief Marketing Officer at Freddy’s Frozen Custard & Steakburgers, discusses the brand’s evolving marketing strategies amid its rapid growth, with over 60 new locations slated for 2025. Erin dives into Freddy’s data-driven approach to menu innovation, which reflects customer preferences, and the impressive growth of their loyalty program, which now has nearly 4 million app users.She also explores how digital marketing transforms franchisee engagement and enhances customer experience. Reflecting on her journey as CMO, Erin shares valuable insights on the power of mentorship, the importance of building strong relationships with franchisees, and her leadership development.

In this episode of The Art of Franchise Marketing, Heidi Morrissey, President of Kitchen Tune-Up & Bath Tune-Up under the Home Franchise Concepts umbrella, shares key marketing strategies that have fueled her franchise growth. She discusses the evolution of the National Advertising Fund, the shift to a percentage-based structure, and the growing importance of digital marketing on platforms like Facebook, Instagram, and TikTok. Heidi also highlights the value of diversifying marketing efforts with partnerships, offline tactics, and social media lead generation. Tune in for actionable insights on building a successful, adaptable marketing strategy for franchise growth.

On this episode of The Art of Franchise Marketing, we are joined by Robert Mitchell, Chief AI Officer at WSI Digital Marketing Services. As an advisory service, WSI is at the forefront of integrating AI into digital marketing, helping franchise brands enhance their strategies with cutting-edge AI tools.Robert dives into the evolving role of AI in marketing, from data security and compliance risks to AI-powered automation and content generation. He explains how businesses can fine-tune AI models for proprietary use, leverage automation for efficiency, and navigate the shift from traditional SEO to AI-driven search visibility. 

In this episode of The Art of Franchise Marketing Podcast, our new host, Erin Martin, sits down with Madeleine Zook, the podcast's original host and a dynamic force in the franchise world. With experience as a franchisee, franchisor, CMO, and consultant, Madeleine offers a candid, no-nonsense take on the marketing challenges stalling franchise growth. She emphasizes the importance of directness, trust, and speed in driving success. From revamping websites and streamlining call systems to optimizing paid media, Madeleine reveals how she helps brands achieve meaningful progress in just months, not years.In this episode, you'll learn how to optimize marketing budgets, harness AI for scalable growth, and sidestep the common mistakes that hinder franchise success. This episode is a must-listen for unfiltered, actionable insights on accelerating franchise marketing.

On the Art of Franchise Marketing, Host Madeline Zook is joined by CMO, Kyle Smith. With nearly 15 years of experience in higher education marketing, Kyle seamlessly transitioned into the franchising world, leveraging his expertise in brand promotion and business development. His story highlights the interconnectedness between marketing roles in different industries, emphasizing the importance of brand protection and growth across diverse sectors.Kyle's strategic vision is focused on doubling growth and expanding brand recognition while maintaining a customer-centric approach. He emphasizes the significance of metrics-driven marketing strategies, including targeted advertising, referral programs, and strategic partnerships with power partners. Kyle's journey exemplifies how adaptability, strategic planning, and customer-focused marketing can drive success in the competitive franchising landscape.

On the Art of Franchise Marketing, our Host Madeleine Zook is joined by Kamille McCollum, Co-Founder and COO of BODYBAR Pilates. Kamille shares insights into the strategic decisions and operational intricacies that fueled the rapid expansion of BODYBAR Pilates from a regional presence to a nationwide franchise phenomenon. The dialogue delves into the intricacies of franchising, exploring the delicate balance between operational efficiency and franchisee support. McCollum's emphasis on trust, clear division of responsibilities, and a corporate ethos within franchise relationships offer valuable lessons for aspiring franchisors. As the conversation unfolds, McCollum hints at the brand's future trajectory, teasing potential expansions and service innovations that promise to further solidify BODYBAR Pilate's position as a frontrunner in the boutique fitness franchising landscape.