Franchise Update Magazine Issue II, 2012

Grow Market Lead By Kerry Pipes Quick on the Draw Today’s franchise system response must be quick and concise L inda Shaub is CMO of Interim Healthcare, a network of 332 franchise locations providing medical staffing and in-home care services in 43 states. Shaub oversees the company’s marketing, development, and execution as it relates to customers, franchisees, and prospects. We asked her about changes in today’s franchisee prospects, how they receive and process information, and about the importance of staying in tune with existing franchisees. She says there’s no question that when it comes to reaching prospects, a quick franchise system response is a necessity. She also says it’s important to keep your message simple, to constantly promote and communicate, and to use efficient systems and technology to reach prospects before the competition does. systems in place, this becomes much more challenging. How is speed of connection important for today’s franchise buyers? We are living in an environment of instant gratification. Quite simply, we don’t want to wait for anything, especially when it comes to requesting information or a personal response. At the same time, franchising is highly competitive. If you don’t respond quickly, it’s almost guaranteed that your competitors will. Describe your role as franchise CMO. The job of the chief marketing officer (CMO) is to help increase the level of sales for the company, while at the same time enhancing and improving the positioning and image of the brand. I oversee different areas related to the marketing functions of the company, including marketing communications, advertising, public relations, website, and social media. I also am involved with new product development and marketing support for franchise development. What role does a quick franchise system response strategy play in reaching prospects and assisting franchisees? It plays a key role in that everything is moving at a much more rapid pace. Responding to inquiries quickly, whether from prospects or existing franchisees, is critical. Without 28 Franchiseupdate Iss u e II, 2 0 1 2 importance of having good websites and maintaining a strong presence with social media. How have prospects and their demands changed in the past 5 to 10 years? Prospects have become more informed and have a better idea of what they are looking for. They have compared franchise concepts and are able to see a much larger picture when it comes to franchise opportunities. It’s not only competit

Franchise Update Magazine Issue II, 2012 | Page 30