Franchise Update Magazine Issue II, 2016 | Page 36

CONSUMER MARKETING

CMOroundtable
“YOUR MEDIA STRATEGY AND PLAN IS COMPLETE
AND NOW IT’S TIME TO EXECUTE.
WHAT STEPS DO YOU TAKE TO ENSURE EACH LAYER OF
YOUR MEDIA PLAN IS CARRIED OUT EFFECTIVELY?”
Maryellen Torres
Chief Brand Officer
Front Burner Brands (The Melting Pot)
With today’s highly savvy consumers, the
marketing landscape is constantly changing and requires a comprehensive, multi-layered approach to help a business
achieve its goals and objectives. New technology has
created more “noise” in the
media landscape, making it
more complex for marketers
to create a relevant message
for both the vehicle and the
target audience. From marketing messages sent to our
email inboxes to our social
media channel newsfeeds,
this constant bombardment of communication can lead to months of hard work
going unnoticed, if not planned strategically. This puts a stronger onus on the
marketing professional to ensure that every
single dollar spent is being used effectively.
In the months leading up to the launch
of a marketing campaign, a franchisor
should develop an internal communications program to encourage high levels of
engagement among franchisees and get all
departments on board with the promotion.
Franchise systems with consistent internal communication with franchisees are
more likely to experience a greater level
of involvement with marketing initiatives.
At The Melting Pot, we continually
develop strategies and tactics to support
our franchisees’ businesses and drive traffic into their restaurants throughout the
year. In addition to receiving a robust execution guide, they are given access to a
variety of digital creative assets designed to
convey a consistent brand message across
multiple channels at the local level. As a
result, we’ve developed a strong coalition
of brand ambassadors who are passionate
about going above and beyond their customers’ expectations.

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The planning of any successful campaign also warrants a strong execution and
monitoring of the results. Now more than
ever, marketing professionals have access
to an array of analytical tools to measure
success. Every component of
the marketing plan should
have established key metrics
and a measurement system
in place to determine if the
plan has reached its end goals.
Keep in mind that marketing
campaigns can have a residual
effect on a brand or company and provide additional
benefits, such as increased
brand exposure long after
the promotion ha