Franchise Update Magazine Issue IV, 2016 | Page 21

ing trusting partnerships and creating an environment that respectfully challenges the status quo to encourage growth and change . Finally , it is important to understand and have sensitivity to the bottom line . Marketing has a major impact on the performance of the brand . Balancing being bottom-line focused while building programs that appeal to consumers is necessary to be successful .
How is your marketing / branding strategy developed , and how does it flow through the system ? The planning process begins with revisiting the results and performance of current initiatives . At Fazoli ’ s , I am fortunate to work with a great peer team of strong leaders . Led by our chief executive officer , Carl Howard , we meet regularly to discuss the progress of our key initiatives , results to date , and problem-solve hurdles that may arise . The teams are constantly course-correcting to keep results on track , and our marketing team does the same through weekly meetings . Key brand strategies and initiatives do not change radically year to year as there is a longterm vision for growth with approved initiatives to achieve that growth .
How do you prepare a marketing plan and execute the strategies ? This focus on our overarching goals and brand strategies allows each team to concentrate on building solid execution plans . Marketing strategies are developed to support the key initiatives in conjunction with our agency partners and then shared with cross-functional leaders to ensure alignment . Plans are then shared with our franchise advisory board and finally with the system . There is ongoing communication of the plan throughout the year and we have a cross-functional execution that brings the plan to life .
How do you measure marketing results and effectiveness ? We have daily reporting of year-over-year sales , traffic , and check performance . We also benchmark our performance to the industry . Reporting includes sales performance of promotional items and guest measures of satisfaction . This gives us insight as to whether promotional products added to
“ It is not enough to create great products and demand for them . From advertising to the delivery of the product , the CMO needs to work cross-functionally with other departments in the organization to ensure the guest experience is brought to life in a meaningful way .”
the guests ’ overall satisfaction and revisit intent in addition to overall menu and service satisfaction . With the introduction of social media , we have various measures in place to track brand sentiment , engagement , and the overall growth of our fan base . Brand tracking research is employed to monitor the health of the brand .
Discuss your core consumer marketing strategies and objectives . The objective is to drive traffic , sales , and overall brand growth . Our strategy is to offer great tasting Italian fare at affordable prices while making our entrées fresh to order and providing table service , and of course , fresh , hot , unlimited breadsticks for our dine-in guests . It has proven to be a winning formula .
Describe your marketing team and the role each plays . The team is organized into four areas . 1 ) Our brand team oversees the development and execution of the brand strategies and testing , promotional calendar , and all of the programs . 2 ) R & D is accountable for new product development , product upgrades , and continuous improvements . 3 ) Our social and PR team oversees all social media and community management , PR , and cause marketing . 4 ) Our field marketing team is responsible for all local marketing initiatives for our company and franchise restaurants . This team develops and executes local media and promotional programs in conjunction with the national marketing and promotional plan .
How do you work with other internal departments , and how does technology help ? Creating solid partnerships with internal departments is essential to moving Fazoli ’ s forward to achieve our business goals . As mentioned earlier , leaders from the cross-functional team meet regularly , and while we use technology to communicate milestones on project plans and to house key elements , these regular meetings are where the key decisions and action plans take place .
How do you manage costs and budgets ? Very closely ! Fazoli ’ s is a small brand and does not have a large marketing and R & D budget . We must be extremely efficient and effective using the existing budget . While we have an agency of record , we also have in-house creative services and social community management . This helps us manage costs and provide added value to our franchise community .
Do you see vendors as business partners ? Why / why not ? Absolutely ! We rely on our vendor partners to understand our key initiatives and bring new ideas to the table . They are essential in helping us provide a great experience to our guests and delivering value .
How have marketing strategies and tools changed over the past decade ? The impact technology has had on consumers and how they interact with brands is amazing . Today social and digital media tools are essential for communicating with your consumers . Social media happens to be one of the most cost-effective tools in reaching customers where they live , work , and play . Our guests have let us know that they want to engage with us through social media , and we are jumping in on those conversations . Social media is included as a key tactic in all our marketing promotions . Consumer usage of online and mobile ordering also has spiked . We are in the process of introducing a completely new online ordering platform as we upgrade our catering program . Consumers have the option to place a phone order through Fazoli ’ s call center or they can order online , which gives them the ability to control how they interact with our brand . Since we began the rollout , we have experienced growth in the early stages of the program . n
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