In this deeply personal and high-impact Veterans Day special, host Vern Nicholson—Vice President at Vetro Media, U.S. Navy Veteran, author, father, and seasoned franchise strategist—delivers a powerful blend of reflection, gratitude, and actionable growth insights.

Vern opens the episode by revisiting his years of service aboard the USS Theodore Roosevelt, recounting pivotal missions including Desert Storm, operations in Yugoslavia, and humanitarian efforts during the Haitian Relief crisis in Guantanamo Bay. He shares how the GI Bill, the VA Loan, and the profound camaraderie of the armed forces shaped his life and leadership philosophy.

From there, the episode transitions into how Vetro Media is honoring Veterans Day by supporting franchisors with free creative assets and free quarterly press releases—strategic tools designed to accelerate pipeline growth and brand visibility.

Vern then breaks down the emerging discipline of Generative Engine Optimization (GEO) and why franchisors must adapt to this AI-driven discovery landscape to remain competitive. He outlines how GEO impacts brand visibility, cost efficiency, and lead quality in the next era of digital marketing.

In the fourth chapter, Vern delivers a candid message to franchisors approaching renewal cycles: Do not renew for 2026 unless you’re absolutely confident in your 2025 performance. He explains how Vetro Media’s independent marketing audit provides clarity, removes waste, and identifies hidden opportunities.

The episode closes with a heartfelt call to action—honoring veterans, encouraging smarter franchise growth, and inviting listeners to like, share, and subscribe.

Packed with storytelling, strategy, and sincerity, this special edition of Franchise Fuel: Smarter Growth is both a tribute and a roadmap.

In this episode of Franchise Fuel: Smarter Growth, host Vern Nicholson, Vice President of Strategy and Growth at Vetro Media, author, veteran, and 20-year digital marketing professional, breaks down Entrepreneur Magazine’s 2025 Top Global Franchises list and reveals what rising franchise brands can learn from the world’s most iconic systems. From Taco Bell to Papa John's, we explore what makes these brands global powerhouses, why they scale faster than the competition, and how franchisors at any stage can apply the same principles to their own development strategy.

Vern shares insights from two decades of working alongside leading franchise organizations. He explains why 2026 will bring the biggest growth leap yet for brands ready to embrace AI-powered marketing, predictive targeting, and Generative Engine Optimization (GEO). This episode blends practical strategy with real-world examples to help franchisors elevate brand visibility, improve lead quality, and build a stronger pipeline.

Whether you are a new franchisor, an emerging brand, or a franchise development leader searching for your next breakthrough, this episode provides a blueprint inspired by the world’s best. Like, share, and join the conversation. Your next stage of growth starts here

In this episode of Franchise Fuel: Smarter Growth, we spotlight three exceptional franchise brands reshaping their industries and setting new standards for purposeful, scalable growth. First, we dive into Hudson Valley Swim, a mission-driven swim instruction franchise that blends water safety, confidence building, and a smart, low-cost pool-rental model designed for everyday entrepreneurs. Next, we highlight Home Matters Caregiving, a compassionate home care organization bringing dignity, independence, and evidence-based support to aging adults through a growing national network. Then we explore Senior Care Authority, a respected senior placement franchise now partnering with Vetro Media to build a powerful, AI-enabled franchise development engine designed for sustainable long-term expansion.

We also break down why Generative Engine Optimization (GEO) is becoming the most important shift in franchise marketing since the rise of social media. As AI models replace traditional search behaviors, GEO determines which brands show up, which stories get told, and which concepts earn visibility in a crowded marketplace.

If you want to understand where franchise growth is heading—and which brands are already leading the way—this episode is your roadmap.Optimization (GEO) and cutting-edge digital outreach for franchise success.

In this episode of Franchise Fuel: Smarter Growth, we explore one of the most transformative shifts in digital marketing and franchise development — Generative Engine Optimization, or GEO. As AI-driven search platforms like ChatGPT, Gemini, and Copilot reshape how people find information, GEO is quickly emerging as the next evolution beyond traditional SEO.

Host Vern Nicholson breaks down how GEO is changing the way potential franchisees discover opportunities and how forward-thinking franchisors can use it to gain a competitive edge. Listeners will learn how GEO can elevate a brand’s story, value proposition, and franchise opportunity to the top of generative search results — long before prospects ever reach Google listings.

We’ll also dive into how Vetro Media is helping franchise systems scale smarter by integrating GEO with AI-driven targeting, low-cost local ads, and video-first marketing strategies. Plus, discover how your brand can take advantage of Vetro Media’s free marketing audit, strategy session, and custom video ad creatives to fuel growth in 2026 and beyond.

Whether you’re a franchisor or a marketing leader, this episode reveals how to stay visible, relevant, and ahead of the curve in the age of AI-powered search.

answers, reshaping how prospective franchisees engage and discover opportunities. Discover how GEO integrates with content strategies and learn how agencies like Vetro Media are using these tactics to drive smarter, scalable franchise growth.

What really happens in the first 30 days at Vetro Media? Spoiler alert — it’s not your typical agency onboarding.

In this episode of Franchise Fuel: Smarter Growth, host Vern Nicholson sits down with Pariksha Coetzee, Head of Client Services at Vetro Media, for an inside look at how top franchise brands go from data discovery to measurable growth — all within their first month.

They break down Vetro’s proven process, starting with a no-cost marketing audit that uncovers untapped opportunities and ends with a fully optimized, data-backed marketing engine designed to perform. From video-first creative campaigns to AI-driven predictive targeting and real-time KPI dashboards, Pariksha explains how Vetro Media transforms strategy into action with precision and speed.

Listeners will discover what makes Vetro different:

- A team-first culture with 95% of experts working under one roof.

- Curated data and adaptive AI technology that maximize efficiency.

- A commitment to transparency, collaboration, and measurable ROI.

Pariksha also shares real-world brand success stories, from quick-service restaurant breakthroughs to franchise development campaigns that generated national visibility and scalable lead growth.

Whether you’re a franchise brand looking to strengthen your marketing foundation, a founder seeking smarter growth, or simply curious about how great campaigns are built from the ground up, this episode offers an unfiltered look at what happens when creativity meets accountability.

If you’re ready to turn your marketing from guesswork to growth, this is your inside track.

👉 Tune in, subscribe, and discover why smarter franchise growth starts at Vetro Media.

In this revealing episode, Vern Nicholson pulls back the curtain on what it’s really like to work inside two of the franchise industry’s most celebrated marketing agencies — the ones that dominate “Top Supplier” lists year after year. Through candid storytelling and firsthand experience, Vern shares the highs, lows, and hard lessons learned in environments driven by ego, rapid growth, and private equity pressures.

Listeners will get an insider’s look at how agency culture, structure, and technology impact franchise growth — from the burnout of global outsourcing to the breakthroughs of unified collaboration. Vern contrasts those experiences with how Vet-tro Media was intentionally built differently: 95% of the team working in one facility, leveraging curated data and AI-driven insights to fuel smarter, measurable results.

Packed with transparency, strategy, and hard truths, this episode is both a tell-all and a blueprint for franchisors ready to demand more — from their agencies, their data, and their results.

This special edition of Franchise Fuel: Smarter Growth takes a step back from franchising to share a more personal story about purpose and growth. It begins with the origin of my 2018 book, The Asterisk, and the friendly rivalry that sparked it while I worked at a lodging research company in the early 2000s. Surrounded by devoted New England fans while cheering for Pittsburgh, I started comparing the two organizations and uncovered the leadership and cultural factors that fueled sustained success. The Asterisk is available wherever books are sold, including Amazon, Barnes and Noble, Books A Million, and Google Books.

From there the episode moves to what matters most at home. I celebrate my wife, Candice Nicholson, the 2024 Michigan Teacher of the Year and a Michigan State University Distinguished Alumni. I share my transition into the role of Vice President of Strategy and Growth at Vetro Media after more than two decades in digital marketing. I talk about our daily walking routine that helped me lose 30 pounds and find renewed focus. I also reflect on conversations at The National Franchise Show with leaders from Beyond Juicery and Eatery and Breadless, and on insights from the Detroit Digital Empowerment Summit. Finally, I invite listeners to like, comment, and subscribe.

In this episode of Franchise Fuel: Smarter Growth, host Vern tackles one of the most overlooked issues in franchise marketing—wasting money on outdated lead generation tactics that no longer deliver results. With marketing budgets stretched and pressure to convert increasing, this episode unpacks how artificial intelligence is transforming the way franchise brands build and scale their sales pipelines.

Listeners will learn why traditional media strategies are falling short, and how AI-powered solutions—like curated intent data, CRM and ad integration, and predictive audience modeling—are reducing costs while boosting lead quality and conversion. Vern breaks down the true value of leveraging over a decade of behavioral data and introduces Vetro Media’s lookalike audience network of over 25 million potential franchisees.

The episode also includes a powerful message: don’t renew your marketing contracts blindly. Instead, consider a no-cost, third-party marketing audit to uncover hidden inefficiencies and new growth opportunities.

If you're in franchise development or lead generation, this is your wake-up call to stop overspending and start building smarter. Tune in to learn how brands are modernizing their growth strategies and taking control of their marketing ROI with the power of AI.

In this high-impact episode, host Vern Nicholson shares how franchisors can unlock rapid growth in Q4 by targeting untapped white-space franchise territories across the U.S. Learn how to seed your 2026 pipeline using a no-cost marketing audit, uncovering overlooked markets where demand is high and competition is low.

Discover how to reduce cost per lead (CPL) to ~$25 and keep franchisee acquisition costs between $15K–$18K using AI-powered targeting, video-first creative strategies, and a proprietary 22M+ user database built since 2012. This isn’t about getting more leads—it’s about better ones.

You’ll hear insights on identifying high-intent prospects, mapping data-backed opportunities, and driving conversion-ready franchise leads through advanced targeting, real-time optimization, and regionalized messaging. The episode also highlights free quarterly press releases and storytelling tactics that elevate brand awareness and differentiate you in a crowded market.

Whether you're an emerging brand or a legacy franchise, this episode gives you the tools to activate Q4, build momentum, and enter 2026 positioned for record-breaking growth.

In this episode of Franchise Fuel: Smarter Growth, host Vern Nicholson shares why franchisors should pause before renewing their marketing supplier agreements—and the five critical steps you must take first. Drawing on his experience with two of the leading marketing suppliers in the franchise industry, as well as working with national retailers and grocers, Vern explains how to evaluate agency performance, review year-over-year CPL and CPA data, and dig into historical lead sources that drive real sales pipeline results.

You’ll also hear how video-first creatives, story-driven content, and funnel acceleration strategies are outperforming static assets, and why multiple RFPs are essential for finding the right long-term marketing partner. Finally, Vern outlines how AI-powered marketing strategies—using adaptive algorithms, real-time notifications, and CRM integration—are transforming cost per qualified lead and ensuring franchisors capture more conversions.

If you’re considering signing another year with your current marketing supplier, listen first. This episode gives you the roadmap to make smarter, data-driven decisions and fuel your franchise growth heading into 2026.