FranchisOR Bust - Franchise Marketing

In this episode of FranchisOR Bust, host Trevor Emerson sits down with Tim Vogel, Co-Founder and CEO of Scenthound, to discuss the 20-year journey of building a business around a passion for dogs and transforming an entire industry through franchising.

Trevor and Tim dive into the early challenges of entrepreneurship, how finding the right personal values and purpose helped shape Scenthound's direction, and why building a strong peer-to-peer culture has become such an important part of supporting franchisees. Tim also shares how Scenthound identified an opportunity to create a new category within dog care by focusing on routine wellness rather than just grooming, how the brand uses technology and proprietary data to better understand the health of the dogs they serve, and why moving from proactive to predictive care could shape the future of the business. As Scenthound continues to expand, Tim explains how staying focused on the customer experience, empowering franchisees, and connecting the entire system to a larger mission can create lasting success.

To learn more about Tim and Scenthound, visit https://www.scenthound.com, follow Scenthound on Instagram, YouTube or LinkedIn, or connect with Tim on LinkedIn.

FranchisOR Bust is also a proud partner of LSM, a leading full-service digital advertising agency. At LSM, we understand the needs of business owners, and facilitating those needs is our top priority. LSM is a true partner, and we consider ourselves to be an extension of your team.

With LSM by your side, you can trust that our dedicated team of specialists will be bold in the strategies we employ, always consider industry best practices, and take pride in the results we produce. Why? Because your goals are our goals, and your success is our success.

In this episode of FranchisOR Bust, host Trevor Emerson sits down with Kristen Denzer, Founder and CEO of Tierra Encantada, to discuss how a personal need turned into a growing franchise brand focused on Spanish immersion, early childhood education, and creating a better experience for families.

Trevor and Kristen dive into how her own experience as a parent shaped the Tierra Encantada model, the importance of building a strong culture and staying true to your values as a brand grows, and what it takes to turn a successful business into a scalable franchise system. Kristen also shares how Tierra Encantada uses technology and AI to support franchisees, why corporate locations are important for learning and improving the model, and how the brand is preparing for continued expansion into new markets.

To learn more about Kristen and Tierra Encantada, visit https://tierraencantada.com or connect through LinkedIn.

FranchisOR Bust is also a proud partner of LSM, a leading full-service digital advertising agency. At LSM, we understand the needs of business owners, and facilitating those needs is our top priority. LSM is a true partner, and we consider ourselves to be an extension of your team.

With LSM by your side, you can trust that our dedicated team of specialists will be bold in the strategies we employ, always consider industry best practices, and take pride in the results we produce. Why? Because your goals are our goals, and your success is our success.

In this episode of FranchisOR Bust, host Trevor Emerson sits down with Dan Sher, franchise owner of AlphaGraphics Northbrook/Deerfield, to discuss what it really takes to build a successful franchise business and why collaboration is one of the greatest advantages of franchising.

Trevor and Dan dive into Dan's entrepreneurial journey of purchasing an AlphaGraphics location just before the 2008 financial crisis, the importance of being an engaged owner-operator, and how strong relationships with fellow franchisees can help navigate challenges and accelerate growth. Dan also shares why participating in peer groups, conferences, and franchisor-led initiatives has been instrumental to his success, how technology is helping franchise owners make smarter business decisions, and why franchisees who fully embrace their network are the ones most likely to thrive.

To learn more about Dan Sher and AlphaGraphics Northbrook/Deerfield, connect with Dan on LinkedIn or at https://www.alphagraphics.com/

FranchisOR Bust is also a proud partner of LSM, a leading full-service digital advertising agency. At LSM, we understand the needs of business owners, and facilitating those needs is our top priority. LSM is a true partner, and we consider ourselves to be an extension of your team.

With LSM by your side, you can trust that our dedicated team of specialists will be bold in the strategies we employ, always consider industry best practices, and take pride in the results we produce. Why? Because your goals are our goals, and your success is our success.

In this episode of FranchisOR Bust, host Trevor Emerson sits down with Daniel McCarty, Founder and CEO of JunkStart, to discuss what it takes to build a disruptive franchise brand by challenging industry norms and staying committed to long-term value.

Trevor and Daniel dive into the importance of building a business with purpose beyond profits, why strong company culture and foundational values create lasting franchise success, and how Daniel transformed a crowded junk removal industry by introducing JunkStart's innovative pay-by-weight pricing model. Daniel also shares lessons from growing up in a family of entrepreneurs, why emerging franchise brands should focus on creating genuine value for customers and franchisees, and how technology, AI, and flexible data infrastructure are shaping the future of franchise operations without replacing the human element.

To learn more about Daniel and JunkStart, visit https://junkstart.com/ or connect with Daniel McCarty on LinkedIn or Facebook.

FranchisOR Bust is also a proud partner of LSM, a leading full-service digital advertising agency. At LSM, we understand the needs of business owners, and facilitating those needs is our top priority. LSM is a true partner, and we consider ourselves to be an extension of your team.

With LSM by your side, you can trust that our dedicated team of specialists will be bold in the strategies we employ, always consider industry best practices, and take pride in the results we produce. Why? Because your goals are our goals, and your success is our success.

In this episode of FranchisOR Bust, host Trevor Emerson sits down with Melissa Telsrow, Co-Founder and President of Hiper, to discuss what it takes to successfully market and grow multi-location and franchise brands in today's digital landscape.

Trevor and Melissa dive into the challenges of bridging the gap between national marketing strategy and local execution, the importance of empowering franchisees with the right tools and support, and why authentic, localized content continues to outperform even in the age of AI. Melissa also shares Hiper's proven 70/20/10 framework for scaling local marketing, how data and technology can drive stronger franchisee adoption, and why the most successful franchise systems balance brand consistency with local flexibility.

To learn more about Melissa and Hiper, visit https://www.hiperlocalmarketing.com or connect with Melissa on LinkedIn at https://www.linkedin.com/in/melissatelsrow/.

FranchisOR Bust is also a proud partner of LSM, a leading full-service digital advertising agency. At LSM, we understand the needs of business owners, and facilitating those needs is our top priority. LSM is a true partner, and we consider ourselves to be an extension of your team.

With LSM by your side, you can trust that our dedicated team of specialists will be bold in the strategies we employ, always consider industry best practices, and take pride in the results we produce. Why? Because your goals are our goals, and your success is our success.

In this episode of FranchisOR Bust, host Trevor Emerson sits down with Katherine LeBlanc, Fractional CMO and founder of Apollo CMO, to discuss the realities of franchise marketing and what it takes to build lasting momentum within a franchise system.

Trevor and Katherine explore the relationship between franchisors and franchisees when it comes to marketing responsibilities, why corporate teams build the brand while franchisees build the business, and how local marketing plays a critical role in long-term success. Katherine shares her insights on creating "local gravity" by building community relationships, becoming knowable, likable, and trustable, and why franchisees must take an active role in growing their market.

To learn more about Katherine and Apollo CMO, visit www.apollocmo.com/ or connect with Katherine on LinkedIn at https://www.linkedin.com/in/katherineleblanc/.

FranchisOR Bust is also a proud partner with LSM, a leading full-service digital advertising agency. At LSM, we understand the needs of business owners, and facilitating those needs is our top priority. LSM is a true partner, and we consider ourselves to be an extension of your team.

With LSM by your side, you can trust that our dedicated team of specialists will be bold in the strategies we employ, always consider industry best practices, and take pride in the results we produce. Why? Because your goals are our goals, and your success is our success.

In this episode of FranchisOR Bust, host Trevor Emerson sits down with Steve Buors, CEO and Co-Founder of Reshift Media, to discuss the challenges of digital advertising in franchise systems.

Trevor and Steve explore the balance between franchisor brand consistency and franchisee local control, the impact of fragmented data, and why goal alignment is essential for scalable performance. Steve also shares how advertising strategies differ for emerging brands building their foundation versus established brands working through legacy systems and processes.

The conversation also touches on the role of technology, automation, and AI in franchise marketing, while emphasizing that strong strategy, communication, and clear ROI still matter most.

To learn more about Reshift Media, check out their website at www.reshiftmedia.com or follow them on Instagram @reshift.media.

FranchisOR Bust is also a proud partner with LSM, a leading full-service digital advertising agency. At LSM, we understand the needs of business owners, and facilitating those needs is our top priority. LSM is a true partner, and we consider ourselves to be an extension of your team.

With LSM by your side, you can trust that our dedicated team of specialists will be bold in the strategies we employ, always consider industry best practices, and take pride in the results we produce. Why? Because your goals are our goals, and your success is our success.

In this episode of FranchisOR Bust, host Trevor Emerson sits down with Steve Buors, CEO and Co-Founder of Reshift Media, to discuss the challenges of digital advertising in franchise systems.

Trevor and Steve explore the balance between franchisor brand consistency and franchisee local control, the impact of fragmented data, and why goal alignment is essential for scalable performance. Steve also shares how advertising strategies differ for emerging brands building their foundation versus established brands working through legacy systems and processes.

The conversation also touches on the role of technology, automation, and AI in franchise marketing, while emphasizing that strong strategy, communication, and clear ROI still matter most.

To learn more about Reshift Media, check out their website at www.reshiftmedia.com or follow them on Instagram @reshift.media.

FranchisOR Bust is also a proud partner with LSM, a leading full-service digital advertising agency. At LSM, we understand the needs of business owners, and facilitating those needs is our top priority. LSM is a true partner, and we consider ourselves to be an extension of your team.

With LSM by your side, you can trust that our dedicated team of specialists will be bold in the strategies we employ, always consider industry best practices, and take pride in the results we produce. Why? Because your goals are our goals, and your success is our success.

In this episode of FranchisOR Bust, host Trevor Emerson kicks off Season 4 with Angela Olea (CEO & Founder) and Liberty Bernal (President & COO) of Sweet Influencers. Together, they explore how influencer marketing is transforming local marketing for franchise systems—and why it's becoming a powerful, scalable tool for growth.

Drawing from their experience as franchisors, franchisees, and suppliers, Angela and Liberty share how Sweet Influencers connects brands with authentic local micro- and nano-influencers to drive real community engagement—often at a fraction of the cost of traditional influencer campaigns. They also discuss how protecting brand messaging, leveraging AI, and building a repeatable playbook helps franchisors and franchisees alike see measurable results.

FranchisOR Bust is also a proud partner with LSM, a leading full-service digital advertising agency. At LSM, we understand the needs of business owners, and facilitating those needs is our top priority. LSM is a true partner, and we consider ourselves to be an extension of your team.

With LSM by your side, you can trust that our dedicated team of specialists will be bold in the strategies we employ, always consider industry best practices, and take pride in the results we produce. Why? Because your goals are our goals, and your success is our success.

In this episode of FranchisOR Bust, host Trevor Emerson sits down with Heather Ripley, founder of Ripley PR, for a unique conversation on how public relations plays a critical role in franchise growth and long-term brand success.

Heather shares her journey from working inside a major franchisor to launching an agency focused on serving the franchise and skilled trades industries. She dives into how strategic PR can drive franchise development, build credibility, and create momentum for both franchisors and franchisees—often serving as a more powerful and cost-effective lead generation tool than many paid channels.

From managing brand messaging across franchise systems to understanding the evolving role of PR in the age of AI and modern search, Heather offers practical insights on why proactive reputation-building is essential—even when there's no crisis to manage.

Whether you're looking to grow your franchise system, strengthen your brand presence, or better understand how PR supports long-term business success, this episode is packed with valuable perspective and actionable takeaways. FranchisOR Bust is also a proud partner with LSM, a leading full-service digital advertising agency. At LSM, we understand the needs of business owners, and facilitating those needs is our top priority. LSM is a true partner, and we consider ourselves to be an extension of your team.

With LSM by your side, you can trust that our dedicated team of specialists will be bold in the strategies we employ, always consider industry best practices, and take pride in the results we produce. Why? Because your goals are our goals, and your success is our success.