The Art of Franchise Marketing

Crawl Space Medic is a company that repairs and prevents damage in your crawl space or basement. With virtually zero competition in an underserved niche of the vast home improvement industry, as well as the smaller but essential home repair industry, they started a waterproofing franchise. In this episode of The Art of Franchise Marketing, Madeleine Park chats with Jon Dando and Johnnie Matthews from Crawl Space Medic about franchising and crawl spaces and their importance.

Jesse Zook is the owner of MaidPro with almost 15 years of experience in franchising. His success with MaidPro led Jesse to invest in two more brands: FlyFoe, a mosquito and tick control company, and Men In Kilts, a window washing, power washing, and gutter cleaning company.

In this episode of The Art of Franchise Marketing, Jesse shares how he got interested in franchising, listing the benefits of franchising versus building a brand from the ground up. Jesse and host Madeleine Park also discuss the role of marketing in franchising and how to approach it — from choosing the channels and tools to budgeting. Jesse also touches upon post-pandemic hiring challenges in the home service industry and how to overcome them.

Paul Lyon is the director of Franchise Sales and Marketing at Tuffy Tires, one of the largest automotive repair chains in the country. Tuffy provides high-quality automotive repair service through a continuous commitment to quality and customer service. With over 50 years of experience in the auto repair industry, the company operates in 165 locations across the country. Tuffy has a strong network of experts and professional technicians, offering full-service automotive maintenance and repair for their customers. In this episode, Paul talks about the conversion option, the best marketing tactics for their franchise, and the importance of finding the right people for your business.

A Place At Home is a senior home care franchise that provides in-home senior care, care coordination, senior living alternatives, and staffing solutions. In this episode of The Art of Franchise Marketing, Madeleine Park chats with Josie DeVault, Director of Marketing at A Place At Home, about adapting to the post-pandemic digital world and how Josie's team is building on the fly to ensure their franchise and marketing strategies are keeping up.

Padgett Business Services started as an accounting firm in Athens, Georgia, serving American small businesses as their trusted advisor for all finance-related issues, and is now a franchise. At one point, there were over 400 locations of Padgett. Today there are 170 locations across the US and hundreds in Canada.

Anna Khayet is the company's CMO and our guest on this episode of The Art of Franchise Marketing. Anna and our host Madeleine Park, discuss the marketing initiatives in the accounting services space, the challenges of running a franchise in such an industry, and whether franchisees should turn to social media and AI to grow their business or continue relying on traditional methods such as referrals. 

Unity Rd is the first cannabis dispensary franchise created to bridge the gap between franchising and cannabis. In this episode of The Art of Franchise Marketing, we chat with  Erica Tarnowski, the franchise development manager at Unity Rd.

Erica and host Madeleine Park discuss the challenges franchises face in the cannabis industry and the reasons for entering the space, while emphasizing the importance of company/industry culture. Erica also lists states that have already legalized cannabis for medical or recreational use and explains the current market opportunities in these areas. Finally, she shares how Unity Rd builds brand awareness, given numerous advertising limitations. 

Brett Larimer is the Executive Director of Brand Development for Skyhawks Sports Academy, the nation's leading youth sports camp franchise. With 10 different sports offered and a line of STEM sports programs that combine physical activity with math and science, Skyhawks offers something for everyone and Brett leads the charge in developing and executing marketing strategies across their portfolio of services. 

In this episode of the Art of Franchise Marketing, Brett and Madeleine discuss how to overcome obstacles with safety, privacy concerns, brand compliance, and tailoring diversity/inclusion efforts to specific markets while marketing the Skyhawks brand, how she helps franchise owners localize their marketing while still incorporating national brand standards, and the digital tactics that work as they shifted their strategy away from die-hard sporty parents towards everyday parents. 

Authority Brands is the parent company for industry-leading home service brands offering everything from electrical repairs to pool cleaning and beyond, with over 1,900 locations. Chad Harrison, Franchise Development Representative, and Michael Hutchins, Franchise Development Manager, join the Art of Franchise Marketing to talk about how Authority Brands supports the growth of their current franchisees and open up new markets.

Pizza Hut is a household name in the fast food space with a 60-year tradition and over 6,000 units in the US alone. Our guest today is Jonathan Massey, the franchise development manager at Pizza Hut. 

Jonathan and our host Madeleine Park discuss the strategies and challenges of growing a franchise. Jonathan explains how they approach community building and their initiatives to increase the franchise community and customer base. Finally, the two discuss using technology and tools to provide an exceptional customer experience and how to be open to innovation while remaining true to your brand.

Kiddie Academy is focusing on building relationships with the community to grow their brand and build trust with their customers. Nicole Salla, Chief Marketing Officer of Kiddie Academy, gives a master class on digital marketing from consumer to frandev and dives into the importance of guiding and advising the franchisees for success.