Highlight Quotes

KIMBERLY: Location is a big driver for the locations that survived

"I think it has been location specific. Five of our nine restaurant locations are based near some kind of body of water. And so of course, those were the ones that tended to see people coming back more quickly. There's opportunities for outdoor dining for those who weren't quite ready to eat indoors again. Of course, the atmosphere is a big part of the experience there and that's what brought people back so quickly."

KIMBERLY: One-off requests keep the fire alive for new marketing ideas

"I don't discourage anyone from bringing those ideas to me anyway. And if I can do it, then I do. I find pockets of time here and there where I can create a new marketing asset for someone that they're really excited about, and I'm happy to do that just because I want to keep that fire alive for them too. If I say no to every idea, then they're gonna stop coming to me with them, and I don't want that to happen."

Get in touch with Kimberly:

LinkedIn | Website

Connect with Kevin and find out more about his work:

Kevin Groome | Pica9 | Pica9.com

Manage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location. 

BOOK A DEMO NOW!

Highlight Quotes

MELISSA: Use software to hone in on customer experience

"Once you have the data to back that standing that you are the experts in the industry and you are doing the things, it kind of changes the story, just a little bit."

MELISSA: Making smart decisions even with limited resources

"Data is the foundation of understanding your customer, your client. There are so many great resources out there, including Google. Once you understand how to leverage those free resources and help you make smart decisions to truly take that data to tell the story and drive with content experiences."

Get in touch with Melissa:

LinkedIn

Connect with Kevin and find out more about his work:

Kevin Groome | Pica9 | Pica9.com

Manage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location. 

BOOK A DEMO NOW!

Highlight Quotes

STEPHEN: Overcome anxiety that operations leaders must have all the answers 

"The biggest thing you need is a plan, not necessarily the answer because I think a lot of leaders in that place, feel like I need to have it all figured out. I need to be able to understand what this is. That's not the way we solve problems."

STEPHEN: Connecting operations concerns with the bigger picture

"You're always going to have two very different perspectives. Upstream executives, marketing, things like that, they're going to care about the bigger picture, the bigger brand, they want consistency, they want whenever I go into a social media platform and I type in our brand and I see all of those distributed different locations, that this all looks like one company."

"But I think the downstream, whenever I talk to an automotive dealer, a hotel, they have very immediate, very close in problems. And so I think one is definitely making sure you're doing education with the downstream with those sort of markets so that they're sure that they understand what the impact is, why this matters, that there's a bigger picture."

Get in touch with Stephen:

LinkedIn | Website

Connect with Kevin and find out more about his work:

Kevin Groome | Pica9 | Pica9.com

Manage and scale your distributed brand with Pica9, the brand-to-local marketing platform that helps by providing consistent branding and localized experiences across every location. 

BOOK A DEMO NOW!

Highlight Quotes

KEVIN: Disruption, turnaround time, brand consistency, staff churn, and local market loyalty are below the waterline costs of one-off requests

"Below the waterline, there are all kinds of costs that are imposed on the organization by one-off design requests that aren't so easy to measure as minutes that can be translated into dollars."

KEVIN: A simple creative services intake form

"As an in-house agency, it would be extremely useful to develop a simple form crafted in the language that a local marketer can understand and that's designed specifically for those simple one-off requests."

Connect with Kevin and find out more about his work:

Kevin Groome | Pica9 | Pica9.com

Empower your brand with CampaignDrive by Pica9, the Brand-to-Local Marketing Platform that helps world-class distributed brands empower their franchisee and dealer networks. 

BOOK A DEMO NOW!

Show Highlights:

• Introducing Scott Schmidt
• What it takes driving creative operations at PwC
• The importance of having a single system of record for your in-house team
• The importance of creating technology planning horizons
• Keeping an eye on the overall quality of brand voice and brand consistency
• The importance of team bonding and team cohesion

Quotes:

SCOTT: The importance of having a single platform for work and records

“We know they're not all gonna work the same, but to be able to have everything in a single place in our system of record. And that was the most important thing is that it could not only have the team work together or work separately, when appropriate, but also to gather the metrics for our leadership, that show that we can prove that we are. One of the things is very important for an in-house agency is proving your value.”

SCOTT: Importance of team bonding and cohesion

“Make sure people are happy and able to work efficiently and collaboratively. I'm sure being in-person at times would be great and when we can do it, when we can come into in-person collaborate, it does happen. We do try and get together when possible. But it's something that we've been very fortunate that we were already in a position where we were ready to work virtually.”

Connect with Scott and find out more about his work:

Scott Schmidt | PwC | PwC.com

Connect with Kevin and find out more about his work:

Kevin Groome | Pica9 | Pica9.com

Empower your brand with Pica9, the brand-to-local marketing platform that helps world-class distributed brands empower their franchisees and dealer networks. 

BOOK A DEMO NOW!

Show Highlights:

• Introducing Ashley Mitchell
• Ashley’s journey into creative operations
• Logistical challenges of a business with multiple brands
• Striking the right balance of brand integrity and local flair and flavor
• Local and centralized messaging is the skeleton of the story
• How do you get your franchisees to live the brand
• The importance of having a good vendor partner
• The criticalness of franchisee support

Quotes:

ASHLEY: Maintaining the balance of brand integrity and local flair

“The biggest thing is making sure that everyone understands that they're responsible for the experience in their market, and they're responsible for understanding their market and what will resonate. But then what are those things that are inside that brand box that they can do with, though, we try to be very cognizant and all of our messaging and all of our materials to have multiple options so that people can decide.

ASHLEY: How to get the franchisees to live the brand

“The biggest way to do it is to really, it starts with training, and then empowering your people to do what needs to be done to really execute on your brand in that market. And maybe that comes from the Disney in me of you know, when I worked for Disney, everyone knows what Disney stands for. And everybody knows, there are a lot of guidelines and a lot of red tapes sometimes. But the reason behind it is because Disney is Disney.”

Connect with Ashley and find out more about her work:

Ashley Mitchell | Streamline Brands | StreamlineBrands.com

Connect with Kevin and find out more about his work:

Kevin Groome | Pica9 | Pica9.com

Empower your brand with Pica9, the brand-to-local marketing platform that helps world-class distributed brands empower their franchisees and dealer networks. 

BOOK A DEMO NOW!

Show Highlights:

• Introducing Derrick Ableman
• Northeast Color's humble beginnings
• Creating unique brand experiences at scale
• The spirit of local franchisees
• The importance of brand guidelines in the local store
• Unique challenges found with digital signage
• The vital role of the franchisor

Quotes:

Kevin: What scaling in franchising really means

“In the franchising world scale means not just automating and creating or, you know, building the kind of network and muscles as you describe it, the machines that you have, but giving a franchisee a voice in the creation of that and making that experience unique at the individual location level.”

Derrick: What makes an effective digital signage

"Whenever you see a Planet Fitness, McDonald's, Jersey Mikes, or any sort of, um, franchise; it is definitely a national brand, but you are looking at a small business that is a member of your community, right? And that alone is why someone is going to have that level of dedication and investment that you felt upon entering that space. We can put all of the wall covering we want. We can make all of the cool signage, but if the spirit isn't there, you will know. And so I think that that is something that is one of those better kept secrets of franchising is that it really is someone's life, right?"

Connect with Derrick and find out more about his work:

Derrick Ableman | Northeast Color | NortheastColor.com

Connect with Kevin and find out more about his work:

Kevin Groome | Pica9 | Pica9.com

Empower your brand with Pica9, the Brand-to-Local Platform that helps world-class distributed brands empower your franchisees and dealer networks. 

BOOK A DEMO NOW!

Show Highlights:

• Jessica Young's background in creative operations and work with Pica9, both on the client and vendor side.
• Levels of sophistication in automation in creative operations and training.
• The differences between end-user and administrative training and the roles they play.
• The importance of documentation that comes with training.
• A blended approach to customization and standardization in training, depending on the topics and learning styles of the team.
• The best kind of learning is hands-on.

Quotes:

Kevin: The impact of training on the system

“As our knowledge base has grown, as our training has become more systematized, we've seen a kind of a corresponding decrease in support tickets, just overall volume across systems. I wouldn't say anything scientifically. But generally, as a trend, the training, and the upfront orientation have improved. We've seen the systems themselves start to operate on a greater scale, and with less moment-to-moment or day-to-day intervention.

Jessica: Being proactive, instead of reactive

“I think it gets back to people want to self serve. They wanna feel like they can either understand the system intuitively or they can find the answer really quickly. And it just goes to show, system administrators, and we've seen this within Pica9 itself as well, is that people wanna be proactive. They don't wanna be reactive. They wanna think, you know, within what am I reasonably going to get and how can I not get pecked to death with like one-off questions of, you know, 'hey, um, I don't understand this.'”

Connect with Jessica and find out more about her work:

• About Jessica

Connect with Kevin and find out more about his work:

• About Kevin
• About Pica9
• Pica9 Website

Empower your brand with CampaignDrive by Pica9, the brand-to-local marketing platform that helps world-class distributed brands empower their franchisees and dealer networks. 

BOOK A DEMO NOW!

Show Highlights:

• How Local Marketing Chaos Arises
• The Vicious Cycle Of Local Marketing Chaos
• Distributed Marketing Maturity Level
• 5 Essentials Of Scalable Local Marketing
• 3 Hurdles On The Road To Local Marketing Success

Quotes:

Kevin - Defining Local Marketing chaos:

“A world in which folks are operating often without much of a plan, working with vendors of many different kinds, from local agencies to local media, to printers, and vendors. and all of this often happening without any clear feedback mechanism to show the team back at brand”

Kevin - Effects of Local Marketing Chaos:

“You find yourself without sufficient information about what's actually going on in the field in the first place, and because you can't see what's going on, you cannot justify what has gone on, and that means you can't justify your agency budgets. So you end up with fewer resources the next year than you actually need.”

Connect with Kevin and find out more about his work:

• About Kevin
• About Pica9
• Pica9 Website

Empower your brand with Pica9, the Brand-to-Local Platform that helps world-class distributed brands empower your franchisees and dealer networks. 

BOOK A DEMO NOW!

Show Highlights:

• Let's talk about templating systems
• Brand culture compatibility
• Creatives and content management system as a skillset
• Are your assets consolidated?
• Working with the local marketing community
• Managing in-house workflow
• User roles and permissions

Quotes:

Kevin - A brief view of templating:

“Templating systems have kind of become all the rage because so many different marketing departments are trying to find ways to operate at scale, without increasing headcount. And without endangering brand integrity.”

Kevin - Ensuring that the creatives are on the same boat:

“Don't just carry on forward with a templating system, when that commitment isn't really there. Here's why, the creatives are key to the success of the system. If they do not share your vision of how templates can empower local users without endangering the brand. If they're not on board with that mission, you're going to find it difficult to load the system with content. And new content is the number one driver of user adoption.”

Connect with Kevin and find out more about his work:

• About Kevin
• About Pica9
• Pica9 Website

Scale your brand with CampaignDrive by Pica9, the Brand-to-Local Marketing Platform that helps world-class distributed brands empower their franchise and dealer networks. 

BOOK A DEMO NOW!