The Franchise Marketing Podcast

Join Jordan Choo and Austin Samuelson as he shares the making of Tacos 4 Life and how they connect with people from behind the counter to beneficiaries. As a franchisor, Austin explains what needs to work in a business model for it to become an attractive franchise. After he shares the origin of the inspiration behind Tacos 4 Life, listen as Austin talks about their three-point marketing campaign, the standard they stick to when choosing the right franchisee, and how they made a franchise that worked for all their stakeholders.

In this episode, you'll learn:

• Tacos 4 Life's one-to-one model
• The more you can connect the mission to your stakeholders, the more real it becomes.
• Three things that need to work on a food franchise
• Austin Samuelson – on word of mouth, creating stories, and utilizing apps
• Know who the right franchisee is
• And so much more!

Join Jordan Choo with Mike Hanrahan as they talk about creating a new franchise model to disrupt an industry. Mike is the founder and managing director of Maid2Clean, a UK domestic and home cleaning service provider. He shares the business model he built that ensured minimal risk, low operating cost, high-profit margin, and consistent residual income. 

In this episode, you'll learn:

• A business model unlike the traditional cleaning service model
• The decision to franchise due to growth in employee numbers
• Marketing analysis in terms of charged prices
• A checking system using landline and cell phone service
• How to franchise a business with only a shoestring budget
• And so much more!

Join Jordan Choo and Joe Delatte as they talk about how Home Clean Heroes runs the business, making it one of their areas' best home service companies even during COVID. With reputation and experience, Joe explains in this episode the core of a franchise business – the concept. As we go along, find out how Joe goes about talent acquisition with two critical focuses and how Home Clean Heroes leverage data to stay on track with customers, set their employees up for winning, and position their franchisees apart from the competition.

In this episode, you'll learn:

• Double Whammy: Cleaning homes and facing the employment crisis during COVID
• What is involved in hiring top talents?
• Joe Delatte – on Home Clean Heroes' cloud-based mobile-enabled three-way texting program
• What do franchisors need to start doing to leverage data for their business?
• As a starting franchisor, you need to look into your concept
• And so much more!

Join Jordan Choo with his guest Chris Stoness as they talk about using radio ads to crush it in marketing as an emerging franchisor. Chris Stoness is the founder and CEO of Elite Window Cleaning. His company offers a wide variety of window cleaning services, from high-rise towers to residential homes. Not only that, but they also utilize the most advanced cleaning techniques available on the market today. And with their easy online quote generator and appointment scheduling software, Elite Window Cleaning can provide their customers with a quick and affordable solution to their window cleaning needs. After all, their mission is to ensure that the job is completed safely and efficiently. Elite also takes great pride in supporting their network of franchise owners, always fully committing to their success. So, feel free to check out their website to see why they are the cleaner, safer, and better choice for both your window cleaning and franchising needs.

In this episode, you’ll learn:

• What prompted Chris to turn his window cleaning business into a franchise
• The value of focusing on the quality of the product instead of the quantity of its features
• How to find the marketing economics when upselling a service with a low price point
• The advantages of using radio campaigns in generating leads from a specific audience
• How expanding into different territories can help develop your metric for future locations.
• And much more!

Join Jordan Choo with his guest Kristen Risby as they talk about excelling at marketing as an emerging franchise brand. Kristen Risby is the president of Wag N’ Wash Natural Pet Food and Grooming. Whether pet supplies, pet grooming, or natural pet foods, Wag N’ Wash is the premier destination for all cat and dog needs. Their mission is to enhance the bond between companion pets and their guardians through products, services and education supporting a healthy lifestyle for pets. At Wag N’ Wash, they put it upon themselves to recognize, promote and foster the positive impact pets and their guardians can have on each other. Not only that, but each store is locally owned and operated. Hence, every purchase made, including pet supplies, supports the local community – from providing food donations to working with pet adoption agencies. 

In this episode, you’ll learn:

• The importance of building a foundation for both your franchise and franchisees to grow
• Which systems should you put in place before moving into the expansion phase?
• What marketing strategies to use when planning for your brand’s first local launch
• The benefits of digital marketing and paid advertising when expanding your franchise’ reach
• How to manage your funds by finding a partner who specialises in the franchising space.
• And much more!

Join Jordan Choo with his guest Liane Caruso as they talk about taking your marketing to the next level as an emerging franchise. Liane Caruso is an experienced marketing professional and the CEO of helloCMO, a franchise marketing consultancy that offers an efficient option to outsource clients’ marketing needs. Here, they provide brands with access to C-suite-level knowledge, expertise, and franchise marketing experience, but at a fraction of the cost. Not only that, helloCMO specializes in working with clients’ existing marketing departments in developing strategic plans and execute campaigns, delivering results in consumer and franchise development. And as businesses continually confront the challenges of scalable growth, a highly competitive market, and a fragmented target audience, the need for fractional C-suite officers, such as those in helloCMO, is rapidly becoming a practical alternative.

In this episode, you’ll learn:

• The importance of evolving your marketing strategies as your franchise grows
• The problems franchisees often face when trying to evolve their marketing tactics
• As a franchisor, how to ensure that your vendors are working towards the same goals
• What systems to use when gathering specific data for the development of your franchise’s marketing
• How emerging franchises can set themselves up for success by building a solid team.
• And much more!

Join Jordan Choo with his guest Anne-Marie Martin as they talk about how to use social media such as Facebook and TikTok to drive growth for your franchise. Anne-Marie Martin is a professional dancer, a certified instructor, and the founder of Diddi Dance. Here, they made it their mission to enhance children's endless energy and enthusiasm through funky, full of fun dance sessions that build confidence, coordination, and creativity. Diddi Dance classes are designed to help toddlers improve their coordination and rhythm, nurturing their natural love of movement in structured yet relaxed 45-minute sessions. After running for over ten years in London, the people at Diddi Dance have successfully implemented its program in nurseries, schools, and children’s centers. Not only that, but the franchise now has 40 locations all across the United Kingdom, with more opening up all the time.

In this episode, you’ll learn:

• What made Anne-Marie take the franchising route for Diddi Dance
• Why you should do all the necessary research first before trademarking your business
• How to empower your franchisees to ensure that they feel as accomplished as you
• The value of social media and online content creation in marketing your franchise
• How to approach the creation of your franchise’s content that will resonate with your target market
• And much more!

Join Jordan Choo with his guest Jennifer Brannon as they talk about why every franchise needs a franchisee coaching program. Jennifer Brannon is a franchise and small business advisor with Angela Coté Inc. The company provides excellent advice for businesses and franchisors seeking visionary growth, impactful action plans, and positive changes in profitability and operations, including franchisee recruitment and support. They also help people thinking of franchising their business to make a wise and informed decision about their path forward and figure out if franchising truly is the right move for them and their brand. Jennifer also serves as a franchise development director for Tutor Doctor, a brand she has been a franchisee for nine years. Here, she takes in people interested in learning more about business ownership with Tutor Doctor through an evaluation to determine if they would have a mutually beneficial business partnership.

In this episode, you’ll learn:

• How Jennifer transitioned from being a franchisee to a franchise growth specialist
• The common stumbling blocks established franchisees make when running their business
• The value of having both a support system and a coaching program for franchisees
• How to choose a good franchise business coach and determine a coach-to-franchisee ratio
• The importance of connecting with your franchisees as either a franchisor or a coach
• And much more!

Join Jordan Choo with his guest Steven Knight as they talk about how to create a franchise Holdco that promotes cross-pollination. Steven Knight is a partner and the creator of solutions and opportunities at Mosaic Home Services Ltd, an Edmonton-based incubator of home improvement brands. Since 2016, Steven and his team have invested in 10 different brands, which continue to grow by more than 50% each year. Together, the partners at Mosaic are on a mission to create Canada's largest home improvement franchise network by building stable and scalable brands. Their business model focuses on helping entrepreneurs in the home-improvement sector grow franchisable business models by incorporating recurring revenue models, fine-tuned systems, and infectious corporate cultures. 

In this episode, you’ll learn:

• How Steven first got into the franchising world as a franchisee
• What inspired them to choose the Holdco structure for their master franchise
• The struggle of emerging franchises when going up against national brands
• How to continuously grow your brands by leveraging your customers’ data
• What the best marketing channels are for up-and-coming businesses
• And much more!

Join Jordan Choo with his guest Jon Ostenson as they talk about how emerging franchises can crush franchise development. Jon Ostenson is the CEO of FranBridge Consulting, specializing in non-food categories while partnering with over 300 high-growth brands. Here, Jon and his team have thoroughly vetted and acquired innovative propositions within their respective markets. They also introduce their clients to opportunities in diverse businesses, such as fitness, B2B services, senior care, and home services, to name a few. Additionally, Jon oversees FranBridge Capital, where he and his partners own 18 territories across five property service franchises. They provide equity capital to franchise owners across diverse industries and geographies while allowing investors to participate in franchising through passive investment funds.

In this episode, you’ll learn:

• What it was like for Jon to transition from being a franchisor to a franchisee
• The importance of educating yourself on how franchising systems work
• How emerging brands can start crushing it with franchise development and partnerships
• What you should look out for when partnering up with more veteran brands
• How to vet whether a candidate is suitable for your franchise or not
• And much more!