In this episode of The Local Marketing Lab, Justin Ulrich chats with Paul Tran, the VP of Franchise Development at Roll-Em-Up Taquitos, who brings a wealth of experience and insights from the restaurant and franchise industry. Paul’s journey from running his own restaurant to owning multiple franchise locations and consulting for small businesses highlights his deep understanding of local marketing strategies. He emphasizes the importance of creating awareness and providing care to customers, sharing actionable tips to drive home the significance of consistency, authenticity, and trust in marketing efforts.

Here are some topics discussed in the episode:

• Be authentic and consistent with your brand’s personality in local marketing
• Educating customers on offerings with “did you know” approach
• Long-term social media consistency builds trust
• Engage existing customers through email and collaborations to drive sales
• Put your product in front of potential customers by showing up at unconventional venues

Resources

• Connect with Paul Tran on LinkedIn or his website
• Check out The Halal Guys Restaurant
• Learn more about Roll-Em-Up Taquitos

Other shout-outs

• Learn more about Fransmart: A franchise incubator located in Washington D.C. that helped grow Five Guys Burgers
• In N Out’s secret menu: A great way to improve your connection with customers
• Chick-Fil-A for representing hospitality
• Matte Black Coffee for their stimulating partnerships and collaborations
• Christal Miller, VP of Marketing at Roll-Em-Up Taquitos, for building local community engagement