Direct Options - ‘Usable’ Marketing Data - What It Means & Why It Matters

Sep 16, 2022

As you may have heard, Direct Options recently became part of the Vya family. This gives us the opportunity to share our customer data management and analytics experience and knowledge with the growing community of Vya friends and followers. I am thrilled to be able to kick off this knowledge sharing with some thoughts on what I believe is the essential element of any data-driven marketing strategy: usable data.

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Tags: marketing data analytics, data-driven marketing, customer data management, Actionable Marketing Data

Sharing the Benefits and Costs of Marketing’s Expanding Role

Aug 23, 2022

Advances in technology, changing customer needs, and other market and societal forces are converging to evolve and expand the marketing function. Indeed, “Marketing’s role in strengthening a company’s operating effectiveness has never been more important,” according to a recent report in Harvard Business Review.

Here are some examples of how marketing’s cross-departmental involvement is being used to strengthen companies’ operational effectiveness.

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Tags: marketing budget, human resources, collaboration, marketing technology, customer experience, marketing operations, marketing staff, marketing technology buyers' resources

FCXC Recap: Franchise Marketing Leaders Talk Customer Experience and More

Jun 30, 2022

It was a valuable and inspiring three days in Atlanta last week at the Franchise Customer Experience Conference (FCXC). Prior to FCXC I wrote about the importance of having a game plan heading into the conference. This certainly paid off for me, as I took a great deal away from the time spent meeting and learning from franchise leaders about their approaches to franchise customer experience.

The conference experience doesn’t end when the microphones are turned off and the vendor exhibits are packed up. Indeed, during the final session of the conference, Franchise Founders CEO Matt Friedman reminded all of us it’s just as important to share what we learned from FCXC with our organizations. So, in that spirit, I’m sharing with you some of my biggest takeaways from FCXC 2022.

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Tags: customer experience, data, franchise local marketing, franchise marketing

Podcast Transcript: Storytelling for Social Good

Jun 20, 2022

 

Our Guest: Corey Dall

Company: First Bank

Website: localfirstbank.com

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Tags: branding, bank marketing, marketing leadership, corporate culture, collaboration, brand consistency, Bank Marketing Today by Vya, podcast, marketing data analytics, data-driven marketing, social responsibility, philanthropy

Why Multi-brand Franchise Organizations Can’t Move Forward Until They Step Back

Jun 17, 2022

Most every industry goes through a renaissance at some point. A moment when markets align, lucrative business models come to life, investors flood in and sustained growth becomes possible.

The franchise industry is seeing this renaissance right now, as many emerging companies are creating new opportunities for franchisees in new consumer and B2B categories. These companies are making franchise ownership more accessible with less investment and providing more opportunities for people to turn interests and skills into successful businesses.

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Tags: corporate culture, brand consistency, leadership, brand development, franchise marketing, multi-brand marketing

Tips for Making the Most of the Franchise Customer Experience Conference (FCXC)

May 24, 2022

 

Face-to-face conferences are back - thankfully! If you’re like me, you value the chance to learn, in-person, from the leaders in your industry, discover the latest trends and best practices, and connect with peers and prospects.

 

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Family Ties: How Multi-Brand Franchisors Leverage Marketing Resource Management

Apr 26, 2022

Multi-brand franchising is on the rise. Experts estimate more than half of all franchise units in the U.S. are owned by either multi-unit or multi-brand franchisees. Franchisors are strategically developing new complementary brands and acquiring brands in adjacent industries to build brand families that diversify and synergize their franchise businesses.

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Tags: MRM, marketing resource management, franchise local marketing, franchise marketing, marketing portal, Restaurant marketing, home services marketing, multi-brand marketing, cross-selling, co-branding

Podcast Transcript: How to Build a Brand Internally & Why All Great Brands are Operational

Apr 11, 2022

 

Our Guest: Erin Pryor

Company: First Horizon Bank

Website: first horizon.com

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Tags: branding, digital marketing, bank marketing, buy-in, marketing leadership, brand consistency, sales and marketing alignment, banking customer experience, Bank Marketing Today by Vya, podcast, marketing data, social responsibility

How Your Marketing Portal Can Support Menu Flexibility During Unpredictable Times

Mar 30, 2022

Stephen Covey, the bestselling author of The 7 Habits of Highly Effective People, once said, “If there’s one thing that’s certain in business, it’s uncertainty.” I’m not sure that even Mr. Covey could have envisioned just how uncertain things would become.

Indeed, those in the restaurant business are managing through unprecedented uncertainty every day. In a recent survey by the National Restaurant Association, 96% of restaurant operators said they experienced supply delays or shortages of key food or beverage items in recent months.

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Tags: MRM, marketing resource management, franchise local marketing, franchise marketing, marketing portal, Restaurant marketing, menu flexibility, location profile management

Home Maintenance Services Marketing: Customer Targeting Strategies to Engage Your Best Customers

Feb 15, 2022

Since 2020, the home maintenance services market has been experiencing a pandemic boost, as people’s lives have become more focused than ever around house and home. Homeowners are expected to continue spending in the year ahead. In a recent Thumbtack survey, 30% of U.S. homeowners said they plan to invest $10,000 or more on home projects in the next 12 months, and another 22% plan to spend $5,000-$9,999.

How can you ensure your home maintenance service business or franchise is capturing its share of this booming market? And, how can you continue to connect with your best customers, even after the factors currently driving this favorable market recede?

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Tags: Marketing Communication, marketing channels, customer segmentation, franchise marketing, market research, home services marketing, customer targeting, customer profile

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