Martha France

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Recent Posts

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

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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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

Why Brand Consistency Is So Important

Nov 30, 2021

What does the term brand mean to you? Many people mistakenly see brands as merely logos and color palettes, when in fact, brands are so much more. Your brand is the platform for presenting your business and its values to the marketplace. It differentiates your company, your core products and your services, in a way that guides the customer journey.

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Tags: brand consistency, Marketing Communication, brand experience, marketing channels

Best Marketing Strategies for Banking Products

Oct 29, 2021

Through our Bank Marketing Today podcast, I’ve had the distinct pleasure of speaking with a number of successful financial marketing executives who have taught me and our listeners a great deal about successful marketing strategies for banking products.

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Tags: bank marketing, marketing strategy, video, financial services marketing, banking customer experience, Bank Marketing Today by Vya, data-driven marketing, marketing strategy for banking products

Serving Up Marketing Insights from the Restaurant Franchising & Innovation Summit

Sep 08, 2021

A primary goal of industry conferences is to make important connections – with customers, prospects, partners, peers and others, who can help you advance your business goals. So, it was great to be doing just that – after more than a year away from the in-person event circuit – at the recent Restaurant Franchising & Innovation Summit, in Atlanta.

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Tags: direct mail, employee engagement, brand consistency, QR Codes, local marketing, franchise marketing, data-driven marketing, Actionable Marketing Data, Restaurant marketing, direct mail campaign

What Is Marketing Operations and Why Is It Important?

Feb 03, 2021


 

Marketing Operations emerged in 2000, driven by rising pressure on marketing to provide greater efficiency, transparency and accountability. The function was officially recognized by analyst firm IDC in 2005 (source: MarTech Advisor).


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Tags: MRM, marketing technology, marketing resource management, marketing operations, Competitive advantage, marketing data analytics, customer data management, marketing data

Spring Zoom Video Conference Virtual Backgrounds

Apr 21, 2020

 With more and more video conferences, meetings, and gatherings happening over Zoom, we thought it would be fun to offer some creative backgrounds for you to download and use.

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Tags: video

Marketing Resources to Guide You Throughout the Coronavirus Outbreak

Apr 07, 2020

As we, at Vya, have been working through the COVID-19 crisis, supporting the marketing and communications needs of our clients and developing our own marketing and messaging, we have learned from, and continue to reference, many useful resources. Here is a list of what I have found to be the most helpful resources for marketing during the coronavirus pandemic.

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Tags: marketing tools, bank marketing, resources, franchise, crisis communication

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