Strategic Planning
Franchise unit performance and optimizing same store sales growth is vital to every franchise organization. Franchisors are faced with a unique set of challenges with franchisees playing an important role in acquiring and retaining customers. With the understanding that most emerging franchisors have very limited budgets and internal resources, it is essential that they make the right decisions regarding those budget dollars and provide the most value to franchisees.
Franchise Marketing Strategists
With over 26 years of consumer marketing experience, Greenbaum Marketing specializes in helping franchisors make smart decisions with their marketing strategy. Focused on marketing automation and consumer behavior, we help franchise brands navigate the technology revolution, improve brand positioning, recruit customers, build loyalty, and promote franchisee adoption of critical marketing initiatives.
Strategic Marketing Planning
There’s no doubt that marketing is challenging and franchising adds that extra layer of difficulty. Depending on the franchise system, their industry, level of sophistication, Franchise Advisory Council (FAC) and marketing department structure, strategic planning can look very different. With so much at stake, it is vital to have a comprehensive approach to strategic marketing planning.
Our process overview:
- Strategic Phase – We always begin with understanding where we’ve been and where we need to be. Setting concrete goals and objectives at the forefront of the process gives you a target as you move through the process. We’re also going to take a deep dive into the current situation and perform a SWOT Analysis to understand clients’ strengths and weaknesses.
- Tactical Phase – The Tactical Phase is where we have all the fun developing marketing strategies and tactics. Our strategic plan is built relying on the performance metrics, historical data, and our experience with the results of various strategies and related tactics. In this phase, a written strategic marketing plan is developed allowing franchise leadership and the FAC to understand the objectives and our approach to goal attainment.
- Operational Phase – The Operation Phase is where the plan goes into action. This phase requires the budgets and the resources to be in place. The marketing team initiates the plan and measures results as they come in.
Soon after I started franchising Oxi Fresh Carpet Cleaning I met Marty Greenbaum. Almost 10 years later and over 400 locations, he continues to be instrumental in the growth of our organization. Not only is he one of the most seasoned marketing experts in franchising, he’s also the most creative person I know. We love when Marty joins us at our offices for a marketing strategy session. In just a couple of days we get so much done. He takes such pride in his work, cares about client results and is such a real talent. I can’t help but sing his praises and would highly recommend him to any franchisor or company serious about growth.
Jonathan Barnett, MBA, CFE
President
Oxi Fresh Franchising
Creating a new brand and business concept can be a daunting task. With the concept we had Marty help with I had already created the business operations side of the model, but was completely lost when it came to developing a brand image/identity. Frankly, I was very nervous moving forward with choosing a marketing company to handle this for our concept. The branding of a business can make or break the identity of the new business, which was why this piece was so vital. Marty impressed me with an already defined process, successful client list/past work, and the confidence Marty had in himself to deliver what we needed. During the process Marty was great at taking in our ideas and he was able to develop multiple looks, names, and colors from which I could narrow in on the brand identity. Marty did a fantastic job creating our brand vision from scratch, and the final product was exactly what we were looking for!
Zach Nolte
President
Kitchen Solvers Franchise
CEO
CPR Cell Phone Repair