Digital Shoptalk: Recent Episodes
Location3
Digital Shoptalk is a podcast focused on how trends and changes in digital media, marketing and advertising impact multi-unit brands, franchise systems and small businesses.
Alex Porter, CEO of Location3, is joined by Drue Townsend, Marketing Consultant of An Outside View Consulting, LLC. They discuss the challenges of managing marketing data in today's business environment, from identifying what data to track to owning and managing it effectively. They also dive into franchise marketing, sharing insights on how franchisees can effectively use their marketing funds.
Josh Allen, VP of Marketing, is joined by Michelle Rowan, President and COO of Franchise Business Review. They discuss their biggest takeaways and trends from the IFA convention, including artificial intelligence and how it relates to the franchising industry, and more.
Josh Allen, VP of Marketing, is joined by fellow hosts Alex Porter, CEO, and Vera Shafiq, VP of Digital Strategy to discuss the outlook for marketing in 2023. Including, what should be excepted for marketing budgets, trending tactics, and upcoming technology.
Join host Josh Allen for an event debrief with Andrew Beckman, Founder and Chairman of Location3. They're discussing their biggest takeaways from the Faegre-Drinker Summit.
Join host Vera Shafiq for an enlightening conversation with Bryan Cruikshank, Director of Search & Advertising at David Weekley Homes. They're chatting all things marketing personalization - the solutions for scaling personalized marketing for multi-location businesses and franchises.
You'll hear more about:
- The numerous opportunities for marketing your business to connect with customers in a specific area and/or who fit various ideal customer profiles.
- How a successful franchise might leverage Google's machine learning and automation capabilities for location-based marketing: budgeting, account structure, targeting, retargeting.
- Paid Social solutions for hyper-local digital marketing.
- CDPs - Customer Data Platforms - and the process of bringing the various marketing channels together.
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The ideal, most friction-less customer experience, from top to bottom of the marketing funnel.
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more!
This week, Alex Porter hosts Chris Jones, Brand Director at CANarchy, the craft brewery collective that includes Oskar Blues, Wild Basin, Cigar City, Wasatch, Squatters, Perrin and Deep Ellum.
Chris details his approach to marketing for the six breweries, each positioned in a unique market, with unique beers to offer. His goal? To hit the craft beer consumer with the right message at the right time. You'll also hear about Chris' career path in digital and his advice for people getting started in the field.
And a quick plug: the refreshing, flavorful Dale's Pale Ale has been available in a can for 20 years now - find some here.
Join hosts Alex Porter and Josh Allen as they dive into the state of the state in franchise marketing, including:
- the economics around franchising
- digital media trends
- video marketing (invest in YouTube!)
- reflections on Q1 of 2022
- a hope, a wish, and a prayer for the Orioles' success this spring
Location3 host Josh Allen sits down with the International Franchise Association's (IFA) Paul Rocchio. As VP of Development & Member Services for the IFA, Paul has played a key role in organizing the annual conventions and providing educational resources to the franchising community.
Paul has a wealth of knowledge on the IFA and franchising that he's excited to share. Listen to the latest episode of Shoptalk to hear more about:
- the founding of the IFA
- how the IFA has supported the franchising community, especially during the COVID-19 pandemic
- FranPAC
- the IFA's newest initiative, Open For Opportunity
Plus! The IFA's Annual Convention is less than a week away! It's the biggest event in franchising, and we're looking forward to meeting with you. Register here.
Host Josh Allen interviews Senior VP of Entrepreneur, Liane Caruso.
Entrepreneur has set its sights on being the educational hub for franchising. They're providing resources on their Franchise Center for all audiences: existing franchisors and franchisees, people interested in franchising their business model, prospective franchisees, and suppliers.
Listen to Josh's conversation with Liane to learn more about the exciting things to come at Entrepreneur. You'll also hear about:
- The growing need to meet audiences with quality content.
- The franchising opportunity.
- Navigating the "noise" and finding success with digital marketing.
- Giving digital advertising the time and budget needed to be successful.
Host and CEO Alex Porter interviews Drue Townsend, an esteemed marketing consultant with a wealth of experience in marketing, advertising and franchising. Drue, who has launched the marketing consulting firm The Outside View Consulting, provides solutions-oriented insights into where brands should focus marketing efforts in 2022 and beyond.
In this episode you'll hear about:
- Eliminating silos and establishing one true source of data for your brand.
- Moving beyond the COVID-era focus on operational efficiency to a focus on data and data privacy.
- What marketers can do to use data to impact performance.
- Why it's always a good time to be in franchising.
Learn more about Location3, the digital marketing agency for franchise brands.
Get the lowdown on Location3 from the founder himself, Andrew Beckman. In this month's episode of Digital Shoptalk, Andrew walks us through what's on his mind in digital marketing, from industry trends to insightful analysis of challenges faced by franchises in the digital space. You'll hear more about:
- The need for quality education around digital marketing for franchise systems.
- The imperative for brands to own their assets.
- First party data.
- An omni-channel approach that goes beyond Paid Search.
- TikTok v. Snapchat for franchise marketing.
Meet Ted Asbury, Location3's Executive VP of Strategy. Ted came to Location3 with a wealth of experience in franchise marketing. He joins this episode of Digital Shoptalk to share franchise marketing advice and 2021 learnings as we close out the year.
Key Takeaways:
- When businesses face tough times, marketing budgets are often the first to be slashed. In reality, businesses should double down on marketing efforts - that's what will drive the turnaround.
- Local marketing is key. Your brand ad fund and enterprise-level marketing efforts lay the foundation, but local marketing drives the bottom-funnel conversions. Activate your local 'army' of franchisees with quality local marketing options that work cohesively with brand efforts. Franchise systems should take advantage of marketing technology that enables greater visibility and brand consistency across locations.
- Creativity and flexibility will continue to be key, with some economic factors weighing unfavorably against business owners, including supply chain disruptions and labor shortages.
- Keep customers as your focal point in providing your product or service. Develop a customer appreciation program to show what loyalty means to your business.
The final quarter is in full swing, leading into a busy holiday shopping season. Find marketing advice for your franchise to improve digital performance and drive revenue.
Meet the Digital Shoptalk Podcast hosts - our team of franchise digital marketing experts: VP of Marketing, Josh Allen, CEO Alex Porter, and Senior Director of Strategy, Vera Shafiq.
Location3 has been around for over 20 years. As a digital agency, our goal is to help our clients be profitable by delivering comprehensive digital advertising services with measurable results. With our podcast, we hope to bring our expert strategy and guidance to our listeners.