Posts tagged International Franchise Association

Restaurant & Franchise Branding Consultant, Ellish Marketing Group, Completes Brand Positioning Work for Umami Burger®

Umami Burger logo

Umami Restaruant Group, operator of Umami Burger selected Ellish Marketing Group, international restaurant and franchise consultants, to work with the management leadership team to define the Umami brand positioning and brand architecture.

Using the Ellish Marketing Group methodology, the management leadership team participated in a multi-day brand discovery to see best competitive brands and other hot on trend restaurant concepts followed by a one-day proprietary Brand Positioning Session led by Warren Ellish, Ellish Marketing Groups CEO and President.

Ellish Marketing Group is also conducting menu engineering work and consumer research for Umami Burger.

The development of a pre-emptive, ownable and defendable brand positioning for Umami Burger was a priority project for new CEO Paul Clayton.  The end result of the brand positioning work from Ellish Marketing Group is a more focused and more competitive burger brand.

Warren Ellish Delivers Keynote Address To International Franchise Association Emerging Franchise Conference

Warren Ellish Franchise and Brand Positioning SpeakerGreat day in Dallas presenting the Keynote Address to the Internatinal Franchise Association Emerging Franchisor Conference. I enjoyed sharing insights on world-class branding and brand positioning with the future great franchise leaders. Great turnout and enthusiastic group. Met so many new wonderful people and some old friends at the conference.  It is always a pleasure to add thought leadership to a great association.

Facebook Bans “Like-Gated” Promotions, and Restaurant and Franchise Marketers May Not “Like It”

In a significant change from its existing policy, effective November 5, 2014, Facebook will no longer permit the common social media advertising tool of “like-gated” promotions. “Like-gating” requires that consumers “like” a brand’s Facebook page to enter a contest or sweepstakes, to gain access to a deal or a coupon code, to obtain early access to merchandise, to download or view app content, or to get other savings.

In Summary: “Like-gated” Facebook promotions had their run, but their time has passed for a few compelling reasons. The Facebook policy change is another reminder that restaurant and franchise companies should know a social media platform’s terms and conditions – and should be aware of changes to those rules – before running a social media promotion.

What Will Change
Facebook’s announcement, in its Platform Policies, was quite straightforward. It stated, “Effective November 5th, 2014, you may no longer incentivize people to like your app’s Page [(the brand’s Facebook page)].” In a blog post, Facebook explained the development in somewhat more detail:

You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.

Facebook’s Rationale
Facebook’s personnel have indicated in interviews that incentivized likes are poor indicators of consumer engagement and bad for user experience on the platform. Given that the Facebook display algorithm has already deprioritized likes in favor of engagement, this change should not surprise marketers, and may actually lead to better return on investment (ROI) on Facebook advertising, and increases in engagement among “likers” of brands’ Facebook pages.

What the Change Means
As a practical matter, like-gated promotions that commence or extend beyond November 4th must comply with the new Facebook policy.

There is much, however, that the new policy does not change. Thus, marketers still can use:

  • Apps;
  • App logins (note that any information retrieved via an app should be relevant to the reason for using the app, and that Facebook is implementing a “login review” that verifies whether any information beyond the basic categories of public profile, friends list and email address is appropriate);
  • Check-ins (in which an advertiser informs a Facebook user that the user “checked in” at a particular place and is entitled to a particular benefit); and
  • Page contests, and can publicize promotions on a Facebook page.

Moreover, marketers can continue to request that people “like” a page – only like-gating has been barred.

The policy change is likely to accelerate the change from like-gating to “action-gating” (where users must take some specific action before entering a Facebook contest), though marketers should still be careful to comply with Facebook’s existing usage guidelines.  Nonetheless, action-gating should lead to increased consumer engagement, and marketers using the proper login techniques can gather email addresses of consumers and additional feedback via engagement. Campaigns may become more unified, with social media, email, and other efforts bringing consumers to one page where they can enter the contest or promotion.  The number of entrants may be lower than with like-gating, but the quality of the entrants may be higher.  Of course, to the extent that companies simply want more “likes,” marketers will have to rely on methods other than “like-gating” to obtain them.

Don’t just sit in the present to wait for something to happen in the future

International Franchise Association Emerging Franchisor Conference – GO BIG OR GO HOME!

IFA Emerging Franchisor ConferenceEver wondered what it is like to be given all tools necessary and then told to build something? Well, as many of us know, it’s definitely a challenge to start on your own! However, given the proper resources, it could end up being the best learning opportunity! Now take that approach and apply it to your business. If you are a growing franchisor and looking for the premier franchising networking event filled with resources, then look no further!

The 2014 Emerging Franchisor Conference is an interactive platform for executives of brands that are just stepping into the market. Join fellow professionals who have been in the business for quite a while to gain tips and apply proven strategies on how to make your brand shine!

Keynote addresses: Hear Warren Ellish, President & CEO Ellish Marketing Group and member of the faculty at Cornell University’s Johnson Graduate School of Management talk about World-Class Branding, Catherine Monson, CEO of FASTSIGNS International discuss corporate culture and Mary Kennedy Thompson of the Dwyer Group, give her “Lessons in Leadership.” After hearing their motivational stories there is no doubt that you will be recharged and ready to GO BIG!

Not only does this event advise you on the necessary steps to reach the top, but it helps guide you in the right direction, especially in connection with your franchisees. Building trust from the start is crucial in any relationship so enhance the connection with your current franchisees while creating new relations. By the end of the conference, you will know who you want to play a key role in your business, what you want from them, and where to put them in action.

Some key aspects of the conference that should not be missed like the “Discussion with Franchise Founder’s and CEO’s”, the notorious “Think Tank” session, a case study of audience engagement and of course, the infamous roundtable discussions where you get up close and personal with the best of the business!

Don’t just sit in the present to wait for something to happen in the future, take a plunge in this unique educational opportunity offered by IFA and register for the 2014 Emerging Franchisor Conference in Dallas, November 18-19 today!

I look forward to seeing you in Dallas at this great IFA conference.

Restaurant & Franchise Branding Expert Weighs in on Wendy’s: Embrace Change – But Don’t Try To Be Everything To Everyone In Hopes Of Broadening Your Customer Reach

Soccer Shots, the #1Children’s Fitness Franchise Program, Undergoes Brand Positioning Work with Ellish Marketing Group

Soccer Shots BrandingSoccer Shots, The Children’s Soccer Experience and the #1 Children’s Fitness Franchise Program, selected Ellish Marketing Group (the leading franchise and restaurant branding consultants) to work with their management leadership team, Franchise Presidents Council and Franchise Brand Strategy team to develop a strategically focused brand positioning for the brand.  The end result of the work undertaken will be laser focused brand positioning and complete alignment behind the branding by management and the franchise system.

 

Soccer Shots Brand PositioningThe new brand positioning was unveiled during the 2014 national franchise convention in Chicago.

Restaurant & Franchise Branding Consultant, Ellish Marketing Group, Completes Brand Positioning Work for Regional Pizza Chain Blackjack Pizza®

Askar Brands operator of multiple quick service and casual dining restaurants across the nation including Papa Romano’s, Papa’s Pizza To-Go, Breadeaux Pizza, Blackjack Pizza, Mr. Pita, Stucchi’s Ice Cream, CJ’s Brewing Company and Big Al’s Sports Grill, selected Ellish Marketing Group, international restaurant and franchise consultants, to work with the management team and franchise leadership team of Blackjack Pizza to define the brands brand positioning.

Askar Brands provides word class support to all of their brands by providing management, marketing, training and operations materials to allow their franchisees to focus on their execution and customer retention.  The development of a pre-emptive, ownable and defendable brand positioning for Blackjack is consistent with their philosophy.  The end result of the brand positioning work from Ellish Marketing Group will be a more focused and more competitive pizza brand.

Warren Ellish to Address IFA 2014 Emerging Franchisor Conference

Warren Ellish Franchise and Restaurant SpeakerWarren Ellish, President & CEO of Ellish Marketing Group and Senior Lecturer at Cornell University’s Johnson Graduate School of Management will be the opening speaker at the International Franchise Association 2014 Emerging Franchisor Conference. The convention will be held on November 18, 2014  in Dallas, Texas at the Sheraton Hotel.  Warren will address “The Three Critical Steps to Positioning Your Emerging Franchise Into a World-Class Brand.”

The IFA Emerging Franchisor Conference is designed for franchise operations executives, CEOs, COOs, Presidents, franchise development executives, franchise marketing experts, franchise relations specialists and anyone responsible for the growth and efficient operation of their franchise system. The conference is specifically designed to address challenges and opportunities unique to franchise systems who are looking to grow. This is a prime networking and educational conference for franchisors that are ready to take their systemInternational Franchise Association to the next level. This program will feature franchise leaders sharing what they learned when they were trying to build their brand. Attendees will hear motivational stories, expert tips and proven strategies that helped them attract new franchisees, build brand recognition and a loyal customer base, increase productivity while streamlining operations. Simply put, this is a must-attend event!

Don’t Let A Point Of Similarity Become Your Point Of Difference

Successfully identifying and securing a powerful brand positioning is of critical importance to every brand. It is helpful to anyone who wants to influence other people. Whether you are promoting a product, a service, a cause, a candidate, an organization, an institution or even yourself and your own career. Positioning will aid in getting your desired message across to the people you want to reach and make an impression that lasts. One of the critical steps in developing a powerful brand positioning is to identify your brands point of difference – – the specific consumer benefit which you want consumers to associate most readily with your product or service. What does your brand do that no one else’s brand does as well and that your target cares about? When defining your brands point of difference, don’t let a point of similarity become your point of difference. So often I see this.  When speaking recently to industry audiences on branding and brand positioning (National Restaurant Association ShowInternational Franchise Association National Convention and Entrepreneurs’ Organization Global Leadership Conference) or to the executive teams of clients, I ask three short questions: How many of your grew up wanting to be average? Or just like everyone else? Or of good quality? Rarely do I see any hands or much of a positive response. However, many brand leaders are perfectly OK about making their brands just like this – – average, just like everyone else and good. Many of the items that are an integral part of your product/service but are not preemptive, ownable and defendable become points of entry into your competitive set and are nothing more than points of similarity. Yes, they are all important to your product or service and in many cases you must deliver on these flawlessly just to be in business. But this is not what sets you apart, not a reason a customer should or will choose to use your brand over competitor brands, and most definitely this is not a reason for them to ever become a brand advocate. For more information on how to quickly and affordably position and brand your business to succeed in today’s competitive marketplace, visit www.ellishmarketing.com, or reach Warren directly at 303-762-0360 or .

Pleased To Be a Part of The Restaurant Industry As It Continues to Benefit From An Improving Economy

Restaurant Job Growth Remains Broad-Based and Robust in 2014

Restaurant Job Growth Remains Broad-Based and Robust in 2014 Restaurant Job Growth Remains Broad-Based and Robust in 2014Washington DC  (RestaurantNews.com)  The National Restaurant Association‘s Chief Economist Bruce Grindy breaks down the latest employment trends:  “The national labor market continued to heat up in June, with restaurants remaining among the strongest growth sectors.  According to preliminary figures from the Bureau of Labor Statistics, the national economy added a net 288,000 jobs in June on a seasonally-adjusted basis, the fifth consecutive month with gains of at least 200,000 jobs. “In total, the national economy added nearly 1.4 million jobs during the first half of 2014, the strongest six-month performance in more than eight years. “Restaurants continued to be among the leaders in job growth, with the industry adding a net 32,800 jobs in June and more than 173,000 jobs during the first six months of the year.  Overall, restaurant employment was up 3.1 percent on a year-to-date basis through June 2014, nearly double the 1.7 percent gain in total U.S. employment. “Job growth within the restaurant industry has been broad-based in 2014, just as it has been throughout the post-recession period.  On a year-to-date basis through May 2014 (segment-level figures are lagged by one month), quickservice restaurants added jobs at a strong 4.0 percent rate.  This puts the quickservice segment on pace to post job growth of at least 4 percent for the third consecutive year. “The fullservice segment added jobs at a 2.9 percent rate through the first five months of 2014.  While this is down somewhat from the consecutive 3.4 percent gains registered in 2012 and 2013, fullservice employment gains remain well above job growth in the overall economy. “Meanwhile, the snack and nonalcoholic beverage bar segment – which includes concepts such as coffee, donut and ice cream shops – added jobs at a robust 6.1 percent rate on a year-to-date basis through May 2014.  If this trend continues, it would represent this segment’s strongest growth since 2007, as well as the third consecutive year with employment gains above 5 percent. “Look for these positive growth trends to continue through the remainder of the year, as the restaurant industry continues to benefit from an improving economy and stronger consumer sentiment.” Read more from the Economist’s Notebook. For additional analysis of restaurant industry trends, log on to Restaurant TrendMapper at Restaurant.org/Trendmapper (subscription required). Restaurant Job Growth Remains Broad-Based and Robust in 2014 Founded in 1919, the National Restaurant Association is the leading business association for the restaurant industry, which comprises 990,000 restaurant and foodservice outlets and a workforce of more than 13.5 million employees. We represent the industry in Washington, D.C., and advocate on its behalf. We operate the industry’s largest trade show (NRA Show May 16-19, 2015, in Chicago); leading food safety training and certification program (ServSafe); unique career-building high school program (the NRAEF’s ProStart); as well as the Kids LiveWell program promoting healthful kids’ menu options. For more information, visit www.restaurant.org and find us on Twitter @WeRRestaurantsFacebook andYouTube.
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