The Art of Franchise Marketing

Homeowners don't let strangers into their homes without trust. Neither do gym members sign up for a monthly membership without it. Haley Hughes has marketed franchises across hospitality, fitness (including Mayweather Boxing + Fitness) and home services, and she says trust is the thread through all of them.

On this episode of The Art of Franchise Marketing, host Erin Martin and Haley cover why referrals are the real measure of trust, and why "set it and forget it" kills them, how Spray-Net turns an in-house chemist and climate-specific formulas into neighborhood-level messaging, and Spray-Net’s grassroots local domination playbook: pick A+ neighborhoods, then hit at least seven touch points.

The Art of Franchise Marketing is brought to you by Netsertive. Learn more by visiting http://www.netsertive.com.

When a parent falls and can't safely return home, families get a list of assisted living communities from the hospital and a few weeks to choose. Dr. Matt Staley, PT, saw the fallout for nearly two decades: residents placed in communities that couldn't meet their needs, forced to move again, paying new community fees each time.

In 2019, Matt and his wife Audrey, an occupational therapist, launched Trua Senior Living Locators to bring a clinical approach to senior placement. Trua began franchising in September 2024, opened 10 locations in year one, and now has 42.

On this episode of The Art of Franchise Marketing, host Erin Martin and Matt cover:

• The biggest lesson from year one: stop trying to do it all yourself
• Why partnering with a franchise sales organization (Brand One) accelerated growth
• The three traits Trua looks for in owners: compassionate, coachable and gritty
• Setting honest expectations with candidates about a relationship-driven model
• The Trua Referral Mastery Program: tiered referral sources, each with its own playbook
• Why Matt isn't worried about AI replacing local, clinical expertise
• What families should actually look for in an assisted living community
• His advice for anyone nearing retirement: retire to something

Learn more at https://www.truacares.com.

The Art of Franchise Marketing is brought to you by Netsertive. Learn more at www.netsertive.com

Cliff Kennedy spent eight months as a Frios Gourmet Pops franchisee before buying the whole company in 2018. Back then, Frios had about 12 brick-and-mortar shops. During COVID, Cliff rewrote the FDD from the ground up, moved franchisees out of their leases, and turned the brand into "the modern day ice cream truck." Today Frios has more than 100 tie-dye-wrapped mobile locations across the country.

In this episode of The Art of Franchise Marketing, host Erin Martin and Cliff dig into how Frios markets a brand that sells happiness. They cover why "how it's made" content is outperforming event footage, how a rock, paper, scissors game with Cliff's son created the #1 flavor, why strawberry mango wins in the West but not the Northeast, and how Frios hands franchisees a playbook for every new flavor launch.

Then it gets tactical on AI. Cliff walks through the dashboards he's built by connecting Google Search Console, HubSpot, sales and ordering data, and how he studies creators' first three seconds to sharpen his own content. His bottom line: use AI for the data and the drafts, but stay human in everything you put out.

What you'll learn

• How Frios pivoted from storefronts to a mobile model, and got franchisees on board
• Why product-making content resonates with both consumers and franchise candidates
• How regional flavor data shapes the innovation roadmap and LTOs
• How Frios turns franchisee and influencer moments into brand partnerships
• The "first three seconds" test, and how to stop burying the lead in social content
• Real AI workflows: weekly data dashboards, flavor trend tracking, and personalized outreach at scale

In this episode of The Art of Franchise Marketing, Michael Hartel, Founder and CEO of Cabinet IQ, shares the marketing, operational, and strategic insights behind the company’s growth.

Michael discusses the foundational work required to build a scalable franchise system, from strengthening onboarding and support processes to developing a consistent brand and evolving the company’s marketing strategy. He also explores Cabinet IQ’s rebranding journey, the role of customer research and emotional storytelling, and how the company has adapted its digital marketing approach as acquisition costs and consumer behavior have changed.

Michael also provides a detailed look at how Cabinet IQ balances centralized marketing support with local franchisee-driven efforts. He explains the importance of grassroots relationship building, market-specific marketing strategies, SEO, influencer marketing, Pinterest, and testing emerging channels to identify what works in individual markets.

How do you grow a franchise brand while maintaining trust, consistency, and purpose across every market?

In this episode of The Art of Franchise Marketing Podcast, Erin Martin sits down with Kim Hanson, CEO of LearningRx, to discuss the realities of scaling a high-touch franchise brand. Kim shares insights on balancing corporate and local marketing, building brand authority, and creating consistency across a growing franchise system.

They also explore how AI is changing how consumers discover brands, why research and reviews matter, the role of podcasts in building credibility, and what franchise marketers should watch for when it comes to marketing ROI.

Plus, Kim shares lessons from her book, The Purpose Directed Business, and her experience helping evolve a founder-led brand for its next chapter of growth.

In this episode of The Art of Franchise Marketing, Erin Martin sits down with Mishelle Payne, SVP of Marketing at HomeWell Franchising, to explore what it takes to build a trusted franchise brand in an increasingly complex marketing landscape. Mishelle shares how HomeWell’s rebrand helped expand its positioning beyond senior care, why brand consistency has become even more critical in the age of AI, and how franchise systems can balance corporate brand standards with the entrepreneurial needs of local owners.

The conversation also dives into the marketing strategies driving local growth today. From reviews and referral relationships to PR, localized content, data-driven partnerships, and AI-powered tools. Mishelle shares how HomeWell is equipping franchisees with the resources, training, and technology they need to build stronger community relationships, make smarter marketing decisions, and create a more consistent customer experience across the system.

In this episode of the Art of Franchise Marketing Podcast, Erin Martin sits down with Shoshannah DiDomenico, Director of Field Marketing at Scooter’s Coffee, to explore the power of grassroots and local marketing in today’s increasingly competitive QSR landscape.

Shoshannah shares how Scooter’s empowers franchisees to build authentic connections within their communities through sampling, local partnerships, direct mail, activations, and other local store marketing strategies. She also discusses how the brand measures local marketing efforts, balances digital and traditional tactics, and creates consistency between the online brand experience and the in-person customer experience.

Throughout the conversation, Shoshannah highlights why human connection remains one of the most powerful differentiators for franchise brands and how returning to basics can drive meaningful, long-term brand loyalty.

In this episode of The Art of Franchise Marketing, Erin welcomes Nathan Allman, Co-Founder of Chefs for Seniors, to discuss how he helped grow a family-inspired concept into a franchise with nearly 100 locations while staying true to a people-first approach.

Nathan shares the lessons learned from scaling a service-based franchise, why local relationships continue to be a competitive advantage, and how the launch of Chefs for Families is expanding the brand's reach.

The conversation also explores how AI is transforming franchise marketing, from zero-click search and the evolution of SEO to building a custom CRM that powers smarter, data-driven decisions. Nathan and Erin discuss practical ways franchise brands can balance local referral marketing with paid media, strengthen their online reputation through Google Reviews, create content that builds authority, and use AI to improve efficiency without losing authenticity.

Ashley Beckwith, Senior Digital Marketing Manager at Stellar Service Brands, joins Erin Martin to discuss how franchise brands can build scalable marketing systems that drive real business results. From franchisee adoption and marketing playbooks to hyper-local content, AI-powered review management, and business intelligence dashboards, Ashley shares the strategies her team uses to help locations grow while keeping execution simple and measurable.

The conversation also explores how AI and large language models like ChatGPT are changing local search, why authentic content and reviews matter more than ever, and how franchise marketers can adapt their SEO and reporting strategies for the future. If you're looking to improve franchisee engagement, strengthen your digital marketing strategy, or prepare your brand for the next generation of search, this episode is full of practical, actionable insights.

Building a successful franchise takes far more than a great business idea, it requires proven systems, exceptional training, and a commitment to supporting franchisees every step of the way.

In this episode, Dan Deak, President and CEO of Home Halo Franchising, shares how his experience growing a home care business led him to develop a franchise model built on operational excellence, hands-on coaching, and long-term success. He explains why creating a comprehensive operations manual before franchising was one of the most important investments he made and how storytelling helps franchisees better understand and apply proven processes.

Dan also explores the growing role of AI in modern franchise operations, demonstrating how tools like Claude help analyze recruiting data, optimize marketing spend, monitor business performance, and improve decision-making. While technology can dramatically increase efficiency, he emphasizes that the human element remains at the heart of service businesses. This conversation offers practical insights for franchisors, franchisees, and entrepreneurs looking to leverage AI while building stronger systems, better leadership, and a scalable franchise network that delivers consistent results.

After more than three decades in the fitness industry, Rick Mayo has learned that sustainable franchise growth isn't built on chasing every new marketing trend, it's built on consistency, diversification, and a clear brand strategy.

In this episode of The Art of Franchise Marketing, Erin Martin sits down with the Founder and CEO of Alloy Personal Training to explore how a single personal training studio evolved into a franchise brand with more than 400 locations. Rick shares the lessons he's learned from operating independent gyms, powering major fitness brands behind the scenes, and ultimately launching Alloy as its own franchise system.

The conversation dives into why many brands become "drunk on digital," the continued importance of grassroots marketing and strategic partnerships, and how Alloy balances national marketing with local execution. Rick also discusses the systems his team uses to measure marketing performance, how AI is influencing the future of franchise marketing, and why podcasting has become a valuable tool for franchise development.

In this episode of The Art of Franchise Marketing, Erin Martin sits down with Brad Coleman, retired NASCAR driver and the leader behind SafeWay Driving, to explore his remarkable journey from the racetrack to transforming one of Texas' leading driver education brands.

Brad shares how SafeWay evolved from a trusted local driving school into a modern, technology-driven franchise by embracing brand innovation, data-driven decision-making, and community-focused marketing. The conversation dives into the role of digital marketing, SEO, Google reviews, AI, and local franchise support in building a scalable business while staying true to a mission of creating safer drivers.

Whether you're a franchisor, franchisee, marketer, or entrepreneur, this episode offers practical insights on modernizing a legacy brand, leveraging technology for growth, and building a business where purpose and performance go hand in hand.

Success isn't built on getting everything right, it's built on learning from what goes wrong. In this episode, Kyla Dufresne shares how she grew Foxy Box from a single idea into a fast-growing franchise by embracing failure, investing in people, and staying true to her values. From grassroots marketing to franchise development, this conversation is filled with practical lessons for entrepreneurs looking to grow with purpose.

In this episode of The Art of Franchise Marketing, Erin Martin sits down with Pete Baldine, Chief Growth Officer of Moran Family of Brands, to discuss what it takes to grow and support high-performing franchise systems in today’s evolving automotive industry.

With decades of experience spanning Jiffy Lube, Safelite, and Moran Family of Brands, Pete shares how his coaching mindset has shaped his leadership approach to franchise development, franchisee support, and operational excellence.

The conversation dives into Moran’s growth strategy, including onboarding new franchisees, helping existing operators scale profitably, and navigating acquisitions like Mister Transmission in Canada. Pete also breaks down the importance of infrastructure before expansion, the impact of co-branded automotive service models, and how AI-powered customer engagement tools are transforming franchise operations.

In this episode, Mark Van Wye, CEO of Zoom Room, shares how technology, AI, and data-driven marketing are transforming the franchise industry. From creating “socialization as a service” in the pet space to simplifying operations for franchisees, Mark breaks down how innovative systems and human-centered design can drive growth, consistency, and customer loyalty.

The conversation explores leveraging AI for smarter business decisions, building a unified brand culture across franchise locations, and understanding consumer behavior in an increasingly emotional and experience-driven market. Whether you’re a franchise operator, entrepreneur, or marketer, this episode offers valuable insights into scaling a modern, tech-enabled business while keeping the customer experience at the center.

In this episode of The Art of Franchise Marketing, host Erin Martin sits down with Patti Rother, founder and CEO of Root+Rise to explore how AI is reshaping franchise development, marketing, and operational growth.

Patti shares how modern franchise brands can build AI-native systems that improve efficiency, accelerate decision-making, and create scalable growth engines for both founder-led and private equity-backed organizations. From franchise sales automation and marketing workflows to AI-powered analytics and lead response strategies, this conversation breaks down what forward-thinking brands are doing right now to stay competitive.

The episode also dives into the evolving franchise buyer journey, the importance of aligning operations with marketing promises, and why “speed to lead” is becoming one of the biggest differentiators in franchise development success.

In this episode, Christina Collins, founder of NeverStopMoving365, shares her journey from PE teacher and personal trainer to franchise founder on a mission to get 1 million kids active.

Christina breaks down how she built a mobile youth fitness franchise through grassroots marketing, authentic relationship-building, and a deep understanding of behavior change psychology. From realtor partnerships and community engagement strategies to leveraging AI tools for customer insights and operational growth, this conversation is packed with actionable lessons for founders, franchisors, and marketers alike.

She also shares why “relationships beat algorithms,” the importance of mastering unit-level economics before scaling, and how creating confidence in kids became the heart of the NeverStopMoving365 brand.

In this episode, Chelsea Penne, Senior Marketing Manager at Main Squeeze Juice Co., shares insights into brand marketing, leveraging research and data, and innovative strategies in the health and wellness food industry. Discover how they integrate technology, local marketing, and product innovation to stay ahead in a competitive market.

What does local marketing look like after the pandemic and is AI helping or hurting businesses? In this episode of The Art of Franchise Marketing, Erin Martin talks with Gordon Borrell, CEO of Borrell Associates, about the changing landscape of local advertising.

Gordon shares research showing that since 2020, markets have 20% more businesses competing for the same customers, with nearly 80% of marketing budgets now going to digital channels like search and streaming video. But bigger budgets aren’t always delivering better results, leading many franchisees back to grassroots strategies that build real brand awareness.

They also discuss AI’s growing role in marketing, with Gordon warning that AI tools can give biased or inaccurate recommendations. His advice: use AI as a helpful assistant, not a trusted expert.

In this episode, Chad Palmer, CMO of United Franchise Group, breaks down what it takes to scale and modernize franchise brands in today’s fast-moving digital landscape. From managing a diverse portfolio of franchise concepts to leveraging AI-driven marketing strategies, Chad shares how innovation and agility are reshaping the industry.

We explore how United Franchise Group approaches brand strategy, website optimization, and data integration to drive smarter decision-making and sustainable growth. Chad also dives into the role of private equity, the challenges of brand rebranding, and why speed often beats perfection in marketing execution.