Welcome to the Franchise Whispering podcast, where we delve into the evolving landscape of franchise marketing. In this episode, host Bob McKay engages with marketing veteran Kevin Keith, who shares his extensive experience and insights on the importance of collaboration, innovation, and the role of data in driving successful franchise strategies.
Kevin Keith brings over 30 years of marketing expertise to the table, having worked with major brands such as Coca-Cola and Orange Theory Fitness. His approach emphasizes learning from failures as much as from successes, highlighting that understanding past mistakes is crucial for future growth. “I love to talk about the things that we failed at and what we learned from so I could fix that moving forward,” he shares.
In today’s fast-paced marketing environment, Keith notes that many brands are still relying on surface-level tactics like influencer campaigns. He advocates for a more sophisticated approach, stating, “I really wanted to bring to the table a lot more sophisticated level of marketing a la carte to companies and brands.” This perspective encourages brands to explore unique strategies tailored to their specific needs instead of following the crowd.
One of Keith’s most notable projects was with Edible Arrangements, where he helped to reinvigorate the brand for a new generation. He explains, “It was really getting the founder and the leadership team and really all the key stakeholders together and really simplifying and streamlining their strategy.”
This included refreshing the visual identity and enhancing customer experience through innovative delivery methods, such as drone delivery. Keith’s ability to blend tradition with modernity was key to their success.
Keith emphasizes that collaboration is essential in marketing. He often engages franchisees in the process, ensuring they feel part of the brand’s journey. For example, during his time with Orange Theory, he involved franchisees in crafting a brand idea that resonated deeply with their mission: “For vibrant living, the more you get an orange theory, the more healthy and vibrant your life’s going to be.”
In today’s landscape, many brands operate with lean marketing teams, which can stifle innovation. Keith suggests leveraging contractors and freelancers to enhance capabilities without the burden of full-time costs. He states, “If you’ve got a lean team, you know, how do you get contractors? You have a network of people.” This flexibility allows brands to adapt and respond to challenges more effectively.
Keith challenges the notion of being solely data-driven, instead advocating for an insight-driven approach.
What are the insights from the data? What is the insight telling us about human behavior?
This shift in perspective encourages brands to interpret data meaningfully, leading to more impactful marketing strategies that drive actual human connection.
