1. At Verlo Mattress, how do you tailor marketing strategies to meet both national brand goals and the unique needs of local franchisees?

At Verlo, we centralize the message but localize the voice. Our national marketing communicates what sets us apart—our manufacturer-direct-to-consumer model, custom comfort, and lifetime comfort guarantee. That message creates a consistent brand foundation, and then we equip our franchisees with a rich library of marketing assets they can deploy locally—video, social content, print, point-of-sale signage, and more.

What we don’t do is run paid media on behalf of our franchisees. Instead, we empower them to take that content and execute it in ways that make sense for their market. We call it “owning your backyard.” Franchisees are encouraged to show up as the local face of Verlo—engaging their communities, sharing testimonials, and building trust one conversation at a time. It’s not just about selling a mattress—it’s about delivering service, comfort, and long-term care rooted in the local community.

2. Your background in journalism and creative production is unique among franchise marketers. How has that storytelling experience shaped your approach to brand development?

My background in journalism taught me the power of narrative—and in marketing, that translates into creating stories people can emotionally connect with. It’s not enough to talk about product specs or promotions. People want to hear from others, to feel what it’s like to be part of your brand.

That means spotlighting real customer testimonials—where people share how a better night’s sleep changed their life. These stories aren’t just about mattresses; they’re about experiences, care, and the value of feeling heard. Emotional storytelling builds trust and establishes the “why,” both for the brand and the individual customer. When people see themselves in someone else’s story, that’s when a brand relationship really begins.

3. You’ve overseen everything from SEO and social to media buying and in-house video production. What channels are delivering the highest ROI for franchise brands right now—and why?

Paid search remains one of the top ROI drivers, especially for high-intent, local searches like “_____ near me.” SEO continues to be essential, but we’re now navigating a major shift as AI starts reshaping the search experience. This means franchise brands need to double down on hyper-local relevance, authenticity, and trust signals—starting with online reviews.

And not just any reviews—detailed, story-driven reviews that highlight real experiences. That kind of social proof is gold.

Video is another huge opportunity. It’s scalable, versatile, and it lives forever. But you don’t need a massive budget—smartphone cameras and a $30 wireless mic can go a long way. I always say, don’t hire one videographer; empower your whole team to be your production crew. Everyone carries a camera in their pocket.

Be strategic—track what content gets engagement and boost that with paid media. But also go back to basics. Yard signs, local events, referral advocacy—those things still work. Ask happy customers to put a sign in their yard. Sponsor a volunteer-based community event. Build real relationships. It’s about blending smart digital strategy with grassroots marketing and good old-fashioned sweat equity.

4. You helped build a state-of-the-art in-house production team at Steinhafels. For franchise brands on tighter budgets, what advice do you have for producing quality content without breaking the bank?

You don’t need a high-end studio to create great content. Your phone is your studio. In fact, authentic video often performs better than polished commercial spots because it feels more real.

My advice: build a content-first culture at the local level. Encourage franchisees and their employees to create simple videos like testimonials, behind-the-scenes clips, product tips—anything that adds value. Keep it short and useful. Skip the scripts and let people speak in their own voice.

Invest in a couple of inexpensive tools—a wireless mic and a tripod. You can get both for under $60. Then, just start creating. It’s not about perfection; it’s about consistency. And when you find something that resonates, use it everywhere—organic posts, paid social, landing pages, email.

Video isn’t just a one-time asset—it’s an always-on storytelling machine that lives forever.

5. As a Certified Franchise Executive (CFE), what trends or challenges do you think franchise marketers need to prepare for over the next 2–3 years?

• AI-driven search: Focus on content that is useful, local, and credible. That includes detailed reviews, FAQ-rich web pages, and community-based storytelling.
• Video dominance: Create now, create often. Don’t wait for perfect production—get your teams involved and make content a regular part of store life.
• Hyper-local relevance: Empower franchisees with tools and motivation to get involved locally. Think yard signs, community events, and local givebacks.
• First-party data & privacy: Build customer relationships through loyalty programs, email engagement, and post-sale nurturing.
• Authenticity over polish: Consumers want to see real people, hear real stories, and connect with honest, relatable brands.