Consumer Marketing - A Cornerstone of the Franchise Model

After a very successful 4th Annual Franchise Legal Series on Franchise Today, up next is the Franchise Model Series - Consumer Marketing, Operations & Franchisee Relations, Franchise Sales & Development, and Technology in Franchising. The 4-part series begins this week and continues throughout the month of June. In the first segment, the topic is Consumer Marketing and our guest is Ed Waller, VP CRM of CertaPro Painters and Chairman of the 2012 Franchise Consumer Marketing Conference. Show host, Paul Segreto and Ed discuss various factors of successful consumer marketing including target audiences,  strategic messaging, media vehicles and much more.  About Our Guest Edward Waller is the VP CRM at CertaPro Painters. He oversees a marketing and a centralized customer service department, which allows him to focus on making and replicating a positive customer experience at all levels of the organization.   Edward was part of the original equipment at CertaPro.com and has seen growth from 1 to 300+ franchises. He's been involved with all elements of the organization including the marketing of franchises, but his main interest and core skill set keeps him focused on consumer marketing. Edward left CertaPro briefly during the dot.com boom and managed to start a company, which still survives, but enjoys franchising and generating leads at CertaPro so that's where he remains.