What's Changing in Franchise Media Spend

Google and Meta efficiencies keep declining, and most franchise marketers don't have a real plan for what fills the gap. Chris McGee (Batteries Plus) and Karen Wenning (Suttle Strauss) join Katherine to debate connected mail, cable TV, and the channels worth testing before the 2027 budget cycle locks in.In this episode:Why blanket direct mail without strategy is the channel both guests agreed should go firstHow connected mail programs deliver three to five touches before a mail piece even arrivesThe difference between a return on investment and a return on relationshipWhy Batteries Plus moved from store-level to market-level media poolingWhat "spray and pray" looks like in 2027 — and why both guests say it has to stopGuest: Chris McGee, VP of Marketing, Batteries PlusChris has spent over 20 years across agency, analytics, and client-side marketing roles, with a career-long focus on brand storytelling. At Batteries Plus, he's led the shift from fragmented local media buying to a market-pooled, data-backed strategy that grew reach by 25% this year.Guest: Karen Wenning, Director of Client Partnerships, Suttle StraussKaren has worked in franchise marketing for over 20 years, specializing in connected mail programs that combine direct mail with digital retargeting. She brings a rare vendor-side view of what local activation actually looks like across hundreds of franchisee relationships.Host: Katherine LeBlanc, Fractional CMO | Apollo CMOWant to go deeper? 🌐 apollocmo.com ▶️ Katherine LeBlanc on YouTube 🔗 linkedin.com/in/katherineleblanc 📩 [email protected]