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In Marketing A Franchise, Snip-its’ Formanek Has Work Cut Out For Her

For any of you have children, you know that taking them for a haircut can be--to put it mildly--a stressful experience. But does it have to be? Not at Snip-its, which has been providing a kid-friendly, “Dr. Seuss meets Disney” salon environment for two decades.

As director of marketing, Jen Formanek oversees all marketing for the nationwide franchise, for which she develops both national and local plans. Her strategy is all about messaging consistency--across its 60-plus locations as well as a variety of digital and traditional platforms. “We create special programs to help our franchisees figure out what to say and how to say it,” she told me.  

Webinars have been a key tactic for coach and support her franchisees. “We share best practices between our franchisees or our salon managers,” Formanek said. “We also do a lot of follow-ups with white papers and different printed materials ... so that they have the materials they can access anytime.”

Highlights from this week’s Marketing Superstars podcast include:

  • The Snip-its experience (3:30)
  • Supporting the franchise (6:00)
  • Digital within a franchise (8:20)
  • Social messaging consistency (10:35)
  • Responding to reviews (14:00)
  • Measuring success (16:25)

Listen in iTunes.

Click here to listen to previous episodes of Marketing Superstars.

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