Franchise and multi-location · marketing consultant

Franchise marketing that sells units and supports the ones you have.

Marketing Director for a 65-location medical equipment franchise and digital lead for a 1,600-location ink and toner system: a rebuilt $1M PPC program, a record $5.3M sales month, a franchisee-friendly e-commerce model, and conference stages across the system.

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What usually needs fixing

The three problems I see first.

Corporate versus franchisee

Every national program competes with a local one until attribution and revenue sharing are designed so both sides win.

Vendor sprawl

Five agencies, three platforms and nobody accountable for the number. Consolidation alone found $250,000 a year at 101 Mobility.

Two businesses, one budget

Selling franchises and supporting franchisees need different funnels, different content and different measurement.

The IRMO Playbook, applied

How the four moves run in franchise.

The playbook

Identify

audit the national and local programs, vendor contracts, lead attribution and franchisee sentiment.

Roadmap

the omnichannel program by quarter, the attribution and revenue-share model, the franchise development funnel.

Market

rebuild paid search with SKU- or service-level structure, launch local search and e-commerce that credit the franchisee, produce the training and content the system adopts.

Optimize

per-location dashboards against the network median, conference and webinar training, vendor reviews.

Proof

2 case studies in franchise.

All franchise work

EmployerFranchise, medical equipment2017

101 Mobility

Rebuilt paid search and consolidated vendors for a medical equipment franchise system, contributing to a record sales month.

$5.3Mrecord single-month franchise sales

$250K+annualized savings

EmployerFranchise, retail2013 – 2015

Cartridge World North America

Moved a radio-led franchise brand into performance digital and e-commerce, and designed a revenue-share model franchisees backed.

1,600locations worldwide

$80Bremanufactured ink and toner category

Read and watch

The thinking behind the work.

Talk deck · 11 slides

Marketing Durable Medical Equipment

Review the deck

Franchise · 22 minFranchising in the digital age: sell and support your system with tools and contentA franchisor runs two businesses: selling franchises and supporting franchisees. A long-form guide to the marketing foundation, team and programs that serve both.Strategy · 4 minDo you know your business? The right marketing channel for ten kinds of companyA restaurant, a PEO and a Shopify store should not be marketing the same way. Which channels fit which business model, industry by industry.Strategy · 4 minBefore you spend another dime on digital marketing, read thisStop renting the land you build your house on. Fix the website, tell the story, then buy media, in that order.

Questions

Franchise marketing, answered.

How do you resolve franchisee pushback on national e-commerce?

With a radius-based attribution and revenue-sharing model, so an online order credits the nearest franchisee. At Cartridge World that design converted resistance into network-wide support.

What does franchise PPC look like at scale?

A rebuilt $1M-plus annual program with location-level structure, shared negative lists and a reporting view each franchisee can read. It contributed to a record $5.3M single-month franchise sales result at 101 Mobility.

Do you do franchise development marketing too?

Yes. Selling units is a separate funnel with its own content, landing pages and nurture; the Franchising in the Digital Age guide covers how I structure both sides.

Will you train the franchisees?

I have presented across the Cartridge World system on video, educational content and digital sales techniques, and I build the training into every franchise engagement.

Which franchise categories have you worked in?

Medical equipment and home accessibility, ink and toner retail, senior care, and mortgage branch networks that operate like franchises.

Other industries

Mortgage and lending Legal and professional services HR, PEO and B2B SaaS Senior care and healthcare E-commerce and retail