Within two years, a new pick-up service grew to the equivalent of 40% of the existing business.
The franchise led its market and had stopped acting like it. It ended its agency contract, then lost its experienced marketer. A junior hire inherited the plan and ran it faithfully: same keywords, same channels, same campaigns as the year before. Return on investment looked fine on paper.
The market grew by more than 12% that year. The franchise captured three points of that growth. It stayed the leader while newer competitors took the rest.
Brand consistency came first. The blog, the internal newsletter and events started telling one story, built around the eco positioning that set the franchise apart.
I defined a short list of communication themes the team could plan around, so each channel reinforced the others instead of running on its own calendar.
The team had been given instructions without direction. I coached them to question the plan, test new ideas and own their results. Their potential was already there. They needed room to use it.
We implemented a CRM so the team could see who bought what and follow up.
Then we launched the pick-up service: customers could have their items collected instead of coming in.
Within two years, the pick-up service grew to the equivalent of 40% of the existing business.
Relevant if your company leads its market but growth has stalled, and your marketing team is executing last year's plan without a senior lead to challenge it.
No pitch. No deck. A direct conversation about where your marketing is today — and what it would take to make it predictable.
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