National marketing builds brand awareness but local activation is what drives traffic, loyalty, and same-store sales. In today’s franchise landscape, franchisors are navigating a growing tension between maintaining brand consistency and giving franchisees the autonomy to connect with their local communities.
What to Expect
This session explores why franchisees need to own their turf and how franchisors can build the right enablement framework to make it happen. We’ll introduce a practical, persona-based approach; Do It Yourself, Do It With Me, Do It For Me — to help franchisors understand that not every franchisee markets the same way, and that success depends on meeting them where they are. Attendees will walk away with a high-level framework for thinking about local marketing enablement and a preview of what’s possible with the right tools and systems in place.
Speaker
Thomas Nettesheim is a Sales Engineer at Constant Contact, bringing over 13 years of experience in supporting small businesses and nonprofits. As a subject matter expert, he frequently leads educational webinars that cover product overviews, best practices, and the essential role Constant Contact plays in effective marketing strategies.
Jack Monson is a seasoned marketer, radio host, and business executive, recognized as one of the go-to leaders in the franchising industry. He has built a career in marketing, radio hosting, and business executive roles, becoming a prominent figure in the field. Monson is the President of Brand J, a leading franchise development marketing agency, and the owner and host of Social Geek, a top marketing podcast. His expertise spans branding, digital marketing, franchise marketing, brand journalism, and public relations. Monson has been active in the International Franchise Association, serving on its Advisory Board and hosting the IFA Franchise Voice podcast. He holds a BA in Communications from Northern Illinois University and has a diverse background in marketing, sales, and franchising.
