Optimizing revenue growth for local & SMB — Matthew Marx // Evocalize

Matthew Marx, CEO at Evocalize, talks about how corporations can help their local franchises own their marketing and optimize their revenues. Although local marketers might not have the expertise that corporate marketers have, there are tools they can leverage to help them perform core functions easily and quickly. In today’s podcast, Matthew Marx discusses how Evocalize helps franchisees optimize their revenue.
About the speaker

Matthew Marx

Evocalize

 - Evocalize

Matthew is CEO at Evocalize

Show Notes

  • 02:26
    How can corporates help generate revenue for their local franchises?
    Its dependent on the industry due to regulations within certain industries.
  • 04:28
    How do you help local marketers leverage their first
    We aim for push-button simplicity. Our system knows what the marketer is trying to do, and it accomplishes those tasks for them.
  • 05:56
    Corporates can help local franchises in two ways. By driving leads and driving foot traffic. Is there a significant difference in how optimization strategies work based on those two use cases?
    Not really because the system works the same regardless of your companys objective.
  • 07:16
    How much does your system drive local marketers towards that optimum marketing mix, but also optimum revenue mix?
    We work with corporate partners to help us access their data and what their requirements are. Using this information, we can create simple systems/buttons that local franchises can easily use to perform these functions. Our tech does the heavy lifting so the local marketers can perform vital functions quickly.
  • 10:00
    Do franchisees have to pay franchise fees every month or every quarter even when they dont meet targets?
    Yes. Apart from that, they also have to pay marketing fees of up to 2 to 3%. Franchises need to perform to a certain level or they could lose their franchises.
  • 10:49
    Its also important for the franchisors that their franchisees succeed, right?
    Right. Franchisors need to invest money in making sure their franchisees are successful.
  • 12:59
    What tips would you give to corporate marketers about hyper localization that works?
    Allow local franchisees the freedom to run their own marketing, but not necessarily how to figure it out from scratch.

Quotes

  • “Marketers at the corporate level, who enable local markets, need to strive for simplicity. You have to give them a button that asks them a couple of questions to localize things and a kinda ready, aim, fire thing” - Matthew Marx

  • “Local marketers don't have much time to get in and test and learn.” - Matthew Marx

  • “There's risk for the corporate folks. So anything they can do to make sure that that franchise is successful, they have to do.” - Doug Bell

  • “The local marketer, I think, can teach us a lot about getting multiple percentage gains by doing some real fundamental marketing things again, versus just dialing in at attribution.” - Matthew Marx

  • “We, as marketers, have to invest in making folks successful - not leaving them out on their own.” - Matthew Marx

About the speaker

Matthew Marx

Evocalize

 - Evocalize

Matthew is CEO at Evocalize

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