Ep 30: Brett Campbell is Vice President of Field Marketing for Tropical Smoothie Cafe, and this episode is a deep dive into LSM: local store marketing
Today we sit with Brett Campbell, Vice President of Field Marketing for Tropical Smoothie Cafe, and dive into the nuances of field marking and how it’s aided his organization’s success. After hearing about Brett’s childhood as the son of a U.S Navy pilot, he tells us more about the Tropical Smoothie Brand and how it has been making waves in the fast-casual space. Brett talks about the brand study they performed two years ago, and why it was so useful in helping the Tropical Smoothie Cafe team find their brand voice and to engage with their market more effectively. Following this, Brett details his role at Tropical Smoothie Cafe, sharing some of his professional history. We learn what he enjoys about his current role and how he has implemented palpable change. Later in the show, we ask Brett about traditional and digital styles of marketing, what their marketing formula is, and more on the Cafe’s unique partnerships. Delving deeper, he then expands on how field marking has changed over the last ten years. To close, Brett shares usable advice for young marketers and goes on to share his thoughts on Facebook, Google, and Gen Z.
Key Points From This Episode:
Introducing today’s guest, Brett Campbell.
A fun fact about Brett Campbell that most might not know.
Hear about Brett’s experiences with the U.S Navy as a child.
Brett tells us about Tropical Smoothie Cafe.
The different types of smoothies that Tropical Smoothie Cafe has on offer.
Brett describes his role at Tropical Smoothie Cafe.
Hear about what Tropical Smoothie Cafe looks like from a numbers perspective.
How the Tropical Smoothie Cafe franchise works.
Brett touches on digital and traditional media.
How Tropical Smoothie Cafe is utilizing its unique partnerships.
Why local store marketing is so important for franchisees.
How Tropical Smoothies’ field marketing has changed in light of COVID.
Ways field marketing has changed over the last 10 years.
Advice for those wanting to become leaders in field marketing.
Time for the lightning round!
Tweetables:
“We’re opening over 100 cafés a year, which is astounding growth and just shows the interest in the brand and that there’s something really special about Tropical Smoothie.” — Brett Campbell [0:06:54]
“It was a great opportunity for me to come into a brand that was growing super fast and being able to create something from the ground up.” — Brett Campbell [0:13:48]
“To me, field marketing is not about taking the national message and putting that at the local level. It’s more about connecting with the local market.” — Brett Campbell [0:20:15]
“We called it ‘Tropical Takeover.’ We were doing everything and anything. There was no bad idea from a local store marketing perspective and we were filtering it through the field marketing team.” — Brett Campbell [0:36:03]