Ep 36: Kristin Gallucci is Chief Marketing Strategist for United Franchise Group and Sets Marketing Strategies for 10 Different Brands with a Big Focus on Local B2B Models
Today’s guest is Kristin Gallucci, Chief Marketing Strategist for United Franchise Group. United Franchise Group controls a variety of brands in the B2B and B2C space with the signage brand Signarama as its flagship. Our conversation with Kristin today is all about the marketing channels and organizational structure at United Franchise Group and Signarama more specifically. Our discussion begins with Kristin introducing United Franchise Group, the brands affiliated under its umbrella, the history of the company, and its strategies for acquiring new brands. From there, we get into the marketing strategies Signarama used during the pandemic and Kristin talks about their decision to leverage national television as well as a sponsorship deal with the World Axe Throwing Championship. We then discuss the way marketing is approached across the different brands in United Franchise Group, drilling down on who controls the different strategies, and whether any cross-pollination occurs. Our conversation also covers the main marketing channels UFG uses and how they approach localized models. On the subject of social media marketing, we hear Kristin’s thoughts on the line between the value this channel offers and the dangers it presents to our youth. For all this and more from the Chief Marketing Strategist for United Franchise Group, be sure to tune in today!
Key Points From This Episode:
A fun fact about Kristin relating to her early foray into advertising.
The different brands under the United Franchise Group umbrella.
How UFG goes about acquiring as well as starting new brands.
Some history behind UFG and the consulting wing of the business.
Advertising strategies UFG used during the pandemic; TV commercials and more.
Why UFG decided to partner with the World Axe Throwing Championship.
The organizational structure at UFG and how it fits into growth and marketing.
Looking for synergies to cross-pollinate between brands at UFG.
The strategy regarding localized franchisee versus nationwide marketing at UFG.
Approaches to car and boat wrapping services at Signarama.
Towing the line between using social media for work and being wary of its dangers.
The main marketing channels Signarama is looking at right now.
Discussing the rise, fall, and resurgence of QR codes and why this happened.
Thoughts on the prospects of advertising on TikTok.
Advice from Kristin for people in junior roles in marketing.
Lighting round with Kristin; thoughts on agencies, GenZ, and influencer marketing.
Tweetables:
“We took a closer look at axe throwing. There happened to be a unique opportunity at the time because of the growth of axe throwing facilities.” — @KristinMarieG [0:13:11]
“It predominantly has been a locally-driven marketing strategy. And last year, I really made a point to try to look at national by bringing in TV and the title sponsorship.” — @KristinMarieG [0:23:23]
“I have a duty to be on social. But with that, I understand the challenges that social media can bring.” — @KristinMarieG [0:29:13]
“Signarama happens to have a 94 NPS score which was kind of off the charts.” — @KristinMarieG [0:29:13]