Ep 63: Mitch Baker is Vice President of Marketing for Robeks
After almost 25 years in the business, Robeks has earned itself a healthy portion of the ever-growing smoothie franchise market. They know what works and the kind of leaders that thrive in their fun yet fast-paced environment and, today, you’ll hear from Mitch Baker, VP of Marketing at Robeks, as he shares their ingredients for success. Tuning in, you’ll gain a high-level overview of the brand and some deeper insight into their local marketing playbook. We also take a look at the various hands-on ways that Robeks supports their franchisees, the metrics that Mitch tracks when it comes to local digital engagement with the brand, and why he believes that every franchisee should have basic marketing skills, plus so much more! Innovation, incredible customer service, and consistency are at the heart of Mitch’s approach to multi-location marketing and he encourages young marketers to remain open to change and keep looking for new, out-of-the-box ways to engage with consumers. Ultimately, Robeks wants to help their franchisees thrive, not just survive. To find out how they do that, make sure not to miss today’s thought-provoking conversation with Mitch Baker!
Key Points From This Episode:
Kicking things off with a fun fact about Mitch Baker: he’s a huge fan of pretzels!
A high-level overview of the Robeks brand, from store footprints to their franchise model.
Why franchisees have to adapt to their area as demographics change.
Insight into Robeks’ local marketing playbook when it comes to opening a new store.
Some of the metrics that Mitch tracks when it comes to franchisees’ digital engagement.
The power of reviews and the crucial role they play in the operation of a franchise.
The value of online ordering and rewards programs for capturing customer data.
Some of the technological advancements that Robeks hopes to make in the near future.
Ways that Robeks is addressing labor challenges and attracting local talent.
Future opportunities for automated delivery systems that keep smoothies cold!
Mitch reflects on his two different stints at Robeks and how his role has evolved.
Why Mitch believes it’s important for franchisees to have basic marketing skills.
Understanding the power of consistency when it comes to local marketing efforts.
Learn more about the marketing organization at Robeks.
Mitch’s time at Blockbuster and how drastically the world of entertainment has changed.
His advice for young marketers: always be open to change!
The benefits of finding new and out-of-the-box ways to engage with consumers.
Marketing leaders Mitch would like to hear from on the show: Tim Hackbardt at Del Taco and C.J. Ramirez at Dog Haus.
Tweetables:
“Most franchisees are getting to the point that they truly understand the power of [reviews]. Google My Business and Google reviews in general are becoming such an important part of [the] operation of a retail facility.” — Mitch Baker [0:16:22]
“We've got this device in our pocket that gives us access to the world and we can talk to so many different people about our experience. More than ever, it's so important to make sure you've got brand consistency and continuity and incredible customer service.” — Mitch Baker [0:17:27]
“The connection comes [from] that individual franchisee connecting to that local partner, because [that’s where] the magic happens. They're able to be consistent because they can do something on a regular basis that engages that partner’s clientele in order to make them our clientele.” — Mitch Baker [0:31:50]
“Don't turn a blind eye to new technologies and new ways to communicate with your customers and, really, to serve your customers.” — Mitch Baker [0:41:32]