Technology and Franchise Marketing: An Interview with Nick Simard of
by Ed Teixeira
FranchiseKnowHow wanted to get some answers about how social media, smart
phones and mobile websites are impacting marketing strategies. We called
upon InspiriaMedia a marketing firm located in White Plains, NY. The firm is
owned by Nick Simard and Ronnie Ram, savvy entrepreneurs who focus on
blending successful advertising and marketing practices with technological
innovation. We interviewed Nick Simard.
FKH: Nick, provide some background about InspiriaMedia?
NS: InspiriaMedia is an advertising and marketing firm that caters to the
broad-based needs of small and medium-sized businesses. Based in White
Plains we are adjacent to New York City therefore many of our existing
clients are based in the metro NY area. We provide creative design services,
marketing strategy and execution, specialty media (outdoor and out-of-home),
promotional, media buying, website development (including mobile-optimized
websites) and much more. We developed our portfolio of services to
cost-effectively accommodate the needs of clients.
FKH: What types of clients do you represent?
NS: InspiriaMedia's client base is spread across many industries
including retail, food services, automotive, professional services, real
estate, health & fitness and much more. We are strong in the restaurant
FKH: Any Franchisors?
NS: Yes. Some franchisors that we represent include: The Atlanta Bread
Company, Golden Krust Bakeries and The Bread Factory.
FKH: Can you also service the needs of Franchisees?
NS: We offer comprehensive programs for existing franchisees especially
in the midst of the concept phase. Our experience in the restaurant industry
provides an edge to both franchisors and franchisees.
FKH: With the increased use of “smart” phones and mobile websites how do
you see these impacting marketing?
NS: The efficient and relevant use of technology should be a major
concern to the strategic development of businesses in all categories. If a
business doesn’t innovate and prepare for the future it could easily be left
behind. As an example, people are using their cell phones to find a
restaurant, get directions and make reservations or order items for pick up.
Within the next year or so changes will be even more dramatic. Consider
someone in a certain location using their GPS enabled phone to not only find
a place to eat but to receive a ranking of quality based upon a rating
system. The Zagat mobile application is already in use.
FKH: Any predictions regarding how food franchises will be gaining new
NS: Food franchises are uniquely positioned to grow as the economy
reshapes. The BLS predictions for future job growth include jobs in the
restaurant sector among the top 10. Look for ethnic themed concepts to take
FKH: Given the state of the economy, many small business owners are
reluctant to spend money on marketing. How would you answer this situation?
NS: The hesitation is understandable. The last few years have wounded the
confidence of business owners. Spending without a guarantee of return is
certainly a risk and business owners must make decisions more critically
than ever. As we all know, marketing and advertising represents a mix of
branding and direct response. Branding is critical so your customers know
about you when they need you, not when you need them. Direct response
advertising such as promotions and offers is important to track return on
investment and continue to build the business' pipeline.
A serious business plan includes substantial (as a percent of sales) and
consistent deployment of advertising and marketing dollars. Our most
successful clients who have survived one of the worst economic downturns in
history maintained and even increased their marketing spending (in absolute
dollar terms and percent of sales), despite business declines. Today, their
competition has left the market in many cases and they are poised for
substantial growth as economic recovery works through the system.
Given the critical nature of making every dollar contribute to the
recovery, it is important to choose a marketing and advertising partner who
is truly aligned with your goals and takes the time to create thoughtful
integrated marketing and advertising recommendations.
FKH Nick thanks for taking the time to give us your thoughts about
marketing/advertising and the changes taking place.
© 2010 FranchiseKnowHow, LLC
Ed Teixeira is the President of FranchiseKnowHow, LLC.
He can be reached at