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Best of Franchise Euphoria with Rick Cesari

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With Franchise Euphoria’s upcoming series: How to Build an Enduring and Long-Lasting Franchise, Josh thought it was fitting to call back to one of the podcast’s archived episodes from 2018 that features an interview with Rick Cesari, a brand guru and pioneer in brand-response advertising, who came on Franchise Euphoria to highlight best practices in building your brand identity.

 

Rick Cesari has been a pioneer in Brand Response advertising since the early 1990s. He helped create the concept of ‘sell while you brand’ and has been the force behind the creation of many of today’s top consumer brands such as, The Juiceman, Sonicare, The Breadman, The George Foreman Grill, OxiClean, Clarisonic, Rug Doctor, Momentus Golf and many others. Rick has helped take companies like GoPro from start-up to over a billion dollars in sales in just a few short years. He is the author of “Buy Now, Creative Marketing that gets Customers to Respond to You and Your Marketing,” and his book, “Building Billion Dollar Brands,” debuted in Summer 2018 just after this interview was originally published.

 

Key Takeaways:

[0:05] Welcome to Franchise Euphoria, the podcast that takes a deep dive into specific topics related to franchising. Franchise Euphoria exists to help individuals who are trying to grow their business through a franchise or franchise-like model.

[0:49] Josh introduces today’s callback episode: Building Your Brand with Rick Cesari.

[2:54] Josh welcomes Rick to Franchise Euphoria.
[3:56] Rick has worked with several big-name companies, but they were not as large as they are today when Rick began working with them and using direct to consumer marketing.
[5:12] Rick’s experience with DTC marketing started with his passion for health and nutrition where he conducted a live “infomercial” where there was a live audience listening to their presentation on juice; by the end of the 90-minute presentation, the audience was more than ready to buy.
[7:24] His experience has shown that it is most effective to focus on the benefits of the product to the end user that you are trying to market to.
[9:52] The difference between brand advertising and brand response is that there’s always some type of offer where you’re asking people to respond. You have to put out a promotion that gives them a reason to respond.
[11:24] These concepts can be applied to service-based products as well, not just physical products. You can do this through authentic testimonials of happy customers.
[18:20] There are some marketing basics Rick likes to implement such as starting and ending each ad with a brand logo. Also, advertising giveaways can help drive people towards your products.
[20:17] Tactics for reaching and targeting consumers has changed somewhat over the years. While you can still reach a mass-audience through DTC marketing, there are many mediums that are cheaper and effective to reach directly to consumers.
[22:45] The key to building any brand is finding your unique selling proposition and pushing it toward your audience.
[24:04] Offering a very liberal money-back guarantee to get someone to try your product or service is a great way to grab the attention of your consumers.
[26:12] The priority and lifeblood of any business is sales. Focusing on how you can get sales in the door will build your brand as your business is growing.
[29:24] Most of your company’s branding happens after the sale which is formed based on the customer experience.
[30:14] Rick’s book “Building Billion Dollar Brands” is coming out on August 1, which covers many of the topics discussed in today’s interview.
[31:39] Now, Rick still works on “fun,” hands-on projects with companies to build their brand, but mostly focuses his time on writing and speaking about brand building.
[34:57] Thanks for listening, and please, reach out to Josh anytime through email at josh@indyfranchiselaw.com. If you enjoyed this interview, please leave us a review on Apple Podcasts.

 

Mentioned in This Episode:
josh@indyfranchiselaw.com
www.franchiseeuphoria.com
www.indyfranchiselaw.com
www.rickcesari.com
Building Billion Dollar Brands (Rick’s book on Amazon)
indyfranchiselaw.com/podcast/building-brand-rick-cesari

Josh Brown

Josh Brown

Hi! I’m Josh Brown, franchise attorney and creator of the Franchise Euphoria podcast. I’m just your average guy who loves to golf, eat hibachi, and immerse myself in the ever-expanding franchise world.

My goal is to navigate entrepreneurs and all people interested in the current events of franchises through all the hottest topics and most popular tools for success. Going on four years now, Franchise Euphoria is hotter than ever and ready to help you plan and execute a pathway to success.

Josh Brown

Josh Brown

Hi! I’m Josh Brown, franchise attorney and creator of the Franchise Euphoria podcast. I’m just your average guy who loves to golf, eat hibachi, and immerse myself in the ever-expanding franchise world.

My goal is to navigate entrepreneurs and all people interested in the current events of franchises through all the hottest topics and most popular tools for success. Going on four years now, Franchise Euphoria is hotter than ever and ready to help you plan and execute a pathway to success.

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pardee2003 from United States
11/16/2019
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Great and applicable information from professionals in the franchise world that are doing it every day. I’ve listened to 3 episodes: Gutter Brothers, Woofies, and Cycle Bar. Enjoyed all and looking forward to hearing more.
WTutor311 from United States
8/30/2019
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Highly recommend. Great guests. Filled with tons of helpful information.
Katie Joy B. from United States
7/16/2019
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Josh and his wide variety of knowledgeable guests are truly rockstars! They deliver quality (and free!) franchise knowledge and advice in each and every episode. The great advice they provide, combined with the engaging way they deliver it had me hooked from the very first listen. Thanks for putting out such a stellar show Josh - keep up the great work!
Jordan gross from United States
07/15/2019
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This podcast provides the advice necessary to start building, growing, and scaling your business TODAY! The host asks probing questions of his guests that add value to the listeners in an immediately implementable way!
VPugliese from United States
07/15/2019
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What do you get when you combine business savvy, legal expertice and a great personality? You get the ultimate podcast for franchise owners. Josh Brown brings it all togehter perfectly with Franchise Euphoria. Not only does he possess all of the skills and abiliites above, but he has great guests, asks awesome questions and created the ideal podcast for this niche. If you have a franchise, or are considering it, subscibe to this show and consume all of the content!
Mick James from United States
06/05/2019
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Started listening to Josh's podcast after the wife and I decided to buy a franchise and I quickly went through about 200 episodes on 1.5x & 2x, before signing on to purchase a franchise. Josh's info was an invaluable part of our decision to buy, and after listening to so many episodes, I felt like I knew and trusted him on a personal level, so it was a no-brainer to enlist his services when it came time to review the franchise agreement. Josh was super easy to talk to and very empathetic to our needs, and being first time business owners, we needed all the empathy we could get. Josh helped us negotiate a great deal with the franchisor and we were very happy with his services. Great podcast, great guy, great service to anyone involved in the franchise world!
Dean575 from United States
06/04/2019
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Very interesting discussion. I found the information valuable.
Summieysum from United States
05/06/2019
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I've just completed the legal process of franchising my business and have now begun selling franchises. Just found this podcast and it's an incredible resource! Great content and Josh is a very engaging host. Highly recommend for franchisors and franchisees.
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