10 Marketers to Know: David Peddie

When David Peddie became the Center Director of a Mathnasium* center in 2006, it's doubtful he could have known that just six years later he'd be a key member of the supplemental education franchise's corporate team. In 2007 he opened his own center and grew it to be among the top 10 percent of franchises within the entire Mathnasium system. David's passion and gift for marketing caught they eye of the corporate team and he was promoted to Western Regional Manager in 2011 and Head of Marketing a year later. Today, Mathnasium opens about one center as week and has seen a jump in center sales under David's leadership. We caught up with him to hear his take on the state of marketing within franchising and where he thinks it will go in the future.

1851: How did you get into marketing?

Peddie: In 2006, I opened my own Mathnasium franchise. When I started, I was very concerned that parents in our community didn’t know about the supplemental education business, let alone the Mathnasium brand. It became my mission to find a way to market effectively to our community. This sparked a true interest in and passion for marketing that has led me to where I am today. I try to bring this passion to my Head of Marketing position here at Mathnasium.

How important do you feel the consumer relationship is to franchise development?

It is extremely important. With review sites like Yelp, Citysearch, Urbanspoon, and Trip Advisor, and social media sites like Facebook, Twitter, Foursquare, and Google+, customers and the customer experience can make or break your brand. Companies that don’t provide a great customer experience are going to have a tough time being successful. This is the great thing about consumer relationships: if you are doing it right they will take care of your brand; if not, even the strongest company can go the way of the dinosaur.

How important is social media for your brand?

It is very important. We love to hear what our customers say about us. We love to interact with them. The greatest thing about social media is the ability for customers to connect with our brand. We want them to act as advocates for Mathnasium. We want them to feel a strong connection with our company and know that we listen to and hear what they are saying.

Do you have any tips for franchisees when it comes to local store marketing?

Be customer focused. Unfortunately, in our day and age the customer is often overlooked. I heard Bob Lutz once say that the biggest issue with corporations is that we treat customers as hapless victims instead of as important pieces of the puzzle. Most customers want to feel like someone cares about them, that they are not just a number and that their happiness and satisfaction is of top priority to the business. If you focus on the customer and what the customer needs, everything else will fall into place.

Do you feel advertising has shifted? Do you recommend a shift in budget towards digital?

Absolutely, digital marketing has taken over. More and more people are using search engines daily to inform and guide their lives. If consumers want to try a new restaurant, a new coffee shop, a new nail salon, or discover a popular event in their area, the first place they turn to is the Internet. Therefore, it is important that as marketers we are putting our brands in the digital space. Doing this will ensure long term viability and relevance as the consumers turn their attention online.