Agency Alignment and Growth Challenges

Cindy Stewart

Welcome to Franchise Fuel: Smarter Growth — the podcast where franchise leaders come to hear bold strategies, real insights, and smart growth tactics that work. I'm your host, Cindy Stewart. Today’s episode is packed with insight. We’re talking about whether your current agency is actually helping or holding you back. And I’m thrilled to welcome Vern Nicholson, VP of Growth & Strategy at Vetro Media. Vern has worked with two of the top digital marketing agencies serving the franchise space and has helped propel brands in sectors like home health care, cosmetics, independent grocery, QSR, and retail.

Cindy Stewart

Vern, you’ve been in the trenches of franchise marketing for over two decades. What’s the biggest disconnect you see between brands and their agencies?

Vern Nicholson

Yeah... um, great question, Cindy. I’d say, uh, one of the biggest gaps is — honestly — how many agencies still operate in silos. You know, teams don’t talk, data doesn’t flow, and, um, strategy doesn’t align across platforms. That creates, uh, a lot of friction and wasted spend. Too often, agencies just prioritize keeping costs low over, you know, actually driving real performance.

Cindy Stewart

Let’s jump into some evaluation. What are the three questions franchisors should be asking their current agency right now?

Vern Nicholson

Yeah, so, um, here they are: 1. Are they AI-prepared or AI-afraid? If your agency isn’t integrating tools like ai-ADZ for faster, smarter creative or leveraging AI for, like, lead scoring and media buying — then they’re, uh, falling behind. 2. Do they have a true video strategy? If they’re just, um, boosting posts with quick edits — that’s, yeah, not a strategy. Video needs to be story-driven, platform-optimized, and, uh, tied to measurable business goals. 3. Are they integrated with your CRM and sales tools? Tech like FranConnect and ClientTether can’t be an afterthought. Like, your campaigns need to, uh, connect with the systems that convert leads into franchisees.

Cindy Stewart

You mentioned the last episode touched on five critical technologies. Can you revisit those for us?

Vern Nicholson

Absolutely. So, um, here they are: 1. AI & Machine Learning — It drives smarter targeting, creative optimization — you know, lets you work faster and more effectively. 2. CRM Integration — Ensures, uh, leads are tracked and nurtured properly. FranConnect and ClientTether are key players here. 3. Lookalike Audiences & Uploaded Data — Using, um, your actual customer data to model new high-intent audiences. Super powerful. 4. Marketing Automation & Retargeting — This helps you, like, nurture leads with, um, timed and personalized messaging. 5. Conversion Tracking & Analytics — Tools like GA4, Meta Events Manager, Looker Studio — they, uh, show you what’s working.

Cindy Stewart

You’ve worked with some impressive brands. Can you share a few wins that came from fixing agency blind spots?

Vern Nicholson

Yeah, absolutely. So, um, here’s a quick rundown: Home Care Provider: CRM and retargeting integration, that lifted conversions by, um, 62%. Cosmetics Brand: Segmented Meta Ad Campaign directed at existing retailers — engagement jumped 4 times. Major U.S. Sub Sandwich Concept: We expanded the geo-targeting, added incentives to the ad copy, and added a strategic filter, resulting in a 21% increase in qualified leads. I assisted an established retailer in retooling its retargeting to multi-unit investors by enhancing their storytelling and targeted personas. The retailer was ranked the number one franchise brand in the U.S., and they exceeded their franchise development goals.

Cindy Stewart

Those are powerful examples. Let’s talk about what the next-gen agency should look like. What’s on your checklist?

Vern Nicholson

So, um, here’s what I’d expect from a next-gen agency:✅ AI across creative, targeting, operations — all of it. ✅ Deep CRM and sales integration — think FranConnect and ClientTether. ✅ Cross-functional teams — no silos. ✅ Strong video storytelling, like, for real. ✅ Transparent, business-focused reporting. ✅ Use of first-party data, like uploaded contacts and custom audiences. ✅ Smart retargeting, automation that drives conversion. ✅ And a real focus on performance, not just busywork.

Cindy Stewart

And what happens when brands stay with an agency that’s not evolving?

Vern Nicholson

Honestly, uh, it’s a slow leak. Like — leads don’t convert, data gets lost, and campaigns plateau. You’re just, you know, maintaining instead of growing. And worse, your competitors? They’re using smarter tools and tighter integration, and they’re, um, taking market share.

Cindy Stewart

Where should brands go from here if they’re ready to raise the bar?

Vern Nicholson

Start by, um, asking better questions and demanding, like, full transparency. You need an agency that’s, uh, working inside your systems — that understands your goals. At Vet-tro Media, that’s exactly what we do. We align with your growth goals using AI, automation, CRM-driven strategy, and video-first creative.

Cindy Stewart

That makes me wonder—how can businesses really tell when their agency partnership isn’t working? What are the signs they should be paying attention to?

Vern Nicholson

Well, Cindy, three things: transparency, communication, and accountability. These are the bedrocks of any solid agency partnership. When one of these falls through, cracks start to form, and the whole relationship becomes unstable.

Cindy Stewart

Okay, but what does that look like in real life? Like, give us an example.

Vern Nicholson

Alright, let’s talk about a national retail brand I worked with last year. They were partnered with an agency that didn’t just drop the ball on delivery—it felt like they weren’t even in the game. Deadlines were consistently missed. Communication was spotty at best. And the kicker? Reports were vague, filled with excuses instead of insights.

Cindy Stewart

Oh, I’ve heard that one before. It’s like they’re trying to hide behind buzzwords and fluff, huh?

Vern Nicholson

Exactly. The brand eventually decided to bring its marketing in-house, which, let’s be honest, is a drastic move. But at that point, they felt burned. They just didn’t trust agencies anymore. And that’s the long-term damage these types of issues can cause—not just to one client relationship but to the agency’s reputation as a whole.

Cindy Stewart

Yikes. So, where did it all go wrong?

Vern Nicholson