In this deeply personal and high-impact Veterans Day special, host Vern Nicholson—Vice President at Vetro Media, U.S. Navy Veteran, author, father, and seasoned franchise strategist—delivers a powerful blend of reflection, gratitude, and actionable growth insights. Vern opens the episode by revisiting his years of service aboard the USS Theodore Roosevelt, recounting pivotal missions including Desert Storm, operations in Yugoslavia, and humanitarian efforts during the Haitian Relief crisis in Guantanamo Bay. He shares how the GI Bill, the VA Loan, and the profound camaraderie of the armed forces shaped his life and leadership philosophy. From there, the episode transitions into how Vetro Media is honoring Veterans Day by supporting franchisors with free creative assets and free quarterly press releases—strategic tools designed to accelerate pipeline growth and brand visibility. Vern then breaks down the emerging discipline of Generative Engine Optimization (GEO) and why franchisors must adapt to this AI-driven discovery landscape to remain competitive. He outlines how GEO impacts brand visibility, cost efficiency, and lead quality in the next era of digital marketing. In the fourth chapter, Vern delivers a candid message to franchisors approaching renewal cycles: Do not renew for 2026 unless you’re absolutely confident in your 2025 performance. He explains how Vetro Media’s independent marketing audit provides clarity, removes waste, and identifies hidden opportunities. The episode closes with a heartfelt call to action—honoring veterans, encouraging smarter franchise growth, and inviting listeners to like, share, and subscribe. Packed with storytelling, strategy, and sincerity, this special edition of Franchise Fuel: Smarter Growth is both a tribute and a roadmap.
Chapter 1
Vern Nicholson
Hey everyone, Vern Nicholson here—happy Veterans Day, and welcome back to Franchise Fuel: Smarter Growth. I gotta say, today’s episode is, well, it’s personal for me. Veterans Day isn’t just another notch on the calendar—it’s a day that kind of hits me right in the chest every year. Before there was Vetro Media, before there was this podcast, or even before I was writing books or running around shuttling my kids, there was the USS Theodore Roosevelt. For those who haven’t heard me mention it before, that ship was basically a floating world, full of discipline, unpredictability, the best (and sometimes the strangest) people you’ll ever meet.
Vern Nicholson
Service on the Roosevelt, especially during moments like Desert Storm, well, every little sound or vibration meant something. There were days you felt like a tiny moving piece but, holy hell, it mattered—a lot. We weren’t theoretical support; we were out there, holding the line, making sure things stayed steady when the world didn’t.
Vern Nicholson
And, you know, it wasn’t just about combat. We had deployments in Yugoslavia during a time when, to be honest, no one really knew what “normal” was anymore. I still remember how the whole team would lock in, pick each other up, and get the mission done, even when the stakes just kept shifting. And then there’s the humanitarian part—people forget about that one. We were down in Guantanamo Bay for the Haitian Relief efforts, and all the muscle and organization you learn in the military gets channeled into compassion, not just power.
Vern Nicholson
What the military gave me, besides some killer sea stories, were opportunities that changed my whole life: the GI Bill for education—absolute gamechanger for me. The VA Loan, which let me buy my very first home…which, if you know that feeling, it sticks with you. And those weren’t handouts, either—they were hard-earned, and they offered a reliable baseline after years of working in, well, organized chaos.
Vern Nicholson
But here’s the part that always gets me: the people. Folks who didn’t show up for glory, but out of a real sense of, I dunno, duty? Sacrifice? Hard to describe, but it’s powerful stuff. Even now, those friendships, that sense of mission—it’s the bar I hold myself to, both in business and, honestly, life.
Vern Nicholson
So yeah, Veterans Day is absolutely about gratitude. Not just mine, but collective gratitude—toward everyone who wore the uniform, carried the weight, and came home to build something after. And as I look at where franchising is going, I can’t help but think—how do we carry some of those values over? How do we, as a business community, show up for veterans the way those folks showed up for us? I genuinely believe that the resilience, the teamwork, the sense of shared mission you get in the military—they’re exactly what franchise brands need if we’re gonna keep growing through what’s coming our way.
Vern Nicholson
So, if you’re a leader in a franchise org, or just getting started, maybe ask yourself: what’s your version of the GI Bill? What support systems are you offering, not just for veterans, but for anyone working their tail off to build your brand? Because at the end of the day, building on a solid foundation and putting mission first—that’s what separates the franchises that rise from the ones that fizzle.
Chapter 2
Vern Nicholson
Now, if you’ve caught any of the last couple episodes—like when we talked about supporting brands with purpose or, heck, even my tell-all about agency life—you know that I never stray far from the mission metaphor. Service sticks with you. When I made the jump from military life to franchise strategy, the biggest lesson I carried over was that nobody wins alone. You need real accountability, you gotta prep like you mean it, and you better deliver on your word. That’s how we operate at Vetro Media, and, honestly, it’s how I expect every brand we partner with to think.
Vern Nicholson
This year for Veterans Day, our team at Vetro Media wanted to do something actually helpful, not just a pat on the back. So—we’re giving select franchise brands free creative assets and quarterly press releases. Not the filler stuff—high impact creative that moves the needle for your lead pipeline and gets your brand into the right conversations for more exposure and better engagement.
Vern Nicholson
I’m not gonna lie, there are still a ton of franchisors out there who think visibility is just buying ads and calling it a day. But it’s not. Authority comes from having your story out in the world, being quoted, being referenced. That’s why earned press still has so much sway. When we help get your message out—clean, focused, strategic—it’s like giving your squad the exact gear they need on a tough deployment, instead of just crossing your fingers and hoping for the best.
Vern Nicholson
To me, these givebacks aren’t a sales tactic; it’s just what you do when you know what it feels like to have people counting on you. In the Navy, we’d prep for missions by double-checking everything—gear, plans, comms—because even one missed detail could cost you. In franchise marketing, it’s the same idea: sharp strategy, right assets, total alignment. The mission doesn’t win itself.
Vern Nicholson
And if you’re a veteran moving into the franchise world, or a founder trying to support vets, let this serve as a little nudge. Use smart resources. Ask for help. Stand for something bigger than just bottom-line numbers. At Vetro, our door’s open. Every single day we try to honor service not just in words, but in how we back up franchisors and their teams.
Vern Nicholson
So, on a day like today, supporting service means equipping people with the right tools—whether they’re in uniform or in a boardroom. That’s the only way missions, in or out of the military, really succeed.
Chapter 3
Vern Nicholson
I want to get into the brass tacks of what’s next for franchise growth, and this one’s gonna sound a bit technical, but stick with me—it’s more important than ever. If you listen to Episode 8, or, honestly, even last week’s deep dive on global brand expansion, you’ve already heard me say this: GEO, or Generative Engine Optimization, is the new frontier for discovery.
Vern Nicholson
Let’s break it down. SEO, old-school search engine optimization, is—well, it’s table stakes. The way folks are searching now? It’s through generative AI like ChatGPT, Claude, Gemini, or whatever pops up next. They’re typing or even speaking, “Best franchise for veterans,” or “What franchise can I start with under 100k?” And those bots? They don’t just regurgitate a list. They pull data from what they've been trained on, build a short list, and essentially rubber-stamp a handful of brands. If your brand isn’t in that mix—guess what? You’re invisible.
Vern Nicholson
So, let me say this as clear as I can: GEO’s all about making sure your story is AI-ingestible. What does that mean? Structure your content so AI can read and trust it. Get cited across authoritative sources. Create direct, answer-based content that these engines want to grab and serve up when the question hits. This is not “maybe next year” stuff—it’s happening right now.
Vern Nicholson
Here’s an example: We worked with a franchise brand—can’t share the name just yet—that was getting a ton of traditional traffic, fine leads, all the usual playbook stuff. But when we ran our audit, it turns out they were nowhere to be found in the major generative platforms. No citations, no references, not even a single mention showing up when AI models got asked. We fixed that. Tweaked their content, reinforced their authority, built clear data trust. Month later? They start getting surfaced in AI recommendations, which, side note, brought in leads that were 30% more qualified than before. If they’d waited until the next annual budget cycle? Would’ve missed the boat—no question.
Vern Nicholson
And, this ties into another big thing—whether to renew your marketing contracts or platforms. Don’t just go through the motions. Do a real audit. Like, before the next deployment, you check your gear, you check your team, you check the plan. Same here: inspect your data, test your creative, benchmark your costs, look for white-space your competitors can’t see. If your partner isn’t talking about GEO, or can’t show you exactly where you stand—you owe it to your brand to find out.
Vern Nicholson
At the end of the day, leadership means you don’t commit until you’re confident. GEO is not a buzzword. It’s where your next great franchisee will find you—or overlook you. Treat it with the seriousness it deserves, and push your team to verify before you invest another dollar. That’s not just marketing. That’s smart, mission-driven leadership—and that’s how you’re gonna keep building a resilient, future-ready brand.
About the podcast
Franchise Fuel: Smarter Growth explores how AI technology, smart algorithms, CRM integration, and quality lead generation drive modern franchise expansion. Tune in for expert insights, tools, and strategies to ignite scalable, data-driven growth.