The Power of Local: Grassroots Marketing, Community & the Human Connection with Shoshannah DiDomenico
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The Power of Local: Grassroots Marketing, Community & the Human Connection with Shoshannah DiDomenico
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In this episode of the Art of Franchise Marketing Podcast, Erin Martin sits down with Shoshannah DiDomenico, Director of Field Marketing at Scooter’s Coffee, to explore the power of grassroots and local marketing in today’s increasingly competitive QSR landscape.
Shoshannah shares how Scooter’s empowers franchisees to build authentic connections within their communities through sampling, local partnerships, direct mail, activations, and other local store marketing strategies. She also discusses how the brand measures local marketing efforts, balances digital and traditional tactics, and creates consistency between the online brand experience and the in-person customer experience.
Throughout the conversation, Shoshannah highlights why human connection remains one of the most powerful differentiators for franchise brands and how returning to basics can drive meaningful, long-term brand loyalty.