district of columbia

In every survey we conducted for benchmark reports, one challenge consistently topped the list among marketers – the size of the marketing budget.

I mean, who could argue. We would all want a bigger budget, right?

And while a hefty budget is a dream for many, this episode’s guest is a testament to the idea that constraints can actually be a catalyst for innovation and creativity.

I spoke with Jesse Keyser (https://www.facebook.com/JesseKeyserEntrepreneur), a franchisee of Sports Clips, Oxi Fresh Carpet Cleaning, and Ideal Image, and Chair of the Multi-unit Franchising Conference.

Keyser is co-owner of 50 locations across the U.S., with a combined $10 million in annual revenue.

He manages a team of 350 and keeps their marketing budget between four and seven percent of revenue for each location.

Stories (with lessons) about what he made in marketing

Some lessons from Keyser that emerged in our discussion:

• Constraints often pave the way for innovation and creativity
• A strategic and unconventional launch can set the stage for ongoing business success
• A grand opening is not just an event; it's a statement of intent
• Localized marketing (when done right) can outperform broader, generic campaigns
• Teaming up with trusted allies can magnify potential and outcomes
• Networking with industry experts can offer a fresh perspective and open doors to opportunities
• Engaging directly with decision-makers can shape policies that benefit the entire business community

Related content discussed in this episode

Get the power of 10,000 marketing experiments. Play with MECLABS AI at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).

Creative Inspiration: 9 mini case studies of marketing campaigns and business ideas sparked by unorthodox inspiration (https://www.marketingsherpa.com/article/case-study/9-mini-case-studies-of-creative-marketing)

Hospitality Marketing: Have a Gumby attitude to any launch (Podcast Episode #20) (https://www.marketingsherpa.com/article/interview/hospitality)

Nonprofit Marketing: What you can learn from B2B and consumer marketing (https://sherpablog.marketingsherpa.com/non-profit-fundraising/learn-from-b2b-and-b2c-2/)

Subscribe to our podcast

This article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.

For more insights, check out...

This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.

Apply to be a guest
If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

This week we are talking about our nation's capital! First, Lauren covers the heinous murders of a wealthy D.C. family that people would later describe as "an act of pure evil." Next, Kenzie talks about a case that is very on brand for D.C.. The Finders are an alleged cult that has a conspiracy theory about supposed ties to the CIA and a possible government cover-up. This episode is sure to leave you with more questions than answers.
-
-
Follow us on Social Media and find out how to support A Scary State by clicking on our Link Tree: https://instabio.cc/4050223uxWQAl
-
-
Have a scary tale or listener story of your own? Send us an email to ascarystatepodcast@gmail.com! We can’t wait to read it!
-
-
Thinking of starting a podcast? Thinking about using Buzzsprout for that? Well use our link to let Buzzsprout know we sent you and get a $20 Amazon gift card if you sign up for a paid plan!

https://www.buzzsprout.com/?referrer_id=1722892
-
-
Works cited!

https://docs.google.com/document/d/1dkbhgrpfkd1Gfofa5j5jF288ingC22hvB0DdYDnZlIA/edit?usp=sharing
-
-
Intro and outro music thanks to Kevin MacLeod. You can visit his site here: http://incompetech.com/. Which is where we found our music!

Liz Georges, and Joan and Julia Haskins, all long-time D.C. residents, share secret places and special D.C. moments. Lea asked each of them to share their five favorite things about Washington, and each, their favorite memory.

-- After Lea offers a brief history of the city (did you know that George Washington, who founded it, never got to live there?) the ladies offered their personal choices of what to see and do, and what they appreciate most about their hometown.

-- Favorites included familiar choices such as the free museums, Embassy Row and Kennedy Center. But also surprises such as Go-Go music-- "the answer to when you're feeling down," The Funk Parade, the staircase from the movie The Exorcist, and Mambo Sauce!

-- After some free-wheeling discussion, Liz, Joan and Julia offered their favorite memories (and one includes a famous cabinet member).
_____
Liz Georges is a former attorney and  currently leads the communications strategy for The Nature Conservancy’s climate policy work in the United States.
_____
Joan Haskins is a writer and a children's yoga teacher in the D.C. public schools. (But she insists that her best and favorite gig was raising her daughter, Julia.)
_____
Julia Haskins is a writer, editor, and communications professional.
____
Podcast host Lea Lane blogs at forbes.com, has traveled to over 100 countries, written nine books, including Places I Remember, and contributed to many guidebooks. She's @lealane on Twitter; PlacesIRememberLeaLane on Instagram; on  Facebook, it's Places I Remember by Lea Lane. Website: placesirememberlealane.com.  Please follow, rate and review this bi-weekly travel podcast!