sweetFrog CMO Details 2016 Marketing, Growth Plans

We asked Matt Smith, CMO at sweetFrog Premium Frozen Yogurt, what changes he's planning in his marketing strategies and tactics for 2016. Here's what he had to say.

From a strategic perspective, we will be looking to connect with our customers in a more personal way to help strengthen repeat business.

A major tactical change will be the standardization of a national loyalty and rewards program with a move to a new vendor. In the past, sweetFrog has offered a fragmented effort with some franchise owners using a different platform than others. The new platform will change everything from the messages we deliver to their frequency and time of day - all built to give customers the kind of offers they want, when they want them.

Another change aimed at supporting this strategy will be the thorough review of our in-store guest experience and the creation of a new store planogram. We will be reviewing everything from signage to product placement to merchandise selection and its display. Our stores have remained relatively unchanged for the past 5 years and we recognize the need to enhance the customer experience.

From a digital standpoint, we will launch a new website with improved content and navigation. This content shift will extend to our social media channels as we look to move from "cute" to giving our customers more valuable and pertinent content.

We have a number of other new tactics slated for sweetFrog this year. These range from the creation of a system-wide direct mail program that provides timely offers and introduces new products, to the introduction of reusable bowls to reduce waste and appeal to customers who are environmentally conscious.

From a franchise growth perspective, in 2016 we will be pushing forward with aggressive plans to expand sweetFrog's footprint. Currently we operate 358 stores in 29 states, England, the Dominican Republic, and Egypt. We are negotiating deals in Southeast Asia, the Middle East, and South America. The opportunity for international expansion is huge. As a result, we'll be selecting the expos and trade shows we attend more strategically.

While our U.S. stores are concentrated on the East Coast, we have franchises doing well in California, and we will look to continue growing in that part of the country. We also are looking to enter into more non-traditional locations like ballparks, arenas, airports, and college campuses.