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|Lindsey M.||Public Relations Director||CA|
|Erinn L.||Vice President||CA|
Score 66 - On the Brink: Robeks taps marketing VP, shifts focus to local marketing
Smoothie franchise lead expansion by focusing on local store marketing and partnerships with the franchisee community.
Agency & martech readers -- Baker will likely review agency relationships once he gets settled, but keep in mind Robeks' relationship with PR AOR less than a year old, so that account is unlikely to change. We don't know which agencies will offer you competition for media or creative. Focus pitches on assisting Baker with his duties, as well as differentiating Robeks from competitors like Jamba Juice, Smoothie King and Tropical Smoothie.
Sellers -- we should see local marketing go up under Baker and as Robeks expands, so those near its locations should reach out for revenue. Robeks currently uses digital and social, but may expand to local TV, outdoor, print, radio, experiential, etc. It doesn't have a top spending period, instead spending evenly throughout the year. It targets health-endemic peoples, especially millennials and parents based upon its recent social media posts.
Adbeat reports Robeks began using digital display in 2018 with a push that ran from July to September. Since the push was tiny - $332 - and we haven't seen spend since then, it seems like it was a test and we're unlikely to see continued investment in this channel.