01. The Real ROI

Before she joined the supplier side, Dianne Davis ran a franchise brand — and every dollar had to earn its place: marketing budget, brand fund, Item 7 allocations, all of it. So she doesn't pitch video as a feel-good extra; she does the math out loud. One franchisee testimonial that closes a single extra candidate covers an entire filming day. One grand opening video pays for itself before the month is over. And unlike an ad you rent, the content compounds — it stays online and keeps working while your team sleeps, showing up every time a candidate Googles your brand at 11pm, trying to decide if this is the right move for their family. The reframe she wishes someone had handed her when she sat in your seat: video isn't an expense. It's infrastructure.