Without question, Hand & Stone has rapidly established itself as one of the leading massage and facial service brands in the world. With over 500 locations across North America, the brand’s growth represented incredible success, but with aggressive expansion plans came a need for a strong digital marketing strategy. We asked Eric Haberacker, Social Media Director of Hand & Stone Massage and Facial Spa, to hear firsthand about the strategies the brand used as they scaled.

Last week, I had the opportunity to go to Atlanta with a few of my colleagues and attend the very first Franchise Customer Experience Conference hosted by IFA and Franchise Update Media. The event brought together marketing, technology and operations professionals from a wide array of brands. Although there were many, I went ahead and listed a few top takeaways from the event below.

ALLIES has a mission to “advance diversity and inclusion” within the brand. In addition, they are peers who hope to learn alongside each other and develop acceptance of everyone’s differences, ideas, and beliefs. In 2021, Homewatch CareGivers added a Diversity Discount of $5,000 for minorities and women that own 51% of the business or more, which led to an increase in the diversity of candidates to own a franchise.

A brand audit is exactly what it sounds like, a meticulous study of your franchise’s current position in the market and customers’ minds. An effective audit will:



Establish the brand’s performance compared to its arch nemeses (cough, competitors)

Determine strengths/weaknesses and opportunities for growth

Align your franchise’s strategies with customer expectations

IFA’s 2022 Marketing, Development, and Technology Toolkit.