Marketing With Purpose Kit: Aligning Marketing with Business Growth
Chrisane Giard, Director of Brand Technology at Clean Air Lawn Care and Clean Air Mosquito Control, joins The Bliss Business Podcast's Marketing With Purpose Kit to explore balancing brand and lead generation: the systems, coaching calls, and internal CRM that align a national franchise network.
Balancing brand and lead generation sounds like a marketing textbook problem until a franchise owner turns on Google Ads and expects a miracle by Friday. In this segment of The Bliss Business Podcast's Marketing With Purpose Kit, host Tullio Siragusa sits down with Chrisane Giard, Director of Brand Technology at Clean Air Lawn Care and Clean Air Mosquito Control, who leads brand and technology strategy across a national franchise network.
In this episode we explore:
• Why people need to see a brand up to 17 times before they remember who it is
• How Clean Air stays human and empathetic during economic downturns
• The Teams and SharePoint systems that keep new franchise locations organized
• Why customer feedback reshaped how one location markets against local pests
• Why Google Ads still needs an expert, not just a self-service toggle
• How Chrisane hires for experience and trainability over marketing pedigree
Chrisane is direct about the tension every franchise marketer feels. “It used to be they need to see your brand three times. And now it's like 17 times before they even know who you are,” she says, which is why lead generation works better when people already recognize the brand.
During economic pressure, she leans on what does not change: “grass keeps growing, people need a lawn cut,” so marketing shifts toward needs over nice-to-haves, without losing the human tone in every customer message.
Her team built an internal CRM after seeing how much franchise owners were paying for add-ons. “Asking them, what are things that you want? What are things that you don't want?” became the starting point for what to build next.
That same instinct, letting real customer feedback reshape a campaign instead of trusting the dashboard alone, is the discipline Zero Company brings to its own client reporting.
Key Takeaways
• (3:17) On brand versus lead gen: “It used to be they need to see your brand three times. And now it's like 17 times before they even know who you are.”
• (7:11) On empathy during downturns: focusing on the needs, not the nice-to-haves, and keeping customer communication human even as everyone talks about AI.
• (10:21) On cross-team alignment: a shared Teams and SharePoint system with dedicated operational and marketing coaches walks every new franchise owner through onboarding.
• (13:07) On a data surprise: one location's customers kept asking about “hobo spiders” instead of mosquitoes, so the team rebuilt that page around what people were actually searching for.
• (15:05) On what feels harder than it should: “Google feels harder than it should… you really do need an expert to be running those Google Ads for you.”
• (17:31) On hiring marketing talent: looking for people with some relevant experience and trainability over candidates who claim to already know everything about marketing.
FAQ
How does Chrisane Giard balance brand building with lead generation?
Chrisane Giard, Director of Brand Technology at Clean Air Lawn Care and Clean Air Mosquito Control, pushes back on lead-gen-only budgets, arguing that customers need repeated brand exposure, up to 17 times by her estimate, before a lead-generation campaign converts efficiently.
What CRM system does Clean Air use for its franchise owners?
Chrisane's team built an internal CRM after seeing how much franchisees were paying for add-ons, and designed it around direct owner feedback about what would make communicating with customers easier.
What did customer feedback teach Chrisane Giard about local marketing?
A location's customers kept mentioning "hobo spiders" instead of mosquitoes, so her team restructured that page's content around the pests people were actually searching for, not the pests the brand assumed were top of mind.
For Chrisane Giard, the best marketing support starts with listening to what franchise owners actually need. Learn more about Clean Air Lawn Care at cleanairlawncare.com. See her guest profile, and explore more Marketing With Purpose Kit conversations.
Marketing/Technology/People Lover
Chrisane Giard is the Director of Brand Technology at Clean Air Lawn Care and Clean Air Mosquito Control, where she leads brand and technology strategy across a national franchise network. She owns the systems that power franchise owners' businesses, from CRM and marketing automation to the internal tools and infrastructure that get new locations operational and trained quickly.
Her path runs from growth marketing into the technology behind it. Before her current role she served as Director of Growth Strategy, driving revenue for both existing franchisees and new markets, and held digital marketing leadership roles at various tech companies prior.
Chrisane thrives at the intersection of creative vision, data, and systems, turning ideas into actionable strategies and then into measurable results.
