Chris McGee, VP of Marketing at Batteries Plus, on the franchise marketing agility that lets a 700-plus store brand react to weather-driven demand overnight.
"We're a pirate ship." That's how Chris McGee, VP of Marketing at Batteries Plus, describes the franchise marketing agility her team needs when a battery dies because of a heat wave or a cold snap, not a calendar.
Chris breaks down why Batteries Plus consolidated local marketing budgets across more than 700 stores, unlocking 40% more impressions without spending more, and why a pivot to cable TV bought the brand 25% higher reach and its first full year of always-on TV.
🎙️ Hosted by Stephen Sakach
🎧 Produced by Martha Huerta
🧭 In this video, Chris covers:
• Why franchise marketing agility means reacting to weather, not a holiday calendar
• How consolidating 700+ stores' local budgets unlocked more reach for the same spend
• Why Batteries Plus pivoted its 2026 video spend toward cable TV
• How franchise-owner passion, not headquarters, inspired the Battery Pack campaign
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