ERA Group : John Mockler on ERA Group's Central Marketing Support

This ERA Group video features John Mockler, head of marketing, on the central marketing support available to franchisees. He describes wearing two hats — running corporate marketing while also helping individual franchisees — and points to the global marketing team's role in promoting the brand, building trust and advocacy, and generating warmer conversations for partners through awards and PR. A recurring theme is keeping pace with technology, including how AI is reshaping marketing for the network. On training, Mockler stresses that a one-size-fits-all approach does not work: the team sits with each franchisee after foundational training to work on individual strengths and weaknesses and plug in the tactics and routes to market that suit them. Central to this is a marketing playbook giving franchisees access to materials, campaigns and events — including vertical marketing for sectors such as manufacturing, retail and hospitality, and category marketing across areas like logistics and freight. He frames value-based selling as key to positioning ERA partners as trusted advisers and an extension of the client's team, offering free insight on topics like AI and sustainable procurement. Global campaigns are balanced with localised content created alongside in-country teams, and he sees generative AI as a major opportunity for the years ahead.