Franchise Update Magazine Issue II, 2013 - Page 34

Grow Market Lead By Kerry Pipes Consumer Marketing Conference! 2013 conference chair highlights unique opportunities W endy Odell Magus is in the driver’s seat, a position she relishes—and excels at. With more than two decades in marketing, she understands both the consumer and franchise sides of marketing and communication. This background has come in handy for her this year as she steers Franchise Update’s 3rd annual Franchise Consumer Marketing Conference as its 2013 chair. The event takes place this June 25–26 at the Ritz-Carlton Buckhead in Atlanta. Magus was selected for her proven understanding of strategic marketing planning and implementation, honed on the job at brands like Sylvan and now Kiddie Academy, where she has been since 2008 and serves as vice president of marketing. Her goal as conference chair is to ensure that the CEOs, presidents, and marketing executives who attend take home “actionable initiatives,” as well as create new, meaningful relationships with other marketing professionals and suppliers who will be there. “This conference is unique, as it’s the only one of its kind that offers opportunities to have informative conversations and network with franchise marketing professionals on a personal level,” she says. With more than 200 top marketing and branding executives expected this June, attendance is expected to double from its record-setting levels of 2012. We sat down with Magus to find out where things are headed, and what attendees can expect this year. This is the third Consumer Franchise Mar- 32 Franchiseupdate Iss u e II, 2 0 1 3 With more than 200 top marketing and branding executives expected this June, attendance is expected to double from its recordsetting levels of 2012. keting Conference. What does this conference offer attendees that has made it the must-attend event for franchise marketers? This conference is very different from any other. The quality of the attendees is unique. These are senior-level executives who are all focused on the same challenges and opportunities. As we are entering the third year, what really makes it wonderful is the relationships I’ve been able to develop with other franchise marketing executives from the previous two conferences. That is the real beauty of going back year after year. When we’re 10 years down the road, I’ll have a network of 200 close marketing friends who I can call and ask how they solve a particular problem, or to find out who they use for a particular service. What is unique about consumer marketing in franchising? What’s unique about the franchise space is that we have two layers of customers: the franchisees and the end-consumer. Some of the conference content is about how to market to that first layer, the franchisee, and how to get buy-in and drive adoption of the really important programs that will grow their business. It’s about overcoming obstacles to implementation. And some of the content is about effective, efficient, and emerging ways to reach the end-user, the consumer. With all of these constituents, as franchisors we’re trying to drive adoption and brand engagement. This is what is common across all concepts,