Franchise Update Magazine Issue II, 2013 | Page 48

TUESDAY,
7:00AM

REGISTRATION DESK OPEN
8:00AM - 12:00PM
Boot Camp 1 - Sparking, Spreading,
and Sustaining the Online Conversation
Featuring lessons you can start building on today, John
Moore will take you step by step through lessons we have
learned on how to inspire excitement and engage the customers and other stakeholders who will advocate for you. John
Moore is a true marketing expert. Intimately involved with
Starbucks’ epic growth to a global iconic brand, Moore has
helped transform the way businesses look at marketing and
branding. His first book, Tribal Knowledge, shares actionable
insights into how a business can follow the Starbucks blueprint to building an endearing and enduring business. Moore
continued his out-of-the-box marketing mastery as the director
of national marketing for Whole Foods Market. For years,
John Moore led Brand Autopsy, a marketing firm that consulted with businesses aspiring to become a beloved brand.
USA Today, Best Buy, Kraft, Little Caesars, Procter & Gamble,
Oakley and the Word of Mouth Marketing Association all
benefitted from Moore’s marketing expertise. Today, Moore
is the Chief Operating Officer at Brains on Fire, a boutique
marketing agency known for creating word of mouth marketing movements. His newest book, The Passion Conversation:
Understanding, Sparking, Sustaining Word of Mouth Marketing will be published in September 2013 by Wiley.

Program Leader: John Moore,
Branding Expert and Marketing
Mastermind From Starbucks and
Whole Foods

8:00AM - 12:00PM
Boot Camp 2 - Own Your Audience
•
•

Identify Your Audience • Create the Experience
Deliver the Experience • Measure the Experience

In today’s market we must deliver a personal brand experience
to each customer we choose to serve. First and foremost, we most
determine who your customers are … and are not! Targeting the
right age groups, demographics, lifestyles, family structures, psychographics, ethnicities, and other essential criteria can make
the difference between mediocre and extraordinary customer
generation. From creative execution, to development of rich content, to managing media budgets, merging customer knowledge
and insight into the core processes of the company is the call of
your brand’s future. In this drill-down session franchise marketing leaders address the four benchmarks for building villages
of sustainable brand fans. Get ready for this highly interactive
workshop event!

Program Leader:
Edward Waller, Co Founder, CertaPro

12:00PM - 1:30PM

Lunch in Sponsor Networking
Gallery – Exhibits Open
1:30PM - 2:30PM

OPENING WELCOME
Steve Olson, President, Franchise Update Media Group

2013 Marketing Intelligence Report – Steve Olson,
President, Franchise Update Media Group

Introduction By Conference Chair – Wendy Odell
Magus, VP of Marketing, Kiddie Academy

State of Franchising – Darrell Johnson,
President, FRANdata