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