Franchise Update Magazine Issue II, 2013 - Page 49

2:30PM - 3:15PM TRACK 4: Brand Development & Rejuvenation: OPENING KEYNOTE Erik Qualman, Social media and Technology Expert. Author of Amazon Best Seller, “Socialnomics” and his new release “Digital Leader.” Erik produced “Social Media Revolution” the most watched social media video series in the world, which has been used by NASA to the National Guard. Fast Company Magazine listed him as a Top 100 Digital Influencer. Qualman is an MBA Professor and for the past 18 years has helped grow the digital capabilities of many companies including Cadillac, EarthLink, EF Education, Yahoo, Travelzoo and AT&T. Brand Development & Rejuvenation: CMO 2013: Transformational Change Agent - Today CMOs arguably face the greatest challenge of any position within the franchise hierarchy. Never has the impact of rapid fire technology, social frenzy, tight economy, new buyer intelligence, world of mouth, reputation management, and cause culture been so overwhelming, yet so exciting for the future prospects of building great brands. What does it take to seize and capitalize on these historic opportunities without drowning in a sea of confusion? Hold on to your seats for this session! 4:40PM - 5:30PM BRAND BUILDING FROM ALL SIDES THE POWER OF TEAM CULTURES 3:30PM - 4:30PM CONCURRENT BREAKOUT SESSIONS TRACK 1: Customer Relationship Management: Tools and Strategies to Acquire and Retain Customers - Brace yourself, because customer satisfaction is not a predictor of loyalty. Learn the “Ultimate Question,” how to identify your “Net Promoter Score,” and recruit customers through programs and techniques that attract and engage consumers that refer more customers your way. The tight race for franchise performance has spawned a new organizational mindset, driven by a holistic approach to growth. Departmental silos are transitioning to system-wide collaboration, as more franchise systems require participation, inclusion and accountability from all disciplines, with each player contributing to the successful health of the brand. “Separation of state” and “we versus them” won’t work in today’s market. Experience the true power of cultural unity, as we spotlight a winning franchise team of executives that share their playbook strategy in a session that can’t be missed! TRACK 2: Franchisee Buy-In, Delivery & Results: Empowering Franchisees to Spice Up Their Marketing Mix – Creativity is a good thing, and franchisees who live in their business every day can have some of the best ideas. Learn how you can empower franchisees to test and prove innovative local marketing strategies while still protecting your brand. Hear about the risks and rewards of letting your franchisees pepper their local marketing plan with hyper local tactics. We’ll share some case studies about locally tested tactics that grew to become a national strategy. Speakers will also answer questions about how to structure marketing pilots, measure results and scale good ideas. TRACK 3: Marketing Execution Strategy: Harnessing and Measuring Your World of Mouth - Your customers are talking. Now you need to know who is saying what and to whom. Learn about tools that can give you visibility into your world of mouth. Take away some ideas for determining what motivates your customers to share their experiences. Hear best practices on how to address negative world of mouth and amplify positive voices. 5:30PM - 7:30PM Welcome Reception in Sponsor Networking Gallery – Exhibit Opens “Can’t miss this!” Paul Mangiamele, President & CEO, Bennigan’s W SHOULD HY WHO ATTE N D “Learn from some great experts.” Linda Shaub, Vice President of Marketing, Interim Health Care