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