Franchise Update Magazine Issue II, 2013 | Page 50

TRACK 3: Marketing Execution Strategy:

WedNESday,
7:30AM

BREAKFAST CALL IN SPONSOR NETWORKING GALLERY – Exhibits Open
9:00AM - 10:00AM
Conference Chair, Wendy Odell Magus

KEYNOTE
Keynote Speaker, Kelly McDonald
Renowned multicultural marketing and
business trends expert, Kelley authored
How to Market to People Not Like You:
Know it or Blow It Rules for Reaching
Diverse Customers, named a top business book of 2011 by Inc.
magazine and Forbes. McDonald’s second book, Crafting the
Customer Service Experience for People Not Like You shows how
brands struggling to differentiate themselves can foster long-term
loyalty and brand preference. Her company has been named
among the top ad agencies in the US by Advertising Age.

10:10AM - 11:00AM

CONCURRENT BREAKOUT SESSIONS
TRACK 1: Customer Relationship Management:
Customer Diversity: Growing Brand Fans Through Dynamic
Messaging – Are you creating a brand connection with target
customer groups that pledge allegiance to your product or service? Speaking the language of your audiences triggers growth
and sustainability. What strategies, tools and intelligence are
available to optimize relationships with prime and secondary
customer pools? Find out from our panel of pros.

TRACK 2: Franchisee Buy-In, Delivery & Results:
Communicate, Execute & Measure Effective Marketing Strategies – More than ever, it takes the inclusion of your marketing,
operations, technology, ad agency, PR and other resource partners to build a winning marketing program. Engineering a fully
integrated program is no easy task. Discover how your peers
are making it happen.

Leveraging “Old School” Media Power: Print, Broadcast and
Outdoor– Today’s traditional marketing programs continue as
dominate players for brand growth … TV, radio, outdoor media,
public relations direct mail, newspapers, magazines consumer
shows and more. The selection, direction, and execution strategies can make or break campaigns. What are best practices to
ensure successful media matches and mixes?

TRACK 4: Brand Development & Rejuvenation:
Leveraging Your Brand Assets from Ordinary to Extraordinary
- High profile partner marketing programs can become an integral part of your marketing strategy and provide remarkable
value to your overall brand and organization. Whether its
additional marketing support, differen tiating yourself in critical
growth periods, counter competitive initiatives, elevating brand
awareness or generating traffic – partnering strategies are powerful. Learning to recognize these areas of opportunities and the
needs of other brands, you can leverage your brand assets in
ways you never imagined.

11:10AM - 12:00PM

CONCURRENT BREAKOUT SESSIONS
TRACK 1: Customer Relationship Management:
“Health & Fitness” Tips for Your Brand Reputation – Every brand
requires a strategic and tactical approach to protect their brand
integrity in our unfiltered digital and broadcast world. Learn
methods and guidelines franchisors use for monitoring their
brand representation, especially within online communities.

TRACK 2: Franchisee Buy-In, Delivery & Results:
Marketing Automation: Making It Work for Franchise Networks – Marketing technologies have empowered franchisees
to build, monetize and evaluate local ad campaigns from their
own personal dashboards. Whether executed at the corporate
or franchisee level, our session panelists will share their local
successes and challenges to capitalize on this digital marketing
platform

TRACK 3: Marketing Execution Strategy:
Making Mobile Mainstream: Capturing Customers On the Go
– Evaluating the exploding opportunities of mobile technologies
and their applications to driving customer acquisition, frequency,
sales and retention.