Franchise Update Magazine Issue II, 2013 - Page 51

TRACK 4: Brand Development & Rejuvenation: TRACK 4: Brand Development & Rejuvenation: Rethink. Refresh. Rebrand! – Franchise organizations are evolving entities living through changing economic, social and generational eras. As franchisors we must protect our brand essence, adapt and respond to life cycles by continually challenging ourselves with foresight and planning. All of us have witnessed destruction when brands lost their relevancy. Our session leaders will focus on ways to keep your brand healthy, wealthy and ahead of the curve. Developing Your Front-Line Brand Champions – Discover ways to win over franchisee and employee participation that build customer satisfaction and loyalty, while minimizing the disruption that comes with disengaged, unmotivated personnel. 12:00PM - 1:45PM LUNCH IN SPONSOR NETWORKING GALLERY– Exhibits Open 4:00PM - 5:00PM MILLION DOLLAR MINDSHARE – REAP PROFITS FROM MARKETING’S BEST AND BRIGHTEST Back by overwhelming demand, it’s time to reap rewards for your gifted intelligence in this highly interactive, mind-bending event. 6:00PM - 8:00PM 1:45PM - 3:00PM BUSINESS SOLUTION ROUNDTABLES Interactive session with franchising’s premier product & service sponsors CLOSING DINNER Marketing Magic Mania Get your creative juices flowing for another classic performance at our grand finale reception. 3:10PM - 4:00PM CONCURRENT BREAKOUT SESSIONS TRACK 1: Customer Relationship Management: Brand Delivery: Ensuring Customer Satisfaction and Loyalty – Implementing customer care strategies and practices makes the difference between capturing or churning great customers. Panelists will address how they monitor, evaluate and work with problematic operators to implement corrective solutions. TRACK 2: Franchisee Buy-In, Delivery & Results: Best Practices: Administering the National Advertising Fund – What role do your franchisees play in your national ad fund, and how can you utilize their strengths – and at the same time, overcome their objections without straining relationships? What’s the process for launching and promoting your plan and how do you engage your operations team in the process? How do you measure success? TRACK 3: Marketing Execution Strategy: Effective Local Marketing Programs That Fit Your Budget – See how brands are helping their franchisees squeeze their ad dollars to gain customers through e-newsletters, special events and promotions, grass roots marketing, community involvement, charities and other avenues. “Bring a large notebook. Tons of information!” Katie Anderson, Director of Marketing, Orange Leaf Frozen Yogurt