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