Franchise Update Magazine Issue II, 2015 | Page 42

11 FULL AGENDA WEDNESDAY, JUNE 24 11:10am-12:00pm Concurrent Breakout Sessions Track 1 – Young and Growing Marketers Educate and Manage the Cross-Functional Relationship Track 2 – Franchisee Training, Educating, and Motivating Franchisee Program Implementation – The Importance of Following the Program Your franchisee market/co-op has agreed to participate in the new product or program. Its success is determined by effective execution of all locations. What actions do you take to ensure that all locations are following the program to ensure the customer receives the best possible quality and experience? How do you enlist the support of internal partners to help franchisees? Track 3 – Media Strategy and Execution Print and Direct Mail – It’s Very Much Alive! With so much effort being put into online communication, the Internet waves are getting cloudy. Print and direct mail are gaining steam and getting a lot of attention. Customers are reading magazines and newspapers, and looking at the mail. Don’t miss this opportunity to expand your reach and awareness through this tried-and-true media vehicle. Track 4 – Customer Relationship Management Manage Online and Social Reviews The ease and accessibility of the Internet can make or break your brand. With social media as a defining element in the decision making process for a customer, how can you and your organization reduce the amount of negative feedback posted online, while encouraging happy customers to share their experiences? Join this session to gain insight on how to do just that. Every new product or program involves more disciplines than marketing, but it’s marketing’s job to drive topline sales. How do you enlist the support and efforts of your peers to help develop and execute new programs/products for optimal results? Track 2 – Franchisee Training, Educating, and Motivating Track 4 – Customer Relationship Management Local Store Marketing Marketing individual locations is vital to keep awareness high on opening day and beyond. Your system needs a successful local marketing strategy for new and growing markets, growing brands, and even in established markets. Just because you’re on TV doesn’t mean you don’t need marketing on a local level. In this session, you’ll discover how brands are helping their franchisees own their market, how to budget, and what tools to use to help drive frequency. Tracking and Reporting Results – It’s Important for the Entire System 12:00pm – 1:45pm Measuring success of new programs is critical for growing your brand revenues, and each location is important. Franchisees understand how each program impacts their locations and enterprise, but do they understand the role they play in the system? Are they tracking and reporting results that can be shared system-wide? How do you get them to that point? Exhibits Open Track 3 – Media Strategy and Execution Market Research – Understand Your Customer Needs to Create Effective Campaigns Who is your target audience, and what do they expect from your brand? What are the buying habits they follow that will lead them to your product? Are there behaviors that impact the purchase? Successful programs are developed based on listening to your customer. What research tools are available to help you with this? Where Old School Marketing Meets New School Technology Lunch in Sponsor Networking Gallery – 1:45pm – 3:00pm Open Forum with CMOs – 4-5 conference Advisory Board Members will answer questions from the audience. This is your chance to ask any question you choose. Participants will be determined by vote via online registration and through the conference mobile app. 3:10pm – 4:00pm Track 1 – Young and Growing Marketers Ad Fund Administration and Compliance Basics Contribution to the advertising fund is critical for the health of each location, as well as your marketing co-ops and brand. Every marketer is tasked with managing a budget, whether it’s an advertising or marketing program, individual location, or co-op budget. Each franchisee is responsible for making advertising fund contributions on a timely basis, but that doesn’t always happen. What do you do if a franchisee isn’t in compliance with contributions? This session is critical for young and growing marketers, but can easily be applied to all marketers.