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.