Franchise Update Magazine Issue II, 2014 | Page 33
TRACK 4: Create and Keep Positive Brand Buzz:
Break-through Messaging – Are you creating a brand
The most effective marketing programs are a result of proper
research and planning prior to execution. Once the program
is executed, you must measure your results to evaluate the success of the program. This track walks you through the stages
for planning and executing an effective marketing program.
connection with target customer groups that pledge allegiance
to your product or service? Does your brand message cut
through the clutter and promote recall with your customer?
Speaking the language of your audiences triggers growth and
sustainability. What strategies are available to optimize relationships with primary and secondary customer pools? Find out
from our panel of pros.
TRACK 3:
Blending Old and New School
Media Strategies:
Today’s mantra is “We live in a digital world” but old school
marketing is far from dead. Integrated marketing strategies
continue to provide the best results. What’s new with old and
new school marketing?
TRACK 4:
Create and Keep Positive Brand Buzz:
Getting and keeping customers engaged is critical for the
long-term health of your brand. The brand “buzz” reaches
more people, faster today than ever before - the good, the
bad and the ugly. How do you plan and support programs
that address every aspect of the “buzz?”
Individual Breakout Session Descriptions:
TRACK 1: Start-Up/Evolving Brands & Markets: Local
Store Marketing - How to budget for, develop, and create effective, successful marketing programs in newer and undeveloped
markets? What does it take to get your franchisee to buy-in to
your marketing initiatives and ensure they invest the dollars necessary to successfully compete and grow the business?
TRACK 2: Marketing Execution: Customer Research
– Today’s brands must know their target audiences; understand
their preferences, buying habits and expectations to attract and
retain them as loyal customers. What’s more, with the evergrowing diversity of ethnicities, lifestyles and family groups,
franchisors may be misfiring with consumer prospects they are
not effectively reaching. This breakout session is ideal for those
seeking real consumer intelligence that will provide insight and
answers to help them better identify, target, and service their
current and future customers.
TRACK 3: Blending Old and New School Media Strategies: Online and Social Media – What’s the latest on social
media? Franchise execs are entrenched in the battle to optimize their returns for engaging customer conversation that will
help build brand awareness and loyalty, thus enticing new
customers. What planning, intelligence and feedback instruments are CMO’s utilizing to stay on pace in their race for
market share? Find out what key performance indicators have
changed and social media victories franchisors are achieving.
4:40PM
to
5:30PM
Change - Marketing Roundtable
Challenge Session
Join us for a new spin on roundtable discussions.
5:30PM
to
7:30PM
Welcome Reception in Sponsor
Networking Gallery - EXHIBITS OPEN
CONFERENCE DAY2
WEDNESDAY
7:30AM
to
8:30AM
8:30AM
to 10:00AM
Breakfast Call in Sponsor
Networking Gallery - EXHIBITS OPEN
CONFERENCE CHAIR & KEYNOTE
Conference Chair: Heather Neary,
CMO, Auntie Anne’s
Keynote:
Luke Williams, Professor
of Innovation, Executive Director,
Fellow, and International
Bestselling Author, Disrupt:
Think the Unthinkable to Spark
Transformation in Your Business
State of the Industry: Darrell Johnson,
CEO, FRANdata
REGISTER NOW online at: franchiseconsumermarketing.com or call 1-800-289-4232 ext 216
FULL AGENDA
TRACK 2:
Marketing Execution: