Franchise Marketing Conference
The Conference Programme
The conference will be led by expert industry and case study speakers who will present new ideas and techniques and show how these can be applied to your franchise’s marketing strategy.
- Learn how to make your marketing spend go further
- Market your franchise in the current economic climate
- Ensure you maximise your return on investment at franchise exhibitions
- Develop a consistent and effective online and offline marketing strategy
09:00 – 09:30
Delegate registration
09:30 – 09:45
Chairman’s welcome and introduction
John Hancock, Managing Director, Venture Marketing Group
09:45 – 10:30
Opening Address – Franchising in the current economic climate
• How is the current economic situation affecting franchising and franchisors?
• Playing to the strengths of a weaker economy
• How can the industry pull together to promote franchising to a wider pool of potential franchisees?
• What is the role of franchisors in marketing the concept of franchising?
• Pushing positive PR messages about the security of franchising
• The importance of widening your target market and thinking creatively
Terry Barcham, Managing Director, Snap-on Tools
More info
10:30 – 11:15
Extending your reach through effective PR
• What can PR achieve and what are its limitations?
• The power of reputation
• How to make PR work for your brand
• Finding new angles and the right stories to attract media attention
• Proactively responding to current trends to maximise PR opportunities
• Helping your franchisees to help themselves
• The pros and cons of appointing an agency; how do you assess performance?
Julie Pittilla, Managing Director, Pittilla PR
More info
11:15 – 11:35 Coffee break
11:35 – 12:20
Maximising your exhibition presence
• Developing a long-term strategy for your stand
• When do you start planning and promoting your exhibition presence?
• Making the most of the pre-show marketing opportunities
• Setting your team onsite aims and objectives
• How do you attract attention to your stand?
• Managing and filtering interest in your stand
• Prioritising post-show follow-up
Terry Turnball, Consultant, The Learning Architect
More info
12:20 – 13:05
Building and managing a strong brand within a franchise network
• Working with your franchisees to promote your brand
• Creating a comprehensive marketing tool kit
• Defining, applying and enforcing brand guidelines
• Achieving an effective balance of flexibility and control over franchisees’ marketing activities
• What role should you play in franchisees’ marketing planning and strategies?
• Avoiding reinvention of the wheel whilst encouraging creativity
• Maintaining the commitment and motivation of long-term franchisees through product enhancements and developments
Rachael Moss, Head of Strategic Product Development, Select Group
13:05 – 14:10 Lunch
14:10 – 14:55
Understanding the franchisee research process – are your marketing messages hitting the mark?
• Knowing where your leads are generated from day one
• How far does the media source of contact indicate what marketing works?
• What media resources do potential franchisees use when researching franchising?
• How and when do potential franchisees make the decision to approach a franchisor?
• Capturing a potential franchisee’s attention at all points of their research
• Understanding what media franchisees have used to build a perception of your business
• Seeing the long-term gains in your marketing activities – how can you measure their effectiveness?
Richard Benning, Director, The Garage Conversion Company
More info
14:55 – 15:15 Coffee break
15:15 – 16:00
Successful marketing methods to attract high quality franchisee leads
• Effective franchisee profiling to gain maximum spend efficiency
• Identifying, segmenting and reaching different types of potential franchisees
• Finding creative channels for franchisee recruitment
• Quality versus quantity
• Determining what mix of marketing distribution channels and messages to use
• Building a consistent annual campaign for maximum effect
• Using your franchisees to market the franchise
• Maintaining interest levels in between contact and contract
Simon Dalziel, Franchise Director, Bluebird Care
More info
16:00 – 16:45
Ingredients to make a successful franchise website
A Driver Hire case study
• The creative and technical challenge
• Planning, strategy and usability objectives
• Designing an easy to navigate site
• Copywriting and making your site search engine friendly
• The technical challenges
• Key functionality and other clever tricks
• e-Marketing, keeping content fresh and advertising options?
Richard Owen-Hughes, Group Marketing Director, Driver Hire
& Jaya Chakrabarti, Managing Director, Nameless
& Glenn Stewart, Managing Director, Ultimedia
More info
16:45 – 17:00
Chairman’s close
John Hancock, Managing Director, Venture Marketing Group
Places are limited – book now!
Simply download the conference brochure and faxback the booking form, or call +44 (0)20 8394 5287.
View further information on the speakers
