Franchise Marketing Forum 2012 | How to improve franchise marketing 1

Wednesday 21 November 2012 Griffith University, South Bank campus Griffith Graduate Centre (S07) and Function Room @ the Ship Inn Sidon Street, South Bank, Brisbane

7.45 – 8.40 Conference Registration (Graduate Centre Foyer)

8.40 – 8.50 Official Welcome

9.00 – 9.45 The ‘Fame Game’: How Boost Juice and sister brand Salsas Fresh Mex Grill are playing the fame game.

Dan Bradley, Chief Brand Director, Retail Zoo Boost Juice is Australia’s pioneer and leader of the juice market with nearly 200 stores throughout Australia, and over 50 stores in 14 countries around the world. Parent company Retail Zoo added the four stores of the Salsa’s chain in 2008, and has since grown the network to more than 34 stores. This session explores asks ‘what are you famous for’, and looks at the outsider’s perspective.

9.45 – 10.30 Future-proofing your business by reinventing your brand.

John Moore, General Manager Marketing & Customer Experience, Australia Post

With a 200-year history and more than 4,000 outlets throughout Australia which have traditionally focussed on mail services, Australia Post is repositioning itself as a communications business. Along with a massive investment in logistics to support the boom in online shopping and parcel delivery, Australia Post is also emerging as a communications, finance and travel services business.

This session provides an inside look into how Australia Post has communicated via, marketing, to its customers the journey it is on and where it is headed.

10.30 – 10.55 Morning Tea (Ship Inn Function Room, Level Two)

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10.55 – 11.35 Excellence in rebranding case study: How a brand refresh grew sales and customer satisfaction for Fastway Couriers.

Christine Guy, Marketing Manager – Global, Fastway Couriers Fastway Couriers is Australia’s 3rd largest mobile service franchise and the nation’s largest courier franchise with more than 700 franchisees. Learn how Fastway undertook its first major brand refresh to embrace a renewed promise of delighting its customers at the door, which has resulted in improved customer satisfaction and increased sales. This session will explore the need for the brand refresh, the importance of franchisee buy-in, the logistics of the changeover, and the results achieved. (This rebranding campaign won the overall 2012 FCA Excellence in Franchise Marketing award).

11.35 – 11.50 Legal factors to consider when repositioning or rebranding

An insight into the legal issues raised by marketing initiatives, and how these affect existing franchise agreements and franchise relationships.

11.50-12.50 Solve real-life franchise problems – Open Exchange Forum

Delegates will choose one of the following real-life franchise problems, and discuss possible solutions and compare real experiences with fellow delegates in a highly interactive round table format. At the end of this session, all participants will come away with real strategies and tactics to deal with these and similar franchise problems.

• Topic 1: How do we manage and incentivate the performance of our advertising agency, PR firm and other marketing partners?

• Topic 2: How do we reinvigorate our brand during tough trading conditions? • Topic 3: How can we better utilise our field support teams to improve Local Area

Marketing results? • Topic 4: Marketing gems we’ve learned from our franchisees and how we’ve

adapted them to benefit the network as a whole. • Topic 5: (To be determined by the audience on the day)

This is a unique session. Come armed with questions and an open mind.

12.50 – 1.30 Lunch and Networking (Ship Inn Function Room, Level Two)

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1.30 – 2.10 How to use points of difference to grow a brand in a crowded market, and beat an economic downturn.

Mike Gordon, National Franchise Manager, Place With real estate offices that look like espresso bars, and sporty Mini’s and Vespa scooters as company vehicles, Queensland-based real estate chain Place has positioned itself as the opposite of a “traditional” real estate agency. Learn how this group’s unique marketing approach is delivering results in an economic downturn by differentiating itself in a highly competitive and crowded market.

2.10 – 2.50 When social media goes bad: How to survive and thrive from an online backlash.

David Lithgow, E-Commerce Manager, Hairhouse Warehouse What happens when a customer makes a negative comment about you on Facebook, and overnight it attracts more “likes” than your company page gets in a year? Salon retail chain Hairhouse Warehouse had this experience recently with 2,500 likes for the negative comment that was read by more than 45,000 people in less than half a day. Find out how the company responded and turned the situation to its advantage, and also learn about a successful Facebook promotion that increased weekly reach by more than 1,000% and generated an additional $182,000 in sales. This session will also look at how a national franchise brand can control its Facebook image, and include guideline hints so that franchisees can run their own pages.

2.50- 3.05 Social Media discussion forum: Making social media work effectively for franchise networks

- How committed is your brand to social media? - How do you resource your social media presence? - How does your network profit from social media? - Lessons from good and bad social media experiences.

3.05 – 3.25 Afternoon Tea (Ship Inn Function Room, Level Two)

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3.25 -4.00 Franchise Conferences: How to use your next conference to lift your franchisees to new levels of marketing performance.

Jason Gehrke, Director, Franchise Advisory Centre Internal franchise conferences could achieve even greater outcomes for franchisees by creating more opportunities to explore and benchmark best practise local area marketing tactics that can be deployed throughout the network. This session will explore how the development and execution of an appropriate conference program can deliver resounding marketing benefits to a network.

4.00 – 4.45 How do you manage the marketing mix in a multi brand environment?

Stuart Beechen, Managing Director, Aktiv Brands During this presentation, Stuart will share:

• How, as a leading developer of new fast food brands in Australia, Aktiv Brands operates multiple brands.

• How each of the brands is supported by a core operating model – from sourcing of product to franchise support.

• How Aktiv Brands is working towards delivering differentiated customer journeys that align to each brand proposition.

4.45 – 5.00 Closing Comments

5.00 – 6.00 Networking Drinks (Ship Inn Function Room, Level Two)