New-and-Improved Franchise Marketing Leadership Conference Is a Hit!
The introduction of three new agenda items at last week's 2019 Franchise Marketing Leadership Conference in Atlanta proved a resounding success at the new-and-improved event.
First was the debut of the CEO-CMO Summit. The all-morning session attracted about 60 franchise leaders seeking to learn how to better communicate, understand, and align their marketing teams with the uppermost levels of the C-suite and the franchisor's long-term goals.
The second new offering was the introduction of the Annual Franchise Marketing Report (AFMR). Modeled on Franchise Update's Annual Franchise Development Report, the AFMR provides marketers with aggregated benchmark data on budgets, where brands are spending their advertising and marketing funds, and much more. All attendees received a free copy.
Third, and highly popular among attendees, was the announcement of the winners of the first-ever Franchise Marketing Innovation Awards. Overall, 18 winners in four categories were selected from nearly 100 entrants. The four categories were Marketing & Branding, Operations, Products & Services, and Human Resources.
Within the Marketing & Branding category, judges selected an overall winner from the following winners: Camp Bow Wow (Best Social Media Campaign), Edible Arrangements (Best Limited Budget Campaign), European Wax Center (Cause Marketing Champion), and IHOP (Best Big Budget Campaign). Each company had the opportunity to describe their winning campaigns on stage at a general session. IHOP took the top prize - the Franchise Marketing Leadership Award - for the spectacular success of its "IHOB" campaign.
Duncan Wardle, former VP of Innovation and Creativity at the Walt Disney Company, set the tone for the conference with his keynote speech focusing on freeing up the creative juices in the attendees. Topics he touched on included curiosity, intuition, courage, and imagination, illustrated with stories from his 25 years at Disney and in marketing. After his keynote, he made himself available to informal, one-on-one conversations during the remainder of the conference.
Stay tuned for details of next year's conference at the InterContinental Buckhead in Atlanta.
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