5 Major Insights You Will Gain At FranTech 2014 and Why You Must Attend
Great article from Nicole Hudson. You can read the original post here and I’m reposting here.
Digital Marketing, Social Media, Lead Generation and the technologies and tools needed to employ these systems and strategies generate unimaginable amounts of data every day that we need to protect and make sense of. The needs of the brand and our customers, franchisees and employees are changing at a rapid pace, and the systems needed to be relevant and successful are becoming more advanced every day.
Today’s headlines showcase data-security, cyber-attacks, information protection and advancement of online and mobile payment systems as the norm. The days of cashing your check, putting the money in your purse or wallet and then handing it to clerk over the counter at the store are becoming no more than a nostalgic memory or fleeting movie scene. The foresight of stowing your “important papers” in the lock box under your bed is no longer the way personal information is protected. Customers in today’s market are demanding everything in real-time and at the convenience of a card swipe, or the ever-evolving methods of digital and mobile payments. These demands mean brands and companies are handling and storing vast amounts of personal information that, if compromised, have very real implications for the both the customers and brand.
The International Franchise Association, Digital Marketing & Technology Committee and The FranTech Taskforce have relentlessly polled the IFA Membership, sought out advanced education, and created a Technology Recruitment Subcommittee to support the franchise community by providing awareness on these issues and developing relationships with key organizations and thought leaders in technology and security. Just recently, President and CEO of the International Franchise Association, Steve Caldeira announced the IFA’s commitment to being a part of data security reform and helping to shape the debate currently sweeping through Congress by joining the Retail-Financial Services Cyber Partnership.
FranTech is the evolution of FranCamp, and reflects the symbiotic relationship between marketing and technology in franchising. FranTech has evolved through extensive feedback from the IFA Membership to be the “must-attend” conference if you have questions about how to get the most out of technology platforms and solutions to help grow your business. This is our second annual stand-alone event focused entirely on digital and technological solutions to today’s most pressing challenges. What makes FranTech unique is the combination of both information technology and marketing solutions in one event that address the consumer and the franchise development verticals. The program will provide insights and real-world solutions for professionals working to promote and secure their brand in a digital world.
The Value of FranTech’s Keynote Speakers
Why is this such a big deal? Good question, the reasons are really too numerous to go into, but here are the highlights. Everything is rapidly changing in the marketing and technology landscape. The franchise community needs to prepare and develop technological solutions for constantly changing consumer behavior and the devices they use to employ this change. Examples include the mobile experience, transitions to mobile and enhanced use of online payment systems, data security, a self-education sales funnel, brands becoming publishers and a 24/7 social media experience. Listen to trends DJ will share and seek to find insights that spark solutions in your own franchise system that can solve problems and delight your customers or prospects.
2. Tim Resnik Head of Product Strategy at MOZ will examine how franchisors and franchisees can align together and best leverage local and national SEO to achieve optimal positions in local search engine results.
When it comes to SEO, many franchisors are unsure of whether to take a local or national approach. While distinct differences exist, they must work together to create a comprehensive strategy that targets customers and potential franchise owners on both a local and national level. National SEO targets a much larger audience. Keywords are broad and often competitive, which can make a national SEO campaign a bit more costly than its local counterpart. However, a greater potential exists to bring in larger amounts of traffic and even more sales or awarded franchises as a result. A question many franchisors ask is, “Why should a multi-location company bother with local SEO when national SEO can drive more traffic?” Although local SEO is all about focusing on local customers, the local franchise location, especially a brick and mortar location, can benefit greatly from having a localized strategy. From a marketing perspective, you need to be where your customers are. With more and more searchers using geo-specific search terms, it only makes sense to include local strategies in the brands overall SEO campaign especially if you are trying to sell franchises in territories where you don’t have any locations.
3. Kevin Johnson, CEO of Secure Ideas has returned for a second year to alarm us on just how important data security is for ourselves, our brands, the franchisee’s and most importantly, our customers. Tom Epstein, the CEO of Franchise Payment Networks will also address security concerns facing the franchise industry.
Data security has taken a front seat in the headlines with large brands like Target, Living Social, Adobe and Evernote being affected by multiple kinds of cyber-attacks and security breaches. Learn how to start developing a plan that can keep the data and the customers you serve safe. This issue effects the entire franchise community. From the CEO, to the marketing department, the IT teams, franchisees and the vendors that supply services. Cyber-Security exists on all levels from passwords, email databases, payment information, POS systems, employee files and the access to hundreds of franchisee websites and social media channels. What you don’t know, really can hurt your franchise system.
4. Brian Spindel, President & COO of PostNet International Franchise Corp. will discuss his experience of moving their entire Franchise system to the cloud.
Cloud computing is computing based on the internet. Where in the past, people would run applications or programs from software downloaded on a physical computer or server in their building, cloud computing allows people access the same kinds of applications through the internet. The CRN predicts that by 2014, small businesses will spend almost $100 billion on cloud computing services. So why are so many businesses moving to the cloud? It’s because cloud computing increases efficiency, helps improve cash flow and offers many more benefits. Learn how PostNet navigated moving to the cloud and gain insights on some of the increased benefits in security, flexibility, and control the franchise system gained from it.
5. Jenya Denissova, Head Traditional Media/Franchise at Google
The sales process has changed and with it the way we find, experience, and educate ourselves on our next purchase. Google calls this ZMOT, or Zero Moment of Truth. ZMOT is fundamentally about getting closer to the customer. To do this, you need to understand them. What are they looking for? When? What information do they have already? What’s their state of mind? Hear case studies of current franchise brands employing this strategy and learn how to build out your digital marketing mix to connect with your customers just at the right moment, in real time.
Those top five speakers and value points are just the tip of the iceberg. Session’s featuring mobile strategy, lead generation and the right social media mix will all be covered, check out the full program details here and register to attend FranTech 2014. Download the FranTech Brochure Here. If you have already signed up thank you! Don’t forget to “like” FranTech and The International Franchise Association on Facebook and share with your network.
Inbound Lead Solutions is a Marketing Technology firm focused on Social Media, Content Marketing, SEO & Lead Generation for franchising. Hudson is certified in Hub Spot inbound marketing automation and chairs the Detroit Hub Spot User Group (HUG). Her specialization in social media, franchising and multi-unit location marketing strategies has been recognized by Franchise Update Media Group with a Star Award, a recently published LinkedIn case study on Franchising Search Engine Optimization and Lead Generation. Nicole is a member of the International Franchise Association, sits on the Marketing & Technology Committee, FranTech Taskforce, is a contributor to Franchising.com, Franchising World Magazine, PR University and regular speaker on LinkedIn social selling and lead generation. Connect with her on LinkedIn, FranSocial, @getinboundleads or 248.808.9922