franchise marketing innovation and technology conference

Franchise Marketing Innovation & Technology Conference (MITcon)

Learn innovative and effective marketing and technology solutions to adapt and evolve your brand – directly from experts in your field.
CFE Credits Available
Yes
October 23 - 25, 2019
|

Austin, TX
United States

Adapt & Evolve

By enacting changes, adapting and evolving, we’ll help you achieve your goals of driving higher demand for your products and services and increasing customer loyalty.
63%
of attendees are Director level or above
📈
Drive Higher Demand for Your Products
⬆️
Increase Customer Loyalty
mitcon

Speakers

Speaker
Additional Speakers

Phillip Rather

Head of Local, Facebook

Kristen Pechacek, CFE

Director, Digital Marketing, Self Esteem Brands

Jennifer Anderson

VP, Marketing and Communications, Express Services, Inc.

Sam Caucci

Founder & CEO
1HUDDLE

Agenda

WEDNESDAY, OCTOBER 23

2:00 pm – 5:45 pm        Registration Desk Open

3:00 pm – 4:30 pm        Marketing and Innovation Committee Meeting

4:30 pm – 5:45 pm          Igniting Innovation: Take Your Brand to the Next Level with Marketing & Technology

Today's top brands would not be where they are if it weren't for innovation. The power that marketing and technology have when they come together is what launches companies past average and to the top. During this masterclass, you'll get to learn from C-suite executives who have taken their brands to the next level by leveraging innovations.

Moderator: Marina O’Rourke, VP, IT, Tropical Smoothie Café 
Speakers: Shane Evans, CFE, President & Co-Founder, Massage Heights; Renee Israel, Co-Founder, Doc Popcorn; Edward Logan, President & COO, Sport Clips, Inc

6:00 pm – 7:30 pm        Happy Hour

Join fellow MITcon attendees at local bar for a happy hour to get this year’s conference started on a high note!
 

THURSDAY, OCTOBER 24

8:00 am – 5:00 pm      Registration Desk Open
        
8:30 am – 9:00 am      Networking and Continental Breakfast 

9:00 am – 10:15 am     Welcome and Opening General Session 

Customer-centric Digital Transformation — Business Growth is Customer Growth

Every corporation wants to avoid missing something that could put them out of business. But why are some companies able to spot that “something” and some not? The most successful companies of the 21st Century are obsessed with their customers. Customer obsession is easier said than done. Tricia provides real world examples of how companies can become customer-centric and how they must understand the most important shift in marketing: the emergence of the Networked Customer — those who learn, grow, and make purchasing decisions along networks, the people, platforms, and communities that influence their day-to-day behaviors and decisions. It is impossible to reach the Networked Consumer using only mass-market advertising and traditional marketing communication tactics. Global technology ethnographer, Tricia Wang, outlines how companies must re-envision their digital marketing practices to meet the needs of the fast-moving Networked Customer.

Keynote Speaker: Tricia Wang, Global technology ethnographer; Co-Founder, Sudden Compass 

10:15 am – 10:45 am      Networking Break 

10:45 am – 12:00 pm     Table Exercise—Problem Solving

In order to prime your mind and set objectives for this conference, we start off with a group activity meant to add value to each of you by connecting you with seasoned franchisor and technology experts (“mentors”) in a problem-solving setting specific to one of two focus areas: marketing and technology. All participants should come prepared with a specific problem in their field they would like to find an innovative solution for. Each table has one mentor assigned. After a brief introduction, the mentor asks participants what their specific problem is and then other attendees at the table can offer relevant feedback and options based on experience.

12:00 pm – 12:20 pm      Email Check Break 

12:20 pm – 1:35 pm         Annual Franchise Marketing & Technology Awards Celebration Luncheon

The Franchise Marketing & Technology Awards recognize and feature best-in-class marketing campaigns that leverage technology platforms to create innovative programs that have helped franchise companies increase sales and enhance their brands. Winners are announced during this luncheon.

1:45 pm – 2:45 pm          Concurrent Learning Labs

1.    IoT Demystified

Using the Internet of Things (IoT) can make a huge difference for your brand and how it connects with its customers. You may have questions such as: Is it really needed? How can it be used most effectively for my brand? You’ll find out the answers to these questions, and common mistakes to avoid during this session. Experts explain the costs that you can expect, how deployments are done and best practices to give you a better understanding of IoT and understand real examples of its use that relate to your company.

Speaker: Naeem Zafar, Co-Founder & CEO, Telesense® 
 
2.    Increasing Franchisee Satisfaction with Marketing and Communications

When your franchisees succeed, your brand reaps the benefits. However, the more your brand grows, the more difficult it can be to balance national responsibilities and local engagement. Learn how to increase franchisee satisfaction through assessing problems and getting focused during this session, and you’ll bring back valuable takeaways. You’ll even hear a case study from a franchisor who increased their franchisee satisfaction from 77% to 95% through marketing!

Speakers: Jennifer Anderson, VP, Marketing and Communications, Express Services, Inc.; Matthew Montoya, Channel Marketing and Enablement Manager, Constant Contact; Kristen Pechacek, CFE, Director, Digital Marketing, Self Esteem Brands

2:45 pm – 3:45 pm        Networking with Sponsors

3:45 pm – 4:45 pm        MITChats 

4:45 pm – 6:15 pm         Networking Reception
 

FRIDAY, OCTOBER 25

8:00 am – 1:00 pm          Registration Desk Open

8:30 am – 10:00 am        Roundtables with Continental Breakfast (Breakfast available beginning at 8:00 am) 

Sit at a table with 8-10 of your fellow attendees and share ideas, challenges and solutions focused on a specific topic assigned to that table. This is an opportunity to have an open forum discussion with a small group of your peers and discuss mistakes, lessons learned and success stories. Everyone participates at the table to get the most out of the discussions which are led by franchise experts. 

10:00 am – 10:20 am        MITChat

10:20 am – 10:45 am        Networking Break

10:45 am – 11:45 am         Concurrent Learning Labs

1.    How Gamification is Changing Training 

Using games and technology for employee training can make a significant difference in how your employees learn and retain information. The benefits of training teams in a way that is fun, creates competition and uses the concept of struggle can create learning that lasts. In this session you gain a better understanding of the impact of using technology to train, how you can use AI to drive the right content to the right user and how the right solution can drive real business results. You’ll see how FASTSIGNS and many other major brands are leveraging gaming apps to deliver training to the front line.  

Speakers: Sam Caucci, Founder & CEO, 1Huddle; Hagop Giragossian, Franchise Development Partner, Dog Haus


2.    Facebook Marketing Workshop

As a marketing leader, you know your brand’s Facebook campaigns have an impact on your brand awareness, your connection to your followers and your website traffic. In this learning lab, you’ll get the opportunity to have an industry expert review your brand’s campaigns and offer one-on-one solutions. Bring your laptop and have our team review your brand’s campaigns, advertisements, business manager accounts, pages, targeted audiences and anything else in your Facebook/Instagram accounts. You’ll be able to bring back their suggestions to your Facebook managers and implement advice that you won’t get anywhere else. This is an extremely interactive, innovative, hands-on approach to deliver you real value.

Speaker: Phillip Rather, Head of Local, Facebook 

12:00 pm – 1:00 pm        General Session & Luncheon with Case Study Presentation (Buffet lunch available beginning at 11:45 am)

Repositioning an Authentic Brand in a Trendy Market

Kathy Collins, Chief Marketing Officer of Massage Envy Franchising, brings a wealth of experience in consumer marketing. For this presentation, she will focus on her work to reposition the Massage Envy brand in a market growing in popularity. The discussion will include topics such as consumer research, data analytics, the dynamics of a 100 percent franchised brand, and other aspects of building a multi-phased marketing campaign that drives consumer trial. 

Speaker: Kathy Collins, Chief Marketing Officer, Massage Envy Franchising LLC

1:00 pm               Conference Adjourns
 

WEDNESDAY, OCTOBER 23

2:00 pm – 5:45 pm        Registration Desk Open

3:00 pm – 4:30 pm        Marketing and Innovation Committee Meeting

4:30 pm – 5:45 pm          Igniting Innovation: Take Your Brand to the Next Level with Marketing & Technology

Today's top brands would not be where they are if it weren't for innovation. The power that marketing and technology have when they come together is what launches companies past average and to the top. During this masterclass, you'll get to learn from C-suite executives who have taken their brands to the next level by leveraging innovations.

Moderator: Marina O’Rourke, VP, IT, Tropical Smoothie Café 
Speakers: Shane Evans, CFE, President & Co-Founder, Massage Heights; Renee Israel, Co-Founder, Doc Popcorn; Edward Logan, President & COO, Sport Clips, Inc

6:00 pm – 7:30 pm        Happy Hour

Join fellow MITcon attendees at local bar for a happy hour to get this year’s conference started on a high note!
 

THURSDAY, OCTOBER 24

8:00 am – 5:00 pm      Registration Desk Open
        
8:30 am – 9:00 am      Networking and Continental Breakfast 

9:00 am – 10:15 am     Welcome and Opening General Session 

Customer-centric Digital Transformation — Business Growth is Customer Growth

Every corporation wants to avoid missing something that could put them out of business. But why are some companies able to spot that “something” and some not? The most successful companies of the 21st Century are obsessed with their customers. Customer obsession is easier said than done. Tricia provides real world examples of how companies can become customer-centric and how they must understand the most important shift in marketing: the emergence of the Networked Customer — those who learn, grow, and make purchasing decisions along networks, the people, platforms, and communities that influence their day-to-day behaviors and decisions. It is impossible to reach the Networked Consumer using only mass-market advertising and traditional marketing communication tactics. Global technology ethnographer, Tricia Wang, outlines how companies must re-envision their digital marketing practices to meet the needs of the fast-moving Networked Customer.

Keynote Speaker: Tricia Wang, Global technology ethnographer; Co-Founder, Sudden Compass 

10:15 am – 10:45 am      Networking Break 

10:45 am – 12:00 pm     Table Exercise—Problem Solving

In order to prime your mind and set objectives for this conference, we start off with a group activity meant to add value to each of you by connecting you with seasoned franchisor and technology experts (“mentors”) in a problem-solving setting specific to one of two focus areas: marketing and technology. All participants should come prepared with a specific problem in their field they would like to find an innovative solution for. Each table has one mentor assigned. After a brief introduction, the mentor asks participants what their specific problem is and then other attendees at the table can offer relevant feedback and options based on experience.

12:00 pm – 12:20 pm      Email Check Break 

12:20 pm – 1:35 pm         Annual Franchise Marketing & Technology Awards Celebration Luncheon

The Franchise Marketing & Technology Awards recognize and feature best-in-class marketing campaigns that leverage technology platforms to create innovative programs that have helped franchise companies increase sales and enhance their brands. Winners are announced during this luncheon.

1:45 pm – 2:45 pm          Concurrent Learning Labs

1.    IoT Demystified

Using the Internet of Things (IoT) can make a huge difference for your brand and how it connects with its customers. You may have questions such as: Is it really needed? How can it be used most effectively for my brand? You’ll find out the answers to these questions, and common mistakes to avoid during this session. Experts explain the costs that you can expect, how deployments are done and best practices to give you a better understanding of IoT and understand real examples of its use that relate to your company.

Speaker: Naeem Zafar, Co-Founder & CEO, Telesense® 
 
2.    Increasing Franchisee Satisfaction with Marketing and Communications

When your franchisees succeed, your brand reaps the benefits. However, the more your brand grows, the more difficult it can be to balance national responsibilities and local engagement. Learn how to increase franchisee satisfaction through assessing problems and getting focused during this session, and you’ll bring back valuable takeaways. You’ll even hear a case study from a franchisor who increased their franchisee satisfaction from 77% to 95% through marketing!

Speakers: Jennifer Anderson, VP, Marketing and Communications, Express Services, Inc.; Matthew Montoya, Channel Marketing and Enablement Manager, Constant Contact; Kristen Pechacek, CFE, Director, Digital Marketing, Self Esteem Brands

2:45 pm – 3:45 pm        Networking with Sponsors

3:45 pm – 4:45 pm        MITChats 

4:45 pm – 6:15 pm         Networking Reception
 

FRIDAY, OCTOBER 25

8:00 am – 1:00 pm          Registration Desk Open

8:30 am – 10:00 am        Roundtables with Continental Breakfast (Breakfast available beginning at 8:00 am) 

Sit at a table with 8-10 of your fellow attendees and share ideas, challenges and solutions focused on a specific topic assigned to that table. This is an opportunity to have an open forum discussion with a small group of your peers and discuss mistakes, lessons learned and success stories. Everyone participates at the table to get the most out of the discussions which are led by franchise experts. 

10:00 am – 10:20 am        MITChat

10:20 am – 10:45 am        Networking Break

10:45 am – 11:45 am         Concurrent Learning Labs

1.    How Gamification is Changing Training 

Using games and technology for employee training can make a significant difference in how your employees learn and retain information. The benefits of training teams in a way that is fun, creates competition and uses the concept of struggle can create learning that lasts. In this session you gain a better understanding of the impact of using technology to train, how you can use AI to drive the right content to the right user and how the right solution can drive real business results. You’ll see how FASTSIGNS and many other major brands are leveraging gaming apps to deliver training to the front line.  

Speakers: Sam Caucci, Founder & CEO, 1Huddle; Hagop Giragossian, Franchise Development Partner, Dog Haus


2.    Facebook Marketing Workshop

As a marketing leader, you know your brand’s Facebook campaigns have an impact on your brand awareness, your connection to your followers and your website traffic. In this learning lab, you’ll get the opportunity to have an industry expert review your brand’s campaigns and offer one-on-one solutions. Bring your laptop and have our team review your brand’s campaigns, advertisements, business manager accounts, pages, targeted audiences and anything else in your Facebook/Instagram accounts. You’ll be able to bring back their suggestions to your Facebook managers and implement advice that you won’t get anywhere else. This is an extremely interactive, innovative, hands-on approach to deliver you real value.

Speaker: Phillip Rather, Head of Local, Facebook 

12:00 pm – 1:00 pm        General Session & Luncheon with Case Study Presentation (Buffet lunch available beginning at 11:45 am)

Repositioning an Authentic Brand in a Trendy Market

Kathy Collins, Chief Marketing Officer of Massage Envy Franchising, brings a wealth of experience in consumer marketing. For this presentation, she will focus on her work to reposition the Massage Envy brand in a market growing in popularity. The discussion will include topics such as consumer research, data analytics, the dynamics of a 100 percent franchised brand, and other aspects of building a multi-phased marketing campaign that drives consumer trial. 

Speaker: Kathy Collins, Chief Marketing Officer, Massage Envy Franchising LLC

1:00 pm               Conference Adjourns
 

IFA Member Franchisor
550
Register
2nd Registrant from Same Company (50% off)
275
Register
Non-Member Franchisor or Franchisee
975
Register

Location & Travel

MITcon 2019 will be held at the Hilton Austin in Austin, TX; located in the heart of downtown Austin, only a block behind the famous 6th Street! IFA has reserved a block of rooms at the hotel for a rate of $256/night for a single or double standard room. You may reserve your hotel room by calling (512) 482-8000 and referencing IFA or clicking the link in the FAQ section below. The deadline for making a reservation is October 1, 2019, or when the IFA room block is filled, whichever is first. Once the room block is sold out, reservations will be accepted on a space availability basis at the group rate.

FAQs

To contact the IFA Conferences Department, please email
events@franchise.org or call 202-662-0763.

How can I book a hotel room?

What is the IFA Member Franchisor BOGO 50% Off promotion?

What is the Cancellation Policy?

CAN I EARN CFE CREDITS BY ATTENDING?

How do I nominate someone for a MITcon award?

I would like to submit myself (or someone else) to be considered as a speaker. How do I do that?