Amped for Growth !
Captain D ’ s STAR Award winners Michael Arrowsmith and Jennifer Benjamin with Therese Thilgen ( center )
In the audience , attorney Joyce Mazero of Gardere also contributed her expertise to the discussion . As a sign of the times , the questions about external threats kept on coming long past the session ’ s end time .
The third afternoon track , Lead Generation , delved into programs and ideas to bolster franchise recruitment in today ’ s highly competitive market and how to get the most out of a recruitment budget . The first session , “ What ’ s New in Lead Generation ?” was facilitated by Jeff Sturgis , vice president of franchise development at McAlister ’ s Deli . The session explored new lead generation ideas , tools , and technologies , how to budget more effectively , and how brands can use brokers , print media , trade shows , and online portals to generate leads . Panelists were Mark Cairns , director of franchise development at Topper ’ s Pizza ; Zeb Hastings , vice president of franchise development at Quaker Steak & Lube ; and Marcia Mead , vice president of franchise development at PuroClean .
The second session on this track , “ Managing Social Media and Its Role in Recruitment ,” grappled with the growing digital world and ways to use Facebook ads , Youtube , LinkedIn , and other social media tools to reach potential prospects . Facilitated by Jack Monson , director of digital strategy at Qiigo , the panelists were Aaron Goldberg , vice president of franchising at Zips Dry Cleaners ; Grant Kreutzer , director of franchise licensing and recruiting at Jack in the Box ; and Philip Schram , CEO of Buffalo Wings & Rings .
Keynote and STAR Awards A business roundtable general session led by keynote speaker Seth Mattison closed out the afternoon . Mattison , founder and CEO of FutureSight Labs , is an expert
on workforce trends , generational dynamics , talent management , and the future of work and has worked with companies worldwide . He urged franchise brands to tap into the rich , hidden brainpower within their organization , establish an ongoing system to nurture and harvest the best ideas , adapt more quickly and proactively to changes in the marketplace , and to foster a culture of stewardship and values ( think “ soft edge ”).
As evening approached , it was time for everyone to enjoy an evening of familystyle Italian cuisine , drinking , and conversation at Maggiano ’ s Little Italy , along with the presentation of this year ’ s STAR Awards for best practices in franchisee recruitment . See page 48 for the full story .
Amped to go The final morning featured a packed room for the closing session ,“ Build Your 2017 Plan .” Art Coley , CEO of InXpress very energetically led a panel consisting of Patrick Sugrue , president and CEO of Saladworks ; John Teza , chief development officer at Corner Bakery Cafe ; and Dave Wells , director of franchising at Sport Clips , who shared their thoughts and experience on mapping out a brand ’ s development strategy and recruitment budget for the coming year .
“ Our goal here today is to provide the essential components of development planning and to offer hands-on planning and discussion ,” said Coley . And they did , through presentations and group exercises that produced in-depth questions and a lot of fun for the roomful of marketers and franchise executives . Panelists discussed how the development strategies at a brand should be in alignment with the corporate strategy , setting targets and goals for the year , marketing and lead generation strategies , having the right team , and establishing a budget , process , and system .
A big mistake many brands make , said Sugrue , is to view development as its own entity . “ It should be part of the leadership team of the whole organization , integrated ,” he said . Sugrue , who came on as CEO of Salad Works in 2015 when the brand was in bankruptcy , said the founder and funder were battling and needed “ adult supervision .” He said the brand had no credibility or trust with its franchisees , thus no validation . The role of the CEO , he said , is to take action — and he did . He fired the entire development team and visited 80 of the brand ’ s 100 stores and all of its franchisees . “ It ’ s important to have the courage to say , ‘ Your baby ’ s a little bit ugly ’ before you start selling 100 a year .”
Echoing a story Mattison told the previous day about artisan saddlemakers who took so much pride in their craft that they signed each saddle they made , Sugrue urged the roomful of salespeople and franchise executives to remember that beyond all the strategizing , budgeting , and investing in technology and social media , there ’ s a higher purpose to their work : creating a franchisee who can support their family and hire 10 to 15 people who can then support or contribute to their own families . “ That ’ s the nobility of our work ,” he said .
The session , and the conference , ended with a rollicking finale led by Coley . ( Just ask anyone who was there .)
To learn more about this year ’ s FLDC , view photos , and register for next year , visit www . franchisedevelopmentconference . com . ■
Toasting victory at the closing roundtable session
40 Franchiseupdate ISSUE IV , 2016