How can you manage your marketing to keep a central voice when working with franchisees? Is it OK to allow the franchisee to control his own messaging or does that lead to a disjointed brand voice? Our experts will answer these questions and more to help you keep control of your brand without stifling your franchisees.
Brian Duckett writes regularly for the UK franchising and business media and has presented at several seminars and workshops, including those arranged for The Institute of Directors, The Confederation of British Industry, The British Franchise Association, The International Franchise Association and British Franchise Exhibitions. Internationally, he writes regular features for franchising magazines in the USA, Europe, Australia and India, and has spoken at several franchise conferences on five continents. His book “How to Turn Your Business Into The Next Global Brand – Creating and Managing a Franchised Network” was published in the autumn of 2007.
Eric Ersher is Founder and CEO of Zoup! Fresh Soup Company, a Michigan-based fast-casual soup concept he founded in 1998. As the top executive of this growing franchise organization, Eric has overall responsibility for strategic planning, concept evolution, quality and franchise support. He also leads the company’s staff in building and protecting the Zoup! brand and shaping the company’s culture. Before creating Zoup!, Eric was owner of Michigan Foods, which manufactured and distributed custom spice blends, pre-mixes and prepared soups to chain restaurants. Prior to that, he practiced law in Detroit.
Tommi Tervanen is the CEO of Kotipizza Group. He is also the chairman of The Finnish Franchising Association. His career started at the leading Finnish retail company Kesko where he worked as product manager. In the early 2000s, he founded the sourcing and logistics operator Helsinki Foodstock which has since grown into an over 50 MEu business. He started as CEO of Kotipizza Group in 2011. The Kotipizza Group consists of Kotipizza, the largest pizza chain in the Northern Europe, Chalupa, a Mexican style fast casual restaurant chain, and Helsinki Foodstock. The Kotipizza chain has significantly revamped its concept in the past few years and changed its marketing strategy completely. In 2015 the Kotipizza Group became the first Finnish franchising company to be listed on the Nasdaq OMX Helsinki stock exchange.
David Drain leads the events team for Networld Media Group and has more than 20 years of experience in association management, event planning, writing and speaking. He has served as executive director of the Digital Signage Association (a group he co-founded), the Self-Service & Kiosk Association and the merged organization, Digital Screenmedia Association. Previously he was EVP for the Foodservice Consultants Society International.