A Franchisor Approach to Trade Shows
Exhibiting at trade shows are great opportunities for franchisors to get exposure, learn about the industry, and see what the competition is up to. But the most important thing, they can gather franchisee leads.
The participation in these shows produces fewer leads than other sales generating sources such as the Internet or print advertising, but these leads are of much higher quality. The face to face contact is invaluable.
There are two main types of shows that are relevant to franchisors. The first is a franchise show where the event caters to the franchise industry including those individuals that are seeking franchise opportunities. This includes the International Franchise Expo, which will be held in 2015 on June 18-20 in New York City.
The other type of show is an industry specific event such as the National Restaurant Association Show running next May 16-19 in Chicago.
If the franchisor’s marketing budget permits the exhibiting at one of these events, those working the show must be ready in print, presentation, and pitch. This is the company’s moment in the Sun. Everything that can be done, within budget, should be considered to showcase the franchise concept.
Excessive amounts of money does not need to be spent. A four-color display, sales material, business cards, and a tremendous amount of enthusiasm and professionalism will carry the effort far.
Large corporations and franchisors will throw hundreds of thousands of dollars at trades shows to attempt to get their message across. The secret to winning the battle no matter the budget is salesmanship, pre- and post-event promotion, and emails to key buying individuals at the show.
The ultimate strategy at trade shows is to be highly visible and promote, promote, promote. Work the aisles.
If you are Interested in learning more about trade show strategy and about franchising, contact us at 800-FRANCHISE (800-372-6244).