Franchisors Selling at a Trade Show

One of the most frequently asked questions franchisors ask themselves is: How do I find the right franchisees? Well, interestingly for most franchisors, expos and trade shows offer a brilliant opportunity to find potential franchisees.

Of course, these days the internet generates most of the franchise sales leads. Yet, for many franchisors, trade shows and expos still remain just as relevant today as it ever did before.

Franchise Shows and Industry Shows

Franchise shows, such as the International Franchise Expo, cater to prospective franchisees who are actively shopping for franchises. Therefore, for a franchisor, this event can be a fertile hunting ground so to speak. Most of the people attending this franchise expo describe themselves as potential franchisees and are very serious about becoming one. They also boast a sufficient amount of money to invest in a particular franchise opportunity.

On the other hand, Industry shows do not focus on franchise buyers. Instead, they target audiences from a particular market in which franchises may be offered. For instance, The National Restaurant Association Show attracts over 70,000 restaurant industry professionals to a single site for4 days.

Therefore, it is important to remember that franchise shows are different from industry shows in a number of important ways other than their targeted audience.

Choosing Your Shows Wisely

Most franchise shows tend to cater to a fairly local audience. Therefore, if you are not targeting franchise sales in the area where the show is located, a franchise show in that particular market may generate very few leads that will be of value to you.

In addition, it’s important to remember that most of the action takes place over the weekend at franchise shows as this is when people take time off from their jobs to invest in their future. Some franchisors may stay an extra day to meet with their most qualified prospects or even to hold seminars.

On the other hand, industry shows often draw a national or even an international audience. Because they are often held during the week, attendees are eager to go home following the show. Therefore, any seminars, receptions or other activities that you might have scheduled for after the show will most probably have a poor response. Thus, such events should be hosted during the show itself.

With perhaps 300 or so franchisors exhibiting at the franchise show, if your prospects attend the show, they should find you.

However, Industry shows are significantly larger and more difficult to navigate. Sometimes there are over 2 000 exhibitors, and it will be difficult for your prospects to see everyone. Yet, there is a major advantage. Because these shows attract a geographically diverse audience, they afford you with a great opportunity to meet in person with prospects from around the world.

Yet, franchise trade shows and expos are not right for every franchise concept. And even if these shows are appropriate, you must also answer the concept of which trade show is best for you.

Therefore, when determining if a particular trade show is a good match for your franchise concept, you need to start by understanding the particular franchise buyer you are seeking.

You should talk to past exhibitors to determine just how effective particular shows are because the fact is, some shows are better than others. Because of the time and expense involved, it is very important that you focus only on the shows that will generate positive returns for you.

When it comes to franchise shows, where they are situated geographically will be an equally important consideration. If you are not targeting franchisees within that specific radius, your marketing cash may well be better spent elsewhere.

Another important thing to remember is that trade shows are all about lead generation. A good show provides you with a constant stream of traffic. So, if you are busy chatting to another prospective franchisee, other prospects may just walk on by because you are too busy to engage with them. Therefore, bring more people along to these trade shows that can help you work the cubicle.

Take advantage of trade shows and choose wisely. You may just find many more excellent franchisee prospects.

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