Whether you’re a new franchise or one who’s been growing for years, you’ll no doubt be considering exhibiting at a franchise show this year, or have already committed to doing so. These shows are a big part of the UK franchising landscape, especially the larger scale, well-known ones such as those at London’s Olympia or Excel, or Birmingham NEC.
But I’m sure you’ve asked yourself this question at least once: Are they actually worth it?
It’s a fair concern – after all, exhibiting at a show can be expensive, both in terms of resources and time. There will always be that nagging doubt about whether or not you can generate enough quality leads to justify the hit to your marketing budget, not to mention to you and your team’s valuable time.
Well, we’ve been to a lot of these shows over the years, and worked with dozens of franchisors who have exhibited at them, and our experience tells us this:
Yes, franchise shows can absolutely be worth your while…. but only if you’re approaching them in the right way.
Franchise shows still play a very important role for prospective franchisees. Even in this digital age where every piece of information is available at our fingertips at a moment’s notice, meeting people face-to-face and physically encountering a brand is still very valuable.
They’re still a major source of leads, and play an important role in showcasing your franchise, but it’s not just about how many leads you can get, of course – it’s about the quality of leads, and what you do with them.
If there are franchisors who come away from these events disappointed, it usually isn’t because the event has failed in some way. More often, it’s because they haven’t got the systems in place to take advantage of what those shows can offer.
It’s not just about generating enquiries – it’s what happens after
If you exhibit at a show, you will get leads, that won’t be a problem with a little bit of effort behind your marketing and presentation. After all, people are there specifically to find opportunities. They’re already primed to want to learn more.
The hard part can be what you do with those leads once the event is over, and that’s where it’s all too easy to fall down.
Some of those leads will inevitably be just people browsing options and lukewarm at best. Others will be genuinely interested, well-qualified, and exactly the kind of partners you’re after. If you don’t have a system in place to sort out which is which, you’re going to either be swamped, or end up wasting valuable time on prospects who were never right for you in the first place.
Here’s our advice on how to avoid that, and get the most from these shows:
- Have strong systems in place to capture and organise leads immediately. Not scribbled notes or slips or paper, straight onto your database with decent notes.
- Have a follow-up process that nurtures prospects systematically. Not just your standard marketing emails, a long-term process which actually guides them through a structured pipeline.
- Setup a way to prioritise leads based on engagement and quality. See who responds to what and when, so you can tailor your engagement, as well as focus your time on those most likely to convert.
Without these elements, even the best franchise show in the world won’t deliver results.
But what if you’ve decided franchise shows aren’t for you?
That’s fine, too. They aren’t the right strategy for everyone, so if you’ve decided it’s not a good fit for your franchise, it doesn’t mean you’re losing out. You just need a coherent alternative strategy in place.
However, the fundamentals remain the same. You need a clear plan for attracting the right prospects, a system for nurturing them effectively, and a way to identify who’s genuinely ready to move forward.
Want to talk some more about your recruitment strategy?
If you are planning to attend a show this year, we’d be happy to help discuss how your recruitment strategy could be optimised to get the best possible result. If a show isn’t part of your plan, perhaps we should talk about what approach would work best for you?
We’re always happy to share ideas and hear about your experiences, too, so please feel free to get in touch!
Just click the button below to schedule a call.
John Overdijking
Franchisee Recruitment Specialist & Partner
