Marketing advice for your franchise by Coconut Creatives
Franchise marketing | Exhibition time
As the summer comes to an end, we turn our attention to the biggest franchise exhibition of the year at the NEC, Birmingham.
Make the most of the exhibition
Whatever exhibition you go to, ensure you make the most of attending by being prepared to do the hard work afterwards. Many leads are wasted because they are not followed up properly. During the show, ensure you collect as much information about as many visitors as you can.
Take a franchisee with you
Some franchisors find great success in taking a couple of existing franchisees along to the show to help promote the franchise. As well as being a good way of showing prospective franchisees what a ‘real live franchisee’ looks like and discuss how they are getting on, it is an effective way of engaging your franchisees and refreshing them of the brand and what it stands for. Select who you take carefully and this method will work well for you.
Franchisees with bubbly, confident personalities work best and will represent your brand well. If you do decide to take franchisees, make sure you brief them before hand as to what they are expected to do on the day.
Press Office
Before the exhibition, it is worth putting together a small press pack which you can take with you to the press office onsite at the exhibition. Members of the media will visit this room and review the press packs there, this gives you another opportunity for additional free coverage after the show.
If you’re not exhibiting, there is still a lot you can do
- Write a press release about your franchise opportunity and send to your contacts before the show. You can ride on the hype of the show and create some media awareness for yourself
- Book an advert or editorial space in one of the magazines that will be distributed at the show such as Business Franchise Magazine
- Get some national exposure through the Daily Express. As well as having a small advert in the paper, they run a 16 page glossy brochure that is distributed at the Birmingham franchise show - giving your franchise lots of opportunities to get enquiries
- If you haven’t been to the exhibition before, make sure you visit on foot and walk around. There is much you can gain from seeing the types of people exhibiting and you might pick up some tips from the exhibitors in their choice of artwork for stands or techniques they are using on the day
For more information or to get some help planning your campaigns for the next year, contact sarah@coconutcreatives.co.uk or call 01725 511 673
