Extensive marketing campaign

With so many new investors seriously considering franchising as a future career and lifestyle opportunity, it is essential we take advantage of the wide range of media – integrating new channels with traditional methods – to drive this audience to The National Franchise Exhibition.

We track and monitor every piece of marketing across all our Franchise Exhibitions, which provides us with an accurate measurement of what works and what doesn’t, and enables us to maximise our marketing spend with confidence.

Some of the new concepts brought in over the past 12 months include:

New and improved seminar tracks
The Conference Programme has become integral to VMG's Franchise Exhibitions and in response to the industry, we have re-named ‘Women in franchising' to ‘Families in franchising'. In addition, we are working closely with Franchise Development Services on the ‘Franchising your business' track.

Use of Quick Response (QR) codes
A QR code is a two dimensional matrix code which on scanning on a smart phone, will drive people directly to the relevant web page on franchiseinfo.co.uk. We will use QR codes on advertisements and billboards to drive more people to register for the exhibition.

Increased marketing to women and the Children's Activity Centre
We recognise some franchisors are solely looking to recruit ambitious women wanting to run their own business. To attract these hard-working and self-motivated women to the event we will take advertising on Mumsnet and send out a press release about the exhibition to women-focused media. In addition, The Children's Activity Centre will continue to draw more families to the event.

Increased marketing to Asian communities
Due to the strong working culture of ethnic minorities, we recognise that many franchisors are actively targeting these groups. In particular, we will target the Asian communities as they are renowned for their entrepreneurial traits, hard work ethics and close family upbringing. We will use a mix of TV, radio, web and newspapers.

Massive billboards on major routes into Birmingham and within Bullring Shopping Centre
Billboards drive awareness and are highly memorable through impact and frequency. The National Franchise Exhibition will be advertised on a number of billboards around Birmingham driving people to attend the exhibition.

Twitter & LinkedIn
The event will be ‘Tweeted' about daily to the followers of UKFranchising, including who's exhibiting, relevant news stories plus any other ‘interesting' topics. In addition, regular updates were sent to over 600 members of The Franchise Exhibitions Group.

In addition

Correct at time of going to print

Find out more

If you have any questions on any of the marketing campaign please contact Louise Smith, Head of Marketing, Venture Marketing Group on 020 8394 5264 or louise.smith@vmgl.com

To find out how you can be a part of The National Franchise Exhibition, contact the franchise team on +44 (0)20 8394 5207 or email charlotte.smith@vmgl.com

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