Making the most of a Franchise Exhibition: Tips for aspiring franchisors

So, you’ve reached a pivotal moment in your entrepreneurial journey – contemplating the idea of franchising your business.

It’s a bold step, and you want to ensure you’re armed with the right knowledge and connections. This is where a Franchise Exhibition becomes your golden ticket.

Picture it: a buzzing exhibition hall filled with franchisors, franchisees, and business enthusiasts. But how do you make the most of this opportunity?

Phil Mowat, Managing Consultant at Ashtons Franchise Consulting, the franchise development specialists, unravels the secrets to navigating a franchise exhibition like a pro:

Embrace the networking opportunity

First things first, don your networking cap. Franchise Exhibitions are like grand bazaars of business opportunities. This is your chance to mingle with fellow franchisors and the good and the great of the industry. Build rapport and connections, take down contact details (LinkedIn and WhatsApp numbers) from those that are happy to help, and above all: engage in meaningful conversations, ask questions, and listen attentively. You might find invaluable advice or meet a strategic partner over a coffee at the networking lounge or at one of the exhibitors’ stands.

Franchise Exhibitions are not just for franchise brands to promote their opportunity—you’ll also find lawyers, marketing agencies, accountants, training providers, associations like the British Franchise Association, and franchise development consultants such as Ashtons Franchise Consulting.

These events are ideal for those asking how to franchise my business, or just understanding how a franchise works. Whatever stage you’re at, you’ll find the franchising information you need to make informed decisions.

Get a plan together

Before diving into a lively exhibition hall, equip yourself with a game plan. Research the exhibitors beforehand, identify the ones you want to speak to, find them on the floorplan map, and create a shortlist.

This strategic approach will help you navigate the wealth of information and brands on offer and make the most of your time. Take notes on the key players you want to meet and the seminars you plan to attend. Remember, a well-thought-out plan is your compass in the labyrinth of opportunities!

Make the most of free seminars

Speaking of seminars, don’t underestimate the power of knowledge-sharing sessions. Franchise Exhibitions host plenty of seminars led by industry leaders, covering a plethora of topics from market trends and growth strategies to legalities. Make sure you take advantage of these sessions to broaden your understanding of the franchising landscape. Come prepared with questions, engage with and meet the speakers, and absorb as much information as you can. Remember, knowledge is your greatest asset in the world (of franchising).

Explore diversity

One of the highlights of a Franchise Exhibition is the chance to explore diverse business models under one roof. It’s like having a menu of opportunities laid out before you. Wander through the exhibition hall with an open mind, exploring the various industries and business concepts, and compare them to your business and how your franchise opportunity will work. Keep your eyes and ears open—you never know where inspiration and ideas will come from.

Be curious

Don’t be shy – approach advisors and suppliers with enthusiasm and curiosity. These are the experts in the field, and they are there to help you on your franchise journey. Prepare a set of questions to ask them about how they work with their clients, ask them to share their success stories, and work out if you get on with them and feel like you’ll be able to partner with them.

This isn’t just about gathering information; it’s about building connections. You might find a mentor or a collaborator by striking up a conversation with a friendly exhibitor.

Lastly, be discerning and understanding. Since exhibitors at the event have invested time and money in attending the exhibition, they will need to use their time wisely and prioritise their focus upon those visitors that could become their “customers.” Feel free to share your details with franchisors but be honest and explain that while you are not seeking to invest in a franchise currently, you are looking to connect with peers on a franchisor-to-franchisor level.