m a r k e t i n g feature
comprehensively and often have answer their phone. Our experience
thinking of exhibiting?
sections dedicated to franchising. shows that chances of success increase
when every single enquiry is followed up top tips:
Exhibitions with a telephone conversation.
Exhibitions offer a captive audience for
staff
franchisors looking to recruit franchisees. Marketing collateral
Friendly faces are the best way
This is an ideal opportunity to use your Your existing franchisees are your most
to attract people to your stand so
franchise network by inviting a current valuable resource. Ensure you keep a
select key staff carefully. It sounds
a bit boring but ensure all stand
franchisee to represent the network at bank of case studies and testimonials
staff have matching uniforms.
the exhibition. Prospective franchisees from your franchisees and aim to cover
are usually more receptive when they different market segments and groups,
Ensure that everyone on the stand
have an opportunity to talk to someone for example, women in franchising,
is fresh and enthusiastic and
in order to maintain this, allow
actually running their own franchise. couples, ex-armed forces, etc. If you
regular breaks. More than three
can relate to different target groups
hours at a time without a break is
Direct mail with a more personalised and targeted not recommended.
If you do exhibit at a franchise show, message, you will have a higher
It is also good to employ a policy
you can obtain visitor data, which is a list success rate.
of no mobile phones, eating,
of attendees who have agreed to being
drinking or sitting down while on
contacted. This is extremely valuable And finally the stand to maximise focus and
information so ensure you use it to its full Remember, as with all marketing
opportunities to talk to the visitors.
capacity within the applied restrictions. campaigns, the messages that
Fun and games
are communicated must be kept
Interactive games and
If you have chosen not to exhibit yet, consistent and reflect the brand values competitions on your stand help
then there are also many different of the company.
draw people to you. Ensure your
companies that have great lists that you
stand is inviting. You can really
get creative with this!
can buy or pay to use. This is always Always check you are on the right
worth considering, especially if your track by placing yourself in the shoes literature
franchise is heavily geared towards a of a person, perhaps recently made
Don’t give too much out. Most
specific consumer type. redundant, who may well buy a
visitors will go home with bagfuls
of information and it is doubtful if
magazine, carry out online searches,
your information will stand out.
Telemarketing can work very effectively visit an exhibition and request several
to back up direct mail or as a primary franchise prospectuses before they make
Visitor data
means of contact. Not only are the an informed choice. The franchisor that
Do ensure that you leave the
exhibition with prospect data. At
results with these methods relatively is best represented across the various
the very least a name, telephone
easy to measure, constructive feedback marketing channels and communicates
number, email and postal address.
can also be gathered to streamline your the benefits of the franchise package
You can send them information
campaign and marketing messages. effectively will win this franchisee.
after the show.
Once you have left the show,
Handling your leads Marketing today has become a game
you’ve done about 30 per cent of
Your lead handling process can of differentiation: make your company the work. Ensure your dedicated
dramatically increase your success. While stand out, accurately target and reach
lead handler follows up all the
a dedicated lead handler is essential, so the most suitable franchisees and you
leads carefully and immediately.
is a structured lead handling process. It will undoubtedly succeed.
stand out
is important to remember that each and Use the exhibition as an
every prospect with enquiries about your
opportunity to create a PR buzz
For further information,
franchise has made contact with you
around your franchise. Ensure you
please contact Sarah at
take a press pack and display it in
first. Therefore always get back to them
sarah@coconutcreatives.co.uk.
the PR office at the exhibition.
promptly with a telephone call. Sounds or you can visit Coconut
simple? In reality it doesn’t always
Creatives at the Franchise Lastly, investigate other options
happen as it can be too easy to just reply
Marketing Conference on 11 to make the most of your exposure
September and book a place on a at any exhibition, such as
to an email or, send out a prospectus,
free marketing workshop sponsorship opportunities.
when short on time or they do not
www.franchisornews.co.uk | 22
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53