Why Emerging Franchise Brands Should Make The Investment In Trade Shows

When brands make the decision to turn their concept into a franchise, they’re faced with a seemingly endless list of hurdles to overcome. From finding the right local business owners to mapping out a strategy for expansion, franchisors are forced to make numerous crucial decisions in order to make their franchising efforts successful. But one of the biggest growing pains brands face is also the most important—brand recognition.

There are a lot of options for franchises looking to get their name out there and generate leads, but some methods are more effective than others. For emerging brands, SMB Franchise Advisors recommends participating in trade shows.

“Trade shows take a brand’s lead generation efforts to the next level. No longer are companies chasing down cold leads—they’re standing in front of potential business owners and shaking their hand,” said Dawn Abbamondi, director of marketing and brand development for SMB Franchise Advisors. “For a lot of our clients, it’s their first opportunity to personally convey what their brand is all about.”

Brands that follow SMB Franchise Advisors’ advice and sign up for trade shows are more likely to see success. For example, HipPOPs, the first mobile, premium gelato on a stick franchise, launched HipPOPs lead generation efforts at the 2014 International Franchise Expo (IFE) and later signed an international multi-unit franchisee which opened operations in Dubai in 2015.

GYMGUYZ, a mobile fitness and personal training concept, is another SMB Franchise Advisors success story. Founder and CEO Josh York first launched the GYMGUYZ franchise in December 2013, and exhibited at his first IFE the following summer. York collected hundreds of leads at the show, ultimately raising brand awareness to a level that otherwise wouldn’t have been possible. GYMGUYZ is now gearing up for its third exhibit at the upcoming IFE show in New York between June 16 and 18, where SMB Franchise Advisors will have a pavilion with 12 franchisors.

“If you want to grow, you have to be everywhere you can possibly be. It’s essential to talk to everyone—from the potential business partners who stop by your booth to other exhibitors and suppliers—in order to learn as much as you can,” said York. “You have to get your brand in front of the right candidates if you want to be the best. Trade shows are a great way to meet those entrepreneurs and speak to them face to face.”

Once those connections are made, it’s up to brands to determine which leads are worth reaching out to again. It’s essential for franchisors to only partner with local owners who will grow alongside a brand.

“A franchise’s success ultimately comes down to what happens after trade shows end,” said Steve Beagelman, CEO & President of SMB Franchise Advisors. “If franchisors really want to make the most of their trade show experience, they have to be assertive and follow up with the strong connections they made. Without that extra interaction, leads will never become signed franchisees.”

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