Make the Most of Franchise Trade Shows with These 9 Tips

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Whether you are looking for a new franchise or deep into your ownership, franchise trade shows are valuable. As the industry moves toward in-person attendance, you can maximize the value of having so many experts in one place. If you are seeking new franchises to buy or if you are looking for advice, you will find it at one of the upcoming scheduled franchise trade shows.

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I’ve been to dozens of industry shows, and the results can be very valuable if you plan correctly. Here are a few strategic tips to make the most of each franchise trade show.

1. Reserve early. Some shows sell out or limit attendees at certain events. Review the schedule for each day, and get your early-bird pricing while ensuring access to all the options that you want to have.
2. Stay at the show’s hotel. We all want to save money, but attending a show is about getting a good ROI from your time and expense, so spend a few more dollars to stay in the show’s hotel. It is the heartbeat of the event and brimming with potential contacts. Then, after hours, the lounge will be the place where new franchisees are recognized and courted. As many business connections occur in the after hours as they do on the show floor.
3. Prioritize objectives. Are you looking for a mentor or a new franchise? Do you need financing for expansion? Whatever your needs are, target those exhibitors. Mark their locations and map your route on the floor. Shows are exhausting mazes with rows of potential partners, so plan your way around before you ever get there.
4. Schedule your time. From seminars to lunch dates, plan your time. Choose key people you want to meet and know where their booth is. Set up meals or appointments with people you want to see before you travel. Thousands of attendees and exhibitors will make impromptu meetups highly unlikely.
5. Learn something new. Trade show organizers include educational seminars as part of the allure. From choosing a suitable franchise to legal, marketing, and financial advice, you will find something that suits your needs. Even better, at live presentations, you will have an opportunity to engage speakers in person, establish a connection, and collect their contact information.
6. Attend the opening event/keynote speaker. Organizers provide these opportunities because they offer insight into the franchise industry, including the latest research and trends. Keynote speakers carry the franchise theme in their presentations, too. Later, when you meet someone new, you can ask their opinion on the event or speaker. It’s a good way to gather information and then have an easy conversation starter.
7. Pack the right clothes. First, dress the part. If a beauty franchise is your goal, your beautification matters. For a business consulting franchise, sneakers and shorts don’t send the right message. But no matter what is appropriate, the second rule is pack comfortable shoes (including flats for the ladies). Trade shows are huge, and you won’t want to miss anything because your feet are unnecessarily tired.
8. Bring your business cards. We may not use them as much as we used to, and a show might be high-tech enough for you to collect data electronically, but that won’t work in the hotel lobby, bar, or elevator. Have your cards ready, and as you investigate franchise opportunities, collect others’ cards and write notes about each person—topics you discussed and follow-up needed when you get home. These connections and relationships are the most valuable part of your trade show rewards.
9. Reach out after the show. At trade shows, we tend to get excited about conversations, ideas, and new contacts. We feel rejuvenated and ready to move forward with a grand plan, but then it happens…we return to our daily routine and fail to follow up. To mitigate getting sucked back into your busy days, set aside the time about a week or so after your return when you continue to develop the relationships. The key to success here: block the time before you leave for the show so that you don’t get distracted.

Franchise expos and trade shows are an excellent gathering place for future franchisees. You’ll find experts in industry and business who can coach you as you plan your next franchise move. A well-planned event will be worth the time you invest, so plan ahead. Then, have fun and make the most of your franchise trade show.

Anne Daniells is a co-owner of Enterprising Solutions, a professional services firm specializing in corporate communication and financial improvement for businesses where she shares decades of corporate and entrepreneurial experience—including franchise ownership—in her writings on business culture. She has authored hundreds of articles for publications including AllBusiness.com, TweakYourBiz.com, and MSN.com. Reach out via her website for more on where corporate culture, communication, and human architecture collide.