Why Go To Trade Shows?

Why Go To  Trade Shows?

Is it worth tying up staff and taking up time visiting trade shows?  up time. Yes, yes and thrice yes, says Brad Fishman of FishmanPR

Compared to other lead generation strategies, franchise trade shows can seem like a cost-intensive, time-consuming approach. However, nothing beats getting to know someone face-to-face for franchise development.

A digital lead generation form is a helpful resource, but it rarely tells you the whole story of why a prospect is attracted to your opportunity, what skills they bring to the table and what they hope to accomplish. This is the information you need to determine whether someone is a good fit for your franchise system—and it gives you the background knowledge in order to present your brand in the most compelling way.

Franchise trade shows offer an unparalleled opportunity to form meaningful connections with leads and jumpstart the sales process for qualified candidates. A successful trade show can yield hundreds of leads, a handful of highly qualified prospects and multiple new franchisees. Putting your best foot forward at a trade show takes time and money, but the lead generation and networking benefits are worth the investment.

Have a Game Plan

Setting goals for your time at a trade show helps your team stay focused. Set a lead generation goal for each person working your booth, and make sure key messaging and talking points are well organized.

In advance, try to schedule a workshop on or before the first day of the show for attendees who already know they’re interested in your brand. This not only helps you immediately connect with some of your strongest prospects, it allows you to tweak your messaging based on the questions and interests of leads. That way, you’ll hit the floor with a strong strategy.

After the show, follow up with all your leads within four days. They’ll be receiving a lot of emails from your competitors, so a phone call is best. Jot down information about your best prospects as you speak to them so that, later, you can personalize your follow-up calls and help your brand stand out.

Bring the Right Team

When you walk into a trade show, you want to be surrounded by your most personable, energetic franchise development team members. You will only have a few moments to make a strong impression on curious leads, so the people representing your brand must be enthusiastic and memorable.

Ensure your team members are knowledgeable about all aspects of your brand’s franchise opportunities – including domestic, international, multi-unit, master franchise and area developer agreements. Qualified prospects will want to cut to the chase pretty quickly, but also keep track of any unanswered questions that you’ll highlight during the follow-up process. The focus during the show should be differentiating your brand, building relationships with leads and making sure people who stop by your booth walk away with their questions answered.

At the same time, make sure your team strikes the right balance between greeting individuals stopping off at your booth and facilitating more in-depth conversations. You don’t want leads to slip through your fingers while you engage with one person. Have everyone at your booth work together to draw in, qualify and connect with leads.
Even with the explosive growth of online franchise development, franchise trade shows are a key component of filling your sales funnel. There is no better way to drum up interest and form lasting relationships with potential franchisees.

Global Franchise Meets.

An inspirational new web video series where we meet the business leaders and influencers in International Franchising.

you may be interested in

franchise directory

  • TaxAssist Accountants

    Business & Professional Services, Financial Services, <100K, Featured

  • Cafe2U

    Food & Catering, Coffee, Take-away, <100K, Featured

  • 800 Pizza

    Food & Catering, Fastfood, Pizza, Take-away, Featured

view more
Connect with Linkedin Logo
Global White Logo Click Here
Close button


Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order. Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.


We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.


Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information. We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.


We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.


Occasionally, at our discretion, we may include or offer third party products or services on our website. These third party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.


We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.


This online privacy policy applies only to information collected through our website and not to information collected offline.


Please also visit our Terms and Conditions section establishing the use, disclaimers, and limitations of liability governing the use of our website at globalfranchisemagazine.com/terms-conditions


By using our site, you consent to our online privacy policy.


If we decide to change our privacy policy, we will post those changes on this page


If there are any questions regarding this privacy policy you may contact us using the information below. All correspondence relating to the Website should be sent to: Global Franchise 21/23 Phoenix Court Hawkins Road Colchester Essex CO2 8JY Email: subscriptions@aceville.co.uk