A core in Francorp’s marketing strategy
is joining trade shows, particularly the Philippine International
Franchise Conference and Expo (PIFCE), staged by the Philippine
Franchise Association (PFA) the biggest franchise event ASEAN. Many
franchisors particularly those who are not used to joining public events
are a bit shy and low-key have often asked asked why they need to join
trade shows, when a franchise brochure or a website will do.
Precisely, selling is such a dynamic and
intricate process that probably, letting just your website or brochure
do the talking can be a big mistake, a franchise sales and marketing
survey conducted by Francorp in the United States in the early 20o0′s
reveals that trade show is a powerful weapon for a franchisor for
creating a growing arsenal of qualified leads from which franchisors can
convert into lead For more mature franchisors, trade shows are a great
opportunity for branding as it affirms their stature in the industry and
projects what is special and unique with their brand image.
While media and non media activities
remain our key lead generation tactics, in a franchise “sales war” trade
shows in PIFCE offer a unique and dynamic level of direct, one on one
interaction with potential franchisees in a scenario where you find all
under one roof your competitors and visitors who are hungry for
opportunities.
Another USA study by Veronis, Suhler and
Stevenson shows that messages communicated well at a trade show has a
memorability of 77% ten weeks after the show.
Every year, FRANCORP properly prepares
its clients for an effective, high impact performance in franchise expos
through itsFranchise Sales and Marketing Strategy Program.
To create impact and maximize your franchise expo participation, Francorp shares 6 tips with franchisors to make sure every peso provides sales and results driven performance:
1. Have a clear and concrete trade show goal. Your participation must be aligned with your expansion, geographic and branding goals.
2. Plan out details well ahead of time. Effective event participation starts with having a good event plan. Gather relevant information on the booth and the event to get the best rates.
3. Project a clear image and message. Often launching franchisors get overwhelmed by booth preparations and putting up creative displays or collateral thus forgetting what they are about.
4. Spice it up. Battling over 30,000 visitors among over 350 exhibitors is tough. Thus exert all effort to create impact and make your booth stand out in a myriad of choices.
5. Choose and train the right people. Choose outgoing, high energy, enthusiastic and listener types who can easily connect and interact with prospects.
6. Learn the value of follow up. It pays to have a post-expo strategy on how those precious leads can be converted.
1. Have a clear and concrete trade show goal. Your participation must be aligned with your expansion, geographic and branding goals.
2. Plan out details well ahead of time. Effective event participation starts with having a good event plan. Gather relevant information on the booth and the event to get the best rates.
3. Project a clear image and message. Often launching franchisors get overwhelmed by booth preparations and putting up creative displays or collateral thus forgetting what they are about.
4. Spice it up. Battling over 30,000 visitors among over 350 exhibitors is tough. Thus exert all effort to create impact and make your booth stand out in a myriad of choices.
5. Choose and train the right people. Choose outgoing, high energy, enthusiastic and listener types who can easily connect and interact with prospects.
6. Learn the value of follow up. It pays to have a post-expo strategy on how those precious leads can be converted.
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