Franchise companies in the USA know how to put on a great conference. Before guests have left, they are already booking franchisees on to next year’s event confirming the date and location and generating excitement even before the current conference is over. This Wow factor is important to create successful franchisee conferences. It’s all about positivity, the network and becoming a strong team.
Planning ahead is critical. Franchisors: the agenda must be franchisee led. Take the temperature of your Franchise Advisory Committee to discover where franchisees need help most. It often comes down to the soft skills or improving margins. Topics such as how to lead teams better or profitable growth are likely to come up time and again.
Franchisees: don’t hold back on what you’d like your conference to cover. This is your day and must address your needs.
To gain the most from a franchise conference, franchisees need to attend with a positive attitude, open to learning and making valuable connections. Enthusiasm is important as it is infectious. Be kind, curious and friendly and opportunities will make themselves known. Make your trip worth-while and gather all the information you can to bring back for the benefit of your business.
Franchisors can manage and ensure a positive atmosphere by having open discussions with any franchisees who may be struggling well in advance of the conference, as this is not the time for grievances to be aired. Don’t do as I did as a franchisor, and stand up mid-conference to ask why the network were not saying nice things about us. There was a moment when you could hear a pin drop before it all kicked off. One of the leadership team had to step in to calm the situation!
It is advisable to avoid inviting suppliers to pitch to the audience. Remember franchisees’ time is valuable. They have taken at least a day or more out of their schedule to attend, so instead offer interactive presentations which add value and solutions to fix the challenges they have identified as important to them, rather than have a supplier rattle on about themselves.
The best presentations I have seen are inspirational and led from the heart. Tips are delivered through task based activities which can take franchisees out of their comfort zone. Avoid death by PowerPoint slides.
Ensure plenty of time is built in for networking. More than you might think. For franchisees, a huddle and a chat and relationship building with fellow franchisees can be as valuable as any management support. The day needs to be about building a community and learning.
The practical arrangements should be planned like a wonderful wedding with careful consideration about who sits next to who. Put established franchisees near new recruits: a wobbly franchisee will gain confidence from an experienced operator. Round tables work best and remember a raised stage can leave people feeling they are being talked down to.
An army marches on its stomach, so don’t skimp on great food. Consider special dietary requirements.
The franchisor team also need to be briefed about being good ambassadors for the company, especially during evening frivolities!
Another practical point is to arrive on time. Sounds obvious doesn’t it? In 1993, I missed the turn off the A14 in Cambridge and turned up late to one of toughest franchisee conferences I’ve ever attended. Our product was struggling and disenchanted franchisees were kept waiting. We never got that event back on track.
But remember things can and will go wrong so be prepared with plan B and C just in case. Particularly when it comes to technology working when it should.
A conference is also time to celebrate. The best awards nurture the human spirit. I love a people’s choice award which celebrates the franchisee who has contributed most to the network or a resilience award where effort is recognised to overcome challenges.
Gifts can be a nice touch but go with good swag or don’t bother. A set of cheap headphones which don’t work well speak volumes about the company. A thoughtful, personalised gift or even a hand-written card will be appreciated far more.
The purpose of a franchisee conference is to create a feel-good event which inspires, builds connections and results in a stronger more positive network. This takes planning and everyone must play their part with enthusiasm. It needs to be franchisee led and positivity and relationships matter.
