Isolate
The further the better! This may be the one chance your franchisee has all year to work ON the business rather than IN the business. Pick an enticing location to give a reason to leave the business. It doesn’t have to be overseas or interstate but it needs to be far enough away to allow them time to clear the head ad listen to your brand message.
Communicate
Whisper, don’t yell. Think about what is the one key message that needs to be taken away from the conference. Repeating that key message often provides you with a greater opportunity to be heard. The conference theme should promote your message. Think laterally about the different formats to deliver the key message so it will be remembered and set in action.
Educate
Firstly you have to engage your audience. Death by power point is the fast road to a conference failure. Ensure the agenda is beneficial to their business not just yours. Involving your franchisees is a must. Include an open session where franchisees can voice ideas. The best future growth ideas come from your franchisees.
Expose Yourself
Ensure you have an expo component to the conference. Touching and feeling new initiatives is vital and some supplier assistance with your costs doesn’t hurt either. We believe that customers who understand, interact with and are engaged by your brand are more likely to believe it, buy it and promote it to their peers.
Get creative
Dare to be different. Excite them, surprise them, take them out of their comfort zone. Having an element of the unexpected keeps them coming back for more. This is great opportunity for social networking as well as an opportunity to express your brand in a unique environment.
James Halliday was Franchise Director for Pizza Hut in Australia/New Zealand and South Africa. He now runs his own Conference and Events Company, JH Events. www.jhevents.com.au/ 02 9966 9966