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Structured and collaborative conferences and conventions have the potential to give a franchise system the boost it needs to reach new heights. In the world of franchising, ongoing education is crucial. As consumer behaviors, technology, and the economy change, so must brands and their franchisees. That’s why every franchise brand should hold an annual event that brings the entire franchise system together.
For a franchise system to grow in alignment with a brand, sharing information and building relationships are key, no matter what stage the franchise is in its growth journey. One of the best ways to establish a platform for this relationship-building is through an annual franchise conference or convention. While these events are not a new concept, the value your franchisees can gain from them certainly can be.
Why Annual Events Are Important
Annual events are one of the most effective ways to provide the education that can drive a brand forward—provided that the time spent together is well-organized. These events show franchisees that their opinions matter and that their relationship with the franchisor is a true partnership. This boost in confidence can positively impact their business performance, leading to better unit-level economics and overall franchise success.
If you’re an emerging brand with only a few franchisees, don’t overthink it—an event can be as simple as a dinner where everyone gathers to share ideas. The key is to create an opportunity to meet with your franchisees, build relationships, and convey best practices that will support your collective growth in the early stages.
On the other hand, if you’re a well-established franchise brand, the chance to bring senior leadership and most of your franchisees together is rare throughout the year. That’s why hosting annual events like conferences or conventions is an excellent way to connect with franchisees. During these gatherings, franchisees can hear directly from brand leadership about the brand’s direction, who is leading the way, the vision for the future, and the plan to achieve those goals.
Getting everyone in the same room and on the same page offers significant value to a brand. Being together in person can have a greater impact on the franchise system than a visit from an operations team member to an individual franchisee. Annual conferences and training events get franchisees excited about growing their business, and this enthusiasm often leads to an immediate increase in same-store sales across the system.
How to Structure Annual Events for Maximum Impact
So, how can franchisors plan annual events that ensure franchisees gain the knowledge needed to move the brand forward? It’s less about luxurious destinations and fancy dinners and more about creating opportunities for meaningful discussions, learning sessions, external speakers, and leadership presentations that can align the entire franchise system with the brand’s goals.
When it comes to conferences and conventions, round table discussions are particularly valuable. They break up the day, which might otherwise be filled with back-to-back speakers, and allow franchisees to tackle relevant topics with peers in small groups. These discussions offer a chance to talk through challenges and share best practices. While some agenda items should be brand-specific, many round table topics are relevant to any franchise brand, regardless of its size, investment level, or industry. Common topics might include grassroots marketing strategies, ways to improve same-store sales, and how to enhance operations. These discussions can also spark ideas that benefit the entire system.
Franchisees also gain valuable insights from hearing from industry experts outside their brand during annual events. These speakers should cover a range of topics that address the areas where franchisees need the most guidance in a given year, whether it’s understanding the value of public relations, improving local marketing efforts, or enhancing customer service. These outside voices can reinforce the education that franchisors are already providing, often offering a fresh perspective that makes the information more impactful.
A final, crucial element of any annual event is the “State of the Company” address from a key member of the leadership team. Depending on the size of the franchisor, this might be delivered by the brand’s founder, CEO, or president, or by another key leader, depending on the focus of the address. For example, a VP of Operations might discuss emerging sales trends or upcoming product launches, while the director of marketing could outline the strategy behind new initiatives. The sales and development team might share the company’s achievements and future goals, providing insight into the brand’s overall direction.
No matter who delivers the address, the message should highlight where the brand has been, how it has reached its current position, and where it is headed, using leadership as a source of motivation throughout the journey.
Conclusion
In the end, annual events are what you make of them. Franchisors who view these gatherings as essential opportunities to connect with franchisees are the ones most likely to experience the benefits of sustained growth. By focusing on education, relationship-building, and clear communication of the brand’s vision, these events can help drive the entire franchise system forward, ensuring that everyone is aligned and energized for the journey ahead.
