Why have a franchise conference?
Sounds like a lot of hard work to me! Why should we bother? Things are ticking along the way they should be – won’t this just be a distraction?
On the contrary.
A conference could be what focuses your organisation, and defines where you’re going, and how you’re getting there. Jodie Parker from Iceberg Events can tell you why.
Everyone works better with a deadline!
The conference can be the time that all those loose ends need to be finished by, so that you can present them to the franchisees with confidence. Once you’ve booked that venue, and let everyone know, the clock is ticking. Now, that’s motivation!
Use this to clarify your ideas
Nothing better than the thought of public speaking to help you get things straight in your head. The Conference is where you can tell your franchisees about your strategic direction, new product lines and your new marketing campaign. The thought of doing that publicly is enough to help you make a decision.
Give them a reason to get away from their business
Chances are, your franchisees are working hard to make a go of it – they definitely need some distance and some perspective, not to mention the opportunity to talk to a whole lot of people in the same boat as themselves. They’ll love you for giving them a reason to get away, and helping them plan it.
Reward them for their hard work
This is your opportunity to publicly thank them for all that they do for the organisation. Let them know that their contribution is valued and essential to the overall success of the brand! An awards ceremony as part of the event is crucial for morale.
Give them all the same message
You really need all of your franchisees together to communicate and discuss the direction of the brand – so everyone is moving in the same direction. That consistency is what makes your franchise work! Now is the time to launch new marketing plans, new strategic directions, new structures to the organisation – so everyone has a chance to digest and discuss.
Get them talking
I’ve said it already, but the value of your franchisees all getting to know each other is so valuable, yet impossible to measure! Having that support network of others might take some of the pressure off of you, as franchisor, as well.
Have an open forum
All that talking should be with you as franchisor as well. The opportunity for you to hear what’s going on at the front line can’t be underestimated either.
Posted by Jodie Parker, November 03, 2008 in ARTICLES | TIPS
