#1: Hearing clear direction from the top. Franchisees appreciate a clear, well-structured “State of the Nation” address supported by facts and data. Keep it tight – no more than 45 minutes. Cover achievements, acknowledge challenges, outline priorities for the next 12 months, and reinforce the brand’s values. Franchisees also value the opportunity to engage informally with senior leaders from the franchisor team.

#2: Connecting and socialising with their peers. One of the biggest draw cards of any conference is the opportunity to catch up with other franchisees. Simple formats work best such as buffet-style meals, relaxed environments, and space to move and talk. And watch that the music isn’t too loud as this interferes with what people actually want – meaningful conversations.

#3: Having an opportunity to be heard and give feedback. Franchisees want to have a voice and share their ideas, but not through poorly run “town hall” sessions that can quickly become negative. There are more constructive ways that enable franchisees to provide live feedback, such as the Group Scoop, which we teach in our courses.

#4: Learning practical ideas that improve performance. Franchisees want ideas they can apply immediately and which will help them protect profitability, lead their teams, and stay positive under pressure. While celebrity speakers can be entertaining, the most value often comes from people who have actually run successful small businesses and understand the realities of the role.

#5: Learning from each other’s experience. This can be achieved through round table discussions and panels. Topics can be generated by asking franchisees what’s on their minds. Panels should be professionally facilitated to set up panellists for success and leave time for audience questions.

#6: Having the opportunity to engage with suppliers. Franchisees love talking with suppliers, discussing product deals and how they can get more value from the relationship. Suppliers often contribute significant funds, so ensure food and refreshments are served in the trade display area to maximise exposure.

Six common mistakes to avoid

#1: An inexperienced MC. This can generate a clumsy or amateurish atmosphere and create confusion over timing and logistics.

#2: A franchisor team not clear on their roles. This can result in them just mixing with themselves and not adding value to the participant experience.

#3: Wasting time on operational training. Information that can be shared in a newsletter, field visit, LMS or virtual meeting shouldn’t take up valuable conference time.

#4: A cold start to the experience. People are often tired, anxious and stressed after travelling to a conference. A warm welcome can make all the difference and set the scene for an engaging conference culture.

#5: Allowing logistics to dominate. Sometimes conference organisers get obsessed with their own schedules and pet projects and forget the conference’s purpose – fun, learning and connection.

#6: A dark room with a theatre-style seating. Having people squashed together in lines of chairs is uncomfortable and dulls the brain. It also makes it difficult for them to connect with one another, creating a passive, disengaged culture.

If you would like support in scoping out your conference and avoiding these and other pitfalls, please contact us at info@franchiserelationships.com.