FW Jan06 - Franchise Expo West

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The Power to Dream
How trade shows have transformed the idea of business ownership for thousands.
By Joel Goldstein
H
elping people realize their dreams of
owning their own business is one of the
greatest things about franchising, according
to Kera Vo, franchise development manager of Maui
Wowi. And she should know. Having just exhibited
at the West Coast Franchise Expo in Los Angeles last
November, Vo once again saw the power that a
franchising trade show can have to help turn those
dreams into a reality among a crowd of thousands.
“The event has been great,” Vo said. “It’s important for franchisors to meet face-to-face with
prospects.” That is why she and so many others are
drawn to the sea of contacts that they find with the
help of a high-profile trade show in a key market
like the Expo.
Bob Goodyear, national account executive for
Lawn Doctor, Inc., and Karl Griggs, senior director
of franchise development for 1-800-Flowers, said
the size and caliber of the Expo audience speaks
volumes.
“I’ve been in franchising for over 32 years and I
really enjoy these shows,” Goodyear said. “We’ll see
more prospects in these three days than we could
see at any other show in the western United States.
It’s a good chance to meet and talk with people who
are really looking to start their own business.
Someone coming out of the corporate world or
maybe someone who’s been downsized or just
ready for a change can start working for
themselves.”
A Captive Audience
In total, the West Coast Franchise Expo attracted 218
exhibitors looking to connect with a highly qualified
audience. And 9,136 visitors were present to
explore a future in franchising, a sign that business
ownership through franchising continues to be a top
attraction.
“Franchising is growing at an accelerated rate
and we want to be part of that growth,” said Jon
Jameson, CEO and president of Maggie Moos
International, who exhibited at the show. “We’ll add
another 60 Treateries across the U.S. this year.”
And tapping into qualified audiences at trade
shows is one way Jameson and others are meeting
their growth objectives.
Showcasing a concrete opportunity to them also
helps, according to Griggs. “The event gives us an
opportunity to present the look and feel of our
products and our stores to prospective franchisees.
These attendees are dedicated to their families, their
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JANUARY 2006 FRANCHISING WORLD
83
identify ethnic markets, outline nontraditional franchising opportunities and
overcome stereotypes.
(Continued from page 83)
entrepreneurial success, and they’re
serious about starting their own
business.”
Growth Mode
Getting to Know a Well-Known
Brand
Mix the power of some huge brand
names into the recipe, and you begin to
feel the energy that surrounds a quality
trade show like the West Coast Franchise
Expo.
“Not that many people know that
there’s an Ace Hardware opportunity
available to them,” said Kevin Cash,
divisional manager of business development for Ace Hardware. But in fact, the
member-owned company with 4,700
hardware stores is still in expansion
mode, and it used the West Coast show
to help spread the word.
“We want to tell our story that Ace is
here and is ready to do business in the
West,” Cash said in Los Angeles. “Being
at the show has been a wonderful
experience to get the visibility to local
members of the community and even
some inter national visitors of the
business world who attend.”
newcomer. And this summer’s event will
be no exception. Whether showcasing
respected franchise opportunities,
addressing the latest legal and operational issues for franchisors or
franchisees, or educating prospects to
the research and information that is
present to make knowledgeable
decisions when purchasing a franchise,
the 2006 International Franchise Expo
will have something for everyone.
Women and Minorities
Women and minorities will find it
especially informative as the recurring
specialty seminar for “Opportunities in
Franchising for Minorities and Women”
makes the agenda again.
On the East Side–International
Franchise Expo 2006
But get ready to pack your bags again, as
marketing opportunities for 2006
promise to get even bigger. MFV
Expositions, producers of the West Coast
show, will celebrate the 15th anniversary
of the International Franchise Expo, June
2-4, at the Washington, D.C. Convention
Center, and space already is limited.
Having become a hallmark annual
event for franchising, the D.C. Expo will
welcome more than 350 exhibitors to the
trade show floor who will be met by an
estimated 13,000 qualified prospects
investigating a future in franchising.
Companies looking to expand their
reach this year are invited to seize this
opportunity to benefit from the show’s
longevity, marketing power and
successful track record for helping
franchisors build their brands.
Endorsed by the International
Franchise Association and attended by
leading franchisors and franchise
suppliers, the Expo has refined its
program for business development and
continuing education for the experienced franchise member as well as the
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FRANCHISING WORLD JANUARY 2006
Today, America has more than 9.1
million women-owned businesses that
employ 27.5 million people and
contribute $3.6 trillion to the economy.
In addition, U.S. Census data and the
government’s survey of male and female
minority business owners recently
showed entrepreneurship up 45 percent
among African-Americans, 31 percent
among Hispanics, 20 percent among
Asians and 20 percent among women.
Franchising is a popular topic with this
audience and the East Coast show,
which has attracted people from more
than 90 countries in its history as well as
a growing female and minority audience
at home, is responding.
While savvy franchisors are aggressively targeting these communities for
growth, this seminar helps to define the
legal terrain, explore financial options,
Today, whether just beginning the
franchise journey or launching your next
expansion plan, you’re invited to grow
alongside the supportive following of the
Expo. If the dream of business ownership continues to become a reality
through franchising, then the show will
continue to serve as a meeting place
where dreams are answered.
For more information about the 2006
International Franchise Expo, find it at
Franchise.org. n
Joel Goldstein is the director of marketing
for MFV Expositions. He can be reached
at [email protected].