What’s the difference between a good and bad franchise conference?

A survey currently being undertaken by the Franchise Advisory Centre into what makes a good franchise conference is already yielding some interesting responses.

While the survey is still underway, it is impossible to say if those responses received to date are definitive, but they do at least provide an insight into one of the most high profile activities undertaken by franchisors to support their networks.

Getting franchisees together for a conference represents a tremendous learning and teambuilding opportunity for any franchise system, but sometimes things do not go according to plan.

Respondents to date have indicated that conference disasters can strike without warning, and that a back-up plan is essential to keep things flowing smoothly. Disasters have included inclement weather that causes the cancellation of outdoor events (or worse still, preventing franchisees from getting to the conference venue in the first place), keynote speakers failing to show up, delegate medical emergencies and AV failures, among others.

Conferences represent a significant investment of time and money by franchisors in staging these events, and by franchisees in attending them (and by their foregone income or increased costs in spending time away from their businesses).

Identifying the difference between an average conference and an excellent conference can make a huge impact to the overall confidence and enthusiasm of a network, with a flow-on effect to improve outlet performance, system compliance and group innovation.

Conferences are one of the most important ways for franchisors and franchisees to come together and establish value in the franchise relationship, yet there are few benchmarks to guide franchisors in the planning and execution of these events.

For example, some conferences are almost wholly funded by registration fees paid by franchisees, whereas others are almost wholly funded by the franchisor. Others have programs developed up to five months in advance, whereas some have programs available only two weeks before the event, while the overall proportion of franchisees in a system who attend a conference according to the responses received to date varies from 30% to 95%.

The survey results are expected to provide benchmarks in relation to participation rates, funding methods, program content, destinations, duration and timing, and a range of other performance indices that can make the difference between a successful and unsuccessful event to help franchisors with planning future conferences.

Individual survey responses remain confidential however all survey participants will receive a copy of the overall findings.

Similarly, the survey authors are equally interested in hearing from franchisees about both good and bad experiences they have had or observed at a franchise conference.

To find out more about the conference survey, please email admin@franchiseadvice.com.au

Jason Gehrke is the director of the Franchise Advisory Centre and has been involved in franchising for nearly 20 years at franchisee, franchisor and advisor level.

He advises both potential and existing franchisors and franchisees, and conducts franchise education programs throughout Australia, and publishes Franchise News & Events, a fortnightly email news bulletin on franchising issues and trends.