Increased Marketing Efforts Prove Successful at International Franchise Expo

New marketing initiatives by MFV Expositions help launch West Coast Franchise Expo and Franchise Expo South

Thousands of potential franchise owners from around the world descended on the Walter E. Washington Convention Center in Washington, D.C. in April as a result of new marketing efforts and strategies by organisers MFV Expositions.

The three-day event attracted more than 150 international delegations and thanks to revved up marketing efforts received widespread media attention.

MFV Expositions has linked up with industry experts to keep franchise expos highly visible in a congested marketplace.

Partnering with agencies to further capture the attention and interest of qualified franchise prospects, the new campaign launched with the 19th annual International Franchise Expo (IFE).

Tom Portesy, President of MFV Expositions said the IFE campaign was a targeted approach using television and radio spots, regional, national and international print, direct mail shots, email, social and online marketing to deliver its message.

"In addition to promotions and marketing throughout the U.S., we also partnered with the U.S. Department of Commerce's International Buyer Program to promote the Expo in more than 70 foreign commercial service offices around the globe and will continue this strategy for the West Coast Franchise Expo and Franchise Expo South," said Mr Portesy.

Here's what some of the top franchisors and suppliers had to say about the success of the new marketing campaign at the International Franchise Expo.

Tony Foley, President of exhibition regulars United Franchise Group Services, said: "I have been part of these expos for more years than I care to remember and the 2010 IFE has been the best show for us internationally that I have ever been part of.

"We met with a couple of potential franchise owners on the first morning of the expo and by the afternoon they had returned to our booth with the completed profile application for being our new Master Franchisee for SignARama in the country of Jordan. We also met candidates from Ecuador, Lebanon, Saudi Arabia, and they were all high quality leads for us, the best I've seen in years." Jeff Travitz, Director of Sales for The Goddard School, also noticed a vast difference in the quality of leads at this year's event - his company had its best show in three years.

"We collected more leads at the 2010 IFE than at all three expos we exhibited at last year," he said. "This was our 14th year exhibiting at the IFE and it was really worthwhile for Goddard. Good quality attendees and good conversations. We'll get deals out of exhibiting at this year's IFE and if we don't, it's our fault, not the expo's."

Other franchisors and suppliers took note of the increase in advertising and publicity IFE garnered this year.

"The expo traffic was excellent. When MFV publicises a show, everybody in the area that has some notion they want to franchise attends," said Scott Kern, Principal at FranchiseLawSource.com. "For me that's particularly good because many of the attendees are highly motivated, intelligent, successful entrepreneurs who are thinking that a franchise model may be good for their business. They come here just to see what they can learn and when they discover there are lawyers and consultants such as myself, they start picking your brain and the next thing you know you've met someone that's a potential franchisor."

As they have been doing for two decades, MFV Expositions and the International Franchise Association (IFA) have a full schedule of franchise expos set for 2010-2011, with major events planned in the USA.

Reported by Joel Goldstein