Franchise development isn’t what it used to be. In an age of digital funnels and AI-powered lead scoring, many brands have deprioritized in-person recruitment. But in the right hands, franchise expos can still spark meaningful connections, generate qualified leads, and build long-term brand visibility.
Franchise expos and shows often get a bad rap. Some say they’re expensive, outdated, or filled with “tire-kickers.” But the truth is more nuanced. According to the Canadian Franchise Association, over 60% of prospective franchisees still say that face-to-face interactions are among their top three decision-making factors. That alone makes events worth reconsidering.
Of course, not all expos are equal, and not all brands approach them well. Too often, franchisors treat shows like passive advertising opportunities, standing behind a table stacked with brochures, hoping candidates will “just get it.” That’s a wasted opportunity.
The best booths tell a story
Your franchise booth isn’t a trade show table; it’s the first impression of your brand experience. Are you showing up with energy, clarity, and intention? Or are you blending in with every other backlit banner?
Effective exhibitors focus on engagement over aesthetics. That means:
- Having the right person at the booth—ideally someone who can speak credibly about both the business model and the franchisee experience. Not someone who is sitting behind a table and scrolling their phone.
- Asking thoughtful questions before giving canned pitches.
- Using visuals or video to highlight unit economics, support systems, or real franchisee success stories (within legal limits).
According to the IFA and Franchise Update Media’s Annual Franchise Development Report, conversion rates from expo-generated leads tend to outperform digital leads by 2–3x when follow-up is fast and personalized.
Your work starts after the show
The key to success isn’t just what happens at the booth; it’s how you handle leads afterward.
In our experience producing Let’s Grow! Franchise Growth Assembly—the country’s only franchise growth conference dedicated to Canadian franchisors—we consistently hear that poor follow-up is the number one frustration for both franchisors and prospects. A strong CRM strategy, paired with personalized emails and timely phone outreach, can dramatically increase your conversion window.
Too many brands sit on leads for days or weeks, assuming real buyers will circle back. They won’t. In an environment where buyers are exploring multiple brands simultaneously, your response time matters as much as your pitch.
Beyond leads: The brand benefit
Even if you don’t walk away from an expo with five hot leads, there’s value in simply being in the room. Brand awareness and perception matter, especially if you’re an emerging or scaling concept.
Franchise expos allow you to:
- Observe how candidates respond to your brand and materials
- Gather competitor intel on pricing, messaging, and positioning.
- Reinforce your presence in the market with media partners and brokers.
The key is to go in with a measurable goal and clear plan. Are you looking to meet 50 potential candidates? Book meetings with brokers? Promote a new offering? Knowing your “why” is essential.
Franchise shows aren’t magic, but they’re not dead either. When you show up with strategy, story, and follow-through, they’re still one of the most effective tools in your franchise growth toolkit.
