Michael Johnson, managing director of card connection, explains the role and importance of a franchisor’s annual franchisee conference
Most franchisors hold an annual franchisee conference. This is a valuable opportunity for franchisees to meet up with colleagues and share ideas and best practice within the specific area they work in.
Sometimes some of the content of presentations can contain company sensitive information or be confidential, so potential franchisees do not usually have the chance to attend until they become a fully signed-up franchisee. So what can you expect when you do get invited?
### Format ###
The format for franchisee conferences can vary dramatically between organisations. Some can be themed and fun with a focus on team building, but often they are more serious, usually with management updates outlining how well the network is doing, plus motivational style speeches to inspire attendees. They can also be a great time to introduce new product lines to franchisees too.
Success stories that stimulate conversation and provide examples of the best franchisees often feature and can motivate all concerned. It is worth discussing how the franchisee conference is run with a potential franchisor, as it will give you an insight into the culture of the organisation you are considering joining.
It is not usually compulsory to attend the annual franchisee conference. However, most franchisors will actively encourage participation from as many franchisees as possible. As a new franchisee starting out or for more established franchisees, attending to network with others who work in the same sector as you is beneficial.
At the very least, casual conversation can lead to friendships and camaraderie and then in future you always know a fellow franchisee is on the end of a phone if needed. The conference is also an opportunity to cement relationships with head office staff who you may only meet or talk to occasionally. It is reassuring to find out who is working in the background to help the franchisee network as a whole.
In any self-employed situation the move from typical office work to largely working on your own can be daunting for some and for those missing getting together with old work colleagues the conference provides a social gathering. Many franchisors arrange a dinner in the evening of the main conference and this is always a fun social occasion.
During the daytime, most franchisee conferences will incorporate a series of updates on successes enjoyed by head office departments and sometimes a franchisee sharing best practice. These presentations can provide an insight into how the company is doing as a whole, any news and future plans and strategy which franchisees need to be aware of. Goals are usually clarified to ensure everyone understands where their efforts should be placed. Because of the interactive nature of conferences, there is always the chance to ask questions if franchisees have any concerns or ideas.
### Plans ###
At the recent Card Connection franchisee conference, the main departments gave an update and revealed future plans. We are releasing new greetings card designs on a weekly basis, so franchisees are always keen to see examples of the new designs they will be supplying in the future and hearing about deals to secure the best content for new products. This becomes a highlight of the day for many attendees.
This is what David Roseweir, one of our award winning Scottish franchisees, said: “The product presentation was, like all the other speeches, concise and to the point. It was exciting to see the new season’s stock. The designs are bright, contemporary and on-trend and I can now go back and introduce them to my retail customers with a lot of confidence.”
The conference can also be used as an opportunity to show off new solutions to help franchisees. For example, this year, Card Connection revealed our new point of sale display. We were able to explain the thinking behind the refresh and get support and buy-in from our franchisees to roll it out as quickly as possible by discussing how we anticipate it will make an impact on sales.
David adds: “Card Connection’s new point of sale merchandise is really innovative. The colour is bright pink, so will appeal to our predominantly female market and will stand out a mile in-store, which is exactly what will help sell more greetings cards.”
The presentations will usually show how the organisation is working to support the network and this can be particularly motivating for franchisees. They may also contain tips and advice for franchisees. There may be suggestions on how to improve relationships with customers, how to work better with suppliers and how to overcome the competition. It is unlikely this information will be obtained anywhere else except at the conference, so it is worth attending for this alone.
### Fun ###
As well as the serious side of a franchisee conference, most franchisors understand the need to have a little fun too. It has certainly been Card Connection’s focus in the past few years and all our attendees are treated to an afternoon of fun and team building activities, which have included various activities from indoor and outdoor golf to human table football to shooting and driving off-road vehicles.
The relationship building that naturally happens when people are brought together in an often slightly unruly shared experience cannot be underestimated. Any initial shyness is quickly overcome, the ice is rapidly broken and the day remains a talking point for many months to come. As a result, the sometimes dispersed nature of a franchisee network becomes forever changed in a positive way and individuals understand they are part of a big family with the same goal. When they return home they feel motivated and refreshed, ready to implement some of the new ideas into their everyday work to the ultimate benefit of their business and the franchise as a whole.
David explains: “This year was the first conference I have attended in its entirety, as I have a long way to travel from Scotland and therefore it needs to be seen as an investment. The company presentations are always useful, short, sharp and to the point, which helps get the key messages across while ensuring everyone can stay concentrated on what is being said.
“However, the most useful aspect of the day for me is meeting up with fellow franchisees and swapping notes. You realise your business challenges are often shared and it is helpful networking and taking time out to enjoy an insightful discussion over a pint or two. The games were fun too. I will certainly be back next year.”
