www.franchisetimes.com The News and Information Source for Franchising May 2007

Blow-up mascots walked the show floor extending the brand’s reach.

Franchise pundits a few years ago were

predicting franchise trade shows’ days

were numbered—the Internet was

taking over lead generation (the same

thing was said about magazines and books, by

the way). But after a slight dip, the International

Franchise Expo has managed to stay strong

and energized—and like humorist Will Rogers,

rumors of its death were greatly exaggerated.

It only makes sense. Franchising is all about rela-tionships. It’s a people business. And those of us who like people want to meet face to face—something the Internet hasn’t quite been able to pull off—yet.

Serious franchise candidates want to talk to the people representing the brand, look at any tangibles

that fit in a booth, handle the materials and take home some reading material about the concept—plus a pen or key chain or stress ball with the company’s logo.

They also want to sample the product, if possible. Of course, non-serious prospects also want samples, especially if it’s free food. The dilemma at these shows is always whether to go to the expense of providing food knowing you’ll be serving lunch to a host of people who will never darken your door as a franchisee. But who knows? They may become a customer .

Oversized mascots were big at the show this year. They serve not only as brand ambassadors, but also a moving billboard as they walk the show floor, thus extending the boundaries of the booth.

And the Internet will never be able to provide a handshake deal.

IFE aims to transform lives

Every- thing’s

bigger in Australia, even the

dogs, but Bark Busters

can still train them,

according to Liam Crowe,

Andrew Brooke and

Chelsea Trinka.

Young Rembrandts hired a caricaturist to attract prospects to their booth who wanted a get a big head over the deal.

The Window Gang’s gang—John O’Connor; Tim McCullen, president; and Chris Kennedy—lured people into their booth with bold advertising and free squeegees.

Attorney Andrew Loewinger, a partner with Nixon Peabody, devoted some of his weekend to answering questions in the firm’s booth at the show.

Mad Science’s Danielle Miller looks like a scientist, but she’s actually director of educational programming.

Stark & Stark, one of the law firms which manned a table in the back of the exhibit hall, was represented by Adam Siegelheim and Michael Pidgeon (back row) and John MacDonald and Kelly O’Malley.

No visit to the IFE is complete without sneaking out to enjoy a burger at 5 Guys Famous Burgers and Fries. Above a bulletin board full of compliments.

Gary Armstrong, right, of Cluck-U Chicken talks with attendee Michael Blonder, while Harvey Blonder looks on.

Linda Saub of Interim

Healthcare, and John Marquez, of Interim

Homestyle Services

presented the two

concepts under one

banner.

Reprinted with the permission of Franchise Times, May 2005 © Franchise Times, 2808 Anthony Lane South, Mpls., MN 55418

Jason Ripley and Jennifer Aguayo brought a scaled-down version of what a Cactus Car Wash looks like so prospects could visualize the concept better.

Desirae Zentz handed out samples of strawberry and mango smoothies at the Gloria Jean’s booth.

Superstore Halloween Express claims to be so easy

to implement, it’s scary.