A Look at the Usefulness of Franchise Fairs
In the 19th century when an affluent young lady reached proper age, a ball was organised for her, and thus she was introduced to society. Now consider this:
* At the International Franchise Expo in Washington DC (11-13 April 2008) no Top 10 Global Franchises for 2008 of Entrepreneur Magazine franchise announced its participation.
* At the Franchise Expo in Paris , France, there were some 350 exhibitors. But only 4 of those are from Top 10.
The “big players” avoid franchise fairs, which are largely useful for smaller players to create brand awareness. The big names from US participate more at international fairs, mostly through the local master franchisees.
* In Romania – the franchise twilight-zone – the situation is even more dramatic. This year, at Rofrancize, 50% of the local franchises participating at the fair, came there before having signed even a single franchise agreement.
As a common factor between the 3 fairs, McDonald’s is not among the exhibitors!
