Posts tagged ‘canadian franchise association’

Canadian Franchise Association – Sessions and Speeches

The second day of the 2008 Canadian Franchise Association’s (CFA) Annual Conference was a good one — well aside from reeling from a 24-hour bout with the flu, but I think few noticed. Those involved with the CFA, both the coordinators and the participating companies, are very welcoming and open to newbies like myself.

I find tradeshows are a great place to work on your elevator pitch. Where else can you explain your concept over-and-over-and-over-and-over again in a short amount of time. Pitch it once, look for non-verbal cues to comprehension, and then repeat again to the next person, adjusting the message to see what resonates.

One thing that has struck me about those participating (and I found this last year as an exhibitor as well), is that many of the senior executives of franchise systems for the country’s largest companies, just don’t get the Internet yet. It scares them. For those of us who are immersed in the advances of marketing and technology, we start to take it for granted and assume that everyone “gets it”. They don’t. But that’s where opportunities are made.

Case in point: last night there were a series of awards handed out at the annual Frankie Awards dinner. Their were awards from everything from Direct Marketing, Radio spots, TV commercials, Magazine Advertisements, Newspaper Advertisements and even one for best use of advertising on Transit or a Bus Shelter. There was one generic award for “Internet”, but this was more of a “hey… congrats on the new website” kind of award. I won’t spill the beans on who won the awards, but you think the CFA would have put out a news release this morning announcing the winners. There is a missed marketing opportunity right there.

There was one session yesterday facilitated by Sean Saraga of both MrFranchise.ca and now with PostNet called “The Millenial Generation & On-line Social Networking“. I think many in the audience were dumbfounded and a little frightened by what Sean had to say. But he was bang on.

Anyhow, the morning’s sessions are about to start. Until next time.

Advertisements

May 6, 2008 at 7:52 am Leave a comment

Canadian Franchise Association Annual Conference

I’ll come back to continuing the list of who’s who in a bit. For now, I thought I would share with you where I happen to be tonight.

I am sitting in the lounge of the Deerhurst Resort of Huntsville Ontario (about 3 hours north of Toronto). Why am I here (which some would surely classify as close to the middle of nowhere)? Well, I decided it would be good to attend the 2008 annual conference for the Canadian Franchise Association.

Last year I was at the 2007 CFA Conference in Montreal (while working with Marqui). At that time, I participated as an exhibitor. It was my belief that the franchise vertical (that being the companies that controlled the individual franchisees themselves) was an interesting vertical to pursue, and those that were in attendance were c-level decision makers with a need for marketing automation and internet technologies. Unfortunately, I left Marqui a few weeks after participating in last year’s event, so I never had a chance to follow through with many of the leads and conversations that were made. But that was last year.

This year, there are two driving reasons why I am here: first, the same opportunity still exists, and as a marketing and internet consultant, I believe I can help franchisors systematize their marketing, be it to attract new entrepreneurs into their brand, or to market and attract leads to the individual franchisees. It was apparent to me last year that many franchisors still do not understand the power of internet marketing and still remain skeptical that it is possible to provide full accountablity and measurement of your marketing campaigns. I hope to be able to generate a few leads while out here, as I am confident that I can help.

The second reason why I am here, is the concept that I am working on: LaunchExperts.com. LaunchExperts will launch later this spring and will utilize a lot of the good things associated within a brand-franchise concept, while introducing some innovation into the entire industry. And I have a lot to learn. Tonnes.

If you have not read Michael Gerber’s The E-myth, I would strongly encourage you to do so. This should be right at the top of the pile for any prospective entrepreneur’s reading list. In this masterpiece, Gerber emphasizes that it is critical for any entrepreneurial venture–whether it is your intention to franchise your business or not–to build your business out as a franchise prototype. Measure things. Hold yourself accountable. Document procedures, Systematize entire business processes. For me, I am trying to build out my consulting practice as my franchise prototype, and in so doing, create added value for myself and others who may associate themselves with the LaunchExperts brand.

Anyhow, it is a little after 11:00 PM here in Huntsville. My morning started at 3:30 AM PST. And it is going to be a busy few days. I’ll keep you posted.

May 4, 2008 at 8:12 pm 1 comment


Categories