Franchise expos: launching new careers: International Franchise Expo gears up for March crowds.

[ILLUSTRATION OMITTED]

As 2009 begins, millions will make New Year's solutions. Some may be goals for physical fitness and diet, some promises to quit bad habits, others may decide to begin a new career path.

If you missed the West Coast Franchise Expo and couldn't make it to Miami earlier this month, now's the time to register for the "granddaddy" of franchise events, the International Franchise Expo, March 20-22 in Washington, D.C.

"MFV and the International Franchise Association always produce a quality event," said The UPS Store Manager of Franchise Development Pete Lindsey. "The UPS Store participates in all the major events. From the West Coast Franchise Expo in Los Angeles, to Franchise Expo South in Miami Beach and the International Franchise Expo in Washington D.C., all the shows provide great opportunities to come face-to-face with the best prospective franchisee candidates."

Those who took the first step to obtaining that new career at Franchise Expo South in Miami Beach proved that for many people there has never been a better time to take control of your career.

"This is our third year at the show," said Jimmy Kindred of Play N Trade. "Of all the franchise shows we do, we seem to get the most candidates at FES. There are a lot of qualified people to talk to and more and more we find that people are coming to the show specifically to do business with us. FES allows our executive staff to meet prospects in a convenient, central location."

While expansion into Florida, the Southeast and Latin America is a top priority for many FES exhibitors, attendees focused on matching the concept with the career opportunity they've been searching for.

"Since we're based in the Southeast, FES is a good fit for us," said Lennox D. Bundy II, franchise director of Cactus Franchise Company. "We feel like the Florida market is underserved with quality washes, and while our franchise model requires a rather large investment, we've found these individuals at FES events."

Jeanine Blake of Express Medical Transporter agreed that FES attracts entrepreneurs and small-business owners that are looking for a solid investment.

"A large portion of the Florida population meets our demographic and is a natural fit for our expansion into the Southeast," she said. "We are looking to expand and broaden our brand throughout the U.S. in the next 24 to 36 months. We offer a unique niche in the transportation marketplace and are focusing on entrepreneurs that are hungry for a sizable return on investment."

Franchise representatives from Nature's Table Cafe, a 31-year-old company based in Orlando, use FES to expand awareness for their brand.

"The Southeast is the easiest and most accessible territory for our expansion," said Krista Laskos, franchise sales manager. "We find many qualified leads here. We've done a few other shows but the leads compared to FES and the International Franchise Expo aren't the same. FES and IFE attract the right people serious about looking for a franchise."

Proven Business Models Attractive in a Struggling Economy

Despite a struggling economy, the West Coast Franchise Expo completed another successful run in Los Angeles in November. That's because even in unstable economic times, there is no safer bet in business than a proven franchise model.

"Franchising is a great way to start your own business because it offers a cradle of support, a network that provides you information on advertising, assistance in building a business plan, and to help you feel more secure as you step out on your own," said Shani Belisle, area marketing manager for AT&T."

RetroTax Pres. Stan Friedman, CFE, attended WCFE and reported on the overall feel of the event in a recent biog.

"The one thing I saw universally from franchisors, franchisees and suppliers was the absolute unwillingness to fold the tent and quit," he said. "That's a testament to the backbone of those who live and breathe the American dream. I fully expect similar views and responses at upcoming franchise industry events."

Many franchisors point out that franchising provides a safety net for starting your own business.

"Franchising is great way to start your own business because you get a recipe book for getting into a business," added Matt Kelton, COO of Showhomes. "You are able to get your sales up faster; you're able to profit faster, because we've already made all the mistakes. We offer support, infrastructure, and best practices--if you're going to be in business there's no better way than with the support of an existing franchise business."

Lindsey of The UPS Store agrees that a major benefit of franchising is that it offers a safe way for entrepreneurs to realize the dream of owning their own business.

"The WCFE is a fantastic opportunity for us to get face to face with prospective business owners looking for a comfortable business to help realize their dreams," he said. "Franchising is a great way to start a business because it offers a proven operating system and a brand that people can work with and that's very important for someone getting into business."

In addition to a proven business model, franchisors offer business owners ongoing support that cannot be obtained going into business alone.

"When new franchisees join our family, support is one of the most critical aspects of what we do," said Lindsey. "From training and support, to one-on-one consultations, we are positioned to offer the kind of assistance new business owners need to succeed. The breadth of our training spans from online tutorials to intensive onsite training to eight days at The UPS Store University. We also believe in ongoing training for all franchisees."

Those one-on-one consultations are another factor in why franchise expos continue to generate quality leads for franchisors. That direct contact is the personal communication that both franchise executives and prospects need to make a commitment.

"Face-to-face discussions are very important," added Lindsey. "It gives us an opportunity to truly understand what a candidate is looking for as they research different businesses. We employ a number of methods to generate leads, but here, on the ground at the Expo, we know there's no better way to connect with a prospect than meeting and talking and recognizing whether The UPS Store is a good fit for a candidate."

And meeting one-on-one with a prospect allows franchisors to quickly discover if they are the right match for a concept.

"The advantage of face-to-face discussion is that you can very quickly find out what the prospect is interested in, and if you can offer what meets their needs," said Valerie McCartney, director of franchise development for Checker's. "There are franchises of varying types and sizes and investment levels, so meeting these prospects helps us identify the best candidates for our concept.

"The one-on-one approach is always the best way to sell anything and we're able to do that here at the show," she continued. "We engage in myriad forms of marketing, but anytime I can have a one-on-one conversation with someone in a forum like a franchise expo, I have a much better opportunity to sell them something."

Joel Goldstein is the director of marketing for MFV Expositions. He can be reached at [e-mail].

Visit IFA's Web site, www.franchise.org, and select "Events" to register and learn more about the International Franchise Expo.