How to boost engagement at your franchise convention.

Your franchise convention is a pivotal part of your business. But are you noticing that attendance is dropping or attendees just aren’t as engaged as they used to be? 

You’re not alone. The most conversations we have with clients is how to creatively engage attendees. From photo booths to “activations”, there are so many ideas out there that it can make your head swim.

But at the end of the day, it’s not complicated.

Provide value. Help people connect.

It’s why events are growing so rapidly post-pandemic: people want the opportunity to interact with their peers and learn insights that they can’t get online.

They can get a boring webinar online. They can even get a masterclass.

👉 But they can’t get the casual conversation over drinks that sparks their next business idea.

👉 They can’t get the hands-on, personalized workshops that take their business to the next level.

👉 They can’t get the built-in vacation for their family.

So make sure your franchise convention facilitates that.

Let’s talk through some strategies we’re implementing with our clients to engage their franchisees and ensure they leave their annual conventions feeling equipped to drive their businesses forward.

Create clear, value-driven messaging.

Franchisees need to know why they should attend your convention. It’s essential to position the event as an investment in their growth and success, not an obligation or expense.

The messaging you develop should be highlighted across all invitations, the registration site, social media, and more.

• Highlight key benefits: Emphasize learning opportunities, exclusive workshops, networking with successful franchisees, and exposure to new tools or strategies to boost their businesses.
• Share real stories: Showcase testimonials from past events. For example, "Last year, attendees saw a 20% increase in sales after implementing the strategies they learned at our marketing workshop." It’s also important here to highlight testimonials from franchisees that have seen success directly from convention. Get them on camera to share their excitement for the event and the results they’ve seen.
• Build a pre-event narrative: Use email campaigns, social media, and video teasers to share what’s coming—like keynote speakers, hands-on training sessions, or exciting entertainment.
• Alway come back to your core messaging: For every session, make sure your speakers are keeping the attendee in mind and building content for them, not for corporate.

If franchisees aren't clear about what they'll gain from convention and why they need to participate, you'll see attendance lag and everyone on their phones during general session.

Develop interactive and user-generated content.

Sitting through long presentations can drain energy and enthusiasm. Incorporate interactive sessions that encourage participation and create memorable learning experiences.

Tap into the experiences your franchisees have had in the past year to develop user-generated content and case studies to share on stage.

Also think about how you can break up the tedious keynote sessions into more hands-on learning opportunities.

Our clients are working to incorporate more:

• Workshops: Host smaller, focused sessions where franchisees can work through real-world challenges, exchange ideas, and leave with actionable solutions.
• Live polling tools: Use tools like Slido or Mentimeter to encourage live questions, polls, and feedback during presentations.
• Gamification: Introduce gamified activities like scavenger hunts, trivia contests, or session challenges. Offer prizes for participation to keep franchisees engaged and motivated.

One of our clients is currently developing a fully gamified event, where everything from the first invitation through the final awards night incorporates some element of gamification. As business owners, franchisees are often competitive, and the gamification element can help keep them locked into the convention from start to finish (and even brag about it after).

Networking is key: give franchisees plenty of time for it.

One of the biggest benefits of an annual convention is networking, but it’s not enough to simply schedule a cocktail hour and hope connections happen. Your franchisees need to break out of their usual groups and meet more owners, learn from each other, and trade ideas.

We recommend hosting a balance of larger networking events and smaller structured events (where you can even assign people to specific rooms or tables). Structure your agenda to be networking-forward.

• Structured networking events: Host speed networking sessions where franchisees can meet peers in a fast-paced, organized environment.
• Roundtable discussions: Create themed tables (e.g., marketing challenges, hiring best practices, new technology adoption) where franchisees can connect over shared topics.
• Peer success panels: Showcase franchisees who are thriving. Let them share their experiences and lessons learned to inspire and inform others.

This is also an opportunity for your franchisees to network with your vendors. MAke sure there’s plenty of opportunity for them to meet and brainstorm on how to make each other’s businesses successful.

Many of our clients are incorporating fun evening events into their show floor, turning it into a hub or the hear of their event versus an extra room that people just avoid.

Plan activities that balance work and fun.

Franchisees want valuable learning experiences, but they also appreciate time to relax, recharge, and build relationships. 

Many franchise owners use the convention as an opportunity to bring their spouse or family on vacation, so incorporating some downtime or facilitating a larger event for everyone can be an excellent way to give thanks to your hardworking franchisees.

• Team-building activities: Host group challenges, interactive games, or local excursions that encourage collaboration and camaraderie.
• Entertainment and social events: Plan engaging activities like themed dinners, live music, or wellness sessions (e.g., yoga or mindfulness workshops).
• Awards and recognition: Celebrate franchisee successes with an awards night or recognition program. This not only motivates attendees but also highlights the value of their hard work.

Many of our clients are using their franchise convention location as a sort of incentive – hosting in destination locations that are more exciting than a traditional convention location.

Promote year-round engagement.

The convention shouldn’t be a one-time touchpoint. Start engaging franchisees before, during, and after the event to keep the momentum going.

Most of our franchise clients also host an incentive trip to reward the top-performing franchisees, but also consider how your communications around the convention can last throughout the year.

• Pre-event: Ask franchisees what topics or challenges they want covered at the convention. Also consider hosting a competition for people to submit their stories and be featured at convention.
• Onsite feedback: Collect real-time feedback on sessions and gather video testimonials to use next year and convince people to attend.
• Post-event follow-up: Share key takeaways, session recordings, and actionable tips in follow-up emails. Keep the conversation alive with a post-event webinar or an online community.

Ready to take your franchise convention to the next level? Visit our franchise convention planning page to discover how we can help you create an unforgettable event.