33 Common Mistakes When Organising Franchisee Conferences and How to Prevent Them

Conferences are costly exercises in terms of time and money. We have seen a lot conferences fail to add the value they could have because of one or more of the following mistakes. We hope these 33 tips help to make your next event the success that you and your franchisees deserve.

1. Having no clear objectives or outcomes – leads to a disjointed program, a lack of focus on why people are there, and ultimately, a poor return on investment.
   TIP: Ask yourself, "What would we see happening that would tell us the conference had been an enormous success?"
2. Not having an effective planning team – behind every successful conference is a motivated, well organised team clear on their respective responsibilities.
   TIP: Make sure you have a balanced team representing the interests of all stakeholders, including franchisees.
   
3. Last minute planning of speakers – makes it hard to get the people you want and places you in a weak negotiating position.
   TIP: If you are looking for great speakers and facilitators give us a call or drop us an email. As Sharne Patient, Marketing Manager of Foodco says, "If you want speakers who really understand the franchisee mind set, these are your guys!"
   
4. Franchisor team not clear on their role – can result in them just hanging around and not adding value in the sessions or at the event.
   TIP: Have a meeting with the team ask ask them how they think they can best contribute throughout the conference.
5. Too much talking about operational issues by franchisor executives can cause franchisees to feel bored, nagged or patronised.
   TIP: If members of your management team are going to speak make sure they are enthusiastic and their topic is of interest to franchisees - not self serving. And don't cover material that could be just as easily covered in a regional meeting.
   
6. Not asking suppliers for assistance, financial or otherwise – they are often more than happy to sponsor speakers or meals.
   TIP: Suppliers will be happy to contribute to specific costs, especially if they receive recognition.
   
7. Not involving franchisees in the planning – franchisors often assume they know what franchisees want and get it wrong.
   TIP: Run a draft agenda past franchisees for their initial reaction and feedback - and make sure you listen!
   
8. Not putting enough thought into making people feel welcome when they arrive or at the start of an event – an audience that is uncomfortable or distracted is unlikely to effectively listen and learn.
   TIP: A fun warm up activity is essential. Even something as simple as shaking hands with the person next to you can make all the difference.
   
9. Poorly chaired by an internal manager – can create a clumsy or amateurish atmosphere.
   TIP: Don't skimp on paying a good MC. They can make or break your investment in the conference.
   
10. Death by Power Point — speakers boring the audience with slide shows that are full of text.
    TIP: Ask to see presentations beforehand and, for the sake of your audience and your conference, request these be simplified if necessary.
    
11. Not getting the right balance — too much serious business or too much clowning around.
    TIP: Usually 60% of the time spent on business issues will be adequate.
12. Poor management of time – sessions that start late or run over time muck up the agenda and create a culture of indiscipline for the rest of the conference.
    TIP: Always start on time as this sets the habit for the rest of the conference.
    
13. Allowing logistics to overshadow people’s needs – self-centred or over bearing conference organisers can inadvertently detract from a conference’s effectiveness and purpose.
    TIP: Never give conference organisers veto over your session content. Efficiency should never take precedence over effectiveness.
    
14. Allowing speakers to go over time – causes problems for other speakers and creates a late program.
    TIP: Ensure speakers understand how serious you take the timing issue and that they risk their microphone being turned off if they run over time!
    
15. A high stage too far from the audience – makes it hard for speakers to make an emotional connection with the audience.
    TIP: Be prepared to move tables or chairs to create the atmosphere you want. Don't just leave this to the venue.
    
16. Having a stage with less than 40 people – is not needed and creates unnecessary formality.
    TIP: You probably do not need a microphone either.
    
17. Having the lectern too far from the screen – people don’t know whether to look at the presenter or the screen.
    TIP: If the room is very wide you may need two screens.
    
18. Sessions going for more than 90 minutes without a break – people get restless and agitated.
    TIP: The mind can only absorb what the bum can endure! If necessary get people to stand for a two minute stretch break.
    
19. Allowing disgruntled franchisees to interject or dominate sessions – this is a pet hate by other franchisees and can turn a room negative.
    TIP: If you have an open forum ensure this is professionally facilitated. If you are taking questions from the floor ensure they are questions and not speeches.
    
20. Not allowing franchisees enough time to network and interact with each other – this is what they value the most.
    TIP: Create opportunities for round table discussions on hot topics.
    
21. Allowing self-serving suppliers or speakers to dominate sessions – they are there to add value to your franchisees, not to sell.
    TIP: Ensure all speeches are relevant or provide a practical benefit to the audience. If in doubt ensure all speakers understand and agree to this.
    
22. Using a theatre – the high roofs and rigid seating make it hard for speakers and audience to connect, especially if there are empty seats.
    TIP: The best room set up is a flat floor with round tables seating 6 to 9 people (banquet style).
    
23. Providing too much rich food at lunch-time – can make some people sleepy in sessions.
    TIP: Include fruit and salads.
    
24. Long food queues or running out of coffee – this is very annoying especially if the time is tight.
    TIP: Brief the venue on the importance of quick service and the need to have adequate staff on duty at busy times.
    
25. Too many empty chairs – saps the energy from a room and makes the event seem unsuccessful.
    TIP: Move empty seats from the room or ask people to move to the front to create a more intimate atmosphere.
    
26. Poor acoustics or amplification – people will get agitated or mentally disengage if they can’t hear the presenter clearly.
    TIP: Rehearse sound levels before the start of the day and ensure there will be no feedback if the presenter is moving around the room.
    
27. Not checking to ensure there will be no competing noise from adjoining rooms.
    TIP: There is nothing more distracting than music or noise wafting in from another room so ask the venue manager to check for this prior to your event.
    
28. Room being darkened – there is usually no logical reason for having a dark room, which just makes the room feel heavy and makes it difficult for people to see each other.
    TIP: Turning up the lights will help to keep the energy high, especially in the afternoon. Slides should serve the talk, not the other way around.
    
29. Chairs too close together – makes people feel uncomfortable and makes it difficult to concentrate.
    TIP: People should be able to put their arms by their sides without touching the person next to them.
    
30. Presenter area not adequately lit – makes it harder for the presenter to maintain people’s attention.
    TIP: Use a spot light or lights so the presenter can be clearly seen. The presenter area should be slightly brighter than the rest of the room.
    
31. Not encouraging moderation regarding alcohol intake on the first evening – people stay up all night drinking and fail to attend subsequent sessions.
    TIP: Turn off the bar at an agreed hour.
    
32. Franchisor executives getting drunk – this can lead to a loss of credibility (and the need for apologies later on).
    TIP: Have a drinking limit or rule for staff and remind them they are on duty.
    
33. Speakers being too theoretical or abstract – franchisees like a practical, down to earth approach.
    TIP: Ensure speakers are fully briefed on the challenges franchisees are facing and ask them for a summary of the key points they will be making.
    

Thanks for reading this paper. We hope it has been useful. We have a range of exciting presentations and interactive processes that will help make your next franchisee conference a great success. For details contact the Franchise Relationships Institute on )7 3510 9000 (outside of Australia +61 7 3510 9000) or email us at info@franchiserelationships.com

This article is copyright Greg Nathan Pty Ltd 2008 and must not be reproduced or circulated without permission from the Franchise Relationships Institute.