By Jamie Izaks, President of All Points Public Relations

Fall marks a key moment in the franchise development calendar. With events like the Franchise Leadership and Development Conference (FLDC), Restaurant Finance & Development Conference (RFDC) and franchise expos in full swing, franchisors have a prime opportunity to put their best foot forward with prospective franchisees. However, conferences aren’t just about showing up—they’re about standing out.

With sometimes hundreds of brands competing for attention, differentiation is paramount to standing out. That’s why a successful conference strategy requires more than a booth alone. It requires a 360-degree integrated strategy that builds visibility before, during and after the event.

Before the Conference: Laying the Groundwork

Franchise industry conferences and expos are also key opportunities to make media connections with trade publication reporters. They are looking for strong franchise angles at these gatherings, which serves as a great opportunity to showcase your franchise brand.

Digital and social platforms can also play a critical role in promoting your upcoming presence. Countdown posts, behind-the-scenes preparation videos, and leadership-authored longform content, all on LinkedIn, create anticipation and invite connections ahead of time. Blog posts or newsletters that preview what prospects can expect from your brand at the show not only generate buzz but also prime your audience to seek you out once they’re onsite. The goal is to ensure that by the time the conference begins, your brand is already on the radar of qualified prospects.

Momentum starts well before you step onto the exhibit floor. A targeted PR and content marketing plan helps establish authority and frame your franchise as a compelling investment opportunity. Thoughtfully-timed press releases announcing new openings, development milestones or leadership updates work to position your brand as one with momentum heading into conference season. Securing coverage in industry trade publications or sharing thought leadership in advance ensures you arrive with strong visibility already working in your favor.

During the Conference: Standing Out in the Crowd

Once the event is underway, visibility and consistency are everything. A thoughtfully designed booth with cohesive branding, strong visuals, and engaging collateral signals professionalism and draws attention. High-impact elements—such as floor graphics, video walls or digital billboards near the venue—extend your presence beyond your booth’s footprint and help your brand stand out among dozens of competitors.

Equally important is what happens online while you’re on the showroom floor. Live social updates, short-form videos, and photos from the show floor bring energy to your channels and extend the conference experience to a wider audience. Pair these organic efforts with geo-targeted digital ads that capture attendees in real time, driving them toward your booth and reinforcing your presence across multiple touchpoints.

Of course, none of these tactics matter if the development team isn’t ready to go. Every conversation at the booth needs to be supported by aligned messaging, strong talking points, and polished handouts that communicate the value of your franchise opportunity. Conferences may open doors, but it’s the one-on-one conversations that spark real interest.

After the Conference: Turning Interest into Impact

Having worked with hundreds of top franchise brands, we’ve seen many lose steam once the conference ends. The post-show window is when your efforts can pay off the most. Launching tactics like retargeting campaigns aimed at website visitors and booth attendees help keep your brand top of mind as prospects weigh their options. Content marketing efforts can extend the conversation through recap blogs and newsletters; and social posts on LinkedIn can spotlight takeaways and reinforce your expertise.

Follow-up is the most critical tactic that makes franchisors stand out following these conferences. Personalized outreach—whether through email, calls or LinkedIn messages—demonstrates genuine interest and keeps the relationship moving forward. Supporting that outreach with a steady stream of brand storytelling, from franchisee spotlights to updates on ongoing growth, ensures prospects see your brand as active, credible, and worth serious consideration. This post-conference content plan is a key part of the sales funnel process.

The Power of Integration

Conferences may be single moments on the calendar, but franchisors who approach them with a yearlong mindset see the strongest returns. An integrated strategy anchored in PR and supported by social media, content, digital marketing, design, paid strategies, and sales ensures visibility doesn’t end when the conference doors close.

At All Points PR, we’ve built our agency around this belief: PR is the foundation for a 360-degree marketing mix, and when all channels work together, the results are amplified. With the right approach, conferences aren’t just another event to attend—they’re catalysts for sustained franchise growth well into the future.