Great Expectations: Why You Should Attend IFA™s Convention

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January  2009 Franchising World


  If you were unable to attend the International Franchise Association’s Annual Convention last year in Orlando or haven’t signed up for the exciting event next month in San Diego, take a step back. Several franchise leaders share their views and insights, not only providing a historical viewpoint, but also delivering an idea of what you can expect when attending an association convention. They include Abrakadoodle Remarkable Art Education Pres. Rosemarie Hartnett, FASTSIGNS International CEO Pres. Catherine Monson, FranWise Pres. Mary Ann O’Connell and Rolly Pollies International Pres. John Mann.     


FW: Which IFA educational program provided the most benefit and why?  Hartnett: The ICFE [Institute of Certified Franchise Executives] special programs provided a wonderful venue for the continued improvement of franchise executives through solid educational sessions.   


Mann: Each year it seems to change as the Rolly Pollies franchise system grows. The first few years we were focused on sales and growth educational programs, plus the systems that   help track and extract data. Last year after a few years of franchising under our belt, we needed to educate ourselves on how to maintain healthy franchisee-franchisor relationships and the best tactics to grow together. Whatever your company size, the IFA offers fantastic educational programs to meet your current situation or knowledge needs. The IFA provides educators with experience who have “been there and done that,” so it’s very easy to ask the experts for different options on how you can obtain your current short-term and long-term goals.   


Monson: The convention is a comprehensive program providing education in all aspects of franchising. The content is designed to provide value to the new, start-up franchisor and the estab   lished, large franchisor, as well as to those working in all levels of franchising, from field staff to chief executive officers.   


O’Connell: Because the entire day is spent focused on a single topic, there is ample time to fully explore it. The main lesson I learned there was how important the sense of corporate culture, history and tradition are in developing and sustaining a brand, so the leadership has to demonstrate more than business acumen; it must lead with pride and respect for all who went before us. It truly changed my   perception of leadership.     


FW: Describe the most important benefit you received by networking during the convention.  Hartnett: The most important benefit from networking during the convention has been the development of relationships that have been built over the years with the very best in franchising. These colleagues have become invaluable through their willingness to share their knowledge and experience.    


Mann: Networking is one of the key elements of the IFA. It’s very easy to find franchisors who are     more experienced who can give suggestions or their lessons learned for you to use. This information has saved us tens of thousands of dollars over the years because we didn’t make the same mistakes; plus we received great advice on vendors.      


Monson: I have had the opportunity to develop relationships with several other franchising executives that, as a result, I was later able to call and bounce ideas off them, as well as learn about their companies’ best practices, allowing me to take ideas back to implement in my organization.   


O’Connell: The most important benefits to networking are these three: the sheer joy of connecting with friends and mentors who are important on a personal and business level; enriching my business skills by meeting new people with ideas that challenge mine and make me think in new ways; and the “street level” education you get from sitting with other franchise professionals and talking one-on-one to learn how they are handling the business challenges we all are facing.     


FW: How did the Exhibition Hall enhance your experience?  Hartnett: It allows for time to seek out new products and services for your franchise system, helping to keep it on the cutting edge.   Mann: The Exhibition Hall allows you to see what’s new in franchise vendor systems. We always gain valuable ideas on how to improve our marketing, technology and much more by discussing our current needs with specific vendors. Pick the vendors’ brains because they can give you a perspective from multiple franchise systems which can help you obtain your goals.    


Monson: The IFA puts together a great selection of vendors who support franchisors in all areas of their businesses. By attending the show, I have discovered vendors who have helped my company provide more value to our franchisees and make our organization more efficient.   


O’Connell: As an exhibitor, it was the most important opportunity of the year to connect with our franchise community. It was our first experience as exhibitors and it was exciting because our message made it to so many franchisors.     


FW: Describe the overall value of your annual convention experience. Hartnett: The overall value of my annual convention experience is that I can always count on continued professional development and introductions to new ideas.     


Mann: Best bang for your buck in franchising! We highly recommend the IFA convention because there’s value for every franchise system, no matter the size. Everyone is extremely friendly and open about their specific systems and the current issues that affect franchising. We go into the IFA convention each year with very specific goals and by the end we’ve gained so much more because as you open one door it leads to three more. The beauty of the convention is there is someone who has already been through those doors and they can tell you the most efficient route to take, so you don’t get lost in the maze of franchising. “Seek and ye shall find” at the IFA convention!    


Monson: The IFA convention provides me the opportunity to learn from what other successful franchisors are doing, attend a variety of seminars and roundtables, to network with my peers, to learn about new vendors and new offerings in the marketplace that can support my organization, and to have some fun. It is an extremely worthwhile event for every franchise executive.      


O’Connell: This is the best experience for any franchising professional. Where else can you get the top franchise talent educating you, unprecedented networking and business-building opportunities and a sense of community under one roof? It’s renewing, exciting exhausting and a “must-do.“    

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