LEADINTERVIEW
The future’s bright
John Hancock, managing director of Venture Marketing Group, talks to Franchisor News about what’s in store for the Franchise Exhibitions
T
ell us about how Venture Marketing Group started VMG was founded in 1987. It launched The British & International Franchise Exhibition in London in 1994; a product of
a number of informal discussions with franchisors in which they expressed a desire for an exhibition that really focussed on the promotion of business format franchising – something they felt was not fulfilled at the time. Since then, the portfolio has grown to encompass five exhibitions, two websites and two publications, demonstrating the dedication VMG has towards championing quality in the franchise industry. It’s an industry with which we are not only very familiar, but we have also developed important and highly valued relationships over the years. VMG has always worked very closely with the key industry bodies and believes in long-term partnerships, long-term commitment and long-term investment.
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What has been behind VMG’s success in the franchise industry? We are focused on delivering high-quality products that get results and work closely with our clients to ensure events are aligned with their business objectives. VMG are constantly innovating to improve
our products and are focussed on delivering an outstanding service to our clients. We are very proud to organise the best franchise exhibitions in the UK. I was particularly pleased that The British & International Franchise Exhibition (London) was so well received earlier this year.
Of course, these events would not be possible without such a solid, experienced team, who work to ensure the needs of our clients are met from start to finish. Our targeted marketing campaigns guarantee a consistently high calibre of visitor and exhibitors are able to meet with those serious about investing. VMG is not purely an exhibition organiser or media supplier, though. We are committed
to promoting ethical franchising as a viable business format strategy to as wide an audience as possible.
What does the future hold for Business Franchise magazine?
Business Franchise Magazine is a very strong product and continues to be a key marketing vehicle for franchisors. The magazine is a widely recognised brand, being the only franchise magazine in the industry producing 10 issues a year, and is well respected by advertisers and readers. We expect our customer base on Business Franchise to continue to grow steadily as the economy improves.
The web is also playing an important role in franchisee recruitment campaigns and we have seen a significant surge in activity on
BusinessFranchise.com, both from a visitor and advertiser perspective. We have invested heavily in this area in recent years and it is certainly an effective medium increasingly used by
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