LEADINTERVIEW
franchisors serious about recruiting franchisees.
How do you see the market developing in the next few years and how will the Franchise Exhibitions change? We are seeing an up-turn in the market, with more and more franchisors expanding their recruitment plans, something that is reflected in their presence at the Franchise Exhibitions. Franchisors are increasingly approaching us about new and innovative ways to market themselves at exhibitions and they are spending more time planning and preparing for events.
Feedback from franchisors indicates that potential franchisees are taking longer to research franchise opportunities before they commit and our work helps to ensure franchisors stay connected with their target market through this research process. There is a strong synergy between our
products, as exhibitors are adding more information via enhanced listings on
FranchiseInfo.co.uk, including case studies, prospectuses, news, PR and resales, all of which is working in tandem with the exhibitions by encouraging visitors to pre- book appointments. There is also an increase in interest from
international franchisors, many of whom are looking to expand into the UK market. We are working closely with partners around the world, including the US Commercial Service, to spread the word about ethical franchising. Exhibitions continue to be an efficient and
effective way for franchisors to meet potential franchisees – there is no other medium that can deliver such a high volume of face-to- face interaction. VMG has a proven history of delivering exceptional events and our extensive marketing campaigns that provide franchisors with the highest return on their investment.
What are VMG’s business ambitions for the future?
It is an exciting time at Venture Marketing
Group; we are expanding our team and investigating new markets and
opportunities. The whole team is continually driven to develop and improve our portfolio. Watch this space!
Looking back on your career in the franchise industry, what has been your proudest moment? There are too many to name just one! I get a huge sense of fulfillment when I look back at what we have achieved in this industry. We are unique in what we offer to support franchise brands across a range of platforms.
Our commitment to ethical franchising and our close relationship with the bfa is something we are extremely proud of. This, combined with our innovation in marketing, means that VMG will continue to deliver high-quality events for both visitors and exhibitors for a long time to come. n
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