International Franchise Show

3 Things You Need to Know When Visiting a Franchise Show

I’ve just returned from the International Franchise Show 2025 at ExCeL London, where I had the pleasure of representing activ Marketing, delivering a keynote talk, and joining a franchise leadership panel. It was a full-on, energising couple of days—and it reminded me how valuable these events can be when you know how to get the most out of them.

Whether you’re someone thinking about buying a franchise or a brand showcasing your franchise opportunity, these shows are big—and they can be overwhelming if you’re not prepared.

Here are my top three things you need to know—one set for visitors, and one for those of us on the brand side.

For Visitors: Make It Count

If you’re exploring how to run your own business through franchising, shows like IFS are an amazing place to start. But to really get value from them, you need a plan. 

1. Do Your Research in Advance

There are so many exhibitors, speakers, and panels—and if you walk in without a list of who and what you want to see, you’ll miss the good stuff.

Make a shortlist of the franchise brands you’re interested in, the people you want to speak to, and the talks that could answer your biggest questions.

2. Watch the Speakers

There’s a huge amount of value in the speaker programme—real franchisors sharing real experiences. Whether you’re interested in systems, growth, marketing, or mindset, the talks offer something you can’t get from a brochure or a sales chat.

(I shared my own story on stage—about going from franchisee to franchisor, and what that taught me about creating a supportive franchise model.)

3. Wear Comfy Shoes!

Not glamorous, but 100% essential. You’ll be on your feet all day, walking from stand to stand, queueing for panels, and grabbing quick coffees. Do yourself a favour—trainers over heels every time.

For Franchise Brands: Don’t Just Show Up—Stand Out

IFS was a brilliant event for us as a franchise brand. We met so many potential partners, had brilliant conversations, and boosted our visibility in all the right ways.

But none of that happened by chance.

Here’s what I think every franchise brand needs to know before exhibiting:

1. Be Visible (Really Visible)

Don’t just book a stand and wait. Speak. Host panels. Share your story. Be active on social before and during the event. People are drawn to brands that show up with confidence and clarity—and it makes all the difference.

2. Know Your Ideal Franchisee

If you don’t understand who you’re trying to attract, you’ll waste time with the wrong conversations. For us at activ, we know we’re looking for marketers, creatives, and people who want freedom without isolation. That clarity made our interactions more meaningful—and it’s how you build a pipeline that actually converts.

3. Ditch the Manual Lead Capture

If you’re still scribbling names on clipboards or relying on memory to follow up… stop.
Have a system in place to log leads automatically, tag them, and trigger franchise recruitment follow-ups right away. We’re living in 2025—your franchise brand should act like it.

Is a Marketing Franchise Right for You?

If you’re a marketer, creative, or someone who wants to help businesses grow—without starting from scratch—a marketing agency franchise like activ could be your next big move.

It gives you the structure and tools to succeed, with the freedom to build a business your way. You don’t need an office. You don’t need staff. And you don’t need to figure it all out alone.

Remember…

Franchise shows like IFS are such a brilliant reminder of how much potential is out there—for both those looking to join a franchise and those of us building them.

If you’re visiting, go in prepared and open.
If you’re exhibiting, show up with purpose and personality.

And if you’re curious about what we’re building at activ Marketing, we’re always happy to talk.

Download our brochure
Book a discovery call
Join our next live webinar

Let’s build better businesses together.

 

I have seen so many social media managers on TikTok recently sharing how tough Q4 is shaping up to be. Many described September as one of their worst months yet, with clients pulling out, content budgets cut, and income dropping overnight.

But that is not what we saw at activ.

And even if it had been evident in some way, it would not have shaken us. Our growth model, and the way we teach our franchisees to run their marketing businesses, is not built on luck or trends. It is built on structure, multiple income stream forecasting, and long term client relationships.

The difference between freelancing and building a business

It frustrates me to see brilliant, creative people losing sleep over the next invoice because they have never been shown how to make their income secure. The issue is not their skill. It is the lack of structure and guidance that turns creative chaos into commercial stability.

No one should live in that feast or famine cycle when they are self employed. I’ve been there, back in 2014 when I started out as a solo freelancer. 

When I first went self employed, I had two clients. The contract values together came to £6.5k. At the time, that felt incredible. I thought, this is it, I am winning already.

But no.

Those projects consumed me. I had no time for business development, no processes, and no real boundaries. I was learning client management, pricing, and systems as I went along. What looked like profit on paper turned out to be pain in reality.

That was a massive wake up call.

I realised that you cannot build a business relying on two or three individuals to decide whether you get paid that month. Even though I have been there, I still find it crazy to think that so many self employed marketers are doing exactly that right now.

You need recurring income to create stability

Recurring income is what makes your business predictable. It gives you space to breathe, plan, and grow. It is the foundation that keeps your income steady when projects slow down or clients pause work. And yes, it needs to be secured with a contract!

If your clients are paying you on retainers or subscriptions with clear agreements in place, you are no longer waiting for someone else to decide whether you can pay yourself. You are running a business, not chasing invoices.

Now, the Pareto Principle tells us that 80% of your revenue usually comes from 20% of your clients. That is a natural pattern, but it is also a dangerous one when you only have a handful of clients in total. If one of those key clients leaves, your income takes a huge hit.

The goal is not to fight Pareto, but to rebalance it. Have enough clients in your mix that if one pauses, your bank account does not. A larger client base means smaller percentages per client, and that gives you security.

A forecast should be used to build a healthy mix of income streams that blend subscriptions, monthly fees, retainers, and one off project work. This approach gives balance, flexibility, and resilience. It allows you to plan ahead rather than live month to month hoping your next reel or pitch fills the gap.

How to build stability using the Solo Power® approach

My #SoloPower® approach is about creating structure and strategy so that freedom is built in, not hoped for.

Here are five actions you can take right now to step out of the feast or famine cycle.

  1. Build recurring revenue first, not last
    Even if your retainers start small, secure that predictable base before solely chasing project work. Stability gives you freedom to be creative again.
  2. Review your pricing every quarter
    If you are charging the same as you were six months ago but working harder, it is time to adjust. Value your expertise.
  3. Set clear boundaries and processes
    You teach clients how to treat you. Scope creep and time thiefs are business killers. Clear communication and contracts are essential.
  4. Use a forecast
    See what your next three months look like. Map your recurring income and identify gaps early. When you plan, panic disappears.
  5. Stay connected to others in business
    Isolation is dangerous. Community keeps you accountable, inspired, and supported when things get tough.

From feast or famine to freedom

The feast or famine cycle is not a test of resilience. It is a sign that your business is missing structure.

Freedom does not come from working alone. It comes from systems that protect your time, income, and creativity.

That is exactly what I teach through #SoloPower®, an approach built to help solo marketers and freelancers create security, community, and recurring income that lasts.

If you are ready to take the next step, my next FREE guide on How to Combat The Time Ceiling And Build Financial Security shows how to create sustainable structure in your business.

👉 Workbook- How to Combat The Time Ceiling and Build Financial Security