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
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Let’s build better businesses together.
