Franchise buyers may start their search online, but a large percentage still make their final decision because of something that happens face-to-face: a real conversation, an honest Q&A, and the confidence that comes from meeting the people behind the brand.
That’s why Franchise Marketing Systems (FMS Franchise) is planning an aggressive in-person presence in 2026—exhibiting at 51 franchise shows throughout the year. These events aren’t just about “having a booth.” They’re about creating real momentum for franchise brands by putting the right message, the right people, and the right process in front of qualified franchise candidates—at scale.
In 2026, the FMS team members scheduled to be out in the field include Anthony Feola, Paul Wile, Zac Bletz, Alan George, John Naylor, Chris Conner, and Ashton Wiles—bringing experience across franchise development, franchise sales strategy, and franchise marketing execution.
Below is a breakdown of why in-person franchise shows still matter, how they fit into a modern franchise marketing strategy, and why a consistent national tradeshow presence can be a major advantage for emerging and growth-stage franchisors.
Why in-person events still matter in a digital-first franchise world
Franchise marketing has become increasingly digital—PPC, portals, SEO, webinars, email sequences, CRMs, nurture campaigns, and retargeting. All of that is essential. But franchising isn’t a simple e-commerce purchase. It’s a major life and financial decision. The buyer isn’t just evaluating a product—they’re evaluating:
- the leadership team
- the brand’s professionalism
- the support system
- credibility and transparency
- cultural fit
- and whether they can trust the opportunity
That’s where in-person franchise events shine. They compress weeks of “digital getting to know you” into one meaningful interaction.
In-person increases conversion confidence
Nothing replaces a handshake and a in-person opportunity to meet. When a candidate meets you, asks questions, and senses the strength of your team, the relationship accelerates. Many prospects who are “interested but cautious” become “serious and engaged” after a strong in-person interaction—especially if your messaging is clear and your team has a defined process.
It’s easier to qualify people live
Online leads can be noisy. Events give you the ability to quickly determine:
- intent level
- financial readiness
- timeline
- sophistication
- seriousness about ownership
A five-minute booth conversation can save weeks of chasing leads that were never qualified.
Brand trust is built faster face-to-face
Trust is the currency of franchise sales. A polished booth, a confident and transparent team, and real answers to real questions create credibility that digital content alone can’t always replicate.
Get more out of Franchise Tradeshows: https://thefranchisecourier.com/how-to-attend-a-tradeshow-and-get-more-out-of-it/
What franchise shows do that other lead sources can’t
Every lead channel has strengths. Franchise shows deliver a unique blend of advantages that are difficult to replace.
1) High-intent traffic in a “decision environment”
People attend franchise shows because they are actively exploring ownership. They come prepared to talk, compare, ask direct questions, and learn. It’s not passive attention—it’s intent.
2) Natural education builds your authority
At a show, you aren’t competing only with ads—you’re competing with conversations. Brands that can educate clearly tend to win. When a prospect understands:
- how franchising works
- what it costs
- what support looks like
- and why your model is different
…you become the “trusted option,” not just another booth.
3) Faster next-step scheduling
Shows are one of the best environments to book:
- intro calls
- validation calls
- discovery days
- webinars
- follow-up appointments
When the candidate is in “evaluation mode,” scheduling momentum is easier.
4) Competitive positioning happens in real time
Franchise buyers compare. At a show, you can differentiate your brand immediately by:
- explaining your value proposition clearly
- showing operational maturity
- sharing support systems and training structure
- highlighting unit economics (appropriately, and in compliance)
- speaking to ideal franchisee profiles honestly
That level of positioning is harder to accomplish through generic online traffic.
The hidden value: franchise shows amplify your entire marketing funnel
A common misconception is that a franchise show is just a lead event. In reality, shows become a multiplier for everything else you do.
Before the show
Smart franchisors use the event to drive:
- geo-targeted ads around the event city
- email invitations to local leads
- scheduled booth appointments
- local PR and awareness
During the show
You capture:
- qualified conversations
- contact information
- real buyer objections and FAQs (gold for your marketing content)
- and next-step commitments
After the show
The highest-performing brands run structured follow-up:
- same-day outreach
- nurture sequences
- scheduling pushes
- candidate education content
- and pipeline tracking inside the CRM
When done right, a tradeshow doesn’t just produce leads. It produces better leads—and makes your funnel more efficient.
Why exhibiting at 51 shows in 2026 is a serious strategy
Consistency is one of the biggest differentiators in franchise marketing. Brands that show up repeatedly:
- build recognition with returning attendees
- strengthen credibility in the marketplace
- create a steady pipeline instead of “lead spikes”
- improve their messaging through repeated real-world conversations
By exhibiting across a large number of events in 2026, FMS is creating a wide national footprint—supporting franchise clients with visibility and candidate engagement in multiple markets throughout the year.
That matters because franchise growth is often uneven geographically. Some concepts perform best in certain regions, demographics, or real estate profiles. A broad show presence helps brands find the right markets faster—and connect with the right operator candidates.
Learn more about how to exhibit at a Franchise Tradeshow: https://www.franchiseindustryblog.com/franchise-tradeshows-a-thing-of-the-past-or-a-necessary-franchise-marketing-tool/
The power of the people: why team presence matters at events
A booth doesn’t sell franchises. People do.
One of the strongest advantages of having experienced team members on the ground is that candidates get:
- clearer answers
- better education
- faster qualification
- and more confidence in the franchisor’s professionalism
In 2026, Franchise Marketing Systems plans to have key team members at events including:
- Anthony Feola
- Paul Wile
- Zac Bletz
- Alan George
- John Naylor
- Chris Conner
- Ashton Wiles
Meet the FMS Team: https://www.fmsfranchise.com/meet-the-team/
The ability to put knowledgeable team members in front of candidates consistently is not a small detail—it’s a strategic advantage. Prospects want to know there’s real support behind the brand and a real organization capable of executing growth.
What franchisors should do to maximize tradeshow ROI
If you’re a franchise brand leveraging tradeshows, here’s what separates “we attended” from “we converted.”
1) Arrive with a clear value proposition
Your team needs to deliver a 20–30 second explanation that is:
- specific
- differentiated
- easy to understand
Not “we’re the best.”
More like: “Here’s the concept, here’s the model, here’s who’s a fit, and here’s why it works.”
2) Use a qualification script
The best booth teams ask a few direct questions early:
- “What markets are you interested in?”
- “What’s your timeline?”
- “Have you owned a business before?”
- “Do you have a target investment range?”
This keeps conversations productive and protects follow-up time.
3) Focus on scheduling next steps
The show isn’t the finish line. It’s the start of the sales process. Your goal should be to leave with:
- appointments booked
- next-step commitments
- and clean CRM notes
4) Follow up fast (same day matters)
Franchise candidates talk to many brands at shows. Speed wins:
- same-day text/email
- next-day call
- and a clear follow-up path
The brands that respond quickly often win attention and trust.
5) Track performance like a sales channel
Tradeshows should be measured like any lead source:
- cost per qualified lead
- cost per appointment
- appointment-to-application conversion
- application-to-award conversion
- and overall cost per franchise sale
This is how you turn events into a scalable strategy—not a marketing expense.
Closing: why in-person will remain a key growth lever
Franchise shows and in-person marketing aren’t a replacement for digital—they’re a complement that strengthens your brand, accelerates trust, and improves lead quality.
With Franchise Marketing Systems exhibiting at 51 franchise shows in 2026, the strategy is clear: consistent national visibility, real relationship-building, and a structured pipeline approach that helps franchise brands connect with serious entrepreneurs.
If you attend a franchise show this year, keep an eye out for the FMS Franchise team—Anthony Feola, Paul Wile, Zac Bletz, Alan George, John Naylor, Chris Conner, and Ashton Wiles—and come ready with questions. In-person conversations still have a unique power in franchising, and the brands that use them strategically can create meaningful growth momentum.
For information on the Franchise Shows and to Join FMS at a Franchise Show, contact Zac Bletz with FMS: Zac.Bletz@FMSFranchise.com
Or visit the Franchise Marketing Systems site: www.FMSFranchise.com
Franchise Marketing Systems 