the yorkshire franchise show : the yorkshire franchise show Doncaster Racecourse Exhibition Centre Friday 22nd February 2008 10am – 5.00pm Saturday 23rd February 2008 10am – 4.00pm   www.yorkshirefranchiseshow.co.uk “Uncover the entrepreneur in you”


Promoter / Venue / Date: Promoter / Venue / Date the yorkshire franchise show www.yorkshirefranchiseshow.co.uk Doncaster Racecourse Exhibition Centre Friday 22nd February 2008 10.00am – 5.00pm Saturday 23rd February 2008 10.00am – 4.00pm Job Done Marketing & Promotions LLP Imperial House St Nicholas Circle Leicester LE1 4LF www.jobdonepromotions.co.uk Tel: 0116 242 4157 Fax: 0116 262 6636 Company registration number: OC318723


What’s in it for you?: What’s in it for you? Well, you the exhibitor, enjoy inexpensive rates to attend. This brings a realistic, achievable target for a return on your investment and makes the show accessible for all sizes of franchise. By travelling to a region not on the exhibition “circuit”, the exhibitor meets "fresh" consumers...consumers who the exhibitor may not have ordinarily met With only 45 or so exhibitors, the visitor does not suffer "information overload" - making the event far more realistic for the exhibitor to speak with, and win over, potential franchisees


FAQ’s – page 1 : FAQ’s – page 1 Why… Doncaster? Doncaster sits in the middle of an excellent road network and lies within easy reach of Sheffield, Barnsley, Rotherham and Scunthorpe plus good access Leeds, Bradford, Wakefield and Castleford. Our “blitzkrieg” style of local marketing – in generalist press/media - provokes and stimulates new enthusiasm / interest in the concept of franchising and self employment. It means you’ll meet people living in towns, and with career backgrounds, that you would never usually find attending the same style of show at the NEC or similar large venues. Why in February? Why so soon after new year? We feel this time of year is great to capitalise on new year aspirations and hopes. Just as many people start the new year with an evening school course, or vow to give up smoking, likewise the same “new beginning” motive will inspire those who wish to career change and start a business.


FAQ’s – page 2: FAQ’s – page 2 Surely any serious franchisee will make the effort to travel to the big exhibitions in London, or Birmingham, or Manchester? Yes, and no. The whole idea of our regional shows is to trawl a region for new leads, meeting people who may fancy running their own business – but have not yet seriously looked into it. The event allows you to showcase your company – and the advantages of franchising - to an audience who still needs to be won over. They are, generally, franchise virgins. Of course, you’ll also meet some already doing homework on franchises – and this event just happens to be close to home. With those, you’ll win your brownie points. You’ve made the effort to say – “hey – we want you to run your business…right here. And that’s why we are here” To reinforce the point of punters preferring shows close to home, our best analogy is a pop concert with, say, Take That. They play the grand venue at Wembley, but play regional “arena “ events too. Simply because some punters prefer to see them closer to home. In summary, you are being pro-active. Sometimes you have to find the punters – not rely on them finding you!


FAQ’s – page 3: FAQ’s – page 3 So how will you attract visitors? We market the show as an inspirational “how I made it” theme, in a “blitzkrieg” of local marketing combined with the support of UK wide franchise websites. We highlight case studies from former “ordinary Joes” extolling the virtues of their own success working within a franchised scheme. The marketing also very much conveys a “big show coming to town” impression – with household name partners & sponsors. It all creates excited interest and enthusiasm from local media, regional business/regeneration agencies and the public. But you have no “mother” publication to promote the show… That’s the shows strength. We go find varying regional publications that will bring varying punters to the show. We are not stuck with hammering promotion the show through one title or a single theme. We’ll mix it up. .


Projections(Per Show): Projections (Per Show) Visitor estimates approx 400 – 900* based on a model analysing attendance figures at semi-equivalent local business orientated events at the same venue and our regional franchise shows in Leicester and Bristol. Number of registrations Registrations will be taken “per party” rather than per individual Show Guide Print Run 1000 – any unused will be distributed to office receptions, cafes, workplace canteens throughout the city Circulation of local newspapers planned for show advertising & features Varies depending on the main newspaper for each town/city in the yorkshire region. Estimated combined readership of over 800,000 Website hits Difficult to predict, but have estimated 2,000 hits from exhibitors, visitors, press, search engine finds from November 07 – February 2008 *estimate does not include invited guests of exhibitors. We estimate 400 – 1,000 “new” visitors, with further numbers from exhibitor guests


Visitor Profile: Visitor Profile Expected:         *400-900 adult individuals Profile:             *thirty-something+ aspirational B, C1, C2 demographic * Younger viewer of "get a new life" style reality TV *aspirational women 21+ *Downsizers                     *empty nesters *small portion of university graduates *British Asian entrepreneurs                          Visit motive:    *Career change *those considering business vs emigrating *recently redundant *those inspired by dragons den / apprentice type programmes *those considering or returning from career breaks (maternity or gap year)


Marketing: Marketing Our marketing has to be fluid and based on negotiating clever deals…it focuses mainly on non franchise publications – therefore finding you newer and fresher potential franchisees Here are our principles. Local/regional events attract editorial interest for jobs guide editors, business editors, feature editors….the event is more newsworthy for Sheffield than the same show is in Birmingham (where such events are more commonplace). We capture the imagination of local business link, regeneration agencies and other public sector business promotion schemes who are determined to bring in diverse business and wealth generators to the area. Telesales and e-marketing to business branches of banks, accountants and other small business related B2B service industry. Leafleting at workplace canteens, staffrooms, kitchenettes, “water-cooler” areas. We combine paid-for advertising with editorial pieces to “page dominate” print media. Roadside banner outside venue is a must, maybe combined with conventional arterial route billboards. Commercial radio ads and local radio interviews plus messageboards, Google searches and chat rooms


What you get for your money: What you get for your money 3m x 2m “ready to use” booth (therefore, you need not bring any equipment if you don’t wish to). Options available for larger stands. Entry into the show guide, distributed to each visitor, with write up and branding Listing on the pre-show website Post show mailing list collated from registered visitors Poster and brochures on the “gallery wall” for browsers Credits for your company in pre show PR releases and the chance to send copy to our contacts at the local newspapers Optional internet and telephone access to help process on the day sales Options for : increased show guide advert size increased pre-show pull out feature advert size Official partner and show sponsor packages Private interview room available for use


Testimonials: Testimonials Re; The East Midlands Franchise Show, Leicester Racecourse Conference Centre, June 2007. www.eastmidlandsfranchiseshow.co.uk “The organisation was very well done - ..you were all great…hands on, enthusiastic and clearly innovative in marketing the show”– Martyn Ward, MD, www.billboardconnection.com “we paid only 12% of the price of a national show, yet got 33% of the leads. It was very, very good value – I look forward to more” Geof Jones, MD, www.clikingo.co.uk “I think you did a very good job; I am keen to work on a regional model for such events…your events are excellent value for money ” Phil Newstead www.dentwizard.co.uk “The quality of visitor your marketing managed to attract was extremely impressive” – John Davidson, MD, www.gas-elec.co.uk “The setting was good, the location was great – we look forward to working more with you” Jo Mansfield www.cafe2u.co.uk