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IFE Had Attendees Climbing Walls, Eating BeaverTails and Walking the Aisles


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RazzleDazzle beauties carried provocative signs to attract prospects to their booth. The outfits weren’t just for the show, that’s how the "barbers" dress at work.

The franchise expo in New York City is always the biggest and the brightest of the MFV expos, at least in my humble opinion. For one, come on, it’s in New York City. And two, it has a visible and arranged international presence thanks in part to the U.S. Commercial Service, which imports field staff in for the weekend.

It’s ironic. Some of the exhibitors I talked to said there were too many international inquiries, not enough domestic, while others said, “where are all the international visitors?” When you’re standing for three days in a booth, you have a right to dissenting opinions.

There appears to be more kids at this show, generous-sized food samples and a lot of hoopla. There are the Hooters girls; Tilted Kilt servers in plaid, midriff-baring outfits and the new RazzleDazzle hair stylists in red-satin bustiers—if you like that kind of stuff.

The Liberty Tax mascot, Lady Liberty, has some competition from sister brand Siempre Tax’s rising star, the sun, but I give Liberty kudos for wearing green makeup and glitter on her lips. Every word she speaks for days after an appearance are sparkling, she admits.

I didn’t find the quirky concepts I have at previous expos—Pet PeePee and a Czechoslovakian mail-order bride franchise (I miss those days)—but IFE was sandwiched between auditions for TV’s "The Voice" and a medical marijuana business expo.

I spent most of my show hours in educational sessions talking about the franchisor-franchisee relationship. It helps to have strong companies onboard: Fazoli’s, Liberty Tax, Dream Dinners, Primrose Schools, Fastsigns and Native Grill & Wings, plus Legal Eagle Lane Fisher.

Experts Marketing played into the theme of the convention center also by hiring a musician to entertain attendees. On the other side of the convention center was a long line of contestants trying out for the next season of "The Voice." We could have all gotten together: Sponsor IFA could have learned how to get its voice heard on Capitol Hill and all those food samples would have been apropos for the cannabis attendees with the munchies. 

Pictures really tell the IFE story, so here are a few from my camera:

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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Tom KaiserTom Kaiser is associate editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
Beth EwenBeth Ewen is editor-in-chief of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
 
Nicholas UptonNicholas Upton is staff writer at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
 
Mary Jo LarsonLaura Michaels is managing editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
 
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at
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Nancy WeingartnerNancy Weingartner is editor-at-large of Franchise Times magazine and the editor of the Food On Demand media project. You can reach her at 612-767-3200 or at nancyw@franchisetimes.com.
Follow her on Twitter at http://twitter.com/nanweingartner.
 

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