Optimizing Your Franchisee Conventions: Part 1 – Maximizing High Attendance

When communicating to franchisees, it is important to understand how to get more franchisees to attend your convention, how to get the maximum benefit from your conventions, and how you can extend the life of your conventions and ensure you derive the maximum benefit from them. Evan Hackel with Franchise Update, dives into the “How” of optimizing your franchisee conventions by explaining it below.

Maximizing Attendance
The question is, how do you maximize attendance? The long-term answer to this issue is to have an event so valuable that no franchisee would want to miss it. This topic will be addressed in the second part of this series. So let’s look at some short-term ideas:

Culturally, you need to make your convention a “Must Attend” event.
You start this process in the recruiting stage. When you are presenting your brand to a potential franchisee, talk about your convention as one of the major benefits of being part of your organization, and why no one would want to miss it. Continue developing the idea that this is a “Must Attend” event during onboarding and throughout the entire relationship with your franchisees.

Ensure that your staff sees your convention as a “Must Attend” event.

It’s amazing how often your own staff doesn’t fully understand the value of the event. Your staff’s attitude is critical to attendance, and how they present the concept (and encourage attendance) to your franchisees will have a large impact on getting people excited about attending the conference.

Measure results, looking at the sales and profitability growth of the attendees versus those who don’t attend.

In working with several franchisor clients it’s amazing to note the correlation between conference attendance and sales growth and profitability. This, of course, reinforces the value of the event and gives franchisees a great reason to attend.

Get your advisory council involved.

A call from a council member is much more effective than a call from staff. If your council members have regions, have a fun contest and give a small prize to the region with the highest attendance.

Host your convention in the best month for the event, not the least expensive month.

For example, the best month could the one that conflicts the least with your organization’s sales cycle.

Provide economic incentives at the convention.

Offering special buys and lower-cost services if purchased at the convention provides value, makes selling easier, and is an incentive to attend.

If your conventions are mandatory, use a variance committee for franchisees to approve anyone who cannot attend.

This takes the heat off management, and franchisees are normally tougher than management.

If your penalty for non-attendance is termination, provide an option of a fine instead; termination is too drastic.

Put the funds for the fines in a special account available for franchisees with financial hardship who need some financial assistance to attend. The same variance committee can choose who receives the funds. You also can do fundraising for that account. Having an auction to raise money for the fund can be popular, fun, and makes the point of how important your conventions are.

Plan your conventions at least 12 months in advance and offer a special for signing up for the next convention at the current one.
The convention is when franchisees are the most excited. It’s easier to sign up people then, plus it saves you from having to make an effort later.

Always promote what will be new at your convention.
What is new will be of the highest interest and encourage the most attendance. This further reinforces among your franchisees that they will indeed be missing something of value by not attending, which builds upon the concept of your convention being a “Must Attend” event.

Evan Hackel is the Principal and Founder of Ingage Consulting. For more information, contact Evan Hackel at: (781) 569-5900 or ehackel@ingageconsulting.com and view the article referenced, please follow this link: www.franchising.com/articles/optimizing_your_franchisee_conventions_.html

twittericon pinteresticon facebookicon

How do you build a great team?


Last week teams across the country celebrated Opening Day of Major League Baseball. The most important piece of opening day are of course the teams! Here at ASE Group we cheered for the 2015 World Series Champions, the Kansas City Royals. The Royals are a team that have shown that working together creates championship results. One element that helps the team succeed is the communication between players. For example, our catcher, Salvador Perez and our pitcher, Edinson Volquez. These two key players demonstrate effective and clear communication, the duo is able to manage and set expectations, therefore helping to lead their team on the path to success.

ASE Group has found the same type of team practices to be successful. Over the years, these tips have motivated us to be the best we can be and live by our “I Can, I Will” mantra.

Setting and Managing Expectations through Effective and Clear Communication

Everyone has expectations as to how and when they want a task completed. It is crucial when working with a team to effectively manage those expectations and understand how every member of your team works. New priorities constantly come up while you are on-site and preparing for event. Ensuring that your expectations are communicated as to how and when you would like the project to be accomplished is crucial in the success of the team. Never assume that someone knows the order in which the items should be completed. By clearly communicating the expectations, you and your team can then prioritize what is most important and be on the same page which will trigger tasks to be completed in a timely and productive manner.

When it comes to our clients, we value open communication and dialogue that allows us to understand expectations for their meetings and events. In order for the ASE Group team to achieve this, we have to be able to effectively and clearly demonstrate it with each and every member.

Having a great team behind you is important, whether you are playing in the championship game or creating a spectacular meeting or event. We believe that teamwork makes the dream work.

Contact us to share your tips that you have found successful with your team here or visit our website at www.ase-group.com where you can see what drives our

“I Can, I Will” attitude.

linkedinicon twittericon pinteresticon facebookicon


Spring has sprung at ASE Group!


Spring has sprung.  If one of your New Year’s resolutions was to “get organized” and somehow now that is a distant thought, we hope the following, Spring’s you into action. ASE Group wanted to share some top Springtime organizational tips to freshen up your desk as well as your work. Read more

Is your company ready to grow? Then we’re ready to change the results!

How does a business use a meeting to grow? How do you engage and inspire your internal teams to execute your growth objectives? How do you motivate to see a lasting change throughout the year? How do you change the OUTCOME?

ASE Group is the answer!

ASE Group has pioneered the art of “Brand Translation”, we understand that real growth happens from the inside out. By translating your brand through meetings & events, these events become powerful internal marketing tools to engage and inspire attendees to execute mission critical growth objectives. A partnership with ASE Group delivers an All Senses Experience that lasts.

Want to hear more about taking your meetings & events to the next level? View our brand video below.

Are you ready? Contact us today and let ASE Group partner to change the OUTCOME with an All Senses Experience.

Visit our website to learn more and read about our story or contact us with any questions.


Meet the Newest ASE Group Team Members

ASE Group is excited to announce the newest members of our team! Our commitment is to seek out the best talent in the industry and are continuing to deliver on that commitment with our latest team additions. We consistently strive for growth and development with our all-star team and we want to highlight the strengths that each and every person brings to the table.

We were thrilled to welcome Jesamyn Erdman and Lisa Foos to ASE Group who have joined our team over the past six months as meeting planners. Both have exceptional experience in the industry.

Jesamyn understands how to translate our clients brand to communicate their message and objectives through meetings and events. Her robust background in marketing and franchising made her addition to ASE’s operations team invaluable. Jesamyn’s relationship building, attention to detail, and sense of urgency are what make her a perfect fit for ASE Group.

Lisa’s passion for the event and meeting planning industry is clearly demonstrated in her career achievements.  She earned her CMP (Certified Meeting Professional) certification in 2013 and has worked internationally with corporate meeting management firms and associations. Lisa’s extensive experience in logistics makes her a partner you are sure to count on for any event.

We are honored to have these two on the team in Overland Park, Kansas!   


Jesamyn Erdman                                 Lisa Foos

  (Click on their names to connect on LinkedIn)

Jason Hess has joined our ASE Group Leadership Team as the Vice President Sales and Strategic Partnerships and located in our Dallas, Texas office. Jason is leading and developing our New Business Development team. Jason’s strengths are serving the client and building solid partnerships and he has a strong track record in the meeting and event industry exceeding client expectations.


Jason Hess

(Click on his name to connect on LinkedIn)

 We invite you to visit our site to learn more about ASE Group. Please join us in our growth and be part of the journey with us. Read more about our story

or contact us with any questions. See what’s happening in the industry by following us!





We LOVE our new and improved office!

Welcome to our new office, where all the magic happens! With Valentine’s Day a few days away, what better way to say to how much we appreciate each and every one of you than by sharing where we love to spend our time! At 6600 College Boulevard in Overland Park, we do more than create one of a kind meetings and events!

See it for yourself!

ASE Group is an industry leader in delivering innovated meetings and events that infuse creative brand messaging and flawless execution to engage attendees and inspire action. This new office is the perfect environment for our team to brainstorm and create ideas that we know our clients will love. The passion and love that lives here is like no other as every member of the ASE Group team lives by our core values – respectfully speak your truth, sense of urgency, accountability, passion, creativity, and building relationships. We invite you to come see us in action!

You can also read more about our story or contact us with any questions. See what’s happening in the industry by following us!


Happy Holidays & New Year’s!!

Happy HolidaysYou know we can’t smile without you,
We love partnering with you,
We have the will, we have the skill,
Leading with ‘I can, I will’

Happy Holidays & a Joyous New Year from the ASE Team!

ASE Holiday Greetings

How Creative Franchise Meetings Can Translate Your Brand

Katrina Mitchell – founder and CEO of SPEAK! (an agency that links compelling speakers with discerning audiences) sat down with our very own Bonnie Siegel – found and CEO of ASE Group; to discuss the importance of using creative franchise meetings to translate your brand. Read more

Creating Successful Sponsorships – Everyone Has a Seat at the Table

Sponsor and Vendor contributions are pivotal to the success of meetings, conferences and events. Yes, everyone understands the importance of developing a sponsorship program that will attract sponsors to contribute and off-set the costs of their event; but after securing your sponsors what do you do with them?  Now-a-days sponsors are more invested in their ROI (or what ASE Group likes to call ROMI – Return On Meeting Investment) than just seeing their name printed in an attendee packet. Read more

Let Me Explain Why We Exclaim!

ASE Group, Inc. has spent 25+ years perfecting our talents to master the art of everything that is entailed in producing a meeting or event, and we were quite proud with what we have accomplished. But, it was time to take ASE Group to the next level. For the past year we have focused on doing what we do best, brand translating. This time the focus of our efforts was going to be our own company. We dug deep into our own brand, peeling back each layer to reveal the true essence of our organization (the culture, the people, our service offerings). What was the current ASE brand communicating? What could we do to raise the bar for ourselves and continue to differentiate ourselves from other “event firms” out there? This process resulted in a revised brand position, and launching our new logo and website. Read more

« Previous Page