Putting "international" in the International Franchise Expo: the International Franchise Expo remains the best event of its type.

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When the 17th Annual International Franchise Expo begins its three-day run at the Washington Convention Center in Washington, D.C. on April 11, more than 60 international delegations will be represented. Numbers like this explain why the trade show has become the premier franchise expo in the world and the place to be for international franchise prospects searching for concepts to take home and franchisors looking to send their concepts overseas.

Last year's show attracted more than 13,200 visitors and nearly 1,200 of those were international participants. This year's numbers are likely to reach more than 14,000 attendees with a significantly increased presence of foreign franchisee prospects.

One reason the expo attracts such a large international audience is because of its partnership with the U. S. Department of Commerce's International Buyer Program.

"We are one of a select group of U.S.-based events that the Department of Commerce endorses for its International Buyer Program," said MFV Expositions Pres. Tom Portesy. "We host delegations from around the world at the IFE. Catering to international buyers and supporting international relationships is a major reason the IFE has been so successful for both franchisee prospects and franchisors."

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As part of the International Buyer Program, the U.S. Commercial Service works to help international buyers find quality products and services during the trade show. International buyers who are visiting as a representative of a qualified company receive free admission to show exhibits, discounts on symposia rates, free matchmaking for concepts, assistance arranging and scheduling appointments with U.S. exhibitors and companies, access to the International Business Center and more.

With more than 350 exhibitors expected to participate in the International Franchise Expo next month, there will be no lack of options for international prospects searching for concepts. Ron Berger, chairman and CEO of Figaro's Italian Pizza, Inc., makes clear a few factors that he believes explain why the IFE draws such a strong international audience.

"The IFE's association with the International Franchise Association and the location of the expo in Washington, D.C. contribute to the event's success," said Berger. "Also, the expo has been in operation for a number of years. Those facts combine to make IFE the preeminent show for international franchising."

Berger added that Figaro's, a national chain that has been in the pizza business for more than 27 years, is targeting worldwide expansion.

"IFE is the principle venue we rely on to attract the international audience we seek," added Berger. "We are marketing worldwide and recently opened our first Figaro's in Abu Dhabi, UAE. We are scheduled to open in Dubai later in 2008 and are currently in discussions regarding developing our system in many parts of the world, including Asia, Africa and Europe."

Michael Landry, director of franchise sales for Planet Beach, continues to be impressed with the significant number of international visitors attending the event. Planet Beach has more than 360 locations worldwide offering members massage treatments, facials and UV therapy.

"Franchise companies are looking to connect with international franchise candidates, and there are limited opportunities here in the United States for such interactions," said Landry. "The IFE is the one big chance annually to make those vital international connections necessary for expansion overseas."

Through expos such as IFE, Planet Beach is planning to expand in Canada, Australia and beyond.

"Planet Beach is aggressively looking to expand its existing operations in Canada and Australia," added Landry. "We expect expansion to have taken place by February into England and Ireland. Although all countries will be considered, we have our sights currently set specifically on Mexico, Dubai, France, Russia and Japan."

The trade show has also become a fixture on the franchise marketing plan for Cartridge World, an ink-refilling retailer in the printer-cartridge business.

"We attend the International Franchise Expo show every year," said Andrea Gray, executive assistant to Burt Yarkin, Cartridge World CEO. "We can always count on strong end results."

Cartridge World was founded in Australia and is now franchising in Europe and the United States.

"We are targeting all-over growth with our attendance during the IFE this year," added Gray. "There is no particular market or country we would exclude. We are in record growth mode and expanding all over. The great thing about the International Franchise Expo is you have thousands of people in one place during one weekend. We look for a franchisee that has possibly had their own business, someone that's a forward thinker and very determined. IFE brings in the right people."

High-Quality Buyers

Other franchisors say the chance to meet face-to-face with endless prospects is why the IFE is so popular. No other franchise expo offers the same capacity for opportunities as this trade show. which consistently attracts a high quality of foreign buyers, investors and distributors.

"The International Franchise Expo continues to attract the right people," said Gray. "It's all about getting your name out there. A lot of people who get into franchising are simliar types who want to be their own boss, but also want some support from a franchisor."

"With such an expanding global market taking shape, it makes sense to expand internationally," said Landry, adding that the IFE allows him to showcase and explain one-on-one what makes his concept perfect for foreign markets. "We are the only automated day spa concept available currently in the franchising world. Many U.S.-based franchisors, like Planet Beach, have perfected business models with high-profit potentials for franchise owners and masters."

Targeted seminars

To further support foreign relations with international buyers, the IFE has scheduled a range of symposia geared specifically to that audience. Courses include:

* Who Else Wants to be a Successful Franchisee? This course helps prospective franchisees better evaluate and understand the many different opportunities available to them.

* Selecting, Negotiating and Operating a Master Franchise. If a franchise wants to acquire or grant franchise rights for a country or a region, it needs to understand master franchising. This course explains how to select and negotiate a master franchise partner and agreement, emphasizing transactions in which the franchisee and franchisor are from different countries.

* Global Franchise Expansion. This program is directed both to U.S.-based franchisors planning to expand abroad and to franchise companies based outside the United States. Some of the most promising markets for franchising are outside the country. The topics will address the most common business and legal problems affecting international franchising.

* Strategies for Penetrating the U.S. Market for Overseas Franchisors. To properly and successfully enter a vast and complicated market like the United States, companies need to develop a business plan. The focus will be on practical and useful information with an emphasis on war stories and case studies.

Quality Prospects

Research reinforces the fact that exhibitors attending IFA-sponsored shows like the IFE have access to some of the most qualified prospects in the world.

FRANdata Corp. says that before attending a franchise expo, nearly one-third of attendees has visited actual locations of the franchise in which they are interested. And one-in-four prospects have spoken already with a franchise executive.

All of these reasons and 14,000 more are why the International Franchise Expo remains the best to meet the world's leading franchise concepts and the franchisees that make them great.

"People are looking for alternative investments, and franchise concepts are great investments," said Landry. "With the dollar being slightly weaker to many currencies, now is a great time to get involved with a U.S.-based franchisor. We also feel as though we can improve our business operations by getting ideas from our international business partners."

UPCOMING EXPOS

Nov. 7-9, 2008

WEST COAST FRANCHISE EXPO

Los Angeles Convention Center

Jan. 9-11, 2009

FRANCHISE EXPO SOUTH

Miami Beach Convention Center

Joel Goldstein is the director of marketing for MFV Expositions. He can be reached at jgoldstein@mfvexpo.com. More information on the International Franchise Expo is also available at www.mfvexpo.com or 201-881-1640.