The crucial role of marketing and communication

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The presence of inexperienced brands conveys an image of superficiality and weakens the perception of the franchising sector, making potential franchisees feel like prey in a “lion’s cage”. On the contrary, visitors should be able to meet consolidated franchisors, with real experience and a proven business model.


Another central theme that emerged during the Salone was the lack of investment in marketing and communication by the organizers. Promotional campaigns were launched only a few days before the event, with an insufficient budget to attract a significant number of qualified visitors. In an era where the majority job seekers data of purchasing decisions and investments pass through digital marketing, you definitely cannot expect to obtain significant results without adequate promotion.

From this perspective, the hope is that the organizers will invest at least 100-200 thousand euros in communication, using online channels to promote the show, making the brands known and attracting potential franchisees already interested in the brands present .In light of what has emerged, it is clear that the Salone Franchising in Milan needs a bit of a makeover to stay cool and in step with the times. First of all, it needs a more incisive and targeted advertising campaign, capable of attracting a more varied audience: from those who are already in the business to those who dream of starting their own business.