by Jesse Gerson, Chief Franchise Experience Officer

As a franchisor, you know every minute and dollar invested in professional development needs to deliver results. The challenge isn’t whether to engage, it’s where to invest your time and team’s attention. Here’s my take on the three main event formats that can help you strengthen your system and accelerate growth.

1. Webinars

Pros: Easy to attend, low-cost, and packed with focused content.

Cons: Limited interaction and, let’s face it, they can feel a little impersonal.

Best for: Staying ahead of trends, new technology, or quick updates from your franchisor network, all without leaving your office.

Think of webinars as your ongoing professional development drip. Low lift, high value when used consistently.

2. Local Meetups

Pros: High-quality networking, actionable takeaways, and often hands-on workshops.

Cons: Smaller scale, and they may not attract national attention.

Best for: Building authentic connections, collaborating with peers, and testing new strategies in real time.

Local meetups are where relationships are built and where collaboration often sparks innovation across franchise systems.

3. Industry Conferences

Pros: A powerhouse for networking, education, and brand exposure. You’ll meet suppliers, investors, and fellow executives all in one place.

Cons: Higher costs, travel, and the risk of getting lost in the noise if you don’t have a focused plan.

Best for: Franchisor executives, multi-unit owners, and anyone serious about long-term growth and strategic positioning.

Conferences are your opportunity to think big and align your brand with the future of franchising.

Finding the Right Balance

The most effective franchisors I know don’t pick just one they build a rhythm.

  • Webinars for continuous learning
  • Local meetups for community and collaboration
  • Conferences for strategic growth and visibility

Align each event type with your short- and long-term business goals, and you’ll see your investment multiply in engagement, innovation, and franchise performance.

Ready to plan your next move?

Submit your event to the most comprehensive and up-to-date Franchise Events Calendar. Boost participation, increase brand awareness, and maximize attendance by choosing dates that avoid competing events.