The Seven Keys to Unlocking the Perfect Speaker for Your Franchise Convention
Dec 12, 2024
I’ve been there… You’ve just made a huge investment in a keynote speaker.
You are praying that you are going to give your franchisees the best-lived experience of skill development, entertainment, and unique insights that will drive your brand’s success for the year to come.
The keynote speaker steps onto the stage. And within three minutes, they’ve alienated half the audience with an irrelevant joke and a cringe-worthy misunderstanding of your company’s mission.
If you’re cringing at the thought, chances are, you’ve been there. The truth is, hiring the wrong speaker isn’t just disappointing—it can tank the momentum of your entire event… and even affect the buy-in for next year’s event.
Whether this is your first time planning a franchise convention or you’re still nursing wounds from a previous speaker disaster, here are Seven Keys to Finding Your Perfect Speaker (and making your event one to remember, for all the right reasons).
🔑 Key 1: Focus on Outcomes, Not Just Applause
I recently worked with a new franchise brand. Super dynamic, super niche, and ready to change the world. When we connected, I asked, “what is the big, expensive challenge you’d like to address at this convention?” She got confused. “I want this to be a big celebration of all the great things we’ve done this year. I want to show them our plans for the coming year and tell them everything they’ll need to do to get ready!”
My heart sank. I imagined three days of Charlie Brown’s teacher presenting, “wah, wah, wha!”
Nothing is more challenging.
Attendees are tired of being talked at, and as much as a standing ovation feels great at the moment, it doesn’t mean much if your attendees leave without actionable takeaways. Ask yourself:
- What’s the goal of your event?
- What do you want franchisees to do differently after the conference?
The best speakers don’t just inspire; they give your attendees a roadmap to implement what they’ve learned.
🔑 Key 2: Know Thy Audience
Franchisees are a unique crowd.
Some are new to the game, full of energy and questions, while others have seen it all (and then some), sitting with their arms crossed thinking, “Okay bud! Impress me!”. The right speaker needs to connect with both groups.
It’s important to realize that many of your franchisees don’t have MBAs. They’re not seasoned HR specialists, marketing experts, or finance wizards. Most franchisees I’ve met fall into what I call ‘incidental leaders’—they excel at what you’ve trained them to do and what you continue to teach them, but leadership and operational excellence aren’t necessarily their primary skill set.
Make Sure Your Keynote Speaker Talks to Them!
Take the time to understand your attendees’ pain points and aspirations. Better yet, talk to them. Gosh… make sure your keynote speaker talks to them!
When I prep for a keynote, I insist on interviewing at least 10 random attendees. Why? Because I don’t want to be the guy on stage making assumptions. Assumptions are where bad dad jokes and irrelevant anecdotes live. Nobody wants to sit through a keynote that feels like your uncle’s awkward toast at Thanksgiving dinner.
🔑 Key 3: Your Speaker is Your Brand Ambassador
A great speaker isn’t just someone who delivers a killer talk—they’re an extension of your brand.
When I worked with an international pet food manufacturer, they were looking for a dynamic expert to support their Safety Week, but they weren’t looking for someone to regurgitate safety protocols.
They wanted a message that aligned with their mission and their operating principles. Instead of the same old safety rhetoric (they could have gone with a safety trainer for a third of my fee), I suggested we look on the other side of the safety coin (they have two sides, don’t you know).
Looking at what they wanted to accomplish, we changed the conversation to what it would take to become a Unified Caring Community. Together, we turned a boring safety lecture into a rallying cry that left their team inspired to make safety a shared, accountable value.
Your speaker needs to understand and amplify your company’s values. They should leave your attendees feeling like this is the brand I am so proud to be part of.
🔑 Key 4: Skip the Rock Stars (Unless They’re the Right Fit)
I once attended a conference where the keynote speaker confused “student chapter members” with actual schoolchildren. It was an expensive flop that alienated the whole audience.
Sure, it’s tempting to blow your budget on a celebrity speaker. But let me tell you, unless you’re looking for someone to sign autographs and pose for selfies, that big name is just an expensive decoration if they don’t connect with your audience. You might as well hire a cardboard cutout—it’s cheaper and won’t bomb the Q&A session. (ooops did I say that out loud?).
Choose substance over flash. A subject-matter expert with real, unique insights will always land better than someone coasting on their reputation.
🔑 Key 5: Timing is Everything
When it comes to speakers, timing can make or break your event—not just when they’re on stage, but when you secure them.
Choosing the right speaker for the right slot is essential. Need a high-energy opener to set the tone? Go for someone dynamic and engaging. Want a thoughtful midday session? Choose someone who delivers actionable insights. And to close? Pick a speaker who leaves the room buzzing (preferably about your event, not the dessert tray).
But here’s the thing: great speakers get booked fast. If you wait too long, you might end up scrambling for whoever’s still available, and trust me, that’s not a fun place to be.
To avoid this, start your search early. Ideally, begin vetting and securing your keynote speaker as soon as you set the event date. This gives you more time to align their message with your goals and promote their appearance to build excitement. Remember, the sooner you book, the better chance you have of locking in the perfect fit for your event.
Pro Tip:
When promoting your event, leverage your speaker’s name and expertise to build anticipation among attendees. A great speaker doesn’t just deliver on stage—they help create a buzz before your conference even begins. So make sure you ask them to produce two or three teaser videos to help you build excitement.
🔑 Key 6: Don’t Skip the Background Check
I can’t stress this enough: vet your speakers. Watch their past presentations. Read their testimonials. Check their references. And for the love of conferences and all that makes the mid-afternoon sweets table a winner, make sure they actually understand your industry.
With every convention, we can learn something for next year’s planning.
Really look at session and post-event feedback. When I keynoted a recent leadership summit, feedback from attendees included phrases like “engaging,” “relevant,” and “inspiring.” They found the content “valuable”, “actionable,” and “the best use of my time.” If you’re not getting those kinds of comments, it’s time to rethink your strategy.
🔑 Key 7: Invest in Partnership, Not Just a Performance
A great speaker doesn’t just stroll in on event day like they’re punching a clock—they’re part of your team from the very first conversation (and no, I don’t mean the moment you hire them—I believe the partnership starts the second we hop on that first call).
When you work with me, I’m not just asking, ‘What’s the theme?’ I’m digging into your event goals, uncovering your audience’s needs, and weaving your key messages into a presentation that feels tailor-made for your team. Think of me as your strategic partner who just happens to crush it on stage.
It’s this level of collaboration that ensures your speaker is aligned with the tone, mission, and desired outcomes of your event.
Do’s and Don’ts
Do:
• Plan early. The best speakers get booked fast.
• Align your speaker with your event’s goals and values.
• Measure success. Use post-event surveys to see if your speaker hit the mark.
Don’t:
• Hire based on name recognition alone.
• Leave the speaker in the dark. Give them all the context they need to support you.
• Skimp on prep. Pre-event calls and planning sessions are non-negotiable.
Next Steps
Ready to make your franchise convention unforgettable? Start by revisiting your event goals. Think about what you want your attendees to take away—and who can help you deliver that message.
By now, I hope you’re not feeling too overwhelmed—planning a conference is no small feat, but you don’t have to go it alone. If you’re looking for some expert help, let me introduce you to a world-class resource: Katrina Mitchell at Franchise Speakers. For over 15 years, Katrina and her team have been helping franchisees level up their businesses with a roster of top-notch thought leaders, tactical growth trainers, and motivational speakers who truly deliver those jaw-dropping moments.
And the best part? She works for you—finding the perfect fit to help you accomplish your goals, much like how I approach tailoring my own keynotes to each audience.
If you’re ready to unlock the power of a great speaker, my one piece of advice is to Dare to be the exception™
About the Author:
Marc Haine is a Customer and Employee/Leadership Experience Strategist, and a sought-after speaker and trainer working with businesses that need to attract and engage their best customers (both internal and external). Driven by his passion for creating experiences that rock, Marc has worked with retail, casinos, hotels, associations, and municipalities to help them leverage everyday transactions and turn them into jaw-dropping experiences that get them noticed.
Marc knows what it takes for businesses to exceed experience expectations–The first step, each day, as you open your doors to the public, have you and your staff yell, “IT’S SHOWTIME!”
Dare to be the exception™
Marc is a service expert and a master of experiences. He's also an author, speaker, facilitator and coach. He will help your teams ignite their passions, enable your leaders to recentre their focus, and drive continuous improvement through connected and engaged employees. This will allow you to realize your competitive advantage with a connected purpose and consistency of customer experience across your brand. He will dare your people to cultivate a generous attitude and lead with love and kindness first.
