CPG Corporate Orange Paper

Better Convention Results with a Better RFP

Steve Friedman, Executive Vice President

Annual conventions provide a key opportunity to influence the franchise network and drive business results. Choosing the right production partner can likewise have a significant impact on the results derived. Franchisors can improve their results by developing and issuing smart and strategically aligned Request for Proposals (RFPs).

Define the project first. Many times RFPs are distributed with important aspects of the project still undefined. That can result in proposals that may not align with the relevant decision criteria and lead to considerable time being wasted during the follow up process. Therefore, the following questions should be resolved before the RFP is developed:

  1. What are the parameters of the meeting in terms of size and scope?
  2. What are the meeting goals and objectives?
  3. What are the priorities and criteria for selection?
  4. Who within the organization will be involved in the decision process? Is there internal agreement on these questions?

Be clear about what is expected. The RFP should specify the information needed based on the franchise priorities. For example, if the budget is the most important aspect of the decision, detailed budgets should be requested as opposed to price ranges. Some franchisors provide templates to be completed so they can effectively compare responses. Consider:

  1. Is spec creative needed? If so, do you want to see rationale? Drawings?
  2. How many copies? What format?
  3. Where should they be sent and by when?
  4. Are agency bios and client references needed?

Avoid the guessing game. It is very important to give the RFP participants what they need to provide a good response. When agencies have to guess about what the company wants, they tend to either give more information than anyone has time for, or provide bland recommendations because they’re afraid of missing the mark. RFPs should include the following:

  1. Mutual Non-Disclosure Agreements to protect both parties
  2. Pictures of prior conventions (stage, graphics, audience, etc.)
  3. Meeting agenda
  4. High level information about the content and key messages
  5. Venue information
  6. Audience demographics and prior franchisee meeting surveys
  7. Detailed needs for AV, Production, Creative, Entertainment
  8. Budget parameters
  9. Selection process and decision criteria
  10. Key success criteria for your meeting and desired results (i.e. attendance, emotional engagement, motivation, sales performance)

Challenge the agencies. Good communications and production companies have valuable experience. Franchisors can improved their results by challenging the agencies to provide ideas to help them achieve specific business objectives such as ROI, franchisee attendance and satisfaction and sustaining motivation.

These tips will lead to more viable proposals and help select the agency best suited to the franchisor’s purpose and network. Not only will a good RFP help make a good agency selection, but it also helps align the franchise organization around the meeting objectives

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