3 Insider Secrets to Trade Show Success for Thriving Brands

Welcome back to The Advisory Board Podcast, the place where franchise experts deliver actionable insights to help you build a brand that thrives. In this episode, Dave Hansen sits down with the ever-energetic Michael Hyam, a familiar face (and perfect hair) in the franchise world. For a twist, Michael trades his usual look for a hat, and trust us, you’ll want to check out the video to see it. Known as the director of the National Franchise Show, Michael oversees 25 events across North America, giving him an unmatched perspective on what makes trade shows work—and what doesn’t.

The conversation dives into why trade shows remain a powerhouse for franchise lead generation, especially when approached with a strategic mindset. Michael dispels the myth that trade shows don’t deliver ROI, pointing out that success often depends on preparation and execution. If you’ve ever set up a barrier-like table or scrolled through emails during a lull, you’re probably sabotaging your results. He emphasizes the importance of creating a welcoming booth experience, from ditching the table-front layouts to dressing in a way that reflects your brand while making attendees feel engaged. It’s about more than just showing up—it’s about standing out.

Michael breaks down the trade show experience into three critical phases: preparation, execution, and follow-up. Pre-show efforts include marketing to your existing leads, ensuring your booth materials reflect your professionalism, and preparing your team to engage effectively. During the show, it’s all about energy, approachability, and collecting quality leads. Michael and Dave discuss the importance of immediate post-show follow-up, from reaching out within hours to scheduling face-to-face meetings with hot leads. As Michael says, the best results come from persistence and a multi-channel follow-up strategy that keeps your brand top-of-mind.

Throughout the episode, Michael shares success stories, including brands like Lightbridge Academy, which consistently turn trade shows into franchise sales. The key takeaway? A single show won’t make or break your strategy—success comes from committing to the process, refining your approach, and embracing the long game.

A heartfelt thank you to our episode sponsor, ClientTether, for supporting this conversation. Their tools help franchise brands connect with leads faster and more effectively, turning interest into action.

Catch the full episode for practical tips, industry insights, and the occasional laugh. And if you’re curious about the secret behind Michael’s flawless hair, well, you’ll have to ask him yourself.