Franchise Expo Nashville hired REED to bring its inaugural expo to Music City. It had the distinction of being the first trade show in the Music City Center since the pandemic.
Franchise Expo Nashville
INSIGHT
Franchise opportunities are like music to Nashvillians’ ears.
STRATEGY
After hosting successful events in cities around the world, the well-connected MFV Expositions team wanted to bring their notable Franchise Expo to Nashville for the first time. We created an awareness plan that incorporated media relations and strategic partnerships with community groups to encourage franchisees to exhibit and others to attend.
ACTIVATION
To raise awareness of Franchise Expo Nashville, REED took a unique, narrative-based media approach to bring added value to Franchise Expo’s exhibitors.
Our team mined for and shared one-of-a-kind exhibitor stories and secured dedicated coverage for Moving U & Junk U. Through an established relationship with exhibitor Just Love Coffee, we were also able to feature their booth in an on-site segment with Nashville’s FOX affiliate, WZTV, which also included an interview with the team’s spokesperson.
Another main focus of REED’s work was building relationships with local organizations and chambers. For example, we partnered with the Nashville Chamber of Commerce and invited them to have a presence at the expo. They, in turn, were able to provide local resources to exhibitors and attendees and make valuable new connections.
Additionally, the REED team coordinated with Courtney Pogue, Metro Nashville’s new economic and community development director, to deliver opening remarks at the expo.
RESULTS
In a matter of a few short weeks and on the tail end of the pandemic, we secured four traditional media hits, six calendar listings and 11 partner organization posts for the expo, totaling 896,948 impressions. Media coverage for the expo drove a large quantity of attendees, helping the event become a #1 hit in Music City.