This question popped up as a similar topic to another thread I just responded on, and I love the thorough responses.
Since there is a glut of branded formats in the market, you will want to make sure that you have a quick blurb about your format and what makes it unique, or more fun, or gets more results, or is safer. Whatever your distinguishing characteristics are, practice a 30 second explanation that hits the highlights about why your format is the next big thing.
Don’t expect to be famous over night. That’s a rare thing. Build a name in your area, so you can get some great video clips of the format and how popular it is. Build from there.