Trade Shows

When It’s ShowTime

By Mike Ference

During my many years in the foodservice industry, I have had an opportunity to see plenty of trade shows, especially food shows, and from all angles. Here are some tips that I hope will enable you to enjoy your next food show even more:

• Plan on visiting your regular suppliers. The show is a great time and place to renew old acquaintances;

• Allow time to see some new suppliers, who may have new products, new ideas and a better way of doing business;

• Attend some of the seminars that are scheduled. Nationally recognized lecturers who are experts in their respective fields are usually the norm;

• Make a list of new products that have caught your eye in the trade publications; make a second list of distributor booths, manufacturer booths or broker booths that are likely to carry these products, and stop by for a tasting or a product demonstration;

• Wear a good pair of comfortable walking shoes--you and your feet will be glad you did;

• Leave room for some post-show mingling and schmoozing with industry colleagues and associates.

For the folks inside the booth, here are some tips that can make the show more fun -- and profitable:

• Show attendees love freebies. Product samples offer the best means of grabbing a customer’s attention, and promotional products are a great way of keeping their attention long after the show is over. My advice is to keep inexpensive promotional products such as candy, pens, pencils and the like on the table for the casual customer to grab as they walk by. More expensive promotional products such as mugs or hats and other wearables should be stored underneath the tables and passed out to a more select group of your preferred customers;

• Assemble a booklet of rebate coupons, show specials or new product listings to give to potential customers when they visit your booth.

• Prior to the show, advertise special celebrity appearances, drawings for merchandise that will be raffled off, and show discounts, etc. to increase awareness of your company’s presence at the show;

• Entice show attendees to linger at your booth to exchange product information by offering free soda, juice, coffee, tea and bottled water. Trust me on this one -- it really works.

For some examples of trade show displays, click here.

In my opinion, there’s no business like show business – the trade show business. And for more information on trade show and special event planning, call Ference Marketing & Communications at (412) 233-5491 or e-mail us. Thank you.