Trade Shows

Budgeting for a trade show, and including this venue in the overall marketing plan is a highly focused way

to:

• establish a presence in the marketplace

• gain an overview of the industry at present

• obtain a list of serious buyers more quickly than would be possible with a traditional sales approach Although trade shows are relatively expensive, they are widely used in the food industry. They offer the p

Choosing the Trade Show

1. List several trade shows that would be suitable Various directories are available that contain a complete index of trade shows listed chronologically, geographically and by subject.

“Trade Show Week” contains a listing of trade shows in the United States, Canada and Mexico (in its

Domestic Edition) and other countries (in its International Edition).

2. From the list of potential trade shows, choose to participate in the one(s) that:

• attract the most appropriate customers, not necessarily the largest volume of customers

• will draw an audience from the geographic area the company is prepared to serve

• are well supported by others in the industry (i.e., if the competition never misses it, there could be a reason)

• are well organized and promoted

3. Obtain all information needed to begin preparing for the trade show(s). The contact person for the trade show will provide information. Additional materials and information that should be requested (if not offered) include:

• a floor plan (preferably with other exhibitors indicated) so a high traffic area can be chosen.

Note: Do not hesitate to pay extra for a good location; the whole point is exposure

• booth specifications, including dimensions, lighting, tables, chairs, skirting and any display or sample restrictions

• information on all services being offered, such as accommodations, equipment rental, assistance with set up, tear down or packing storage.

Note: It is a good idea to exploit the services being offered on site, as there are many details to be concerned with at a trade show event.

Preparation

• Set clearly defined goals for the trade show. This will help in development of the presentation strategy and display.

• Set a budget allowing for enough personnel, accommodations, product and travel. If the trade

show is out of the country, allow for insurance costs, and plan to spend a day in the host country

before and after the trade show.

• It is advisable to choose professional design and marketing consultants to help prepare the materials for the booth. Effective material can also be prepared by the company – just remember the target audience and the image you

wish to project. Materials will include:

• a high-impact display to attract the audience

• professionally prepared information handouts (Remember, the people attending are coming to gather knowledge.)

• samples of the product

4. Prepare the sales presentation. Exhibit selling must be polished, brief and convey information. If the presentation lacks impact, the audience will quickly move on.

5. Prepare a system for recording leads. Several options include:

• lead sheets for sales staff

• a business card exchange system

• sign up sheet for more information

• a guest book

6. Ensure everyone at your booth is well-informed about your company, its product, prices and terms of sale

At the Trade Show

Staff will be presenting the product and working with customers the entire time they are in the booth. Ensure that adequate breaks are given so the quality of presentations remains consistent. It is important that the customer relate the product to their situation. Sales staff should encourage customers to handle the product and talk about their situation so the most relevant points about the product can be presented. Encourage customers to take information and samples: Just because the materials are there does not mean

they will be examined.

Follow up

Be sure to prepare a plan for followup before the trade show, with deadlines for re-contacting interested

parties. Follow-up should be immediate, and it is best to let customers know in advance when and

how they can expect to be re-contacted.

Publicity

Publicity provides free advertising for the producer through news stories in newsletters, newspapers, magazines and television. Publicity can be attained by sending a media release to radio, television, newspaper and magazine offices. A media release is a one-page letter identifying a newsworthy event and outlining the who, what, when, where and why of the story. A media release is appropriate to announce the

start-up of a new business, introduction of a new product, or any other success story related to the company. The media will publish or announce the story as a news item and, consequently, there is no expense for the processor. Publicity is one of the most effective and least costly means of advertising.