If you’re planning to exhibit at any of the major trade shows this is a blog post for you.
First, let me introduce myself. Hi 👋 I’m Nicole. A bit of background on me before I shell out the advice. I come from a background of over 10+ years of experience working in event management. From working in Special Events at the Guggenheim Museum, to planning conferences and networking events for tech startups, to managing over 150+ regional US courses, workshops, and shows plus 8 major trade shows (per year) for my current company, FUJIFILM Healthcare Americas Corporation. The obsession for events is real and I’m here to teach you some simple ways you can manage your ROI at your next food and beverage trade show. And why am I focusing on food? Because I simply love food and new CPG brands.
Let’s start with the basics - What Trade Shows Are Out There?
Specialty Food Association - (Winter Fancy Food around January in Las Vegas, NV // Summer Fancy Food - Around June in NYC. ) SFA is membership-based trade association in the United States representing 3,000+ member companies. Where they create, connect, support, and share the extraordinary experience of specialty food with the world.
Natural Product Expo (New Hope Network) - Is behind two trade shows: Expo East (Philadelphia, PA) & Expo West - (Anaheim, CA) - The world's largest natural, organic and healthy products event, brings together an inspired community of industry members and exhibiting companies.
International Restaurant & Foodservice Show of New York: A once-a-year event that focuses on serving the foodservice industry in the Northeast.
Sweets and Snacks Expo - The Sweets & Snacks Expo is a can’t-miss event for thousands of confectionery and snack retailers, manufacturers and suppliers.
+There’s a ton more niche ones from grocer’s, suppliers, to coffee and pizza.
Let’s Dive In…
Tip #1: Don’t Sleep on a Press Release
Storytime - This year I attended Specialty Food Association (SFA) Summer Fancy Food in NYC on a press pass to cover the show. TONS of cool brand, check out the recap here.
Needless to say I was overwhelmed with press releases and requests to “come check out our booth!”. One positive I will note; compared to Expo East, SFA had a great press room.
Couple of tips on this topic... I honestly tried to visit every single booth that had reached out to me and had sent me a press release. One, because there were so many new and interesting products that I had never heard of and 2. It’s low hanging fruit. It’s free, and it’s an offer that is being provided to you from the organizers to reach out to their press list. It’s worth an extra quick “goggle” to find a template and create one. I’ll truly never forget a company named Boulder, who was the last press release I received before the show. When I went to visit the booth and spook with the founder, she admitted she googled it, created it the night before and sent it. Press releases are worth it and they work.
This leads me to… Tip #2… Offer Press, Buyers, Suppliers, or anyone you identify as “High Quality Leads” a Special Gift or Offer
What do I mean by this? Well, there’s a few ways to approach this…
In your Press Release, offer some times to check out and stop by the booth. Once you get your responses, account for that X amount (if not a few extra) special gift bags or tchotchkes/swag items for when press comes by. This gift can include a printed brochure, flyer, copy of your press release and something nice, customizable, or even full size samples of your product.
Here are some memorable Press gifts I’ve received:
Fancy Milk Frother
Limited Edition High Quality Bags (Customization and Limited Quantity is key here.)
Example: Lesser Evil had released two different high quality and different totes at ExpoEast, they only had limited quality. I got one the them and can’t tell you how many people stopped and asked me where I got it.
Scrunchies/bracelets/pins/branded shirts/socks - I personally love a shirt or pin of my favorite CPG brands.
OR think outside-the-box and have an experience at your booth. I’ve seen this done well with Eat Happy Grub where they hire a traveling pancake artist for their booth. Trust me, everyone loves a personalized experience.
2. *Even better, if possible, offer to ship products to press so they don’t have to “carry a bunch of stuff” around the exhibit hall. Trust me this small gesture is worth GOLD. No one likes shleeping stuff around all day plus you’ll likely get bonus social media content and shares out of it…Because who doesn’t love a PR box?
Tip #3: Understand how your are qualifying leads and what your expected goals and ROI post-show will be.
Knowing this and spending some extra time strategize is important here. I know because I manage my company’s trade show budget. Trade shows are a HUGE investment and can be extremely beneficial.
Some things to consider and ask yourself: Will you be investing in a lead scanner at a trade show? Old school business cards? Who are you targeting at a show? What’s your goals - brand awareness, new product, networking/sales, press?
BONUS Tip that I saw from Summer Fancy Food Show from Queen Majesty. If you’re bootstrapping and your goal is to simply get some email sign-ups for your newsletter, check out this example. Queen Majesty, a hot sauce company, simply set up a laptop/tablet on a table in their booth. I thought this was a brilliant, easy, and affordable way to collect new emails to feed their newsletter funnel. I still think a lead scanner and having a set of pre-defined criteria for MQL’s/leads is ideal, but this was a smart alternative. You can also easily set up a simple email landing page via your email CRM. Very smart.
Tip #4: Have a pre-show and more importantly a post-show plan for next steps and following up.
Just as important as it is to set up all your social media content for the pre, during, and post show, press releases, email marketing, etc. Spend time creating a few email templates based on your target “customer profiles”. Example: One post-event email for attendees, one for press, one for buyers/wholesale, etc. Have them ready to go after the expo ends.
Next, post-show, you have about a couple days to “rest”, then you need to be sorting through your business cards or combing through your Excel full of leads (if you purchased a lead scanner), and adding them to your CRM or email list for follow ups.
Tip #5: Don’t forget the Awards, Accolades, and Tapping into your Membership Benefits/NetWork
I learned this a few year’s ago from an exceptional Brunch & Learn podcast guest of mine, Kim Kaupe, on raising your hand. No one is going to knock on your door for an opportunity, you need to vote for yourself and raise your hand. Highly suggest taking a listen to the podcast episode here.
Here’s a few ideas to get your started:
Sofi Awards - At the Specialty Food Association, their sofi™ Awards have been honoring the best in specialty food. You get a cool trophy, a whole display section at the trade show, an awards dinner, and all the bragging rights. Plus SFA has a great membership community. I love how much they promote their members.
ExpoEast/West has fantastic content for members, attendees, and press leading up to the show. From trends, what to expect, and even best practices on how t make the most out of the show. Use and tap into everything. Attend webinars, reach out to the conference organizers, pitch them on new products, tap into any member benefits or networking events.
Overall, don’t sleep on opportunities.
Finally, I know we’re tired of hearing about the pandemic, but honestly live in-person events are back in full swing. It’s a point I’ve said for YEARS… I won’t remember a Instagram post or Tweet from a week ago but I will always remember some aspect of a live event. Whether it’s the food, decor, learning something new, or meeting someone new. That’s what makes events and trade shows a special piece to your marketing strategy.
Bonus - 2024 Show Calendar
Specialty Food Association - Winter Fancy Food Show - Jan 21st -23th - Las Vegas, NV
Specialty Food Association - Summer Fancy Food Show - June 23rd-25th - New York City
Sweets and Snacks Expo - May 14 -16th - Indianapolis, IN
Good Food Awards Ceremony - April 28th - Portland OR
Cherry Bombe Jubilee 2024 - April 20th - New York, NY
Natural Products Expo West - March 12th -16th - Anaheim, California
Natural Products Newtopia Now - August 6th -8th - Savannah, GA
NACS (Convenience Stores)- October 7-10th - Las Vegas, NV
BevNet Live (Beverage) - June 12 - 13th - New York, NY
Stay in Touch
I want you to succeed and if you want to hear more tips on exhibiting or planning an event. Feel free to shoot me an email and reach out to me @ info@womenwhobrunch.com
