Getting the most out of your stand at Food trade shows

Food trade shows have always been popular. It is the perfect way to discover what’s new and talk to producers. The sheer success of these shows is emphasised by the fact that merchants have been doing travelling from town to town showing their wares to interested customers for centuries.

Modern trade shows and events lead to billions of pounds worth of trade each year, and continue to grow in size and demand. Trade show involvement is quite simply the best way of networking and generating business leads.

Why exhibit at a trade show?

Exposure

Taking part in trade shows offers massive exposure to a wide audience of visitors, media and other exhibitors who might well be interested in collaborating or even using your products.

Trade shows offer a perfect sales method to educate potential customers and offer product samples to demonstrate just how good your product is.

For smaller brands, trade shows provide access to customers you might not otherwise reach.

Product testing and trialling

What better way to test out and prove demand for a new product than by offering to an extensive, varied range of visitors? This is exactly what trade shows can provide. You can highlight all your existing produce, as well as bringing out new ones to discuss with customers, find out what they think and hopefully get some advance orders.

Networking

Food trade shows are a great way to network and find out what else is going on in your industry. Chatting to visitors and other exhibitors can result in new opportunities arising, or discovering information that will benefit your business.

Feedback

Seek out feedback on what has worked, what hasn’t and how people regard your brand. Such feedback can prove to be very valuable resource, highlighting details and information that you might not otherwise receive.

Choosing your show

Identify your goals

Before deciding which trade show to exhibit or to attend, identify exactly why you are interested. Is this the right exhibition to meet all your goals? Are you looking for a show that will generate leads, reinforce relationships with other businesses, act as a way to research new trends, or to test out products? Do you want to do a lot of networking while you are there? Are there any suitable seminars or talks?

Check out the show background

What type of attendees are expected? What type of exhibitors? What costs are involved? Will you have to stay overnight or can a visit be done in a day? What stands are available and where? How can you stand out from the crowd?

Publicity

Maximise your pre-event publicity. Tell existing customers and potential customers that you are going to be present – and give some hints of any new developments or products you may be offering. It helps attract interest and gives people a reason to make their way to your stand.

Don’t forget to invite buyers and distributors to your stand and have plenty of samples ready for them to tr and you can use experienced sampling staff from a reputable staffing agency.

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