How to maximise your success exhibiting at Food and Beverage trade shows.
David J Burns
Designing, distributing & marketing food brands that stand out ? $1Bill revenue for my clients ? Identifying market gaps ? Creative Director ? Mentor ? Investor ? Key Note Speaker ? The Food Mentor Podcast host
It’s pack up and bump out time today at Fine Food Australia.
Having assisted many brands get kick started in Australia and in international markets via trade shows here are some tips and tricks to help optimise your trade show success including converting your leads into sales. For all the exhibitors - the follow up is where the work and grind really starts.
Firstly, remember the 2 key objectives of exhibiting at B2B shows is;
1. Brand awareness
2. To generate leads
However, don’t under estimate the potential to actually sell and take orders while exhibiting at the show.
Always have a compelling trade show special offer that is valid for 7 days from the show ending. Bonus stock offer is often a great way to entice a purchase order especially from an interested customer. You have potential customers standing in front of you so seize the moment.
Always have adequate sample stock so you can give out samples to interested leads. Provide samples in a bag with your brand on it so you then create a walking billboard.
Contact interested leads after the end of each day of the show! Don’t wait until after the show when 1000’s of exhibitors will be contacting the same leads at the same time diluting your impact.
When contacting leads always use a combination of communication methods.
Just sending one email will result in a 1-10% response rate at best and lower if you wait until after the show.
- Rank your lead leads from biggest opportunity to smallest.
- Email them a brief “thank you for stopping by†email incorporating why your brand can help their business. Make sure you have an attention grabbing subject box including their business name. Make it all about what is in it for them, not for you!
- Follow this up with a text, wattsapp or wechat message stating that you have emailed some detailed info. You can get very creative with graphics and engaging video content via text also.
- Finally a phone call to connect via voice is key.
Repeat steps 2-4 twice a week until you receive a response.
Sounds like a full time job doesn’t it?
It is.
If you don’t put the effort in after a trade show then don’t waste your valuable time and money on exhibiting in the first place!
I hope that helps!
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2 å¹´David, thanks for sharing!
Founder & CEO | Committed Outsourcing | Cost Optimisation Expert | Detailed Documentation and SOP's
3 å¹´David, thanks for sharing this ??.??
Digital Marketing, Social Media Advisor | Driving Australian Hospitality Sales growth across a $20B industry.
5 å¹´Food for thought! Ha pun intended
FMCG Consultant - Sales / Marketing / Branding / Partnerships / Manufacturing / NPD Development / Strategy
5 å¹´Great Article, nothing beats effort and connection. Meaningful consumer focused connections with your market at these shows is vital to building trust and excitement. Then the follow up is the real work, if not more important than the initial interaction. Thanks for sharing !
Director Partner Marketing
5 年David Perry Bori H. good points. Let’s chat on Monday