Food shows: 5 tips for success

If you’re like many food companies, trade shows are an important part of your marketing mix. Make sure you’re getting the maximum value for your investment with these 5 easy tips:

1. Plan for success

Trade shows are a marketing tactic, no different from an email or ad campaign. Yet many marketers are vigilant about setting objectives and success metrics for other tactics, but invest thousands of dollars in trade shows with no specific goals or follow-up plan. Prior to the show, determine what outcomes you’re hoping to achieve, and make sure to align your resources accordingly.

2. Less is more messaging

On average, you have about 3 seconds to capture an attendee’s interest. Be concise with your messaging to ensure they can quickly surmise your unique offerings and value proposition.

3. Be relevant

By adopting a “one-size-fits-all” approach to food shows, you’re missing an opportunity to tailor your messaging to each audience. For example, the needs of a K-12 operator are much different than a pizzeria owner. Demonstrate that you understand their challenges by engaging them with channel-specific language.

4. Make food appetizing

If you’re sampling food or using it as part of your display, make sure it’s delicious and appetizing. Attendees have the opportunity to taste a lot of items at food shows – and they’re judicious about which ones to choose. Make sure they don’t pass yours by.

5. Be approachable

Your booth staff is representing your brand to attendees, so make sure you’re choosing your most friendly, engaging team members. Avoid overstaffing your booth to ensure attendees feel welcomed but not ambushed.

What have been your tips for success at food shows? We’d love to hear from you. If you need help with your next trade show, contact anita@infoodmktg.com.