As someone who has navigated the bustling halls of Expo West for a quarter-century, I've experienced firsthand the exhilaration and, occasionally, the frustration that can accompany this premier event. The thrill of engaging conversations that unfortunately dissipate post-event—a phenomenon I've dubbed "show-itis"—is a common plight. Reflecting on my years of attendance and seeking a best-in-class approach to the expo, I've distilled my insights into a strategic guide to ensure you leverage your $50k to $150k investment fully.
Pre-Show Preparation - Research!
Research and Targeting: The groundwork for a successful expo begins long before you set foot on the show floor. Identifying key retailers and understanding their needs, assortments, and the unique solutions your products offer sets the stage for meaningful connections. Demonstrating that you've invested time in understanding a retailer's portfolio can double your chances of a productive dialogue.
Scheduled Meetings: The power of serendipity notwithstanding, pre-scheduled meetings typically yield more substantial outcomes. Given the dynamic nature of the expo, proposing a flexible two-hour window for meetings can accommodate the unpredictable schedules of retail representatives.
Clear Objectives: Approach each interaction with a purpose. Whether you're unveiling a new product, exploring partnership avenues, or soliciting feedback, clarity of intent ensures that both parties derive maximum value from the exchange.
At the Show - Qualify!
Qualification Criteria: Develop and employ criteria to swiftly gauge the potential of each conversation. Considerations should include the alignment between the retailer's ethos and your brand, as well as their receptiveness to incorporating new products.
Note-taking: Diligently document key discussion points, including expressions of interest, reservations, and proposed next steps. This documentation is invaluable for effective follow-up.
Immediate Follow-Up: Capitalize on the momentum of your conversations by sending a succinct email or message summarizing the exchange and outlining next steps. This prompt follow-up fosters open communication and paves the way for continued dialogue.
Post-Show Follow-Up - Personalize
Personalized Communication: Tailor your follow-up messages to reflect the specific details and nuances of your expo interactions. Incorporating a photo taken with a buyer, for example, can serve as a powerful visual cue, enhancing recall and personal connection.
Offer Value: Distinguish your follow-up by including something of value—be it insightful market analysis, a product sample, or an exclusive proposition. This approach not only amplifies your brand's memorability but also demonstrates your commitment to providing tangible benefits to potential partners.
Multi-Channel Approach: Diversify your follow-up strategies beyond email. Employing a mix of communication channels, such as phone calls, LinkedIn messages, or even direct mail, can significantly enhance your visibility. Importantly, maintain a respectful cadence in your outreach, adapting to the preferences and responses of your contacts to ensure your persistence is perceived as diligence rather than intrusion.
Embarking on Expo West with a strategic plan that encompasses pre-show preparation, on-the-ground engagement, and meticulous post-show follow-up can transform promising conversations into lasting business relationships. Drawing on decades of experience, these insights are designed to help you navigate the expo landscape more effectively, ensuring your significant investment yields equally significant returns.
If you’d like to connect with the Vdriven team, reach out to us and we’d be happy to meet you at the next food show!