Trade shows provide an excellent opportunity for CPG brands to showcase their products to a large and diverse audience. These shows attract thousands of attendees every year, and with them, a huge amount of opportunities to connect, mingle and create partnerships that have the ability to take your business to the next level. In this blog post, we'll share how to attract the right audience and stand out from the crowd, so you leave a long-lasting impression that will increase your chances of receiving a high follow-up response rate.
On the morning of a show, it's important to sit down with your team and discuss your intentions. Ask yourself, "What do we really want to come out of this event? What would success look like?" This could include meeting with certain key buyers and closing deals, partnering with other brands to reach each others’ audiences for social media co-posting, and more. Having a clear intention will help you stay focused and filter out distractions. It will also give you a sense of purpose and direction, making it easier for you to achieve your goals.
However, the most crucial aspect of exhibiting at a show is the energy you bring to your booth. You need to remember that there are hundreds and hundreds of booths and thousands of products. So, how do you stand out from the crowd?
Think about your booth as your home. You want to create a sense of hospitality. Your energy should be warm and welcoming that invites people in. You want to avoid being overly intense or desperate, as this can be off-putting. Be outward-focused rather than inward-focused. Engage with visitors and avoid being on your phone or looking at papers. Instead, focus on creating an inviting energy that will attract people to your booth.
When pitching your product to potential buyers or other partners on your “wish list”, it's important to be authentic and avoid canned elevator pitches. Think of themes that you want to convey and engage in a two-way conversation that shows curiosity and a willingness to learn. Avoid being overly salesy or intense.
Customize your speech based on the type of audience you're speaking to. Start by asking how they're doing and whether they're aware of your brand. Then, share some relevant points about your brand, including how you can help them grow their category.
Think about what your job is as a brand relative to the category manager's perspective. Your job is to help them grow their category. Be hospitable and welcoming, and articulate how your product will do it. For example, if you're speaking to a natural retailer, focus on differentiation, whereas if you're speaking to a conventional retailer, focus on ACV and growth. It's important to understand what they're looking for and how your brand can meet their needs.
Food shows can be both exciting and exhausting. Long days in booths, hundreds of conversations, standing on your feet for hours, and being in a crowded, noisy space with artificial lighting can take a toll on your energy levels. Taking care of your physical and mental well-being is crucial, and finding ways to recharge throughout the day can help you stay focused and engaged with potential customers and partners. This can include taking short breaks to stretch or walk around, staying hydrated and nourished with healthy snacks, and ensuring you have comfortable shoes. It can be easy to feel drained and overwhelmed, but it's important to remember why you're there and what opportunities lie ahead.
Be grateful for the opportunity to exhibit at the show and potentially connect with every possible buyer from retailers in the United States and beyond. This is the moment to be excited and grateful, despite feeling tired. Get some coffee, or whatever is needed. Don’t go to bed early; many partnerships are built outside of the convention center, so get out to the hotel bars, be a part of the crowd and have fun with other people at the show. The show is not just about selling products, but also about connecting with human beings. If you show up in a higher level of energy during these three days and three nights, you will get the most out of this experience, both in terms of new connections made and in terms of enjoying the event.
Trade shows provide an excellent opportunity to create new connections. Even if you initially perceive the person you meet to have little value to your business, keeping an open mind is important because you never know where it might lead. While having an impressive booth and great products is essential, the energy and enthusiasm of both you and your team can be your most powerful asset in achieving your desired outcomes.
If you’d like to connect with the Vdriven team, reach out reach out to us and we’d be happy to meet you at the next food show!