How to Win at Food Industry Trade Shows & Events

During our time at Expo West, we had the opportunity to meet with numerous brands and discuss their strategic brand direction, differentiation, and how to be successful in the category. As a food company, there are some important initiatives that you should prioritize as it relates to your experiential marketing programs to drive towards success.

Here are some key initiatives to consider.

Ensure your brand has countless touchpoints

It's crucial to have multiple touchpoints in your trade show strategy to engage people and meet them where they are. Consider partnering with event hosts to find creative sponsorship opportunities, participating in relevant podcasts, being active on all social media platforms, and having a strategic pre- and post-show trade show plan to best connect with your audience.

Be engaging or entertaining in whatever way feels right for your brand

What’s the “thing” that feels like you? At Expo West, Evanhealy made you feel like you were in a beautiful ancient spa, Organic Valley created an escape to a farm, and Del Origen had one of the best spaces that felt right out of Encanto, and the staff was charming as charming could be.

Display your products with beauty in mind

Don’t be boring with your products; give people a reason to look at them and find creativity and inspiration. Chobani, La Colombe, Rao’s, & Bob’s Red Mill displayed their products in ways that made you want to look at them.

Be design-minded

We just mentioned displaying your products with beauty, but truly in all aspects of your business, prioritize design. Everything from the look of your exhibit to the packaging of your products. People are attracted to visually appealing spaces, environments, and products that were crafted with strategy and thought. Even if your company is a start-up, creating a successful visual is crucial, as other companies want to work with brands that look solid and engaging.

Choose your team wisely

Having an engaging team on the trade show floor is incredibly important, more important than most think. These individuals serve as the first point of contact for potential customers, setting the tone for their important view of your brand. They play a vital role in capturing attendee attention and keeping them engaged. This team should be equipped to facilitate meaningful conversations that can ultimately lead to sales or additional conversation and follow-up. By keeping potential customers interested and informed, an engaging team can help move them through the sales funnel and ultimately contribute to the overall success of the trade show and organization.

Don't miss out on the awards

Trade shows and food events often offer awards to exhibitors who submit their products to categories such as "Best New Product," "Best Branding," or "Best in Category." It is crucial not to overlook this aspect of the event because winning an award can provide a significant amount of promotion (and bragging rights) for your company. Therefore, make sure to submit your product for consideration.

In closing, take time to be strategic in all of your experiential marketing & trade show programs. There are a lot of brands out there, and it takes intention to make a splash.