Food Industry Events: Attend or Exhibit?

Food industry events – shows and exhibitions – can be a great way to get your product in the hands of potential customers, buyers and retailers. There are so many events to choose from, and it can be a major commitment. Not just in terms of budget, but your time too. Watch the webinar to find out more.

  • Why you should (and shouldn’t) exhibit at food industry events
  • What you can expect to get from visiting a food or drink event
  • What’s involved in preparing for a show
  • Making the most of them – including follow-up activities
  • Which shows are right for you and why?
Food Industry Events - Exhibit or Attend?

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Webinar Recap: Making the most of food industry events

In the fast-moving world of food and drink, exhibitions, events and trade shows stand out as excellent opportunities for brands to establish a presence, connect with potential buyers and customers, and gain valuable market insights. However, to truly leverage these events, it’s crucial to approach them with a strategic mindset and a little bit of preparation. The webinar delves into the core elements of successfully exhibiting at trade and consumer shows, drawing from the expertise of Jo Densley, who has exhibited and attended as brand, agency and consumer.

Trade shows present a unique platform for brands to make impactful launches or showcase new developments. Jo explains, “It’s a great place to launch your product with a bang.” The controlled yet lively environment allows brands to reach their target audience effectively. With proper preparation, brands can take advantage of these platforms to help grow their business.

One of the critical advantages of trade shows is their ability to put you in direct contact with potential buyers and decision-makers. Jo emphasises this, pointing out that they are a great place to arrange meetings to solidify existing relationships. There’s also the opportunity to build your network of prospective contacts, which can be critical for follow-up marketing efforts.

Don’t forget the chance to get your product sampled and sold too (depending on the event’s focus). Of course, the impact of food industry events goes beyond direct sales; exhibiting at these events also fortifies a brand’s credibility. This visibility can be vital, as it signals to competitors and customers that the brand is serious about its market position and growth.

Agenda Review

  • Overview of the benefits and drawbacks of exhibiting at trade shows
  • Key reasons to participate
  • Evaluating the pros and cons of trade show attendance
  • Strategies for engaging with consumers and gaining feedback
  • Cost and logistical considerations for show participation
  • Effective preparation and follow-up tactics for maximising success
  • Analysis of upcoming trade and consumer shows

Key Takeaways

  • Exhibiting at events and shows can significantly aid product launches, customer engagement, and lead generation.
  • Consumer shows provide opportunities for direct feedback and brand exposure to end consumers.
  • Financial and time investment in trade shows should be carefully assessed and balanced against the expected benefits, keeping expectations realistic.
  • Develop clear objectives before participating in any show to guide planning and execution.
  • Ensure branding consistency across all marketing materials and booth design and have a clear message for your target buyers.
  • Prepare a post-show follow-up strategy to capitalise on new connections and feedback.

Key Quotes

  • “You see what’s happening out there. You see what flavours, what trends, who’s launching, what new packaging formats, new ingredients.“
  • “Think about how you can entice consumers to leave their emails with you.“
  • “I always say go with an open mind about the people you’re going to meet.“

Additional Resources