Trade shows provide an opportunity for food ingredient companies to reach new prospects, connect with current customers and stay up to date on the latest trends and industry developments. Yet, there is a lot of work that goes into exhibiting at a trade show – and it’s not over the second the trade show floor closes.
To truly leverage your time and resources, it is important to follow up early and often. The following steps can help you maintain top of mind awareness with trade show attendees after the event.
- Follow up – Follow up with prospects right away while your brand and conversations are still top of mind. Reaching out to current/potential customers and media contacts in a timely manner can help separate your company from your competition, which in turn can increase your chances of finalizing a deal.
- Keep your brand top of mind – Most sales aren’t made until the fourth contact or later. While you don’t want to appear desperate, persistency can help set you apart from others in the industry and increase your chances of closing a sale. After the show, consider sending follow-up emails to discuss what you showcased at the show and any other topics that may be of interest to current and potential customers. This can help you stay visible while offering opportunities to request samples, schedule presentations/meetings or contact your staff directly.
- Prepare for your next trade show – As soon as you wrap things up, start thinking about your next event and how you can apply what you learned from the last conference to your next food industry trade show. Remember, choosing to exhibit at a food industry trade show requires a lot of time, energy and resources, so it’s important to begin preparing early in order to get a satisfactory return on your investments.
Trade show marketing is just one of many tactics your company can – and should – incorporate into its integrated marketing communications plan. By preparing in advance and engaging attendees at the show, as well as following up early and often after the event, you can make the most out of your trade show investments. For more information about developing a clear integrated strategy for trade show marketing, please contact us.