Leeann Froese
As this article comes out the trade show season will be in full force. After many shows were cancelled or postponed over the past two years, the industry is hungry to gather and meet customers as much as possible.
Also over the last two years, many companies have done a 360 with their staff. Many wineries, breweries and cideries now have new and inexperienced teams that are now supposed to represent the company at a trade show or coordinate the logistics. Bear in mind the following to help your team succeed.
Trade shows have been a vital sales and marketing tool for decades, providing the perfect setting for B2B companies to come together and connect with industry peers, audit market trends, get feedback, learn, and ideally have a great time.
BEFORE THE SHOW
As you’ll be meeting retailers, sommeliers, suppliers, the media as well as potential leads, for a successful participation, the work starts before the show opens, and organisation is key. You want to leave a good impression from start to finish.
Register and choose the highest traffic location booth or table you can. Also consider that each show has its own unique set up. Keep in mind what size table you will have, the kind of signage provided, and what items you are allowed to bring yourself; if there is a power outlet available and if table linens are supplied. Pro tip: Even when the tablecloths are supplied, it is a good idea to bring your own branded ones, in table runners and overlays, and a good squishy mat to stand on is always a good idea!
Plan your marketing materials like brochures, business cards and product information. If you have access to power, level up your booth display with a presentation or slide show.
There is likely to be travel and logistics to arrange and often you can organize additional events at the show, such as seminars, feature tastings or satellite dinners.
Before the show, targeted PR and communications around your attendance in the event is important to announce your presence and attract attendees. Request the lists for who is coming from the event organizer and start to network in advance.
If a list isn’t available from the organizers, actively seek out information on who is attending through social networks, as you communicate your intent to be there as well.
Ask for meetings from your accounts before, during or after the show. The moment you arrive in the city, aim to have your calendar filled with meetings.
Lastly, create a detailed plan and timeline for each trade show to enable your team to be fully prepared for each event and that everything runs smoothly.
A PUBLIC NOTE
Some shows have a combination trade and consumer component. In a future article we can talk about how to master consumer interactions.
DURING THE SHOW
Get attention at your booth by offering branded swag or offering a prize draw.
When you are at your booth, ask, answer, and listen to real-time feedback. Always try to understand and make it about the visitor at the table. Remember, you have limited time to connect on a personal level.
After understanding their profile, you should have a few different 30-second pitches prepared in advance that you can deliver depending on what you learn about the person.
The pitch should describe how your brand is positioned in the market, with the goal of getting a sit-down meeting in the near feature. A good way to approach your event participation is to prepare pitches around a single product for which to centre your story around.
Don’t try to sell all your brands at once. Talk to visitors about how you are there to support them with wines that their
customers and the public wants.
Trade shows are all about networking. Buyers rarely simply taste your product and buy on the spot. Offer to visit with them post-show to learn more about what they need.
It’s also a good tactic to stay active on social media throughout the event to drive booth traffic, as well as to connect with the onsite contacts you’ve made.
AFTER THE SHOW
Debrief with your team while the event is fresh in your mind to get feedback.
Make sure you follow up with your leads and any contacts you meet with a “thank you for visiting” email. Instead of making it “salesy”, share your thoughts about the event.
SOME SHOWS TO CONSIDER
- Fortify Conference
- Top Drop
- BC Distilled
- Cornucopia
- Vancouver International Wine Festival
- ProWein
- Wine Growers BC events like Swirl
Leeann Froese owns Town Hall Brands – a marketing and graphic design agency with 25 years experience branding and promoting beverage alcohol, food, and hospitality. See more at townhallbrands.com or on social @townhallbrands
