When exhibiting at a trade show, it can be difficult to know how to best position a specialty food product to buyers and press to give business a leg up.
During SFA's In the Know webinar, “Booth Camp: Talking with Buyers and Press,” Doug Renfro, president of Renfro Foods, and Julie Busha, CEO of Slawsa, focused on helping brands make meaningful relationships while at a trade show. Renfro concentrated on wooing buyers, while Busha gave insights into wowing press.
“Don’t be afraid to take risks when at a trade show,” said Renfro. His brand is known for a “tradition of looking silly in costumes” when exhibiting, which can help garner attention while on a budget. He shared that it’s far more important to engage with attendees and give them an opportunity to be curious about a specialty brand, rather than spend money thoughtlessly on a large booth space, or expensive signage.
When exhibiting at a show, Renfro advised learning everything about the show beforehand, even attending the show once before exhibiting, if possible, to ensure that it can best support your business. Moreover, everyone who represents the specialty brand should know about the products on display, and the competition so that, when meeting with strong leads like a key buyer, the business leader or representative is equipped to best communicate the product, the gap in the market it fills, and other values that can make a lasting impression on the buyer.
After the show, following up is paramount. “Follow up or don’t go,” Renfro advised, adding that it’s also important to keep good notes so as not to leave a bad impression on a lead. Be sure to follow up with relevant information, Renfro explained, and never say you have their card but don’t remember why.
To make the most of the time at a trade show, he recommends taking advantage of educational opportunities both at the show and between shows. The SFA, for example, hosts a robust educational program throughout the year, and while at the Summer and Winter Fancy Food Shows. Beyond that, it never hurts to stay until the end of the show. He shared an anecdote wherein a large co-pack client one year came to his booth as he was taking it down. If he had not been there, the lead would have been lost.
On the media side, Busha advised to keep one’s eyes peeled for press badges.
“At the Fancy Food Shows, there are anywhere from 500 to 700 independent press. It’s a great way to get your products and story in front of them,” said Busha.
To best grab a media contact’s attention, it’s important to understand their perspective; for example, a pitch to a health magazine would look much different than a pitch to a business publication. Where a specialty business would want to communicate value-added health benefits of a product, or certifications to a health magazine, the business publication is likely much more interested in collaborations, or a brand’s donation efforts.
She also added that relationships with media can be nurtured and that some media may be worth waiting for. Getting into an Oprah gift guide, for example, may not be useful for a brand until they are capable of national distribution.
In the video below, Renfro and Busha go through a few key aspects to consider when on the show floor.
To learn more about how to best market a specialty food product both at and between trade shows, you can watch the webinar on demand in the SFA Learning Center.
While there, also check out two upcoming webinars in advance of the Winter Fancy Food Show taking place next January 21-23 in Las Vegas: How to Prepare for the Fancy Food Show: Deadlines and Logistics, and PR 101 Bootcamp: How to Engage Media for the Show.
Related: Webinar Q&A: Pitching to Buyers, Press; Attention Winter Show Exhibitors: Update Your Show Guide Listing