Trade shows are big opportunities
Time together at trade shows is very valuable
This week I had the opportunity to attend and speak at the Taste of Western Canada show in Calgary. This event was an opportunity for small to medium processors from Western Canada to meet with domestic and international buyers. The show was held at the BMO Center on the grounds of the Calgary Stampede. Watching the events of the day unfold got me thinking about how some of the participants could have achieved better results.
Trade shows are happening all the time in our industry. They are big opportunities, but they also require your time, investments to put together a booth, share samples and sometimes travel. You need to make sure you get a return on your investment. As we continue our series about relationships with retailers we will focus specifically on this as it relates to trade shows. We have done newsletters before about trade shows but this will be a deep dive on what you should do before a trade show. In the following weeks we will share insights into what you should do during a trade show and finally after the show is over.
It was great to be at the Taste of Western Canada event to see some familiar faces and the progress these businesses are making in their journey.
Find out who will be there
Prior to any show, big or small you should do everything you can to understand who will be there. This includes existing and potential customers. Most events will share a list of attendees. Review the list to see who will be there. Regardless of whether you have a long-standing relationship or have been pursuing the person for a while, create a top 10-15 list.
If you are not able to find a list create your own top 10-15 list and send them a note. Inquire as to whether they will be there.
If you do review the list and some top customers or prospects are not there send them a note. There is a chance they did not see the opportunity or perhaps they are sending someone else you did not recognize on the list.
It does not make any sense to go through all the effort if you do not have a sense of who will be there and some confidence you will have a conversation with them. I definitely did see some people at the show in Calgary this week sitting behind a booth on their phone. Perhaps they had not figured out who would be there…
Communicate in advance
Once you have your top 10-15 list created reach out to them. Send them an email, call them, text them or whatever communication medium works. Let them know you will be there and if possible, arrange a time to meet. If you can set up a few meetings in advance you can begin to build a schedule and avoid those awkward moments when your 2 biggest customers show up at your booth at the same time.
Even if the people are not attending themselves there might be people from their business who are attending. This can be a chance to meet new people and extend your relationships to others in the retailer’s organization.
Think about the conversation
Once you know who will be there and some commitments from them to visit your booth or even better a few meetings, you need to figure out what you want to talk about. A few pleasantries are nice, but you need to make the best use of this valuable time. This should be a great opportunity to enhance your relationships.
You have a unique relationship with each customer. You should have specific things to talk about. Some can be good news, and others might be more challenging. You can give them a few updates on service level, sales, new packaging you are working on etc. Make notes for each customer. There is nothing wrong with a short list for each visit to your booth or meeting. Your customer will appreciate you being prepared and focused on their business. Remember to consider what’s in it for them? We know you want to talk about your products and your business but they are also interested in what you are doing to drive traffic into stores, advance food safety commitments or sustainability initiatives that support them.
Be prepared for each conversation. The last thing you want is to be in the moment and forget something. These can be stressful situations so reduce the worry with some notes.
No surprises for existing customers
One thing we never like to see is a producer or processor ‘launch’ something big at a trade show if they have not shared the news with existing customers. They should always get the inside scoop from you and know about any significant changes before you share with ‘everyone else’ at a trade show.
If you are launching a new flavour or new packaging send them the details in advance. It can be a good opportunity to entice them over, but it should not be an ‘aha’ moment for existing customers. This will hurt your relationship more than help it.
Make them feel special
For almost every trade show opportunity samples and perhaps swag are part of the deal. When one of your top 10-15 list approaches you how can you make them feel a bit special or appreciated? A little jam on a popsicle stick is not the answer.
Every product is different, but can you prepare some special sample packs or take aways for existing and potential customers. Perhaps your category manager is a golfer, and you can give them a sleeve of logo balls? You are not going to do this for everyone, but you can make them feel special with a little work in advance.
Prepare your people
If you are taking a team to the show make sure they know who the top 10-15 people are on your list. Some simple LI searches can provide photos that help. You want them to be watching for these people too. Let them know what they should do if these people approach your booth and you are not there or talking to someone else. Do you want them to interrupt or initiate the conversation.
Some work in advance will enhance your relationships
It is a lot of work to attend trade shows. You are investing time and money in these events. Work in advance on your top 10-15 list will give you a much better chance at return on the investment you are making.
It pains me to see people go through the work and then sit behind a booth on their phone. Next week we will explore what you need to do during the show.
I noticed when I saved the file for the newsletter this is the 300th week in a row we have shared our newsletter with you. It is a privilege to be in your inbox each week. It is always great to get feedback about the newsletter. Lots of great comments this week in Calgary, which are appreciated. A huge Thank You to Susan Sipos who is a big part of our ability to deliver the newsletter consistently to you.
Peter
SKUFood Recipes for Success Podcast
The response to our SKUFood Recipe for Success podcast has been great. We want to thank everyone who has been with us as a guest. So many interesting conversations about our industry.
In this episode of SKUFood Recipes for Success, we head to Prince Edward Island to explore the unique world of dairy with Lee Turner, National Sales Manager at Amalgamated Dairies Limited (ADL). With over a decade at ADL and nearly 15 years of advocacy for local food and beverage in Atlantic Canada, Lee shares how a cooperative rooted in community has built a national presence on grocery shelves across the country.
Lee reflects on his role in launching ADL’s Dairy Isle brand and the importance of strong partnerships with major retailers like Walmart, Loblaws, and Sobeys. He gives us an inside look at what it takes to grow a local dairy brand into a trusted national supplier, all while staying true to its PEI roots.
We also dive into the evolving dynamics of the Canadian dairy market, from shifting consumer expectations to supply chain complexities. Lee speaks candidly about the role of innovation in traditional industries, the challenges of navigating national distribution from a small island province, and why supporting local processors is more vital than ever.
It’s a conversation about legacy, leadership and local pride, straight from the Island to the national stage.
Listen and subscribe wherever you get your podcasts.
If you would like to be a guest send us a note. We are always working on the upcoming episodes.
After 118 years Purdy’s selling chocolate in major retail
We know there have been a lot of changes in a short period of time. Canadian consumers are looking for Canadian products in retail. After 118 years, Purdy’s Chocolates from BC are selling their products outside their own stores. Incredible to see the changes we see in the market.
Although the U.S. trade strategies cause a lot of uncertainty and sleepless nights, they also create opportunity. This can be in the domestic market where Canadian consumers want Canadian products or in international markets where they are looking for more stability in pricing and quality. Many people are concerned about the changes with oversight in U.S. food production.
Where is Peter speaking?
I do have travel coming up to Saskatoon and Fredericton, so if you want to connect or have an event in any of these locations give me a call or send me an email.
