Make the most of your time at trade shows
Your customers are there-what are you doing for them?
Making the most of your time at trade shows can really improve the relationships you have with your customers. We find many businesses see trade shows as a time to get new customers, which can be true but you also have to focus on the existing customers too.
As we continue our series on building relationships with retailers we will explore the different opportunities for you to focus on at and during trade shows. A lot of work goes into preparing for the show and the 2-3 days can fly by, especially if you are not prepared.
There are a number of things you should have on your list to maximize the opportunity.
Create a schedule
If you have been able to contact your customers in advance and arrange some meetings or specific times when they will be at your booth you can create a schedule. It is best if you can avoid having 2-3 of your best customers in your booth at the same time. It is tough to focus on one and although some say, “I will stop back”, this does not always happen.
If possible, try to get them committing to different times. In the end it is better for you and them.
You should also find time to walk the trade show. Learn about what other businesses are doing and what they are focused on. You might even see some things you want to point out to your customers or pick up some samples of packaging you are considering. Yes you want to sell what you have but retailers appreciate suppliers who are focused on the big picture.
Participate in the social time
Most trade shows have receptions and other social time. This can be great opportunities to connect with your customers. Not the time to negotiate a price increase but the opportunity to get to know them better and build on the relationship.
Try to create your own opportunities. We had one client who would organize a breakfast with people from major retailer. It was a time to connect and after 2-3 years became something that was expected. New category people would be told about it and they would just plan for it. A nice position to be in.
Always remember you are still working at the social events. Great to have a few refreshments if you are so inclined but your customers are there and you do not want to be the topic of conversation the next day. Have a good time but it is a business setting.
Trade show floor
Prep the people with you to be looking for your customers. We all know about the old ‘turn your name badge around trick’ employed by some retailers. We suggested you look at Li photos in advance, so people have an idea who to look for.
Introduce your people to your customers. You might have a list of items, but it is also important for your people to meet your customers. Retailers also appreciate the chance to meet some of the people in your organization.
You might have 2-3 peers who can let you know when they see your customers on the trade show floor. If you work together to text each other that they are close it can help. You know to be watching for them.
If your customer is interested in walking the floor with you take advantage of it. Listen to what they are talking about and take note of the booths or items they mention.
Be realistic about samples
Last week we suggested putting together some ‘special’ or unique samples for your customers. Be realistic with what you offer them. If they have travelled to the show they might just be using a carry on which limits the amount and type of samples they can take. Plan ahead to ship them something if you expect it will be a challenge. The last thing you want is for all of your hard work to end up at the home of a hotel staff who are not going to issue any purchase orders in the near future.
Look busy, not bored
Most retailers want to work with successful companies that are in demand. Sitting behind a booth, on your phone, is not delivering that message. We know you need to stay caught up while you are away but try to find time away from your booth for this.
Keep your head up and always watching for the next opportunity. You might be selling to retailer ABC. You have some direct contacts but if you see a person with a badge from retailer ABC engage with them. You never know who they are or what role they have. If they work in marketing discuss the next influencer campaign you want to do and try to connect with them.
Trade shows are opportunities for existing customers
Focus on your talking points for each existing customer. It is great to walk away with some new leads but you should make sure your existing customers get attention. Do not take them for granted and think you already have them so not really much to talk about.
You put a lot into trade shows. Get the best return on your investment which is usually in your existing customers. Next week we will talk about what you should do after the show is over.
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.
U.S. going after Canadian food industry
As negotiators continue to work through the complexity of a trade deal with U.S. we wait for the outcomes. Every sector is complex. Hopefully the last 6-8 months have taught us we should not let someone else control our destiny. Giving U.S. producers more access to our Canadian food and beverage market is a slippery slope.
Supply managed commodities need to do a better job talking about the benefits to consumers, not producers. We need to maintain and improve our ability to feed ourselves.
With reduced oversight in U.S. production, a very different animal welfare and treatment model, consumers should be concerned about the food coming from the U.S. market. The reality is Canadian companies producing food here have higher costs. How many people know U.S. government pays farmers not to grow crops and purchased huge amounts of food with USAID. With the dismantling of USAID the U.S. agriculture industry will change.
Our market is 1/10 the size and we have a higher tax structure to support the social programs and lifestyle we have. Food safety also drives up the cost of production. If they let U.S. producers in with more products, they will not be paying to pick up milk all over Canada or be paying Canadian employees’ wages in this country. There are a lot of considerations past the retail price. We should focus on opportunities to improve our own system, not open the border and increase our dependence on another country to feed our people.
30% of the food consumed in Canada comes from the U.S. Approximately 11% is produce and the rest is consumer packaged goods and beef. 3% of the food consumed in the U.S. comes from Canada. Seems like we have enough.
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.
