I think it’s fair to describe this nation as pretty food-focused. In days gone by Britain was seen as a bit of a joke when it came to culinary affairs, but this is no longer the case. With a thriving, restaurant culture and enough Michelin starred chefs to form an army, here in the UK it’s getting harder to find second rate food and drink.
Along with this determination to aim higher, there are lots more food and beverage start-ups coming into the fray. The inspiration sparked by favourite TV programmes such as The Great British Bake Off and Master Chef, has resulted in many amateur cooks and chefs making the switch-up from weekend recipe-hounds to professional, full time foodies. If you count yourself as one of their number and are looking to launch your new food or drink product, your marketing strategy will probably include some form of trade show exhibition.
In the United Kingdom there are hundreds of events dedicated to promoting food and beverage products, anything from vegan delicacies, ice cream, craft beer, chillies, baked goods and chocolate can all find themselves being celebrated at a trade show venue. Food and drink expos reach massive audiences, from casual day trippers to hardened catering professionals, so making the most of this shop-window is paramount.
Relish the research
Of course, it all depends on the particular type of product you are selling, but one of the most important things to get right is the exhibition you attend. Is the profile of the expo going to fit with your product? Do lots of research in advance, visit as many exhibitions as you can in your target market and check out the competition. Analyse the stands and exhibits carefully – who seems to be busy attracting the crowds, who seems to be bored and checking their phone messages? Ask why different exhibition stands seem more effective at grabbing attention. Take photos for inspiration and ideas so that when you are ready to put together your booth in terms of display boards, staging and presentation, you’ll have a firm vision of what you want.
Food stand facts
An exhibition stand designed to show off food products needs certain properties non-food stands don’t require. If you are doing live cookery demonstrations obviously you’ll need a higher level of kit to support you. Ensure that your workstation is easy to navigate and practice in advance to iron out problems, learn recipes and memorise the sequence of events.
Focus on feedback
Informed customer feedback on food products is like gold-dust so perform a survey to gauge response. Some producers use old-fashioned pen and paper, but increasingly exhibition stands are incorporating technology such as iPads where visitors give their contact info and feedback and enter competitions etc. It’s a great way of continuing the conversation with your target market after the show is over.
Clean and clear
A stand that is well lit, easy to clean in case of spillages and promotes your products loud and clear is the absolute minimum. Food show visitors are always keen to sample goods and to know the ingredients of products, so work to make this possible. Crystal clear leaflets or display boards detailing the combination of ingredients, information about provenance or other interesting back-story can be included on the stand to support the sales team.
Zone out
It is a good idea to zone your stand into different areas – one for demonstrations, an area for seating (if there’s room), a place where sales staff can take orders and payments away from messy food ingredients and a place designated for displaying your wares in their best light.
Mouthwatering giveaways
Foot traffic at food and drink expos are inundated with free offers to taste and sample the goods, so give yourself an edge by offering something extra such as promotional bags, mugs, calendars, caps, napkins etc. displaying your brand.These all pull people into your orbit and continue putting your name about long after the show has ended.
Social media bites
All businesses utilise social media these days and promotional methods such as live tweeting during a show is a good way of drawing a crowd. If you have a live cookery demonstration, a tasting session, special guest, giveaways or competitions happening, a dynamic Twitter account makes a fantastic way of keeping things interesting and raising awareness.
Launching a new food or drink product on the market is an exciting challenge and with so many keen foodies in the UK you’ve got a big audience to go at. Get it right at trade shows and expos with the right preparation and display, and you can guarantee the sweet taste of success is on the menu. Bon appetit!