Trade Show Preparation

• Pre Show Planning:  Much of the success you will enjoy at the show will be determined by the amount of planning that you do in advance as this will allow you to be more organised.  Your planning should include:
• Be clear on distribution options on how to get product to the retailer so that you can discuss these possibilities with the buyer if they arise
• Make sure you are aware of any competitors attending the event so that you can customise your pitch based on what you know about your competitors
• Decide on whether you would produce a private label for a retailer or whether you are only interested in selling your own brand as you will be asked this
• Do a check list for your stand to help ensure that you don’t forget any important items on the day
• Prepare any samples/display stock to bring with you  (maybe sample bags for media or buyers with company and product information included)
• If you have any special requirements make sure to tell the event organisers in advance
• Why Are You Different:  It will be important that you have a very clear and concise overview of your business in the form of a leaflet or brochure for any trade buyers you will be talking to.  No buyer is interested in a “Me too” product, therefore be clear on what you unique selling points are.  They could relate to:
• Taste
• Freshness
• Repetition
• Price
• Service levels
• Continuity of supply
• Back Up Material:  There are other back up pieces which you will also need and you need to consider these before attending the show e.g.
• Have you got a retail and foodservice brochure?
• Are your business cards up to date?
• Have you prepared a price list for trade buyers?
• What uniform will you/your staff be wearing?
• Have you got a short presentation on your laptop if a buyer is particularly interested in talking to you on the day? (do you have this on a disk or USB key that you can give them?)
• It might be an idea to have a DVD playing in the back ground showing some of the production process.
• These last 2 points may not be relevant for Bloom but are worth considering for other trade shows.
• At the Show Itself:  You will be very busy giving out samples and selling product so it is important that you are ready for the unexpected visit of a trade buyer.
• Make sure the sales area is manned at all times
• You will be doing lots of sampling but make sure that you offer trade buyers product to taste when they arrive
• For buyers who do leave a business card with you, make sure that you send a courtesy email at the end of the day, saying it was good to meet them and any follow up actions that have been agree. (This is always very well received by buyers).
• Make sure that you make some quick notes about what products the buyer is  particularly interested in if they have discussed this
• Make sure that you have enough staff cover to stand aside and talk to a buyer when they do arrive as you could easily become distracted giving samples to the general public.
• Post Show Follow Up:  This is the most important step and you will need to be quick to do any follow ups you may have been requested.
• Liaise with Bord Bia on how the follow up is to be done
• Prioritise any leads you have been given
• Move swiftly to make contact with the buyer
• Dispatch samples and price lists if they have been requested
• Be structured on your follow up process
• It can be difficult to contact buyers at their office, because of the workload they have, so you will need to persist on an ongoing basis if the buyer has said they are interested in seeing you and your products.