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For food and beverage industry entrepreneurs, investors, consultants, suppliers and buyers, the many trade shows that happen throughout the year offer an exciting way to connect, network and see what is new in the food industry. The gathering of like-minded peers, the potential for new business deals and opportunities — or even getting a glimpse at the competition – are all a part of the fun of attending trade shows. 

 As the leader of a food brand, how do you know if your business is ready to be a part of the next upcoming show? For that matter, which shows would be beneficial and which ones would be a waste of time? It can be intimidating jumping into the world of trade shows, but Alli Ball of Allison Ball Consulting has returned to the Real Food Brands Marketing Podcast to talk with host Katie Mleziva and share tips to help you get started.  

Just as in any other aspect of running a business, finding success at trade shows takes strategy. For example, understanding the size of a trade show and what kind of buyers and businesses attend can help you determine if your brand would be a good fit.  

Likewise, having a clear plan for engaging with buyers, both at the show and following up after the show will help you find people you can work with to grow your food or beverage brand. By following Alli and Katie’s advice and building your trade show strategy ahead of time, you can make shows extremely rewarding and avoid many of the pitfalls smaller businesses often fall into.  

Yes, trade shows can be daunting and exhausting, but when done correctly they can also be one of the most energizing and beneficial ways to build lasting relationships with other vendors, buyer and suppliers in the food and beverage industry! 

Take a listen to get tips that will help ensure sure you maximize your next trade show, whether you are walking the floor or exhibiting.

In This Episode: 

  • Why Alli decided to start Retail Ready 
  • Why industry trade shows are not about making direct sales 
  • How to determine if your business is ready to be at a trade show 
  • Why it is generally better to start with smaller regional shows 
  • Four common traps that businesses fall into: 
    • Being unprepared for questions 
    • Not having a sample strategy 
    • Not trying hard enough to collect buyer information 
    • Failing to follow up with buyers after the show 
  • How to prepare and strategize for a trade show 

Quotes: 

“At a trade show, the point is to connect.” — @ItsAlli 

“You know you’re ready for a trade show when you are ready to wholesale your product.” — @ItsAlli 

“Who are you trying to connect with and are they going to be at that show? If not you’re just wasting your time and your money.” — @ItsAlli 

“Every demo and pop up event that you do is a way to practice for a trade show.” — @ItsAlli 

Resources: 

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