Gourmet Food Trade Shows: Using Your Time Wisely
In my last posting, I offered some thoughts about how to prepare in order to get the most out of attending an industry trade show. There are quite a few industry events coming up in May. Check out Fancy Food & Culinary Products Magazine for a complete schedule.
Before explaining how I use my time at trade shows, I want to share what I consider to be my best idea. Industry trade shows are a great place to learn. Make time to participate in the trade show events such as educational activities, cocktail parties, and other get togethers that will give you opportunities to talk with others who do what you do. I’ve gotten my best ideas from talking with other gift basket wholesalers and finding out what they do, how they do it, products they sell, etc. There are many others who own gift basket businesses who would be happy to share their ideas with you.
Ok, now you’re at the show. So how and where do you begin? Hundreds of vendors are anxious to show you their products and have you taste their newest gourmet offerings. How can you really get anything accomplished?
Here’s some ideas about how I, along with the other buyers at Apex Gift Foods, get the most out of these industry trade shows.
- On the first day, we “walk the show”. We try to see as much as possible. We try not to get distracted by too many offers for tastings (although we do taste a lot!). We don’t stop for any detailed discussions. We pick up lots of brochures and take lots of notes and think about where we want to return for further information.
- At the end of the first day, we go to work! We review brochures that we collected and discuss the products that we liked. We refer back to our planning notes (see my last post) and make sure that we have identified possible sources for each of the items that we want to add to our line.
- We review the vendors information book that we received upon registration (or when we preregistered) and make sure that we have seen all of the vendors that we wanted to visit. If not, their booth number goes on our list for the next day.
- On subsequent show days, we go back to visit booths of interest. After we explain that we are interested in adding their products to our line, we find out who we should be talking with. We get the name of the person who we should contact after the show, the person who handles new accounts, samples, etc. Keep in mind that these vendors talk with hundreds of people over the course of a trade show. Often, the people working at the booth are “extras” and not the regular company personnel. Even if you speak with an owner, It’s impossible for them to remember everyone they meet. I leave my business card, a copy of our catalog, and a list of the products in which I am interested. I don’t even ask for samples at this time. Once again, they get hundreds of sample requests at trade shows. I wait until I contact them after the show.
- When I return home, I followup with a personal contact to each vendor with whom I hope to do business. Again, I explain who we are, what we want to add to our line, and request the specific samples I would like to see.
I hope that my tactics for working at industry trade shows give you some ideas about how you might make the most of your experience. Any thoughts about how others organize their time and efforts at trade shows would be greatly appreciated!
4 comments April 13th, 2006
