Trade Shows: Necessity or Opportunity

Yes Fall to many manufacturers, represents the time again to be forced into a 8'x10" booth to talk to customers about their products. Many manufacturers have a jaded viewpoint when confronted with the "necessity" of working a tradeshow. It is true that we have all worked foodshows where there were more manufacturers than customers and these shows are deservedly dissapointing. I recently attended the SYSCO Show in Toronto and this show was truly one of the busiest ones I have attended.
I still met manufacturers that were dissapointed as they did not see measurable orders from this show. When I hear this, I wonder if manufacturers are spending the time to set their objectives based on the type of show they are attending. There is a difference between attending a Colabor Show where some manufacturers reap the benefit of purchase orders of $2 million dollars versus this SYSCO Show with no tangible dollars sales. The latter can actually be more beneficial if the manufacturer takes the time to figure out the strategy to make it successful. Here are a couple of thoughts:

• Simplify your objectives for the show. You should have not more than 3 to 5 measureable objectives clearly laid out for your team. Examples could be: A new launched or listed item or extended/new usages for current products. Many manufacturers try and put all of their products on display. This does not leave a clear message to customer.

• Define your customer targets for the show and get them to your booth-----your prime focus may even be the distributor rep. Is there some way that you can "knock their socks off" and ensure they visit "your" booth at the show. Give the distributor rep and/or customer an incentive to come and talk to you.

• Ask the appropriate open ended questions (pertinent to your objectives) to customers so you understand their needs and then offer solutions.

• Appropriate DISTRIBUTOR CODES and POS that can be given to customers are a must. At the show, highlight the product and the code for the customer so they can remember and access the product. Many customers are too small to warrant follow up. Meet their needs at the show.
  

• Ensure you have a system to track leads and customer follow ups.

• Make your booth stand out. Many manufacturers have an advantage with "wow" products which can be challenging to a manufacturer selling disposables. Put a little thought behind your key objectives. What would you want your customers to see first when they pass your booth and what will make them come and talk to you over your competitors?

• After the show "take the time" with your team to review the show: a) Have you met your objectives? b) Ensure customer follow up. c) Evaluate what you could have done better and ensure that you do it at the next show.

This week many customers will be placing their orders at the Tannis show. Have you prepared your strategy to maximize your sales? Each show should have slightly different objectives. Take your time to prepare and execute them. It will be worth your while.