At Wilks Group, we understand how much time and investment goes into implementing a successful trade show strategy. It requires planning, creativity and hard work to pull together an effective show presence that both sells and propels your brand forward in a crowded space. Whether it’s a compelling and buzz-worthy booth, memorable branded giveaways, a high-profile presentation, well-designed sales materials or an engaging sales team, execution really matters.

While buyers and retailers are obviously your primary audience, shows also offer a unique opportunity to introduce your brand to influential national, local and trade media. How can you catch that lightning in a bottle? We can help.

Here are a few tips on how to prepare for the show to maximize your ROI:

Several months prior to the show, begin to review what’s worked in previous trade shows and where your approach can be adapted to garner better outcomes. Remember that new trade shows emerge every year, and old stalwarts can sometimes fade in relevance. In some cases where your company’s product portfolio has changed, whether organically or through an acquisition, make sure you’re targeting all the shows that will best reach your ideal customer.

In addition to reaching new customers and strengthening existing relationships, trade shows also provide great platforms to build excitement about your brand story and products to a broader audience. In advance, you should:

• Conduct a comprehensive review of your product portfolio and how it’s distinct from the competition to help identify your brand’s unique value proposition and how it serves the needs of stakeholders. If you’ve got a pipeline of innovation or new products coming to market, shows are a perfect forum to announce a launch.
• Remember to create compelling content that ensures stakeholders understand your product offerings and which entice attendees, including media to drop by your booth. Look for opportunities to participate on panels or speaking opportunities which can offer excellent ways to draw crowds and attention to your brand.
• Build a comprehensive schedule for meetings and dinners with your most important customers and prospects and make sure to share recent media coverage that enhances your organization’s credibility. Also, make sure to leave time to connect with reporters, bloggers and influencers attending the show who can help to amplify your story.

But understand that much of this planning takes place months and sometimes years in advance.

If you’d like to learn more about ways you can optimize your trade show strategy, our team would be pleased to swing by your booth for a quick introduction. If you would like a broader conversation, we can:

• Share insights and perspective about sector trends, emerging products and possible growth channels.
• Offer a quick marketing assessment and tailored insights about your domain authority, visibility and areas that can be strengthened.
• Make recommendations that can lead to growth.
• Share the best media outlets that could advance brand awareness.

At one recent trade show we orchestrated more than 100+ media introductions and helped our clients (small to midsize companies) trend on social media and connect with other potential customers or partners. This exposure created literally millions of local, regional, trade and global media impressions.

This year, our team will attend the following shows:

• IDDBA Show
• Summer Fancy Food Show
• IFT First – International Food Technologists
• ACF – American Culinary Federation
• Newtopia Now

To learn more about how Wilks Group can help amplify your brand contact us at hello@wilksgrp.com. We’d love to connect!