10 Tips to Prepare Fresh Produce Marketers for United Fresh

14-Main_Post-AD_UnitedFreshOver the past few years, the team at DMA Solutions has learned a thing or two from participating in countless fresh produce industry tradeshows. Now that spring is in full bloom and we will be 60 days out from United Fresh in just a few short (and sneaky fast) weeks, we wanted to supply you with our top tips to keep in mind as you prepare for this event.

1. Set SMART Goals before you leave.

Sure, we LOVE the parties that tradeshows provide. We always have a good time at the United Fresh opening party (let’s just hope it’s not pouring rain this year!). However, tradeshows offer so much more. Before packing up and heading out take time to decide what you want to gain from the show. Set goals that are SMART (specific, measurable, attainable, realistic, and timely) for what you want to accomplish and define what success will look like to you. Take a look at these 3 recommend goals for United Fresh.

2. Create a buzz.

Exhibiting starts much earlier than when the show floor opens. Make your booth a “must visit” through effective pre-show marketing strategies. Reach out to your audience through channels like direct mail, email, and social media to take initiative in starting conversations and getting attendees excited about stopping to see during the show.

3. Get your restaurant reservations made early.

Planned dinners are a great way to get some quality time in with customers and prospects, so make sure you secure dinner reservations. And once they are made – stick to them! Restaurants in downtown Chicago are not shy about charging for no-shows. You may be asked to provide a credit card for large reservations to secure your spot.

4. Offer a little helpful R&R to attendees.

Use your booth as an outlet for attendees to have a place to rest. Walking the show floor can be exhausting and attendees are looking for a place to find some rest and relaxation. Add a few touches to your booth to make it an inviting and relaxing place for folks to sit down and have a rest could open the door to some quality time with the folks you want to talk to most.

5. Be proactive about transportation.

For instance, make sure you are dropped off at the south entrance of the McCormick Convention Center, or you’re in for quite the hike. Taxi services and Uber are notorious for getting backed up in Chicago after a major event. In fact, we experienced some pretty incredible wait times and surge rates last year in Chicago following the show. Be proactive about arranging your transportation or ride in advance of when major events like the keynote sessions let out to ensure you can make it to any dinner reservations on time.

6. Know your role.

If you are exhibiting at a booth make sure you know what you are doing and how you can be most effective on and off the show floor. Strategize and determine who the key people are for each of the functions in your booth. Take a look at the current exhibitor list and start identifying key prospects and mapping out your plan now. It’s important to cover all of your bases and make sure you are prepared.

7. Get the second date.

Produce industry professionals are seeing hundreds of people during tradeshows which is why making a solid impression is an absolute must. Be memorable by creating an experience for your booth visitors. Before launching into your sales pitch, offer them a refreshment or bite to eat. Invite your guests to have a seat and ask simple questions that don’t require a lot of thought but give you the opportunity to identify how you can help the visitor in the search for your products. Finally, equip your guest with the necessary information that they need to follow up after the show. Take proactive measures to stay in touch by following your guest on Twitter or connecting with them on LinkedIn to establish connectivity that will last long after the tradeshow ends.

8. Take full advantage of all 5 shows.

This year’s United Fresh event provides you one badge that will get you into 5 different shows. That’s right – this year’s co-located event includes not only FMI, but also the US Food Showcase, InterBev Beverage Show, the Sabor Latino Food Show, and the International Floriculture expo. That means 5 times the opportunity to make valuable connections and gain fresh perspectives outside of the fresh produce industry. Make sure to set aside time to specifically explore each of the additional events. With over 60 days left before the show, you could even start now planning co-promotion opportunities with FMI exhibitors or exhibitors from the other events.

9. Visit the culinary mecca of Chicago.

Also known as the West Loop, this culinary mecca is filled with some of the hottest and newest chefs right now, of which some have been featured on Food Network or Travel Channel. Once you make friends with FMI, InterBev or US Food Show exhibitors, share your love for great food with a table at one of this neighborhood’s restaurants to mingle and discuss opportunities to work together across the aisle.

10. Stay in touch with thoughtful marketing.

You spent several days shaking hands, collecting cards, and making connections produce industry professionals – now what? Your post-show plans are just as important as your pre-show. Nurture the prospects you collected from the show. Continue to present yourself as a thought-leader and provide relevant information covering your focus in produce. Continuing to do so over time will put you on the path to becoming the go to company for your specific produce niche(s).

Stay tuned for more helpful information relative to the United Fresh Show in the weeks ahead. We’re looking forward to seeing you in June!

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