The Core - A Blog by DMA Solutions
DMA Solutions Team
Posted by DMA Solutions TeamApril 30, 2019 11:22 PM
They say the early bird gets the worm, and that applies to fresh produce marketers just as much as anybody else! Fresh Summit may be more than a few days away, but as the next five months fly by, you’ll thank yourself if you start thinking through key strategies now. To help keep important details top-of-mind, we’ve compiled some areas to consider as the summer months approach.

Determine your objectives and measures of success

In preparing for Fresh Summit (or any tradeshow) start by determining your main objectives and how to measure success. At the end of the day, what is your ultimate goal in attending Fresh Summit—what results are you hoping to achieve?  It may be that you’re looking to generate new sales leads, or perhaps to connect with current clients.  Are you newer company and looking to make a splash at Fresh Summit? Or perhaps an established brand with a new look, and you want to elevate what and what that means to the trade audience in attendance. No matter what you’re most looking to achieve, it is important to determine these objectives well in advance of the show so that you can properly prepare.


Website Updates

Updating your website is important for a variety of reasons, but when it comes to Fresh Summit, it is necessary to ensure that the most accurate and up-to-date information is available on your site in order to properly reflect your brand. Many other tradeshow attendees will be conducting a lot of research prior to the show (and in follow-up); make sure it’s as easy as possible to get in touch with you!  While a starting the build of brand new website, at the stage is unlikely, the following updates are completely achievable in the time we have left before Fresh Summit:

Updated Visual Content

Living in an image-fueled society means that the visual content on your website must be up-to-date, polished and reflective of your established brand standards. Consider investing in photography, whether an external photo shoot or high-quality stock images, in order to update the visual content on your site.

New Products

Have you launched any new products within the past year, or are you planning to soon? If so, call attention to these innovations and investments on behalf of your brand!

Trade Page

Do you have a page dedicated to your trade contacts?  If the answer is no, you may want to consider adding this to your website prior to Fresh Summit this year. Having a dedicated destination page for trade partners allows you to more easily elevate important information, such as crop updates, company news, and sales sheets.


Booth Design or Revamp

Even the best-designed tradeshow booths need updates! Don’t lose the attention of your audience because the aesthetic of your booth has become stale. What are several updates (small or large) that you can make to give your space a makeover? Consider updating your backdrops or adding in new and/or additional displays to showcase your products.


Start Planning Sponsorships

Are you planning to take advantage of sponsorship opportunities?  Being a sponsor allows for greater brand recognition and opportunity for face-time with other industry members. The most desirable sponsorships fill up quickly, so it is important that you determine what budget you are able to allocate and prepare decision-makers, allowing for quick action once opportunities become available. Once you’ve secured a sponsorship, don’t delay in working through the details--get started on design and production of promotional materials, ensuring your approach is as strategic as possible.  


Video & Photography

It's no secret that video and photography make an impact and readily catch your audiences’ attention. If you’re looking to mix things up at Fresh Summit by incorporating video or photography, make sure you start planning now! Many photographers and videographers need plenty of lead time to capture and edit the visuals to tell your story—not to mention that you want to capture images during the peak of season.  


Don’t fret if you haven’t gotten started yet—as long as you plan appropriately, you’ve still got time to tackle these projects and make this year’s Fresh Summit the best yet!  


Have something to add? Leave us a comment below or reach out to us on Twitter @TheCoreBlog!

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Topics: Branding, Tradeshows & Events, Marketing Strategy

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