As fresh produce marketers, we spend our days strategizing, developing and producing work that is shared across many marketing touchpoints.  From website design and content to marketing collateral and more, all of us can relate to the process of creating communications that reach, engage and inspire action among our audiences.  So why is it that when it comes time to plan tradeshow booths, we often feel like we’re starting from scratch?

We can all agree that we want booth visitors to be intrigued, welcomed and informed. Yet we often accomplish this by creating an entirely new booth “theme” and design, rather than using your current brand assets to present an experience that is familiar, dependable and cohesive – like how you feel when you return to your favorite restaurant each time you visit a city. The truth is, if you’ve invested in a branding strategy, you’ve probably already laid the groundwork to produce this exact experience for the attendees at your next tradeshow without reinventing the wheel.

As you’re preparing for United Fresh or other upcoming tradeshows, consider your existing, successful marketing tools as both inspiration and blueprint for an equally successful tradeshow booth.  For example:

• Website – The hub of your marketing arsenal should contain all the pieces you need to create a beautiful tradeshow booth, including design elements and succinct messaging.
• Advertising – Depending on the audience/event, your B2B and B2C advertising campaigns are tailor-made for adaption to exhibit applications.
• Company Brochure – This sales tool typically delivers all “the goods” about your business in a compact package and, with a creative spin, could easily transition to tradeshows. A great example of this was the CHEP booth from the 2015 PMA Fresh Summit. 

We’re excited to see all of your creative and cohesive booths at United Fresh in Chicago (5 weeks away!) and look forward to featuring them in our annual What Blew Us Away: United Fresh Edition after the show!