When they say everything in Texas is bigger, it’s true, and we don’t just say that because we read it in a magazine. We even have some roots in Texas. My business partner Melinda Goodman spent five years in the Lone Star State as the Executive Director for the TexaSweet Citrus Marketing order and getting to know the growers and issues of Texas. (The Midwest eventually called and asked for her back, but she also jokingly says, I might not have been from Texas, but I got there as soon as I could.) So when the Texas International Produce Association asked us to help create a regional expo from nuts to bolts…we jumped at the chance and Viva Fresh was born.
This marks the second year for the Viva Fresh Produce Expo and we’re happy to say that the 2015 inaugural year was a huge success resulting in a sold out Expo hall and hotel, triple digit attendance of retail/foodservice buyers and over $10,000 raised for charity.
As the second annual Viva Fresh Expo approaches on March 30 – April 2, we’ve got a few tips to help you make the most of your Viva Fresh Expo or any tradeshow event in your future:
1: Booth Design – Get Creative… Get Noticed
Even small spaces can have big impact. Be sure that not only do you look your best and highlight your brand, but you stand out from your competitors. This example from Canal Insurance showcases a 3-D effect that not only communicates their services but sets them apart from other booths. 
Modular presentations can be vivid, colorful and deliver key messages in high contrast imagery as shown with this example from Steaz.
They key is to be professional but also creative and find ways to stand out in the crowd and be seen.
2: Develop Winning Handouts or Virtual Content
We don’t recommend creating a traditional brochure as a handout (many find hotel garbage cans). If you use a brochure, keep it small and simple with dynamic visuals and brief copy. It will make it easier to use as a talking tool during visits to the booth.
Better yet, use virtual sales tools like Showpad to share virtual information. Have information readily available and access what each customer needs or wants to hear and email them the content at the conclusion of the discussion.
Other opportunities for handouts include promotional items. This can and should be more interesting than a pen. Invest in promotional items that are unique enough to attract attention and create a buzz around your booth – and are wanted. I personally, love those wearable buttons that attached to lanyards and light up or flash making it hard to miss.
3: Demo Your Product
People are sensory driven and food is an emotional experience. Showcase the quality of your product with demos that provide buyers with an opportunity to have a taste. Also, prepping your product in a unique and flavorful recipe can be very effective at attracting attention to your booth and getting people talking. Chefs in the booth also provide a show and tell experience beyond product served from a dish. Here’s a great example of tomato popsicles served at PMA that were a novelty and huge hit.
4: Send out Personalized Invites to Key Attendees
The show doesn’t start when you arrive. Pre-marketing to attendees provides an opportunity to identify potential customers attending the show and select top targets. Once your target list has been identified you can create personalized messaging to introduce your company and your products and schedule appointments in advance. Pre-planning helps to maximize your time at the show and add value to your bottom line.
5: Use Social Networking Platforms such as LinkedIn
LinkedIn provides a great opportunity to connect before and after a trade show. Invite your target list to connect with you on LinkedIn before the event. Aside from personal invites, messages and endorsements, you can share published posts or status updates as well. If you have contacts that are connected to a potential customer, use these contacts to assist you in providing a good word or endorsement. After the event, you can also send out LinkedIn invites to connect with the people you met at the show to establish an ongoing rapport and referral base.
And of course, once the show is over, the work doesn’t end. Stay tuned for more tips on tradeshow followup. And in the meantime, if you need a little help getting show ready, give us a call at Full Tilt, we’d be more than happy to assist you with developing your tradeshow booth, customer targeting, premium needs, materials or anything else.
Let’s be creative, but more importantly have fun, because when in Texas – live large! For more information, contact Melinda@fulltiltmarketing.net.
Written by Heidi McIntyre
Managing Partner
Heidi@FullTiltMarketing.net
