Event season is upon us. Some for fun, some for education, some for showing off.
Will you attend an upcoming event, conference, or tradeshow as a participant or as a vendor or sponsor? Then you need a plan.
Events cost you time and money. If you want a return on those investments (ROI), don’t just show up and expect things to happen.
Make things happen!
The simple answer is you want to spur on sales, but it doesn’t always happen that way. In many cases you want to create opportunities for your business development. That may mean initiating specific meetings, doing pre and post show promotion (to show you are attending or exhibiting), or seeking interested parties for potential support or collaboration.
Establish objectives that you can ideally measure. Some to consider:
Attending an event is a business decision. Take time before the event to study what it’s all about. Who might be there? What do you want to learn?
Block off time in your calendar after the event to do follow up with people you’ve met, time to send emails, and to make business-building phone calls. Also make the time and effort to review your notes or collateral you’ve picked up. It helps to reinforce your experience and learning, and decide what’s important, or not.
For tradeshows, study the preshow guide and list the essential booths you need to visit. You don’t need to hit every one.
For conferences, similarly, study the preshow guide so you see what options you have. When is the exhibit floor open? Are there specific workshops you need to attend, or keynote speakers you need to hear? It’s good to have a second choice for time slots in case presenters cancel or agendas change.
For breakout workshops, your focus will be on presentations and speakers. Think of the main three points you must take away for your particular business and situation. Be sure to allow time before and after the event to talk to individuals of interest.
Be proactive! Don’t assume you will meet the people you need to meet. Whether they’re prospects, existing clients, or potential collaboration partners, contact them prior to the event.
“When I attend any type of event, I always have a plan,” explains Greg McLaren, Managing Director of Farm Food Drink. “I’ve never been to an event where I didn’t make valuable connections, or benefit in some significant way.”
Attending events can be a big cost to your time and your wallet. They take you away from your everyday operations, but if you approach them from a business building perspective, you can often garner many benefits.
https://farmfooddrink.ca/events
Do you have a story to share or a project you’re interested in?
A few years ago, hashtags worked very differently from how they do today. Back then, using the right hashtags could boost your reach, land your posts on the Explore page, and help new audiences discover your content. But with more and more people on social media, by the time you use a hashtag, your post could […]
If you’re running a farm, food, or drink business, chances are, you already have a logo. It appears on your packaging, website, and social media channels, helping customers recognize your company.As your business grows, branding becomes about more than just your logo. It’s a promise of quality and consistency you make to your customers, one […]
January arrives the same way every year for food producers: markets quiet down, orders slow to a trickle, and you finally have permission to breathe. But what if this slowest month could become your most strategic one?The Momentum GapThere’s a predictable pattern at the beginning of each new year. After weeks of increased production, holiday […]
Running a food business isn’t just about creating delicious products, but it’s also about making sure people know about them. In the crowded online space, where new recipes, products, and food brands pop up every day, the key differentiating factor isn’t innovation or budget. It’s consistency. Being consistent on social media builds trust, recognition, and loyalty. […]
The Christmas rush is winding down. Holiday markets are wrapping up, online orders are slowing, and the long stretch of producing, packaging, selling, and fulfilling seasonal demand is finally easing.If you’re a small food business owner, this shift can feel uncomfortable. After weeks (or months) of being constantly on the go, it’s easy to slip […]
The first step at a trade show is to capture attention. Once you’ve engaged a potential buyer, you typically have 30 seconds or less to keep them interested and start selling your product. That’s why it’s crucial to have your elevator pitch perfected before the event. Retail food buyers are experienced and efficient in sales […]
Trade show season is one of the busiest and most rewarding times of the year for Canadian food and beverage brands. Between prepping samples, coordinating staff, and perfecting your booth setup, it’s easy to overlook one key factor that can significantly impact your results: your social media strategy. A focused social media plan helps you build […]
Every season brings its own opportunities, but few are as full of potential as the winter holidays. For food businesses across Canada, the last quarter of the year isn’t just about selling more; it’s about inspiring your customers to see your products as meaningful gifts.Think about it this way: when someone gives your product as […]