Attendance and exhibiting at trade shows are not just a line item in your marketing budget; they’re a dynamic investment in your company’s growth and market presence. For most food and beverage businesses, trade shows are a cornerstone of their marketing strategy, offering a unique blend of brand exposure, lead generation, and partnership building.
Who attends trade shows?Trade shows draw a diverse crowd: food manufacturers, distributors, retailers, foodservice operators, ingredient and packaging suppliers, technology providers, government officials, and media representatives—each looking for innovation, insights, and new business connections.
How do you access return on investment (ROI)? Measuring ROI is essential. Start by tracking sales generated from leads nurtured at the show, then subtract your total investment (including booth space, travel, accommodation, and promotional materials) and divide the difference by your investment to get your ROI percentage. But don’t stop at sales: consider return on objectives (ROO) by tracking booth visits, social media engagement, web traffic, and the quality of new relationships formed.
Choosing the right trade show:
- Align with your goals: Are you launching a new product, seeking buyers, or building your brand?
- Know your audience: Buyers, distributors, and retailers may attend different events for different reasons. Focus on shows that attract your ideal partners.
- Research and network: Speak to previous exhibitors, analyse media coverage, and see where your competitors are investing.
- Consider logistics: Factor in travel, accommodation, and venue layout to ensure smooth operations and cost control.
- Don’t overlook smaller, targeted shows: Events like The Irish Food Trade Connect Forum offer a more intimate setting, lower costs, and direct access to local and regional decision-mak