Trade Shows: How to Effectively Use the Opportunities as a Market Access Tool Greg Hanes Asst. VP, International Marketing USMEF
Reasons for Trade Shows Identify new customers Existing customer relations Position organization & industry in market Expand geographic coverage/reach Education for US producers Promote member companies Collect market & competitor intelligence Jt promotion with other cooperators
Reasons for Trade Shows Education Showcase merchandising methods Product differentiation Research Comparison tasting New cut/item and menu rollout
Education
Showcase Merchandising
Showcase New Applications
Product Differentiation Key: Collect Data
Product Research
Comparative tasting
Experts at Each Show
New Item Rollout USMEF developed menu ideas and introduced Back Rib at show in March 2009
Trade Show Follow-up Training Promotion PR
Conclusions Target presentation to the audience Utilize the attendees/experts to get needed info Track the results Use the results Trade Shows are just one tool – include in integrated strategy
Thank You!