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Published byEvan Hollis Modified over 11 years ago
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Trade Shows: How to Effectively Use the Opportunities as a Market Access Tool Greg Hanes Asst. VP, International Marketing USMEF
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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
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Reasons for Trade Shows Education Showcase merchandising methods Product differentiation Research Comparison tasting New cut/item and menu rollout
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Education
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Showcase Merchandising
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Showcase New Applications
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Product Differentiation Key: Collect Data
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Product Research
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Comparative tasting
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Experts at Each Show
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New Item Rollout USMEF developed menu ideas and introduced Back Rib at show in March 2009
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Trade Show Follow-up Training Promotion PR
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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
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Thank You!
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