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Scotland’s Speciality Food
Show 2020
DIGITAL TOOL KIT
www.scotlandsspecialityfoodshow.com
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Scotland’s Speciality Food Show – Digital Tool Kit
Welcome to your Digital Tool Kit! Within this document you will find everything you need to know about
engaging through digital pathways before, during and after the show to promote yourself as an exhibitor at
Scotland’s Specialty Food Show.
We’ve put together some helpful tips on how you can use the show logo on your social media, how to get your
online profile looking its best, creative ideas for content and how you can be included on our digital platforms
for some extra promotion.
This might be new territory to some exhibitors but we hope you find this guide useful in getting you started in
the digital world! As always, if you have any queries please get in touch.
Kind regards,
Scotland’s Speciality Food Show Team
T: 01877 385 772
www.scotlandsspecialityfoodshow.com
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Useful Information
Scotland’s Speciality Food Show – Social Media Accounts
Scotland’s Speciality Food Show
@SSFoodShow
@scotlandsspecialityfoodshow
Scotland’s Speciality Food Show – Official Hashtag
#scotfoodshow
www.scotlandsspecialityfoodshow.com
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Online Profile – Exhibitor Zone Your online profile is the first visual that our Buyers and Visitors will see of your product and company. Visitors
use our website like a directory before and after the show. They want to look at our exhibitor list to plan who
they will go to see whilst at the show and gain an insight of the range of sellers available. Not to mention, your
online profiles from the Scotland’s Trade Fair website can also appear on a Google search...
We therefore cannot stress enough how important it is to log into your exhibitor zone and update your profile.
1. Complete the Exhibition & Marketing online form by clicking either of the circled tabs
2. Complete the Show Directory & Exhibitor List on Website section to ensure your web listing is up to
date and that you are happy this information can be transferred for your entry into the printed
Show Guide which is handed to visitors at the show
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3. Include the links to your social media accounts and complete a marketing description for your
company. The Social Media links will be in included on your website listing for visitors to click on and
visit
*The marketing description will appear on the exhibitor list on the website AND in the printed Show Guide.
4. Add a profile cover image and photos to your web listing. Your profile image will appear on our
exhibitor list to attract visitors to visit your profile
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*Profile cover image is the first image added and should be landscape to appear correctly. This image will then
appear on the exhibitor list for your profile
5. You will then have an eye-catching profile for buyers to click on and find out more!
Profile Cover Image
Profile Cover Image
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Scotland’s Speciality Food Show Logo
You can use the show logo on:
- Social media page
- Website
- Email signature
- Promotional material
The show logo is listed within your exhibitor zone for you to download and use as specified above.
Examples from past exhibitors:
www.scotlandsspecialityfoodshow.com
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Social Media There are a lot of shows and a lot of excuses for not visiting. We still believe it is an essential
function and ask for your help in encouraging all those buyers to come along.
Pre-show We know there is a lot to do before the show doors open, but it’s important to include social media in the mix.
The good news is that there are plenty of ways to create buzz around your exhibit long before the show
begins. When posting to your social media platforms, make sure to include important information, such as
dates, location and stand number. Additionally, plan and promote special activities, like product
launches, giveaways or competitions that will drive traffic during the show.
We LOVE to receive images from all of our exhibitors to help promote you via our social media
platforms. To be included on our social media please send JPEG/high quality images to:
Stacey Smith (Head Office) – [email protected]
Get in there with your customers and book them in for an appointment at the show
If you are promoting yourself through social media about exhibiting at the show, make sure you tag us in your
posts and use the hashtag so we can like/share/comment. #scotfoodshow
During the Show When show time rolls around, it is important to stay on your game. Create content that encourages visitors to
stop by your stand and learn more about your products and services.
If you would like to be featured on our social media during the show then please speak with one of the
organisers on site. They will be happy to schedule in a time to take a picture of your stand and tag you
in any activity on our social media pages.
Our team will be searching for “#scotfoodshow” so please make sure this is included in any of your
posts for the show so we don’t miss out on engaging with your account!
Post Show The purpose of trade shows is to create lasting and new connections with customers. Make sure to continually
engage with them well after the show is over. If possible, connect with leads via social media because it is a
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powerful business networking tool. Thank visitors for stopping by your stand and learning more about your
company. In the end, new leads are a powerful resource so be sure to follow up with them.
Our visitors will also continue to refer back to the exhibitor list on the website to remind themselves of
companies so please do make sure your website listing is kept up to date even after the show
Quick Tips for Social Media
1. Monitor Show Hashtags
This should be your starting point in using social media for exhibiting. Most shows now use a unique
hashtag (#scotfoodshow) to help attendees and exhibitors get connected and start conversations online.
Thoroughly research event hashtags before the show starts to see what attendees and competitors have
planned. Once your brand has established a presence within the hashtag, it’ll be easy to join the
conversation and reach out to attendees on an individual basis.
2. Find where your attendees are engaging the most
The whole point of using social media during the exhibition process is to build a community and interact
with the attendees. While a lot of interaction happens on Instagram, platforms like Facebook or Twitter
may also be used heavily. Make sure you’re in the middle of the action by gauging the interest of followers
on a particular platform well in advance of the show.
3. Designate a social media leader
During the event, things can get chaotic and roles may begin to blur among your stand staff. Posting,
engaging and monitoring social media is a full-time job, so bring a team member who is there solely for
social media and marketing. If that isn’t an option, then elect a leader for social media posts and keep
encouraging the whole team to watch for opportunities to virtually connect with attendees.
4. Tell everyone that you will be posting
Building anticipation is a crucial part of the pre-show marketing strategy. A major part of your pre-show marketing is cuing followers to expect live updates from the event. Even if some followers are unable to attend, they can still feel present and follow the event happenings. A variety of content, such as videos, blog posts and teasers, will inspire genuine consumer interest and motivate followers to stay tuned for upcoming event-related posts.
Where customers are swaying about visiting, your post could make all the difference in persuading them.
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5. Share on site photos & videos
Photos and videos are the best way to show followers that a visit to your exhibit will be worthwhile.
6. It doesn’t have to be all business – show your fun side!
Showing your “fun” side will help attendees relate to your brand on a more personal level. Of course, keep
all posts 100% appropriate, making sure the posts reflect your brand image and integrity. But it’s okay to
loosen up and show followers that robots don’t run your social media accounts.
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Visitor Invitations
Printed All exhibitors have the option to order printed invitations to the show to send to their customers (e.g. send
them with orders or Christmas cards etc). These can be ordered through the Exhibitor Zone and will then be
posted to you directly:
Example of Food invitation:
www.scotlandsspecialityfoodshow.com
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Digital As well as printed invitations, exhibitors also have the option to have them sent to you in a digital format
which you can attach to emails and send out to your contacts.
Feedback has proven that exhibitors who invite buyers/their contacts to the show and set up meetings have
a very successful event. It’s definitely worth utilising this type of marketing.
