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!