Trade Shows: How to Effectively Use the Opportunities as a Market Access Tool Greg Hanes Asst. VP, International Marketing USMEF.

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Presentation transcript:

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!

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