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

2. 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

3. Reasons for Trade Shows Education Showcase merchandising methods Product differentiation Research Comparison tasting New cut/item and menu rollout

4. Education

5. Showcase Merchandising

6. Showcase New Applications

7. Product Differentiation Key: Collect Data

8. Product Research

9. Comparative tasting

10. Experts at Each Show

11. New Item Rollout USMEF developed menu ideas and introduced Back Rib at show in March 2009

12. Trade Show Follow-up Training Promotion PR

13. 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

14. Thank You!