Countdown to Sweets & Snacks Expo Important Factors Exhibitors Must Address to Succeed
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National Confectioners Association
Countdown to Sweets & Snacks Expo – Important Factors Exhibitors Must Address to Succeed Webinar Workbook
Present
Countdown to
Sweets & Snacks Expo
Important Factors
Exhibitors Must Address to Succeed
Topics Include:
Update on COVID-19 Guidelines
How to Make Sure Your Exhibit Attracts Enough of the Right
People
How to Design Sales Offers to Encourage Buyers to Write Orders
Staff Selection & Preparation
Take Quality Leads & Follow-Up Effectively
Free Tools to Manage Costs, Plan & Measure Performance
How to Best Utilize the Exhibitor Success & ROI Center to Make
Improvements Before Returning to Live Exhibiting!
Copyright 2022. NCA and Competitive Edge. All rights reserved. 1
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
National Confectioners Association
Countdown to Sweets & Snacks Expo – Important Factors Exhibitors Must Address to Succeed Webinar Workbook
Update on COVID-19 Guidelines
As of April 12, 2022
In light of COVID-19 mitigation measures being relaxed by the CDC, the City of Chicago and
McCormick Place, the National Confectioners Association, the organizers of the Sweets & Snacks Expo:
will NOT REQUIRE individuals participating at the 2022 Sweets & Snacks Expo to provide
proof of vaccination or a negative COVID-19 test to attend.
will NOT REQUIRE masks be worn by individuals attending Sweets & Snacks Expo; however,
each individual is welcome to make their own decision and wear a mask if they so desire.
With respect to sampling, there are currently NO RESTRICTIONS on who can receive and consume
samples or where they may be consumed at Sweets & Snacks Expo.
All exhibitors are still encouraged to pre-package samples for distribution to attendees on the
show floor, though pre-packaging is NOT REQUIRED.*
It is the intention of show organizers to continue to follow all federal, state and local regulations, as well
as guidance issued by the CDC. We will update our protocols if and when necessary.
How to Make Sure Your Exhibit Attracts Enough of the Right People
1. Who are the right people?
Customers – Prospects – Potential New Accounts - Distributors
2. How much is enough?
Calculate your Exhibit Interaction Capacity
3. What are you going to do to attract them?
Use multiple marketing media
Do it yourself marketing
Integrate relevant Sweets & Snacks Expo marketing programs
Who are the Right People?
Three Groups to Focus Your Efforts On
1. Start with your existing customers.
2. Get your sales team and distribution network to focus on prospects
in your sales pipeline.
3. Create a clear profile of who you want to interact with at the
meeting.
Include anyone who _______________ over the last 12 to 18
months.
Copyright 2022. NCA and Competitive Edge. All rights reserved. 2
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
National Confectioners Association
Countdown to Sweets & Snacks Expo – Important Factors Exhibitors Must Address to Succeed Webinar Workbook
How Many Do You Need to See?
Calculate Your Exhibit Interaction Capacity
Example Your Calculation
Exhibiting Hours 22 22
(X) Exhibit Staff 2 x___________
50 sf per staffer
(X) Interactions./Hour/Staffer 3 x___________
3/conservative, 4/moderate, 5/aggressive
(=) Exhibit Interaction Capacity 132 =___________
Keys to Successfully Promoting Your Booth
1. Promoting before & during the Event is a MUST!
2. Defining a “tight list” of high-value target visitors is key!
3. Defining and communicating a clear and compelling Value Proposition helps you draw traffic.
What is unique or different about your products?
What is one useful thing you can quickly ___________ them that will help them increase their
sales?
What will they gain, save, achieve or avoid by visiting your booth?
Promoting Your Booth
Do It Yourself Marketing
1. Ask your sales team and distributors to work your warm circle: Encourage target visitors to visit your
booth.
Customers: Active and Inactive
Prospects in your sales pipeline
Recent inquiries about your product/services
Website visitors
People who downloaded resources you offered
Visitors to your past trade show booths
Social media connections and groups
Copyright 2022. NCA and Competitive Edge. All rights reserved. 3
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
National Confectioners Association
Countdown to Sweets & Snacks Expo – Important Factors Exhibitors Must Address to Succeed Webinar Workbook
Promoting Your Booth
Do It Yourself Marketing
2. Create segmented lists, design messaging/content specific to each list type.
3. Start marketing _____________ weeks before the event.
4. Use email, social media, web landing pages and direct mail as primary media.
5. Plan for at least ______ direct touch points, ideally through multiple media.
PRO TIP: Give a clear and compelling reason to visit your booth.
See – Learn – Do – Get
6. PRO TIP: Review educational sessions on S&SE website and determine which sessions relate to your
products/services – promote and attend those sessions and suggest they visit your booth after to continue
the learning.
7. Offer a reward/contest for visiting your booth.
8. Consider offering a higher level reward for scheduling and completing appointments. Use Calendly!
Copyright 2022. NCA and Competitive Edge. All rights reserved. 4
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
National Confectioners Association
Countdown to Sweets & Snacks Expo – Important Factors Exhibitors Must Address to Succeed Webinar Workbook
Promoting Your Booth
Pre-Show Marketing Opportunity
Use Your FREE Guest Invites program
Announce to your prospects and customers you’ll be at 2022 Sweets
& Snacks Expo and effortlessly create touchpoints using these ready-
made promotional tools.
1. Add your logo/headshot and update your description by
clicking into "Edit My Information."
2. Share My Landing Page with your followers on Facebook,
LinkedIn, or Twitter to encourage them to register for 2022
Sweets & Snacks Expo.
3. Invite My Network allows you to send a templated email to
your audience - upload your list, or download the HTML to send through your own system.
4. Download Personalized Banner Graphics: these graphics have been customized for you to share with
your followers!
At-Show Marketing Opportunities
https://sweetsandsnacks.com/exhibitors/featured-products-minpa/
Copyright 2022. NCA and Competitive Edge. All rights reserved. 5
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
National Confectioners Association
Countdown to Sweets & Snacks Expo – Important Factors Exhibitors Must Address to Succeed Webinar Workbook
Ho to Design Sales Offers to Encourage Buyers to Write Orders
Understand the evaluation questions in the mind of retailers!
Does it fit my customer profile?
Does it fill gap in a category?
What makes it different or better?
Will it ____________?
Can you deliver?
What do you do to help me sell it?
Will we make money?
1. Where the value is clear, the decision is easy!
2. Add more value to create urgency for your offers:
Planograms
Proof of sale-ability
Show specials
Free shipping
Longer payment terms
Point of Sale materials
__________________________
Risk reversal
Staff Selection & Preparation
1. Have enough staff! Rule of thumb: ________sq.ft./staffer
2. Feature knowledgeable product experts – FAQ lists
3. Have a firm booth duty schedule – split shifts
4. “Re-train” staff on Visitor Interaction Skills
Engaging visitors on perimeter and when they ___________
Building quick rapport
Asking open-ended questions
Briefly presenting to identified needs and interests
Capturing leads and gaining commitment to next action
5. Set interaction per hour and lead goals
6. Have end of shift or end of day quick recap meetings
7. Recognize and reward performance
Copyright 2022. NCA and Competitive Edge. All rights reserved. 6
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
National Confectioners Association
Countdown to Sweets & Snacks Expo – Important Factors Exhibitors Must Address to Succeed Webinar Workbook
Take Quality Leads & Follow-Up Effectively
1. Lead quality is equal to the clarity of the next step and visitor’s
________________________ to take the step.
2. Identify your key qualifying questions.
3. Integrate the questions into your lead capture device.
4. Train your staff on asking the questions and using the capture device.
5. Develop a lead scoring process.
6. Follow-up fast or in-line with visitor request.
7. Link follow-up back to visitor request.
8. Vary follow-up media: email, mail, telephone, in-person, etc.
9. Determine follow-up plan before the show.
FREE Tools to Manage Costs, Plan & Measure Performance
Manage and save money with Exhibit Budgeting & Cost Control Tool
Get control with Tradeshow Planning & Productivity Management Tool
Keep score with Exhibiting & Financial Performance Metrics Tool
Available on Exhibitor Success & ROI Center web page:
https://sweetsandsnacks.com/exhibitors/exhibitor-success-and-roi-center/download-planning-and-
implementation-tools/
Copyright 2022. NCA and Competitive Edge. All rights reserved. 7
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
National Confectioners Association
Countdown to Sweets & Snacks Expo – Important Factors Exhibitors Must Address to Succeed Webinar Workbook
Use the Sweets & Snacks Expo Exhibitor Success & ROI Center
to Make Improvements Before Returning to Live Exhibiting!
Visit often and
share with your team!
https://sweetsandsnacks.com/exhibitors
/exhibitor-success-and-roi-center/
Copyright 2022. NCA and Competitive Edge. All rights reserved. 8
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
National Confectioners Association
Countdown to Sweets & Snacks Expo – Important Factors Exhibitors Must Address to Succeed Webinar Workbook
What are the three most important ideas you learned and will apply to improve your exhibit program?
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
About Your Expert Presenter
Jefferson Davis, President, Competitive Edge
The Tradeshow Productivity Expert tm
Jefferson is President of Competitive Edge, a highly-specialized consulting and training
firm on a mission to inspire, lead and direct businesses on how to more effectively use
exhibiting to visibly support core business objectives and generate measurable financial
value, far beyond cost.
His mission is achieved by challenging companies to re-evaluate limiting perspectives about exhibiting
and getting them focused on precision execution of five critical exhibiting success factors.
His Tradeshow Turnaround philosophy and practices are the exposition industry’s definitive guide to
quickly turning tradeshows from “expensive appearances” to “productive, profitable investments.”
Jefferson is available to personally help companies implement the
Tradeshow Turnaround philosophy and practices.
Call 800-700-6174 in the US or 704-814-7355 and visit www.tradeshowturnaround.com
Copyright 2022. NCA and Competitive Edge. All rights reserved. 9
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
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