Trade Show Attendee Strategies
Tradeshow season is coming up soon. Conferences usually last more than one day, so how to come out of the conference energized with ideas to grow your business? Unless you are visiting to purchase something specific (more on this later), here are three things to focus on during winery trade show – Promote Yourself and Your Brand, Market Research and Networking.
Promote Yourself and Your Brand – establish yourself and your winery business as a leader. You do this by offering information and assistance to your peers, and being participative during the trade show. This will also help you get Media exposure if it arises; requests to be a future panelist, which highlights your areas of expertise and further promotes you/your brand; and opportunities to participate in winery and industry associations. The other benefit of being active versus passive it that you’ll feel energized and recharged with new ideas and initiatives.
Market Research – you go to these shows and so does your (winery) competition. This is a prime opportunity to gather intelligence and best practices ideas. The payback for offering info is getting new ideas, techniques and emerging trends in return. Issues with stuck fermentations? Treatments for blights and bugs? POS and inventory issues? Thoughts on new legislations? How are they selling so much wine online? Is social media still working for you? How are you getting those scores and wine writers reviews? You get my point; now be sure to ask.
Networking – make friends with other winery principles and managers (also wine industry suppliers) that can help you. Don’t be afraid to initiate conversations – “First time at this conference?” “What do you hope to accomplish?” – that’s why people attend these types of events. Give some thought to your 20 second (or less) elevator pitch. Who you are, where and what you do, and what you’re hoping to get out of the trade-show. Note on boorish self-indulgent conversations – they happen! Don’t be afraid to gracefully leave. Your time is valuable. Make a nice comment about them or a comment on the conversation, then exit stage left. But, never burn bridges. I’ve been amazed over the years how someone of little interest has come back around in a valuable way.
Why not conduct business meetings during show breaks? Find new dealers and vendors to establish long term relationships. You will eventually need their help, products and services in the future. I find it helpful to immediately make notes on the back of business cards as follow-up reminders.
Note to Winery Staffers: if you are an employee being sent to the conference, this is not a paid holiday, but an opportunity to learn, network and report back to management. Establish up front goals for research, education and market intelligence. Setup a meeting to report back your findings and recommendations.
Logistics and Tactics – download and print the show agenda and attendees lists. Identify and highlight (yes, use a marker pen if you must) which “must do” classes and sessions to attend and which speakers you want to talk to. Schedule yourself and stick to the schedule. Download the trade-show mobile app. Use it to automate what’s noted above, identify attendees to seek out, initiative chatroom and feedback conversations using appropriate confab #hashtags. Our nature tendency is to kibitz with established wine business friends, taste wine and relax. Resist this and stay on plan. This is your investment of time and how you outpoint your competition. Take an end row seat in the middle of the room. This enables you to see the entire audience for influential and information contacts. It also provides easy regress when you need it.
Who else is attending the show? Highlight those contacts who have the most value and make a short list to refer to. What is it that you’d talk to them about? You’ll see them throughout the show and can spontaneously strike up a conversation. To do that, arrive early in the morning and hang out at the coffee and water stations. People will arrive relaxed and conversations are easy going. Be there early for breakfast and introductions. Look around the room and see who you want to speak to and sit with them. Stay late for wine tastings and social activities to make more connections. When “winesense” turns to nonsense, beat feet back to your room and get some shut eye in prep for tomorrows events. Review your contact notes and action items while memory still serves. Working out early in the morning and arriving top of the day’s agenda puts you one step ahead.
Plan on purchasing something? Consider your most pressing problem or need. Is it related to grape growing, wine making or marketing and selling your wines? Once you identified 1-2 business needs, decide if you have budget and what the time frame is to acquisition. This will help you have a business discussion with vendors, and acquire good and competitive information about their products and services. Should you make a purchase commitment at the show? This can vary based on whether you are offered a “Trade-show Only” deal that evaporates as soon as you depart the floor. Having spent many years in sales I know that these deals can be reconstructed or re-negotiated later. My strategy is to politely decline but give the salesperson your card and ask them to follow up after the show. It’s their job after all to do so. This puts you in a better negotiating position and not subject to artificial “sense of urgency”. You can also evaluate and leverage competitive offers without the strain of show deadlines.
Trade-Shows can be fun, educational and insightful. It’s one of those times during the year when we can visit with and learn from our peer and subject matter experts. It’s up to you to make the most of the opportunity. Oh, and if you see me at an upcoming conference, please be sure to say hello and ask what my goals and strategies might be!