SIAL Montreal 2014. Read what we have to say.
Each business sector has its own peculiarities, strengths and weaknesses. The Food Industry has the advantage of invoking the sense of taste; a sense that creates a truly intimate bond with the consumer.
This characteristic was certainly not an inconvenience for Trampoline Marketing’s epicurean team who attended the Palais de congrés de Montréal’s Convention Centre this past April 3rd and 4th.Without getting into Freudian psychology, it’s worth tapping into this undeniable advantage. On its own, taste can become a selling point. Thus it is necessary for participants to capitalize on the opportunity of offering tasting samples in the hopes of seducing new buyers… Tea industry, take notes!
Preparation, an essential ingredient
Even having the best pea soup recipe in the bag, participating in a food and beverage trade fair is not to be taken lightly. In addition to the logistical and financial effort needed to secure participation, it’s important to be aware that we only have one shot at making a first impression. Hence the importance ofbeing well prepared at ALL LEVELS. One must be audacious, prepare striking marketing material and have welcoming staff at the stand: staff who radiates enthusiasm, talks passionately about their product and can readily display an up-to-date price list that’s well suited to their market – be this wide distribution retail or hotels, restaurants, cafes (HORECA).
The cheese industry, an inspiring example
With the prominent Canada-Europe free trade agreement, we were very curious to see how Canadians producers would hold their own game. Much to our disappointment, we found their attendance to be quite low! On the other hand, Trampoline Marketing would like to highlight the excellent initiative displayed byPlaisirs Gourmet, who joined efforts with another exhibitor, Omerto, by coupling the former’s cheeses with the latter’s tomato wine. It just goes to show how in an increasingly competitive context we may find strength in unity!
From year to year
For Trampoline Marketing, participating in Montreal and Toronto’s SIAL every year presents several advantages. In addition to enriching our knowledge, it allows us to compare, to take a step back and let ourselves be surprised by the genius of the industry. For this edition, although a few exhibitors were very well prepared our top pick was Hudson Ice cream with their pure-maple-syrup sweetened ice cream. Their stand, crafted in the likeness of a sugar shack, was perfectly in tune with their product. Staff was smiling and generous samples were given.
In terms of new product offering, we would like to underline Sante, a Polish based company, with its broad range of peanut free snacks for our children’s lunch boxes.
Otherwise, we noticed that some exhibitors did a copy-paste from last year. Couldn’t they have innovated a bit by presenting another product? By setting up their stands differently, by holding a contest? Although we can be certain that new potential buyers attend the show every year, what about previous editions’ attendees who come seeking to discover new products? Let’s just say that their appetite will not be satisfied. Considering the substantial investment needed in order to participate in such an event, it’s in the exhibitor’s best interest to vary their presentations across editions. This brings us to question their decision to participate or not in the fair. If they had nothing new to present and no new way to present their products, was this year’s SIAL really the best showcase for their products?
Maximize the benefits of your presence at the show
Participating in a trade show is a great opportunity to get to know what your potential buyers really think regarding your product. It also represents an opportunity for making any necessary adjustments.Information-gathering thus constitutes a sensible, essential and crucial step to the preparation stage that should not be neglected. In this regard, Trampoline Marketing suggests developing a satisfaction questionnaire to be handed out to potential buyers visiting the stand. The benefits thus derived will, of course, depend on the art of asking the right questions and of knowing how to interpret the data. Entrusting this responsibility to a specialized member of MRIA-ARIM such as Trampoline Marketing will guarantee your success during this phase. You will thus be empowered with the appropriate tools to evaluate the return on investment stemming from the trade fair.
A savory market ?
The Fancy Food Show, the food industry’s mythical event, will be held this summer in New York from June 29 st to July 1st 2014. Although our Canadian entrepreneurs do not necessarily have the reflex to go and present their pies in the US, we must understand that they’re missing out on the cake. Armed with a currency that favours exports and having a nearby tantalizing potential market, business owners should very well be aiming at our American friends’side. Even if it’s too late for having a stand this year, this is an event not to be frowned upon. With the presentation of more than 180 000 products from the food and beverage industry, 2400 participants from over 80 countries, over 24 000 visitors and fifteen conferences on the industry’s challenges, marking this event on our calendars is in our best interest. It is anideal opportunity to see the latest trends in the industry, get to know new players and further build a business network. After all, there were many Tunisian olive oils, as well as desserts from the UK, present at the Montreal SIAL, so why not expect to find our Pure Blueberries from PEI Berries, and our tomato wine inNew York this summer?
Contact Trampoline Marketing without delay. We will help you find the winning recipe for positioning yourself advantageously during the next food and beverage trade fair. YOU’RE NOT READY YET? We can go for you so that we can steer you: we will be your eyes and ears for a fixed sum. Do you wish to share your observations? Email us.