Plan-First Approach for Foodservice Exhibitors

"The brands that excel are those that recognize the importance of engaging with their audience long before the show floor opens and continuing that engagement well after it closes. Today's decision-makers-operators, distributors, chefs, and F&B directors-are selective about their time and budget. They arrive at trade shows with clear agendas and short attention spans, making it crucial for exhibitors to establish a presence prior to the event."

"For organizers, this new reality emphasizes the need for shows to deliver measurable value: qualified traffic, curated matchmaking, and media amplification that extends beyond the exhibit hall. For exhibitors, the goal is to create a strategic engagement plan that integrates pre-show, on-site, and post-show activities into a cohesive journey."

"Brands that invest in a planning period of 90 to 180 days before a trade show often see substantial returns. By adopting a plan-first approach, exhibitors can achieve substantial returns. In essence, successful exhibitors don't just 'show up'; they arrive familiar, relevant, and in demand."

Trade shows in foodservice and hospitality have transformed into multi-phase engagement opportunities rather than single-day events. Decision-makers arrive with specific agendas and limited time, requiring exhibitors to establish presence before the show floor opens. Organizers must deliver measurable value through qualified traffic, curated matchmaking, and extended media reach. Successful exhibitors implement a strategic three-phase approach: pre-show anticipation building through targeted outreach, on-site activation converting foot traffic into opportunities, and post-show relationship maintenance. Brands investing 90-180 days in planning typically achieve substantial returns. The competitive advantage belongs to exhibitors who arrive familiar, relevant, and in-demand rather than simply showing up.

Read at Food & Beverage Magazine