What lessons in planning your own promotional marketing can be learned from attending one of the UK’s largest scale food shows, with a trained, critical eye? Read on to see which event areas made up the good, the bad and the ugly – in the recent BBC Good Food Show!
Firstly – I will set out by saying, there were fantastic examples of what great promotional sampling should look like when well executed. These shining lights will be exemplified in due course; but first off – let’s take a look at what pitfalls you can avoid:
…It’s 10.30am on day one, the crowds have crossed the flood gates and are now pouring around the show, eagerly inspecting each offering. What can we see!?
EMPTY STANDS: Why oh why would someone pay thousands of pounds in site fees and not have enough promotion staff to ensure their stand is manned!? It’s madness to think of the wasted investment, missed opportunities and negative impact that each unoccupied event stand represents.
Key learning: Ensure you have enough event staff to maintain a constant presence on your stand, even when you are replenishing your leaflets, nipping to the loo or doing what ever else is pulling you away from your central reason for being there. The cost of the event area is thousands – but great promo support can be booked from just £20 per hour. Save money by all means, but not on the most important aspect of bringing your event area to life.