How to Make the Most of Trade Shows: A Guide for CPG Suppliers

In this article, learn about:

• What are trade shows, and why they matter for CPG suppliers

• How to find trade shows to attend

• How to prepare for a trade show

• Tips for shipping products to and from a trade show

What Are Trade Shows, and Why Do They Matter for CPG Suppliers?

Trade shows are vibrant events where suppliers in the Consumer Packaged Goods (CPG) industry can showcase their products, network with potential business partners, and keep pace with market trends. These gatherings are critical for businesses looking to expand their reach and connect with key decision-makers in retail and distribution.

Trade shows across the United States cater to every facet of the CPG industry, from food and beverage to health and beauty products. For many suppliers, these events are pivotal opportunities to:

• Increase Brand Awareness: Display your brand and offerings to a motivated audience of industry professionals, including potential buyers and distributors.

• Connect with Buyers: Trade shows bring you face-to-face with buyers and other decision-makers actively looking for new products. Use this opportunity to build relationships, showcase your value, and open doors to partnerships.

• Meet Potential Business Partners: Establish valuable relationships with retailers, distributors, and service providers who can help take your business to the next level. Trade shows often serve as a starting point for partnerships that can lead to long-term growth.

• Gain Market Insights: Observe competitors, learn about emerging trends, and understand what resonates with your audience.

• Product Feedback: Use these events to gather insights on how your product is perceived and refine your offerings based on real-time feedback.

How to Find Trade Shows to Attend

There are so many trade shows to pick from, it can be challenging to decide where to start. Begin with the basics to ensure you make informed choices and maximize your time and resources:

1. Identify Your Goals: Are you trying to launch a new product, gain industry insights, or network with companies in a similar industry? Defining your objectives beforehand can help you decide which trade shows align with your needs.

2. Do Your Research: Google is a great place to start. A simple search of "[industry] trade show" can yield many results. Look for shows that cater to your product category or trade show goals.

3. Track What Your Competitors Are Doing: Pay attention to where your competitors are exhibiting. If they're consistently attending specific shows, those events likely attract your target audience.

4. Consult Your Network: Reach out to peers, LinkedIn network, or industry groups for recommendations on events with great results. Getting personal insight can provide valuable context and help you understand the ROI of specific trade shows.

5. Communicate With Trade Show Representatives: Once you've found some potential trade shows to attend, communicate with the event organizers. Ask about pricing, logistics, attendee demographics, and previous exhibitor feedback. This can help you gauge whether the event aligns with your goals.

How to Prepare for a Trade Show

Once you've decided which trade show you will attend, the next step is to plan the logistics. You'll likely experience unexpected road bumps along the way, but planning ahead can help ensure you're set up for success. Here are some key strategies to keep in mind:

Design an Eye-Catching Booth

Your booth is your first impression, so make it count! Ensure it's visually appealing and aligns with your brand. Make use of banners, lighting, and displays that attract attention and convey your message clearly. It's always helpful to have interactive elements or technology to engage attendees. Pro tip: Ensure you understand the booth requirements and/or restrictions for each trade show, as they could vary greatly.

Form Your Dream Team

Having the right team at the show is essential. It's a good idea to include individuals from both marketing and sales to offer a wider range of expertise when representing your brand effectively, answering questions, and building relationships. Make sure everyone is prepared with a clear understanding of your goals and messaging. Pro tip: Bring enough people to ensure your booth is manned at all times while also having representatives walk around the show to network and drive traffic to your booth.

Prepare Your Pitch

Your pitch should be concise, compelling, and tailored to your audience. Your entire team should be confident in delivering and adjusting the pitch depending on who they're speaking to—whether it's potential clients, partners, or other suppliers. 

Don't Underestimate Freebies

Everyone loves a giveaway! Offering free samples, branded items, or useful items (think tote bags, water bottles, breath mints, etc.) can help draw people to your booth and make your brand memorable long after the show ends. Pro tip: Think beyond pens—consider items that will stand out or align with your brand.

Promote Your Plans

Don't wait until the event to spread the word! Leverage social media, email newsletters, or your website to announce which trade shows you'll be attending. Encourage potential business partners to schedule meetings with you in advance, ensuring you have quality interactions while at the event.

How to Ship Products to and from a Trade Show

Shipping products to a trade show requires attention to detail to ensure your materials arrive on time and in good condition.

Shipping to the Trade Show

Just as any shipment requires a BOL, so does a trade show. However, the BOL for a trade show requires additional information specific to the trade show you are going to. Be sure to include:

• The name of the show decorator (i.e. Freeman).

• The booth number(s) that you will be occupying during the time of the show.

• The preferred carrier handling the show (UPS, ABF, etc.).

• The carrier's trade show quote # listed in the special instructions

• Details about whether the shipment is going directly to the show or to an advanced warehouse; you must list the warehouse's address along with the trade show's name.

• The name and phone number of your contact person at the show who will oversee your items.

For any trade show shipment, you don't have to worry about calculating density. Any freight moving to or from a trade show has the same classification and NMFC number. The freight class for trade show materials is class 125, and the NMFC is 154630-Paraphernalia, exhibition or trade show, NOI; or Booths or Stalls, exhibition, NOI, KD, in boxes, crates or trunks.

Shipping from the Trade Show

Plan your return shipment ahead of time by including these details:

• Mirror the original BOL's receiver information as the shipper for the return shipment.

• Mirror the original BOL's sender information as the receiver for the return shipment.

• Complete the material handling form with the name and address of the paying party.

Related Reading: LTL Shipping -- What is an NMFC Number?

Connect with the SupplyPike Team

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