Yes, summer is coming to an end, but if you’re in the food and drinks industry, you’ll know that there is a wealth of shows, festivals and events on the calendar, happening between now and December. From fine food innovations to harvest celebrations, this is a prime time to engage with your public and exhibit your fare outside of a traditional in-store environment.
As suppliers of top-notch retail display solutions with three decades of industry experience, here’s our take on why these opportunities are important for year-end sales, and how to get the most out of your presentations.
What exhibiting at food shows can do for your business
Whether you’re marketing your brand at a public event or within your own industry, shows are an excellent means of networking, building relationships, keeping on top of innovations, and attracting new business. Especially key for small to medium enterprises (SMEs), here’s a detailed look at the benefits of making them a regular part of your strategy.
Face-to-face engagement
They let you connect with people, discuss your offerings, and allow customers to try (and buy) directly from source – all of which fosters loyalty and endorsement.
Real-time feedback
It’s a chance to hear what your audience has to say about your products first-hand, helping you fine-tune your services and understand preferences and shortfalls.
Visibility
From showcasing your merchandise to championing your image, events get you on the map, amplifying recognition and cementing your reputation within the broader market.
Networking
They’ll strengthen and expand your grapevine, giving you access to new peers, potential buyers, distributors, retailers and hospitality professionals – all under one roof.
Research
You’ll be exposed to all the latest trends and have the opportunity to see what your competitors are doing. Take advantage of this and explore every avenue. Plus, it’s an ideal setting for testing new products before they reach the market.
Why good countertop displays are crucial for your visibility and engagement
We all know that, while your products are the stars of your show, first impressions are crucial.
Aside from distinguishing you from the competition, visual merchandising will maximise your presence and amplify brand recognition. Which is why, if you’re in the food and drink industry, your displays need to be top-notch.
Here’s what a well-conceived setup will do for you:
Product perception and messaging
Stylish countertop solutions provide the space needed to elevate your products and highlight your unique selling proposition (USP). Plan your layout properly, and you’ll also be telling a story, sharing your core values, showing off your brand identity and encouraging your audience to resonate with your offerings.
From great signage to personalised aprons and corporate colour usage, this is the time to deliver a seamless aesthetic.
Professionalism
Clean, well-organised displays make you and your brand look accomplished, competent and businesslike, which will foster a sense of worth and perceived value.
Aesthetic appeal
You want your wares to look delicious, so be sure to use visual merchandising options that show them off accordingly.
Cross merchandising
A properly formatted display should enable you to place complementary items together, encouraging extra sales.
Functionality
Aside from attracting customers, your layout must accommodate a full staff content, giving them space to conduct business without feeling cramped.
Twelve top tips on how to optimise your countertop displays at trade shows and festivals
Make your visual merchandising more effective by following these pointers:
- Position your bestsellers at eye-level so that they’re seen first.
- Use risers to create layers. You’ll save space and enhance product visibility.
- Pare things back – too many options can be overwhelming, resulting in zero engagement.
- Signage and ticketing are key to a seamless customer journey, providing extra information and clarity.
- Be cognisant of health and hygiene protocols by using food domes and supplying tongs for self-service stations.
6. Invest in responsibly sourced countertop display solutions, like mango wood boards or steel trays.
7. Align your visual merchandising with your ethos and image.
8. Make personalisation an advantage by having aprons, display equipment and packaging branded wherever possible.
9. Use applicable props and colour schemes to add visual appeal.
10. It’s all about creating an experience, so strategise this in advance.
11. Employ a team that knows your business and can sell up a storm.
12. Supply branded tote bags so that your patrons have something to carry your products away in.
Countertop displays made easy with WBC
Apart from our wide range of retail display solutions, we’re able to give you advice on how to optimise your countertops for every occasion. Partner with us and you’ll enjoy:
- A dedicated WBC account manager who will make sure your requirements are met.
- A wide choice of sustainable retail and countertop display options.
- Cost-free access to our design team for all branding projects.
- Printing executed within 10 working days.
- Next-day off-the-shelf product delivery.
Call our team now, and let’s put your products in the spotlight.
