Between the hustle of traveling and myriad speakers and sessions—not to mention the never-ending rows of vendor booths—attending a trade show requires a special kind of focus and strategy to come out on top. “The larger the show, the more rock-solid [your] plan needs to be, or you will find yourself swept along instead of learning something new,” says Brent Beringer, resident district manager at Aramark Higher Education for Florida State University in Tallahassee. Here, FoodService Director breaks down five of the most common trade show challenges and how to tackle them.
“I look hard at the bios of the presenters and ask myself if their background ties well to the practical application of the topic they are presenting,” Beringer says. Also, beware of sales presentations disguised as informative sessions. “[They can be] great if you have interest in the product, but less helpful if you are looking for blue-sky thinking,” he says. “I do tend to avoid sessions that promise too much; no one can solve all of my problems in 60 minutes, even if they use a distinguished panel to attempt it. Discussions focused on one or two simple ideas or questions tend to yield the most results to me.”
If you’re attending with a colleague, divide and conquer and then compare notes. “This method works for sharing information, but the downfall is you will never get the flavor of the topic in a way that has real value,” Beringer says. “It’s a bit like having a friend talk you through a movie you missed, and is sometimes more frustrating than helpful.” An alternative is attending one session and then networking with the other presenter at some point during the show. “The conversation becomes more of a dialogue and focuses more clearly on what you came to hear,” he says.
That sprawling sea of booths can be daunting, so reviewing the vendor map in advance and establishing a personal strategy can help you make the most of your time, says Fernando Costa, director of food and nutrition services at Crittenton Hospital in Rochester Hills, Mich. For instance, if spending face time with vendors you already know is a priority, plan to stop by those booths first for quick visits and dedicate the rest of your time to meeting new vendors. Remember your purpose as you make your plan of attack, says Beringer. “You had a reason for attending: a kitchen remodel, new bakery products, the latest in allergen solutions,” he says. “That doesn’t mean you can’t deviate and stop off for something that catches your eye. It does mean you won’t slog aisle by aisle through products and pitches that have no relevance to your current need.”
Though your primary goal may be attending informational sessions, don’t overlook the valuable potential of being around industry peers. “It’s always worth surrounding [yourself] with people from the same business … to share different ideas from the same industry,” Costa says. “We have a tendency to get caught up on how we do things on a day-to-day basis.” In addition to formal opportunities to meet others such as kickoff receptions or networking mixers, make the most of mealtimes or breaks to converse with others as well. “Not being glued to your smartphone between sessions is the trick,” Beringer says.
“Travel can be hectic, and building in a little downtime when possible is always a good thing,” Beringer says. It can be as simple as making reservations at a local restaurant for one meal instead of eating on-site. When a show involves a lot of seated sessions, Beringer says he likes to carve out time to explore the area on foot or bike, or play a round of golf with old friends.
Click here or text FSD to (877) 281-7554 to receive text alerts from FoodService Director and get the news and insights that matter to your operation.
Fresh recipes to help you create innovative menus and signature dishes.
Learn more about our latest honoree.
Borrow innovative ideas and time-saving tricks from your peers.
Tune into Menu Feed, a culinary-centered podcast hosted by Senior Editor Patricia Cobe.
FSD’s annual culinary event for noncommercial foodservice operations.
Insights on reducing waste, conserving resources and more.