Issue link: https://read.dmtmag.com/i/620640
1 0 2 V I N E YA R D & W I N E RY M A N A G E M E N T | J a n - F e b 2 016 w w w. v w m m e d i a . c o m hether you are a winery equipment supplier or a small winery, trade shows offer a direct way to interact with an interested, like-minded audience that might otherwise be hard to reach. A trade show is one of the most efficient ways to spend mar- keting dollars, as an entire industry will be in one room. No matter if you are trying to attract new customers, show off a new product or reconnect with industry col- leagues, there are a variety of reasons to participate in trade shows. It is not enough to simply show up; make each show worth your while by having a game plan ready before you hit the exhibition hall floor. Here are some tips to help you make this year's shows your most productive yet: n Have clear goals. Why are you exhibiting at the show? Are you here to find a distributor for your wine? Are you looking to test a new product? Are you dem- + A trade show is one of the most effi- cient ways to spend marketing dollars. + It is not enough to just show up; have a game plan ready before you hit the trade show floor. + Have clear goals for each show and measure them. + Develop an exhibit that tells your brand's story. + A show is a good time to check out the competition. AT A GLANCE Exhibitor Strategies How to get the most out of trade shows Exhibitor Strategies Exhibitor Strategies Exhibitor Strategies Exhibitor Strategies BY ROBB CLAWSON