Gourmetretailer Blog: Preparation is Everything

I'm not usually one to draw upon sports for my metaphors but if the athletic shoe fits... As I was watching the first round of the NFL playoffs this weekend, and as I prepare to go walk the aisles of the Winter Fancy Food Show next weekend, it occurred to me that many of the same preparations for one could apply to the other. Having spent more than a decade as a buyer and now another decade or so as an editor, I have not only walked many, many miles of trade floor aisles in several countries, but I have developed some good working theories about how to make the most of my shoeleather and come away from a show feeling like I found what there was to find. I remember very well when I was a buyer/manager in New York and other buyers would be in town for one trade show or another. We were a destination for many buyers and they would descend on us with note pads and tape recorders in hand, trying surreptitiously to glean the sources of the products on our shelves. Often, some fledgling buyer from the provinces would exclaim over our selection, innocently inquiring, "where ever did you find such a thing?!" I would be amazed - not that they asked, but by the fact that the object in question had been found at the very show they were in town to attend and had attended before. I discovered in talking to these buyers that they get so caught up in meetings with vendors they already do business with, and in seeing their friends that they miss half of what the show has to offer. With that in mind, I humbly offer some tips on working a trade show. Savvy veterans will forgive me as I indulge here, but for those who are new to the business, or have had poor luck in unearthing great new products at the shows, the following is my two cents worth of advice.

First, wear comfortable shoes. I'm being half facitious here because there is some planning to do before you ever get to the show, but then planning one's wardrobe requires advance thinking as well. In fact, wear comfortable everything. You should never be distracted by what you have on. Clothes should be loose fitting and just enough so you are neither too hot nor too cold. Remember, they don't usually turn on the air conditioning until the first day of the show, so if you happen to be in on set-up day, don't be fooled into thinking that will be the temperature. Also, consider the comfort of what you are carrying too. You'll need something to put all the brochures, catalogs and samples you collect and it should be as light weight as possible. It will be heavy enough by the end of the day so don't start out with a heavy leather briefcase. Be sure also to have plenty of the supplies you'll need - paper, pens, business cards, perhaps even a small calculator, and pocket to keep them in. Be sure to always have an extra pen or a refill. Try and develop a strategy for the show. Is there anything specific you are looking for? Is there a department in your store that is weak and needs help? Is there a holiday coming up that needs to be considered? Try to keep appointments to a minimum or you risk spending the show hours criss-crossing the exhibition area trying to make it to one meeting after the next. I believe this is the chief reason why buyers so often miss what is at the show. Start at one corner of the show and walk each aisle. For many it is a good idea to walk in pairs with one set of eyes scanning one side of the aisle and yours on the other. If your manpower is limited, split up but reconnoiter frequently to compare notes, sending your partner back to look at items that you may not be 100% sure about, and to make sure that you are not doubling up on orders. At food shows, be careful with all the samples that are offered to you in the aisles. A good rule of thumb is to only taste what you are truly interested in. Beginning the day gobbling down chocolates and other sweets will have you crashing by the afternoon. Try to stick to savories early in the day and save the desserts for later in the afternoon. Of course, this is not always practical as the exhibitors are not necessarily laid out that way, but you can always take a sample, promising to try it later. Sometimes tasting something back in the privacy of your hotel room is a more enjoyable and a more telling method, without the pressure of the candy maker in front of you.

Also, know your limit. Don't force yourself to stay until the very last moment of each day if it means you are exhausted and will be in worse shape the next day. Go at your own pace and take breaks when you fell you need them and drink plenty of water. Try to avoid a lot of coffee and sodas as they will ultimately drag you down. The key here is to stay as fresh as possible, to be alert and pain free with nothing to distract you from the task at hand. After the show, sort through and meet with your collegues to review the show as soon as you possibly can, while the show and the products you found are still fresh in your mind.

If you can make a plan before the show, be as comfortable as you can during the show, collect as much information as you can, and once you are home again, organize your findings and document what you intend to do, you will no doubt find these trade shows much more interesting, more fun, and a lot more productive for you and the store. And did I mention comfortable shoes?