From Beans to Buzz: Steps to Shine at the Specialty Coffee Expo
Trade shows can be hefty investments, and every dollar matters, especially for small export companies or cooperatives. Attending a coffee trade show involves various expenses – travel, visas, lodging, meals – that quickly add up. If you're planning to attend Coffee Expo in Chicago, proper preparation is crucial for tangible results.
Vuna team put together 5 important tips to help you plan your coffee trade show before your trip.
Let’s dive in.
Establish Success Criteria: define measurable goals to gauge your trade show success. How many new prospective buyers do you aim to meet? How many contract renewals do you hope to secure?
Assemble the Right Team: bring along team members who can effectively represent your business and confidently discuss its story, available coffees, pricing, sustainability and more.
Prepare Your Pitch: rely on team members who can pitch on behalf of your business and can effectively connect with existing and prospective clients.
Develop Talking Points: Create consistent and concise talking points to guide your discussions with potential customers.
Create a Digital One-Pager: Design a simple one-page digital document in English highlighting key information about your business. Use this One-Pager to guide your discussions with both existing and prospect clients.
But this is not all!
A vital aspect of a successful trade show strategy is managing your coffee samples. Begin by addressing these questions:
Which existing or prospective buyers will attend the show?
What coffees do you intend to promote at the event?
Do you require roasted samples?
When and how should samples be distributed?
Once you have answers to these questions, start your sample preparation.
Questions #1 and #2 will determine your sample selection based on the buyers preferences, e.g. specialty or commercial buyers.
Questions #3 and #4 will determine whether you need green or roasted samples (or both!) and whether sample distribution should occur at the show or post-event.
While green coffee samples are typically preferred, roasted samples are gaining traction, especially among roasters. If distributing roasted samples, ensure they are roasted 2-5 days before the expo to allow for optimal tasting. If you are hosting cupping sessions, aim for roasting 5 to 7 days in advance for the best sensory experience.
Accurate labeling is imperative, including company name, product details (e.g. variety, process, altitude, certifications, etc), and contact information.
Furthermore, refrain from giving away samples unless:
You possess buyers’ contact information for follow-up.
Buyers express genuine interest and commitment to providing feedback on quality.
Buyers specify whether they prefer receiving samples at the show or shipped to their lab.
Now armed with these invaluable tips for a successful Coffee Expo experience, it's time to put them into action and see how they play out during the show. While you may not achieve every single goal, documenting your activities help you identify areas for improvement and refine your approach for future events!
Have any other trade show secrets up your sleeve?
Share them with our community below and let's continue to support each other in navigating the world of coffee trade shows! 🚀