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Trade Show Exhibiting Is The Key To Success

tradeshow boothWhen Scott Lerner set out to launch an innovative line of all-natural sparkling botanical beverages, his team zeroed in on Natural Products Expo West, suspecting the world’s largest natural and organic products show would be a key component of their marketing mix.  They were right.

For Lerner, an experienced brand manager, the objective was clear: Attract distributors by making a big impression, while emphasizing the most salient aspects of the brand.

“Our packaging is a real differentiator, so it was important to present our brand in a way that reinforced the can as the hero,” says the Chicagoland entrepreneur.

Mission accomplished

Lerner admits that parting with precious start-up funds wasn’t easy, but once he decided to take the leap, he did it right.  “Initially, I had planned on a very minimal budget,” he explains.  “But I decided to invest in a trade show display that will last for years and deliver the punch I was looking for.  The result is a great trade show exhibit that makes a big impression.”

Lerner and his team were able to land The Vitiman Shoppe, a relationship that will prove to be quite valuable.  The leading nutritional products retailer has more than 400 stores in 37 states, and recently invited Lerner to exhibit at a private corporate event attended by store managers from across the nation.

Exhibit locally, distribute globally

Importers from around the world attend Natural Products Expo West in search of exciting innovations such as Solixir.  While international distribution deals may still be pending, Lerner acknowledges that exposure is key.  “We were able to get Solixir in front of several foreign importers at once – a feat that’s difficult and costly to accomplish other ways.”

The future is bright

With wins as noteable as Whole Foods and The Vitamin Shoppe, Lerner and his colleagues have a promising future ahead.  And, according to Lerner, trade shows will continue to help drive their success.  “We’ve done Natural Products Expo twice since launch,” he says, “and we plan to be there every year going forward!”

Value of Trade Shows White PaperFind more reasons to exhibit at trade shows by reading The Value Of Trade Shows white paper.  This special report reveals how exhibitors and attendees find significant value in trade shows, and expect to for many years ahead!  Click here to request your free copy. 

About the Author

Steve Dunn is a marketing manager at Skyline Exhibits. His 20 years of experience range from advertising to product management in industries as varied as CPG and financial services. He holds a B.S. in Marketing Management from the University of Minnesota and is a certified New Product Development Professional.

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