Where the Brands are the Stars
If you have never been to one of the big consumer trade shows, you are missing out on a great opportunity to really get to know an industry and marketplace from an on-the-ground perspective.
As a consumer, it is the one place you can learn, explore and experience hundreds, sometimes thousands of consumer products by industry (electronics, games, food, natural, housewares etc.) all in one place. If you work in a particular industry or you are interested in getting into a new one, I highly recommend the experience. It can be overwhelming — wear comfortable shoes and sport a positive, engaging attitude. Be prepared to absorb, listen and learn.
Our agency focuses on specialty, premium and natural brands, and clients often use trade shows such as Fancy Foods, International Housewares, and Natural Products Expo to introduce new products or to launch a new brand. In fact, I just returned from Natural Products Expo West in Anaheim. I was there to support two of our eco specialty brands – Tints of Nature and BlueAvocado. Tints of Nature no longer sets up a booth at the show (their sales distribution channel is pretty set). They now attend the show to see what is happening with other beauty brands and more importantly to meet with their regional field sales reps and acknowledge their success and hard work..
Our eco lifestyle essentials client, BlueAvocado, attended Expo West to preview their 2013 product collections for buyers and media. They had an amazing show. The NPE is the show for specialty natural and organic products to showcase among their peers. The audience is educated and interested in all things eco + sustainable. Since BA has a great sustainable impact story on top of beautiful, chic and functional eco products, this was the perfect place to show their new collections.
I spent most of the show at the BlueAvocado booth. Because our clients are generally young brands, time at the booth provides a fantastic opportunity for face time with the founders and/or C level executives. Nothing beats listening and learning from the people whose vision and hard work created the company itself. I also learned a lot from the sales teams. While sales and PR are certainly different worlds, I have always understood the value of being engaged with the P&L folks. If these people can’t sell the product, the company will not survive. I love to listen and to learn from this core crew. What they say and do does not directly impact the creation of press materials and messaging, but they influence all. When creating press materials and key messages I always have an eye on the company’s direction and focus, this team has a large, if indirect, impact on how I tell their story.
For me the best part of this show was the opportunity to walk around and see all of the natural and organic products that I personally love and use every day — I was more than a little giddy. I was also able to meet a few aspiring eco entrepreneurs and to hear about and test their new products. Many of these impressive business people happened to be women: such a great reminder that we can all make our dreams happen. Many of the big “rock star” brands at the show all started with a single vision and a dream for a better, more sustainable future. I was more than just a little star struck at this amazing show where the brands really are the stars.