A firm grasp of your key competitors is a must in any industry, and trade shows are often a convenient way to view the wider landscape under one big roof. Use these 4 tips to get the most from a show-floor level competitor audit.

The tendency (and previously accepted way of doing things) at an equipment show was to bring as much equipment as could fit in the booth to the show and spend the next three days showing everything you’ve got. It’s expected. It’s tired. And one could argue… it’s over.

In the B2B foodservice space, many manufacturers leverage industry trade shows to launch new products. And although the timing is great, all the ‘new’, ‘innovative’ and ‘must-see’ products can start to look alike after a while. That is, unless your launch looks very different.

This year, 14 VantagePoint team members visited the National Restaurant Association Show in Chicago, and we came back filled with new knowledge and observations. Here are 5 of our key takeaways.

NAFEM 2015 has come and gone. Your booth looked great. The traffic exceeded expectations. There were great conversations had, collateral picked up and badges scanned. Success! Well, maybe. Consider that every genuinely interested lead that came through your booth also walked through dozens of other booths.

Trade show season is in full swing. For most of our clients, participating in these huge industry events that bring a targeted audience together under one roof is a key element of their annual marketing plan. In just a few days, you get the opportunity to put your dogs and ponies in front of more potential customers than you might encounter during the entire rest of the year.