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Front of The House truly knows how to make the dining experience fun and sexy for the guests....and practical for the operator. This time its their new ROOT Couture Charcuterie boards. Made from reclaimed trees and then finished to make them practical from an operational side....ROOT will definitely make a statement to your dining guests! FOH had a variety of new, fun hospitality tabletop serving pieces they were showing at the just completed NRA Show and we'll be showcasing some of those in the days to come. Well done, FOH! To see the entire collection of creative serving pieces from Front of The House, go here:http://frontofthehouse.com/
Touring the tabletop exhibitor booths at the recent IHMRS Show in New York was a reminder of just how expensive it is to market a brand in America. With just the floor space running at a rate of $32-$38 per sq. foot, the smallest booth (10x10) will set a company back $3200 minimum. Add in a little drayage for moving your exhibit and materials in and out of the Javits Center and now you are well over $4000. And, of course, the per-person cost of food, lodging, entertainment, and other misc. costs can easily run over $500 per day. So, it’s tough to exhibit at Javits for under $10,000. And, that’s for the smallest booth possible. Don’t get me wrong….that’s pretty much the going rate for shows and we can argue whether “such and such a show” is worth it or not, but the bottom line is that trade shows in the foodservice/hospitality industry are an expensive part of going to market, in America and around the world. Having spent a lot of money exhibiting at trade shows through the years, I totally understand when tabletop companies pause when considering trade shows anymore.
Hmmm….probably about the time you have to send in your show space deposit. Here are five tips for coming up with a basic strategy that should be helpful in making exhibiting at trade shows have an improved ROI:
1. Know why you’re going. Sounds simple….but understanding WHY you’re at a show is critical. Are you introducing a new product? Rebounding from some difficult situation? Introducing new key management people or a new key strategy due to a merger or acquisition? Or, are you re-positioning or reinforcing your existing brand position? Once you are clear as to why you’re there, make sure your trade show exhibit reinforces your overall marketing objectives. Make sure that your goals for the show are achievable and known by all members of your team. Then, finally make sure everyone knows how the show will be measured against those goals. 2. Prepare for success. Determine what size booth you’ll need and, if it’s different then you have done previously, reserve that space early…and, then communicate both internally and externally why you’ve decided to make a change to better reinforce your marketing goals for that show. Early planning limits last minute chaos and extra costs. Make sure that you design your booth to reflect the brand message you are attempting to communicate. If you have a major change in strategy or personnel, having a “quiet area” of your booth to discuss with press, customers, salespeople, etc. can be helpful to making sure the changes and why they are important are clearly understood. If you are having a major new product launch, make sure that the new product will be highly visible and you have information signage, along with plenty of collateral materials, brochures, leaflets, etc. Also, make sure that everyone in the booth is up to speed on all the particulars….you would be amazed at how many times our questions about new products are met with shrugged shoulders. If someone is working in your booth, they need to know the details and have access to the handout materials. 3. It’s about the people. According to the Center to Exhibition Industry Research, 85% of success at trade shows depends upon the people working in the booth. If your booth personnel are unprepared, seem disinterested, or generally give a poor impression….it reflects poorly on not only the product that you are spotlighting, but on the overall brand image of your company. Remember, everyone – from the CEO on down – is a brand ambassador. Everyone working in a booth needs to well-versed in the goals of the show, be dressed appropriately and immediately recognizable to potential customers, and enthusiastic about being there (yes…even on the last day of the show!). The point about enthusiasm is critical. Make sure you have enough people working in your booth to give people occasional rests so everyone stays fresh and make sure that those involved with late night entertaining are not the first ones there in the morning. Also, it’s usually the sales function that is typically sent to handle trade shows, but if you have administrative change or a manufacturing upgrade you are announcing (customer rebates, sales commissions, etc.) having the people actually involved really helps make sure the change will be understood well. Also, by making sure that you have the right match up of booth personnel, you will highlight how important the change or upgrade is to everyone’s success. 4. Having a system for generating leads….and making sure they are followed up on. Most often the main reason for tabletop companies to exhibit at trade shows is to generate additional customers and additional business. Research shows that, in general, 79% of the leads generated at trade shows (of all types) are not followed up on. That may be hard to believe, but from talking to tabletop exhibitors, we would agree that, while varying from company to company, that rule applies also to tabletop companies in the hospitality industry. So, let’s start with the generating booth traffic and, ultimately the leads which you will want to follow up on. Early on, once you have committed to exhibiting at the show, you will want to communicate the booth number and any overall brand message you want to say for that particular show. At a minimum, you will want to convey your general brand message and the fact that you are exhibiting. Depending upon the timing, plan on several mailings to key customers and key potential customers, letting them know you’ll be exhibiting and giving them an idea of what to expect from you when they come by your booth. Postcards work fine here and are very cost effective. Finally, make sure that all your sales personnel have a target list of customers who they need to come by your booth and that they extend written or email invitations to those customers to come by your booth or attend your special event if you have one planned. Trade shows are fundamentally about increasing sales and customers, so sales needs to take the lead in making sure that every key customer and key target customer who is attending the show stops to hear your company’s message. Standing in a booth and hoping the Worldwide Food & Beverage Director or the VP of Purchasing who is in the next aisle will stop by your booth is not a strategy. If the key decision-maker for an account is attending the show, you want to make sure they come to see you. Secondly, begin planning on what you want to have in your media kit for that show. Placing media kits in press area is “free” (ok…you paid for it with your booth costs-but at least you aren’t charged extra for placing your media kits with the press!) Trade shows are a very busy time for press people and you want to be sure to make it easy for them to understand your message. Sometimes, press releases are taken nearly word-for-word, so your message might get editorial exactly how you have written it. At a minimum, written press materials insure that specific facts (product names, delivery dates, personnel changes, etc.) get conveyed accurately. Press kits are also a way to build your general brand image within the press community. If you have two sheets of paper, stapled together describing a new product with no product image or a poor image….that says volumes about your company’s commitment (or lack of) to that launch. However, if you have a well-planned out press kit that has full product info, great product photos with hi-res images on CDs or thumb drives, complete info on the company and who to follow up with after the show, and finally, something simple that keeps all your materials together. You don’t have to break the bank here, a clear plastic folder with an elastic-type enclosure works fine. Keep in mind, everything you do in your press kit reflects on your company brand. Here’s another secret about press kits….give one to everyone working in your booth and all salespeople. We often think of press kits as a tool forexternal communication….sometimes the internal communication is equally (or more) important. Finally, the follow up for the leads is critical. Having one person in charge of all leads taken during the show insures accountability for all leads taken. That person should also insure that the lead gives the correct follow up instructions. Often, we’ve seen a lead with a customer’s name and contact info, but there’s no idea on what product the customer was interested in or what specific follow up is needed. A daily recap is also helpful during the show is helpful in case there is any lead that requires immediate action, perhaps even before the potential customer leaves the show. Having a product sample on a prospect’s desk when they return to their office is the type of follow-up that can make such a strong impression that your competitors don’t even get considered. And, remember, people attending trade shows see hundreds and hundreds of products and likely might not remember what they saw and where they saw it. Prompt and thorough follow-up helps keep you and your company top of mind with that potential customer. Senior management or other appropriate personnel need to be in charge of distribution of the leads immediately after the show closes. When distributing to regional sales people, the company needs to keep the lead information also as it’s a good practice for the prospective customer to receive a note from both their local contact and the company headquarters, as well. Quick and complete follow up is essential since following up two months after a show doesn’t really help and you might as well save the money and not exhibit. 5. Post-show analysis. Having specific show objectives and then measuring results against those objectives is the only way to continue to fine-tune your company’s trade show strategy. Various formal methods of measuring can be used such as ranking leads “A, B, or C” quality levels….and then placing them into a sales funnel to be able to track them as they journey from show lead to closed sale. The tabletop buying cycle can vary but often if a customer is looking for tabletop for a new opening, that opening is within the next 3-9 months. And, yes, we all know that there are customers out there that want delivery in 30 days for their new opening. So, being ready for a quick decision is important, as well. Calculating return on your show investment based on business tied to leads comes from new customers or more business from existingcustomers. By doing the ROI calculation based upon adding 2 figures - both actual tabletop orders written and projected business (including a measurement of the likelihood of that happening) – several times over a period of time (say, a 12 month period) is helpful because sometimes the customer’s buying cycle may further out than we expect. There are a variety of more subjective assessments when evaluating the ROI of a trade show. Top-to-top management meetings with key customers can happen more easily at trade shows, showing customers a wider array of your company’s products is easier at trade shows, samples of new products can be distributed quickly and at less cost at trade shows, and finally, trade shows are invaluable in either reinforcing the company’s brand message image or in changing it. Nothing changes how the industry views a company quicker than when you show up with a new and very different trade show booth. In summary, while expensive, trade shows still offer great opportunity for tabletop companies of all sizes to further their objectives and grow their business. They still offer better potential results when compared to many other methods of marketing and promotion. The tips listed here may seem basic, but I can assure you that many companies do not practice them regularly. And, there are many more ways that could be added, but the most important thing is for exhibitors to simply have a plan for each trade show and to execute that plan. But, it is still primarily the responsibility of the tabletop exhibitor to do everything in their power - before, during, and after the show - to improve their chances for success and, hopefully, have the best show possible. For those planning a one-time event, Front of the House introduces the Servewise Collection, which solves an age-old problem. Single-service tableware offers a useful function, but they always looks like, well, disposable. The Servewise Collection makes disposable tableware memorable with a smooth, simple design and a natural appearance, ideal for indoor and outdoor events alike. Best of all, the collection is offered at a highly affordable price.
Ideal for dessert, salad or entrées, the Servewise Collection comes in a variety of shapes, capacities and sizes, all offered at great prices. Servewise is FOH’s third introduction to their Wise Collections that include: Platewise™, aec-wise bamboo collection of long lasting dinnerware; Drinkwise™ an unbreakable, BPA-free drinkware collection and now Servewise™. Seems like choosing Front of The House is a Wise decision. To see the entire collection of Front of The House tabletop and presentation products, go here:
http://frontofthehouse.com/ Whenever operators are looking for new and interesting ways to "freshen" up and differentiate their tabletops, the search often comes to Front of The House. FOH has been supplying creative serving pieces to hospitality operators since the late '90s. And, their display at this year's Florida Restaurant & Lodging Show was no different. It’s often a challenge to have ALL of your tableware from different manufacturers match. Front of the House is once again providing the hospitality industry with a much needed serving solution for this all too common dilemma. The EURO collection marries the color cream – the porcelain color often used in foodservice – with their popular Front of The House cutting-edge designs. Just by adding their new EURO collection essentials, an operator can easily update, refresh, and streamline the look of their table and existing dinnerware.
“Our customers love the chic, yet playful, designs of our extensive collections of porcelain dinnerware,” says Simone Mayer, CEO, president of FOH. “We’ve listened to the needs of our customers and are excited to add cream to our wide array of accessories. Due to its versatility, Euro collection is a smart, cost-effective way for our customers to incorporate these hip, sexy accessories with the cream collections they may already have.” Made from the highest quality, commercial-grade porcelain, all Front Of The House porcelain is further strengthened with a high percentage of aluminum oxide. All corners and trims are reinforced, further making the porcelain chip-resistant and a cost-saving investment. FOH backs its porcelain accessories with a Lifetime Plus Edge-Chip Warranty, a full warranty on all porcelain items. To see the entire collection of cool tabletop products from Front of The House, go here:
http://frontofthehouse.com/ Culinary exhibitions, great product displays and high-energy music all contributed to Front of The House having a very crowded booth nearly non-stop through the first three days of this year's NRA Show. Other exhibitors who wonder how to generate more customer traffic would be wise to study Front of The House and how they go to trade shows.
If you'd like to review the Front of The House collections in a more subdued setting, you can check out their website by going here: http://frontofthehouse.com/
Tabletop creativity now comes in sampler sizes!
Front of The House's new Ellipse sampler plates come in both 8 1/4" and 12" sizes! Check them out along with all the rest of Front of The House's creative tabletop collection by going here: http://frontofthehouse.com/ This might have been the biggest tabletop booth of the show....but, I got the feeling that having a massive size booth was the goal for the team at Front of The House. Somehow, I had the feeling that the size of the Front of The House booth was just what they felt they needed to properly merchandise the products they decided to show. Front of The House has a committment to total customer satisfaction as evidenced by its Lifetime PLUS Edge Chip Warranty of all its porcelain items. Front of The House uses a proprietary process and materials to make its porcelain, allowing it to offer the most extensive warranty in the foodservice business. Differentiating their brand seems to be what Front of The House is all about. We've talked before about how the lines between retail and foodservice tabletop continue to blur and Front of The House is certainly at the forefront of that movement. From the products, which seem like they would do well at retail....to the people who were working in the booth (they all reminded me of my days attending retail tabletop or giftware shows....young, a number of women, and all smiling, seemingly happy to be there)....and, most importantly the way the booth was merchandised. Besides being very well lit, the products were set into small vignettes to trigger the customer's imagination of what might be possible with each item. Evesdropping (just slightly) on a salesperson speaking to a customer, I could hear the conversation about how the restaurant's customer would enjoy the meal more using a particular piece....elevating the restaurant guest's dining experience. All very retail-like.....except there's one problem - Front of The House is a hospitality-only company. Front of The House products are specifically made to stand up to the rigors of the restaurant and hotel trade. Interesting.... Front of The House - Very Well Done. We'll come back to this very interesting 10-year old company, because I think there's much the rest of the tabletop trade can learn here.
In the meantime, go to their website and see why creative chefs and food & beverage people everywhere are excited about Front of The House: http://frontofthehouse.com/ Front of The House is at it again....and this time its barware. Modern, durable designs of tumblers, martini shakers, bar organizers, garnish and condiment holders. And WAIT....we've heard of Certificates of "Authenticity" but not Certificates of DURABILITY! That's what Front of The House has for their glassware certifying its strength and ability to hold up in a commercial bar situation. Now, that's differentiation. Leave it to Front of The House to take the ordinary.....and make it extraordinary!
All of the Front of The House collections are designed to be mixed and matched to create hip, streamlined style for all of your occasions. Everything they sell is designed and manufactured by them, allowing them to offer the best quality at the best price and the capability to customize all of their items to showcase your originality. With Front of The House, its tough to settle on just one cool item, but this pewter condiment bridge is today's really cool item. Whether you use it for condiments, sauces, cocktails....or whatever other creative solution you devise, this bridge is sure to add to your overall guest experience.
Since its inception, Front of The House has been known as a source for really cool items for restaurant tabletops. Their wide-ranging line continues to set a standard for others to follow. |
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November 2021
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