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The just completed International Chef's Congress put on by StarChefs was the 9th edition and was held at the Brooklyn Expo Center. While, if not for Google's GPS, I might still be looking for the venue, I am certainly glad I found it. Celebrity chefs galore, incredible foods and beverages to sample, a great vibe....and, some interesting tabletop....all made it a trip very worthwhile. For foodies - both professional and non-professional, this had to be nirvana. With rockstar celebrity chefs like Grant Achatz and Food TV stars like Ted Allen roaming the floor, there was something for everyone who is into food in one way or another. There were also rockstar tabletop companies like Steelite, Front of The House, and Churchill there, as well. So, as we say.... something for everyone - even for the chef looking to take their guest dining experience to another level by improving their tabletop!
The artistry the we witnessed Chef Niki Nakayama from LA's N/Naka Restaurant do on the Catherine Hurand glass plates from Steelite was pure pleasure....especially when you watched the faces of each of guests she served.
So, while were not sure where next year's version of StarChef's International Chef's Congress is slated to take place, you can be sure it will be on our calendar. the question will then be....with all this - why isn't it on yours?
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Set right in the middle of the tabletop section of the upcoming IHMRS Show, The Beverage Experience will feature Cafe Bellas' new award-winning Bella Bar concept. With world-class tabletop companies like Arc/Cardinal, Steelite, and Hospitality Glass/Pasabahce sponsoring the sessions, attendees will learn how to improve their guests' beverage experience when serving coffee, tea, craftbeer, high-end spirits, and wine. Featured speakers include White Coffee Company EVP Jonathan White, Jason Walker from Kronen Tea, Yonkers Brewery's John Rubbo, Tipi Vyrasith, Director of Food & Beverage at New York's Empire City Casino, noted spirits author Warren Bobrow, and foodservice coffee expert Greg Kirrish. Each 45 minute presentation will focus on two simple points: 1) Improving the guest beverage experience; and 2) Improving operator beverage profits. And, it will all take place on the show floor in the middle of the Tabletop Section ....in the beautifully designed Bella Bar. TabletopJournal will be hosting, so be sure to join us Nov 9-11th at New York's Javits Convention Center at the IHMRS Show for The Beverage Experience.
With Days 1 and 2 in the books at the International Restaurant & Foodservice Show of New York saw the aisles filled with attendees despite the predictions of another impending snow storm which....in the end, did not materialize. Show goers had no weather related problems either getting to or leaving the show on Sunday. This show held every March here in New York is generally considered to be more of a "local" show with restaurateurs and buyers from the tri-state area showing up in quantity to see new products of all types...and, to sample the many excellent food and beverage products on display. A number of tabletop companies exhibited, but most were showing existing products or were teamed up with their local representatives to insure they had a presence, but at the same timekeeping show costs under control.
Plus, now Eastern is becoming a major source for wood furniture pieces such as backbars, podiums, host stations, all the way on up to whole cafeterias and food courts. Another "new" launch at this show was the Pasabahce line of glassware being placed front and center and re-launched by its new North American hospitality partner Hospitality Glass Brands. Pasabahce is a major global glassware producer and with Hospitality Glass Brands as its partner, there can be no doubt that hospitality buyers in North America now have another world class choice for wineglasses and barware.
Perennial tabletop leaders such as Libbey, Arcoroc (Cardinal), Hollowick, and Service Ideas were among the other tabletop companies exhibiting and showcasing recent introductions. Other notable tabletop brands exhibiting were Oneida, Fortessa, and Lenox Commercial, along with Front of The House partnering with the team from M. Tucker. Always great seeing the top brands at the best shows!
Remember.....Tabletop Matters!
Another trend she describes in "Top Fair" the magazine of AMBIENTE, is the trend that we have seen in hospitality tabletop for quite some time now and that is the mixing of materials, such as glass with cork, porcelain with metal, or metal with wood. We have commented on the growing use of mixed textures on restaurant tabletops for a while now, so maybe the experience consumers are getting when they dine out, is now carrying back over the other way into their home entertaining.
Ok. The tradeshow just ended...you and your team are tired and looking at the pile of everyday work that didn't get done while you were away at the show. On top of that, who knows if any of the leads we got will turn into "real" business anyway? It's true that you had some great meetings and people seemed impressed with your new products and programs....but how do you keep the love burning for your brand when everyone returns to their daily grind? First of all, a great way to continue to build on the new relationships you've made at the show - and your existing great customers relationships - is through social media. If you don’t have a social media plan, you need one. Do you really think social media is just a passing fad? And, even if you don’t think it’s worthwhile…most of your customers do. So, get connected and continue to build the brand message you had during the trade show. Secondly, comment positively in your new or revitalized social media effort on the how you viewed the industry and the activities (seminars, speeches, etc.) that happened during the show. These day social media, blogs, newsletters, email, etc. offer great forums for getting your thoughts out to your existing customers and potential customers. As many industry people that may have attended the show, there are more – and many from your particular area, likely – that weren’t able to attend. By re-capping your views of the trade show and what’s happening within the industry in a positive way, you will present yourself as a knowledgeable industry opinion. Most customers will appreciate communication from you that is not always about selling them something and you just might help them see things from a slightly different perspective. Also, by offering up your comments and opinions in a positive way to customers and potential customers you have a chance to then continue and elevate the conversation you have with them. Often, they will bring that conversation to you furthering the relationship that you already have. And, isn’t that what a lot of this is about….building great relationships with existing and potential customers. And, finally....another opportunity often missed is free samples or literature you may have produced especially for the trade show. Many times, we are so busy packing up after the show or thinking about our lead follow-up (which is important) that we sometimes forget to make a list of who didn’t have the opportunity to visit our booth. And.... I'll say this one time and one time only: EVERY LEAD GETS FOLLOWED UP ON! NO EXCEPTIONS! Taking a few minutes to send a quick note and a free sample to those you did NOT see at a show lets them know they were missed. This can be especially true if there was a customer that you were trying to see for the first time and they did not show. Let them know that while disappointed they could not make it, you wanted them to have the sample, literature, or product information. But make sure to do it all in a positive, upbeat way. You may never know, they may have been well intentioned to come see you at the show, but something occurred keeping them from doing so. Remember... ... developing and building a brand is built around two main concepts – consistency and frequency. Having a great brand message at a trade show is a terrific step forward – maybe the best step forward. But, to then not follow up and – consistently – repeat that same brand message in follow up actions after the show will result in that great trade show message fading. So, make sure your “after-show” message is consistent with your “during-show” message. Then, in a positive way continue the frequency of how often and how you repeat your message to both existing (they need reminding, too!) and potential customers. Brand building is a long term activity – more of a marathon than a sprint. So, keep taking those positive steps forward and your brand will continue to be closer to the brand you want it to be. Remember…..tabletop always matters! As we continue to say, this seems to be “trade show season” for the hospitality industry. But let’s say you read our article “5 Tips for Improving ROI at Trade Shows” and have been diligent about following our instructions….now what? The show will soon be here.....hopefully, you'll experience a successful show.....and then it's gone. And when its over, just how do you maintain that excitement you've experienced at the show with both your customers and even within your own organization? First of all, a great way to continue to build on the new relationships you've made at the show - and your exisitng great customers relationships - is through social media. If you don’t have a social media plan, you need one. Do you really think social media is just a passing fad? And, even if you don’t think it’s worthwhile…most of your customers do. So, get connected and continue to build the brand message you had during the trade show. Secondly, comment positively in your new or revitalized social media effort on the how you viewed the industry and the activities (seminars, speeches, etc.) that happened during the show. These day social media, blogs, newsletters, email, etc. offer great forums for getting your thoughts out to your existing customers and potential customers. As many industry people that may have attended the show, there are more – and many from your particular area, likely – that weren’t able to attend. By re-capping your views of the trade show and what’s happening within the industry in a positive way, you will present yourself as a knowledgeable industry opinion. Most customers will appreciate communication from you that is not always about selling them something and you just might help them see things from a slightly different perspective. Also, by offering up your comments and opinions in a positive way to customers and potential customers you have a chance to then continue and elevate the conversation you have with them. Often, they will bring that conversation to you furthering the relationship that you already have. And, isn’t that what a lot of this is about….building great relationships with existing and potential customers. And, finally....another opportunity often missed is free samples or literature you may have produced especially for the trade show. Many times, we are so busy packing up after the show or thinking about our lead follow-up (which is important) that we sometimes forget to make a list of who didn’t have the opportunity to visit our booth. Taking a few minutes to send a quick note and a free sample to those you did NOT see at a show lets them know they were missed. This can be especially true if there was a customer that you were trying to see for the first time and they did not show. Let them know that while disappointed they could not make it, you wanted them to have the sample, literature, or product information. But make sure to do it all in a positive, upbeat way. You may never know, they may have been well intentioned to come see you at the show, but something occurred keeping them from doing so. Remember... ... developing and building a brand is built around two main concepts – consistency and frequency. Having a great brand message at a trade show is a terrific step forward – maybe the best step forward. But, to then not follow up and – consistently – repeat that same brand message in follow up actions after the show will result in that great trade show message fading. So, make sure your “after-show” message is consistent with your “during-show” message. Then, in a positive way continue the frequency of how often and how you repeat your message to both existing (they need reminding, too!) and potential customers. Brand building is a long term activity – more of a marathon than a sprint. So, keep taking those positive steps forward and your brand will continue to be closer to the brand you want it to be. Remember…..tabletop always matters!
For those tabletop marketers planning to exhibit at the upcoming IHMRS Show in New York..or any other tradeshow for that matter..here's a refresher on our Rule #4 for improving your ROI in trade shows. The show is almost here, but there's still time to get more value for your money spent! Read and follow Rule #4! 4. Leads….Generate. Distribute. And – Follow Up. Do you do pre-show mailings? Do your salespeople make phone calls and personally invite their customers to your booth. Does your entire team work hard to insure that you get all the right customers – and potential customers – to your booth? Well…the time for that to happen is NOW. Develop a plan to insure you maximize booth attendance, confirm who is coming, and then be prepared for when they will arrive. If you can, confirm a day/time they will be at your booth so that you will be prepared. Hoping a target customer will come by your booth and stop is not a strategy. When those key potential customer contacts have visited your booth, and then distribute those leads to all the proper people in your organization – both headquarters level and regional level. Too often, we hear stories that the local personnel who make regular calls on a customer are never informed that they visited the company’s booth. Or, that the sales manager stuffed the customer’s business card into her pocket and never informed the local sales rep of the customer’s visit. AND….MAKE SURE YOU USE AN ELECTRONIC LEAD RETRIEVEAL SYSTEM. It’s amazing to us when we hear that people do not choose to use one of these. There’s simply too many ways for the critical customer follow up to “fall between the cracks” when you don’t have an electronic system to insure booth visitors get proper post-show attention. So…go ahead and stuff the business cards into your pocket….AFTER you scan their badges! Finally, have a follow-up plan to insure that 30, 60 , 90 days after the show you make sure your valuable leads have received literature, a sales call, or whatever other post-show follow up is necessary. Follow up. Follow up. Follow up. Studies show – and our own research within the hospitality tabletop category confirm it – that the majority of the leads generated never receive follow up. If you’re not going to follow up with people who visit your booth….why bother going? You've invested a lot of resource to attend and exhibit at this show. You want to make sure you get good value for your time, effort, and money. So, NOW, is the time to check those last-minute items that can often mean the difference between a good show....and, a GREAT show! |
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