TEN tips for a successful SIAL participation

PARIS - Coming up soon, the SIAL exhibition in Paris! Together with the Anuga in Cologne, it is the most important food exhibition worldwide. On October 21 the Parc des Expositions Villepinte will open the doors for about 7,000 food companies from over 100 countries to be able to exhibit their products for a large audience. 150,000 visitors will try to deal with the loaded trains, metro’s and taxi’s to meet the people in the food field, to be inspired and to watch the newest food innovations. The whole food world will gather here, at least, this is the expectation of the organisation who claims to organize the ‘world’s largest food innovation exhibition’.  

High expectations to meet, but how effective is a participation at SIAL in the end? And how to get the maximal possible out of your investments? We can be clear about the costs, they are high. Square meters booth rental (a few hundred euro’s per m2), booth development, promo materials, cost of people in your booth, travel expenses – it all adds up to a multiple of ten thousand euro’s, depending on the scale of your participation. TEN the export network advises food companies how to maximize the success. We have participated in many fairs and still visit many of them, both in Europe (SIAL, Anuga, ISM, Alimentaria, IFE, PLMA), but also on other continents (Midden Oosten, HongKong, Vietnam, China, Zuid-Amerika etc).We know from experience, it can be a good investment, if the purpose of participation is clear. To realize this goal, a proper preparation is key – this is the secret of a successful participation.  

So, what does it look like, a good preparation? Here are 10 tips:

1. Define the goal of your participation.

2. Make a (financial) plan how to realize this goal.

3. Focus on a key message.

4. Promote your participation well in advance.

5. Invite the people you are willing to meet.

6. Make sure the people in your booth are professionals and well-trained.

7. Be aware of cultural differences. 

8. Make sure you will realize a proper follow-up.

9. Measure and evaluate your success.

10. Be inspired, learn and enjoy!

TEN the export network advises and supports food & beverage companies that are aiming to broaden their horizons. They co-ordinate food export activities, encourage business development projects, and create new international links. TEN also helps improving the standard of existing export activities, and operates as SIB advisor (Starters International Business, an initiative of the Dutch government) for SMEs. For more information have a look at http://www.theexportnetwork.nl or contact TEN for a first meeting: http://www.theexportnetwork.nl/contact/.