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Food Festival &

Event Preparation

toolkit
helping you to exhibit successfully

1.0 Where to start?

Welcome to the
Food Festival & Event
Preparation Toolkit
Devon County Council is passionate
about supporting Devon businesses and
understands the importance of raising the
profile of food and drink businesses at
events and festivals.
To help you achieve the most from these exhibitions, this
toolkit has been developed to provide a strategy and check
list. Whether you are considering exhibiting at events for
the first time or have previously attended exhibitions and
festivals, this should give you some practical hints, tips and
advice to guide you through the maze of processes.
Perhaps its time to take a fresh look at how to develop
your business through exhibiting at events and festivals.
Careful planning can be the key to success, so use the
toolkit check list, make a few changes and youll be on
the right track to attract more business.

1.1
1.2
1.3
1.4

Set your aims and objectives

Target setting and return on investment (ROI)
Target markets chart
Work/life balance

2.0 How to choose the mix of events & festivals

2.1 How to find information on events
2.2 Selecting the right events
2.3 Calendar of events

3
4
4

3.0 Preparing and planning for your events

3.1 Planning requirements
3.2 Planning check list

5
6

4.0 Choosing the correct display

4.1 Determine your requirements
4.2 Examples of displays
4.3 Design and artwork

7
7
7

5.0 Effective exhibiting

Wishing you every success.

5.1 Branding
5.2 Stand requirements
5.3 Marketing

JohnHart

6.0 Post show follow up and evaluation

Cllr John Hart

Leader of Devon County Council

1
1
2
2

6.1 Hints and tips

8
8
8

7.0 Exhibiting tips from an event organiser

Hale Events Ltd

10

1.0

Where to start?
If you are planning an event for the first time or even
if you are a seasoned exhibitor, its always important to plan
your events carefully to gain the best possible results.

1.1 Set your aims and objectives

Before you start to plan your events you should establish your aims and objectives. These
can vary quite considerably; is the aim to attract potential new distributors
or agents, to sell directly to the public or even to launch a new product?

Exhibitions are a great way to network with a very wide range of people,
collect data and provide you with a way to gain feedback on your products.

Here are a few ideas:

Many small food and drink producers use events to sell their products.
Have you considered collecting buyers data for future marketing purposes?
Tip: remember that youll require peoples prior consent to promote
your business via email.
Events and festivals make a great way to launch a new product, many of
these events are attended by foodie journalists covering both trade journals
and consumer magazines... with the right promotion you might reach the
national press!
If youre planning to expand your sales through distributors/agents then
good events provide you with an ideal opportunity to meet these people.

Now set three main aims and objectives, these will help you to identify the correct events
and festivals to attend.

Objectives:

1___________________________________________________________________________________________
2___________________________________________________________________________________________
3___________________________________________________________________________________________
Make sure you visit food festivals and markets as a consumer, so you can see what works well and what doesnt! and
gather some ideas and inspiration.
1.2

Realistic budget and target setting and return on investment (ROI)

You need to consider your budget to be able to prioritise the most worthwhile events for you to attend,
based on an analysis of cost against the estimated profit, also refer to section 2.2.

The next step is to quantify the objectives above by setting targets. For example, one of your objectives may be
to sign up ten new independent retailers.

Consider whether this would be a reasonable objective; think about how you could engage with this target
market at the show and dont forget to estimate what the ongoing value of this type of customer could be over
say a five year period. Youll quickly realise the importance of identifying your target market and spending time
with them.

Another objective may be to sell your products at an event. You should consider the turnover you would require
to provide a return on your investment of exhibiting at the event. However at an event, its not all about sales.
Dont forget that the objective could be to create awareness and develop loyal customers who may purchase
from your distributors at a later date.

Now identify your key target groups. There may be more than one group; make a few notes on the next chart
to help you identify the most suitable events to meet them. Large events are not always the right strategy;
small local events may well achieve your objectives or it may be a combination of both.
1

1.0
1.3

Where to start?
Target markets chart
Target Group

Main objective relating to target group

Which type of events will they attend?

1.4

1.4

Work/life balance

Exhibiting at lots of shows over a full year can be rewarding and challenging at the same time.
Ensure that you have the support of your family, work colleagues and friends to achieve your plans.
From time to time the balance may go out of sync, at this point stop, reflect on the situation and aim
to make some changes to get you back on an even track.

1.5

Work in partnership
Why not think about joining up with another local business or businesses. This would save you money, help with the
cover on the day and also give you the chance to feature products that complement each other e.g. wine and cheese
or soft fruit and cream

2.0

How to choose the mix of events & festivals

Many businesses are challenged by the question
Which events should I attend?
There are a few simple steps to help you along the way.
The top priorities are to establish the events that are available to you and
within your budget and to find out which events your target groups will attend,
for example do you want to try to target retail buyers or other trade organisations
or the general public.

2.1 How to find information on events

There are a wide range of events that food and drink producers can attend.
Some of these event types are listed below:

Farmers markets
Country Fairs
Local events
County and regional events
County shows
National events
Speciality shows
Overseas marketing events

Event information is constantly changing and therefore the quickest and easiest route to identifying suitable events
and festivals is to use support organisations that will be able to provide you with a comprehensive list of events.

The following list of contacts and websites should be able to provide you with relevant information or search
on Google using relevant search terms such as food and drink trade shows and food and drink public shows.

Useful websites
www.lovetheflavour.co.uk
www.southwestfoodanddrink.com
www.tasteofthewest.co.uk
www.food-mag.co.uk
www.exeterfoodanddrinkfestival.co.uk
www.exhibitions.co.uk
www.foodandrinkexpo.co.uk
www.devoncountyshow.co.uk

Useful contacts
Devon County Council Economy Unit: 01392 382744 www.devon.gov.uk/economy
Business Link: 0845 6009966 www.businesslink.gov.uk
North Devon+ : 01237 426 426

2.2 Selecting the right events

Make a shortlist of the events that may be suitable for your business and create a calendar of events.
The development of a plan will ensure there is no overlap and that you have sufficient time to travel from
one event to the next. It will also help you to stay on budget.

The next step is to research each event to determine their final suitability and cost. Dont forget that this is
only the cost of the venue! In addition you should take into consideration your time, stand costs, staff, transportation,
daily expenses and hospitality arrangements etc.

Here are a few guidelines to help you carry out your research:

History of events
Does the event have a good track record? Ask the exhibition organisers for last years attendance figures
and demographics. Try to find out if your target market decision makers attend the event.
Does the event attract the type of consumer you want to sell to? e.g. public or trade / hospitality or
the public sector?
Are your competitors attending the event? You could review the previous years trade catalogue to see
who exhibited and give your competitors a call to discuss their experiences and likelihood of exhibiting again.
How much advertising & publicity do the organisers prepare for the show?
New shows may take time to establish themselves; it may be worth going as a visitor for the first year.
Specialist events can sometimes offer better value.

2.0

How to choose the mix of events & festivals

Timing
Is the timing right for your decision makers?
When will you have to commit to the event booking?
Have you sufficient time to plan for the event?
Are there other events on at the same time and will they have an impact on
attendance?

Location
How convenient is the location for your target market?
What impact will the location have on additional expenses, e.g. accommodation, transport etc?

Selecting your space

Your budget is likely to dictate your stand space, event organisers usually charge on the allocated floor area.
When selecting your stand space try to avoid poorly lit areas, dead end isles, loading and freight doors,
low ceilings and obstructing columns. Check the provision of electricity meets your requirements.
Try to find out where your competitors are planning to be located. Do you want to be nearby?
If possible visit the show before you exhibit.
Remember discounts can sometimes be negotiated for early booking or late availability.

Organisers services
Check to see what other services the organisers provide, as networking with other businesses is often
a real bonus and they may offer photographic services and PR.
You may wish to share a stand. You must notify the organisers of your intention to do this.

2.3 Calendar of events

Now complete your calendar of events and action plan. Heres an example. however you may decide to create
more fields for your own information relevant to your business. By creating this chart youll be able to keep track
of your budget. You could also calculate the average cost per visitor, e.g. cost/attendees and compare the average
cost for different events.
Date

Location

Event & Contact

Details

Attendance
Figures

Space

Cost

No of
targeted
prospective
leads

Final
event
booking
date

3.0

Preparing and planning for your events

Forward planning is the secret of successful and

relatively stress free exhibiting. Start planning as soon
as possible, whether this is months or even years in
advance. Some major shows have waiting lists, especially
for the best stand locations.

Its advisable to prepare your own check list as part of the planning process although
many of the larger exhibition organisers will provide a very comprehensive hand book.
Here are a few points that you should consider.

3.1

Planning requirements

Pre-event planning
Define your aims and objectives for each event and agree these with your staff and colleagues. Write these goals
down and measure the results after each event. If an event was a success you need to know why, equally if it
was disappointing you need to know why this happened to ensure that you dont repeat the same mistakes.
Develop a pre event marketing campaign. Use print and email to advise your customers that youll be exhibiting.
If the organisers have pre-printed invitations, remember to send them out. Invite your key customers on the first
day of the event. Send out email reminders of the event a couple of days before the event, this always helps to
attract more of your existing customers.

Regulations & Health & Safety Refer to your local Food Safety Team for further information
The event organisers will have a set of regulations and a health & safety policy, read these documents carefully
beforehand to check that you comply with all their requirements as it will avoid any potential embarrassing
situations.
Write up your own H&S policy for the events, visit www.hse.gov.uk for guidance.
Ensure you have adequate public liability insurance.
Your local Environmental Health Officers (EHOs) are a good link into local authority and the services they provide
to local businesses. This section of the presentation will set out how EHOs compliment their enforcement work
with an advisory role to support businesses in a variety of ways.

Security
The security of your stand and stock is likely to be your responsibility. Check that your insurance policy covers
you for all eventualities.
Make a secure area on your stand to lock up valuables.
Always man the stand when the exhibition is open.

Transportation
Plan in advance and you should be able to save money. If you attend small shows, try to develop a stand which
when dismantled fits into a compact carrying case. Ideally it should be small enough to carry in a car. For larger
events where youll require a carrier, choose a supplier that is used to dealing with exhibitions. Always agree
matters both verbally and in writing.

Staffing
The success of an event is heavily reliant on having the right staff. The people you choose to represent your
business should be friendly and outgoing and want to do the job. They should have the skills and behaviours
necessary to interact with colleagues and customers effectively and be able to respond appropriately in any
given situation.
Invest time in training so that the staff know how best to represent your business, services and products.
This will make their job easier and should improve the results.
It may be useful to employ temporary promotional staff to assist on the stand, they too will require training
and be familiar with your products.
Consider investing in company apparel, i.e. branded T shirts or badges.

3.0

Preparing and planning for your events

Customer service
Ensure staff know how to project a professional image.
They will be representing your business and brand
Learn skills and behaviours necessary to effectively interact with
potential customers
Deliver the best possible customer service.

Administration
There can be a great deal of administration associated with each event. Open separate files for each event
to ensure that everything is covered. You could use the headings in this section as sub headings in your files.
Prepare enquiry forms for each of the events. Ensure this covers the visitors name, business, address,
telephone number, email and enquiry. For your internal purposes, you could grade each enquiry. As a guide you
could use these: A follow up immediately, B follow up within 2-3 days, C follow up later, D time waster.
Prepare follow up thank you email templates in advance of the show and send personalised thank you for
attending emails immediately after the show.
Leaflets - Offer photos and stories about your business to the event organiser to use in the promotion of their events
Think about using a credit card system if your goods are of a high value, this will ensure that opportunities are not missed!

Recycling
Try to recycle as much as possible during the years exhibiting. When you do need to dispose of
equipment, packaging or goods at the beginning or end of a show, make sure that you follow the
organisers recycling policy.

3.2 Planning check list

Check List
Event space booked
Display requirements confirmed with organisers, e.g. shell scheme, electrics, furniture hire, fascia etc
Organisers event notes read and admin completed
Additional requirements confirmed, e.g. catalogue entry, free tickets, Advertising & PR, photography
Transport organised for own display & stock
Staff allocated for event
Accommodation & hospitality arrangements organised
H&S check
Security check
Pre-show marketing
Preparation of all products, admin material, marketing materials and apparel for the event
Post event marketing ready for distribution
Hold relevant license according to event organiser
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4.0

Choosing the correct display

Many businesses will decide to purchase a shell scheme for larger events (this is
when the organisers provide basic wall partitions, carpets and a fascia board) and
then dress the space with their own displays. Smaller, local events may only provide
space which means that your own exhibition material should be versatile to meet
both situations.

The correct display for your business should therefore be flexible, versatile and fit within your budget.
Plan your stand requirements well in advance; youll need to consider where it will be used and its potential
life span as youll have options on the strength of the stand you choose.

You should allow plenty of space for good circulation on the stand and if your exhibition involves a number
of exhibits try to allow a one metre wide clearance between them.

The correct stand could save you money in the long term so its worthwhile researching the options available
to you. Moreover you are guaranteed of a professional appearance at all your events when you invest in a
suitable exhibition stand.

4.1 Determine your requirements

First of all, determine the type of stand you will require. If you attend outdoor events you will need a strong and
waterproof stand; should you need to put up and take down the stand within a few minutes you might consider
a pull up banner. Larger events will require a big format; for these you may decide that a 3m pop up display meets
your requirements. These have the advantage that they can pack away into a small rigid carrying case.

Remember to make arrangements for storage; youll need space for coats, brochures, stationery and even lunch.
Tip: keep a kit box of useful things, i.e. Velcro, sticky tape, scissors, blue tack, dustpan & brush & sweeties for
customers!

4.2 Examples of displays

Here are some examples of displays which are cost effective and functional.

This L shaped pop up banner is

constructed from an expanding
wire frame. Flexible printed panels
are applied when the frame is
erected and in situ. Optional
extras can include lighting and a
carrying case. This type of display
is ideal when you need to make
an impact.

4.3

Design and artwork

The area on the stand which has the most visibility is between 0.75m and 1.8m from the floor; consider this when
planning your display. It is also recommended that you seek advice from your selected stand supplier before you
brief and prepare the exhibition stand artwork. The photography should be of a high resolution to ensure that
enlarged images retain their visual quality.

This 3.5m banner works on

a roll down basis, optional
extras can include lighting and
a carrying case. This is ideal for
larger events where you need to
grab the attention of visitors.

Roll out banners come in many

shapes and sizes. This counter
model is perfect for a food &
drink taster counter. This model is
made of bamboo; its a great way
to be environmentally friendly.
Images are provided courtesy of www.swcl.co.uk

5.0

Effective exhibiting
When you have selected your events and have organised an
effective display you will need to consider how to market to
your potential customers from the stand. By now your staff
should be trained on how to respond but youll need to put a
little creativity to attract your potential visitors. Here are a few
ideas and tips to help make the day a little more fun
and productive.

5.1 Branding
Make sure that you have a consistent logo on all marketing material to be used at the events
Keep a consistent theme to your stand, promotional material, advertising and media relations.
This helps to reinforce your message and enables your prospective clients to remember who you are.
Good quality graphics and consistent branding can define how professional your business appears.
At exhibitions, graphics are often the first impression and you only have around 3-5 seconds to attract
new visitors.
5.2 Stand requirements

Lighting & furniture

Effective lighting is essential for all exhibitions. Ensure that your stand is well lit and illuminates both display areas
and general areas.

5.3 Marketing

PR, photography & advertising

Many large exhibition organisers provide free PR. Make sure you forward information on your new products
to their press department.
Have professional photographs taken of your display. You can use these later for PR purposes on your website and
newsletters.
Many event organisers offer advertising space in their catalogue. This is in addition to your standard entry
and is likely to involve a cost.
If you are exhibiting at a trade show you need to make sure that you display your products in a way
that the retailer can see how the products would look in their shop/business. Branding, packaging and
Point of Sale (POS) is really important.
Have a brochure full of photos and stories about your business for customers to browse through and also you could
produce or sell recipe books to sell on stand to give ideas about how the ways to cook and use your produce

Visitor hospitality
If you have space, create a small private area where you can discuss business with potential partners. Think about
having a couple of chairs and a small table at the event and some refreshments for your guests. A relaxed guest is
more likely to respond positively.

Data collection
Make data collection fun and rewarding. You could ask visitors to leave their business cards and have a prize draw.
Alternatively run a small competition from a pre printed form which requires their names, business, telephone
number and email address.

Vouchers & coupons

Promotional coupons are a great way to target new users of your products. Make these time sensitive by
the inclusion of a very short offer date. E.g. only available today or offer expires on ??????????????
The shorter time the offer is available the quicker the recipient has to make a decision.
Visitors could be provided with a list of product distributors to encourage repeat purchases after the show.

5.0

Effective exhibiting

Taster sessions
Food & drink producers have a major advantage in that they can offer product tastings to demonstrate
the quality and taste of their products. Consider using a small counter display for this purpose. If you plan
to sell at the event, ensure that this is allowed by the exhibition organisers as sometimes this can conflict
with some of the concessions that have been sold to provide visitors with hospitality arrangements.
You need to ensure that the product packaging is clearly visible so people can recognise the product
when out shopping.

Promotional giveaways
Promotional giveaways offer you the opportunity to get your brand name in front of your visitors.
Make the promotional items small, fun, useful or memorable. Children love balloons and colouring pads
and crayons can keep them amused whilst youre talking to the parents.

Leaflets
Make information clear, useful and memorable and make reference to your website on all materials.
Theme the leaflet with the same graphics as your stand and consider the inclusion of an offer on the leaflet with
a powerful must have message. This may be a buy one get one free offer or a discount with the aim to increase
trial use and consumer loyalty. Alternatively include a couple of exclusive recipes to ensure people review the
leaflet at a later time.
Use customers feedback to help promote your products on the stand and within your marketing materials

6.0

Post show follow up and evaluation

Effective follow up after an event is essential. Before you
exhibit at an event, work out how you intend to respond to the
enquiries and have processes in place before you go. After the
event you should aim to contact people within 3-5 days.
There will be time wasters who you may decide not to contact but beware; sometimes
someone who appears to be of little significance can be an important decision maker, try
not to make assumptions.

6.1 Hints & tips

Here are a few tips and hints for event follow up.
Prepare follow up thank you email templates in advance of the show and send personalised thank you for
attending emails immediately after the show. If you can email your leads back to your office and have staff ready to
send the required information, all the better. Potential clients will always be impressed if the information is in their
in box when they return to the office. Thank you emails can be used as a device to
give you a little breathing space before you are able to respond to their detailed enquiry.
After your initial response, email again a week later to see if they require any further information.
This offers you a second opportunity to open a dialogue with prospective buyers and partners.
Grade all enquiries and follow up the best enquiries first.
If you are offered the opportunity, personally telephone the prospective buyer to help develop the business
relationship.
Review you initial aims and objectives and measure the results against the plan together with an assessment
of whether you have achieved the desired return on the investment and results.
Plan for the next events with knowledge and confidence.

Finally, have fun, enjoy the events and smile... you never know where the
conversations will take your business!

Information contained in this toolkit has been obtained from sources believed to be accurate and every effort has been made to supply accurate
information. Devon County Council cannot be held responsible for error, omission, or inaccuracy in the material, misinterpretation and any loss,
disappointment, negligence or damage caused by reliance on the material contained in this toolkit.

Produced by Veromar www.veromar.co.uk & Devon County Council www.devon.gov.uk Devon County Council 2010. All rights reserved.

7.0

Exhibiting tips from an event organiser

The Hale Events team have been organising

trade exhibitions in the South West for around
twenty years.

Events include Giving & Living (formerly The Torquay Fair) www.givingliving.co.uk, SELECT for British designer
makers, www.selectatbath.co.uk. Also, The Taste of the West Trade Show, now the UKs largest regional
trade only food and drink event, www.tasteofthewesttradeshow.co.uk and The SOURCE Exhibition
www.sourceexhibition.co.uk, for food organisations not part of Taste of the West, taking place alongside
for the first time in 2010.

Key Points:
Maximise the show potential, Avoid costly pitfalls, Reduce show stress.

1. Choose the right show for you. Who are the buyers? Who attended last time? Where are they from and can you
deliver to them? For trade shows, quality far outweighs quantity.What information do the organisers provide
about previous attendees? Are there other exhibitors you can talk to? Are there events you can visit and have a
look at before deciding?
2. Get the best stand you can afford. Is there a premium cost for a corner stand? Is carpet provided?
What colour is it? Use the organisers experience to help you. Read the organisers handbook and check
any local authority rules and regulations.
3. Are the organisers preparing show previews that might include images of new products?
Can yours be included? Do the organisers need current images for any other show literature?
Will they credit them with your company name? What other free opportunities are there?
4. Conduct a pre-show mailing. Communicate your stand number, and why buyers should visit you.
What new product ranges will you have on display? Can you rent a list of appropriate prospects
from the organisers to mail to?
5.

Mark out your stand area on your garage or warehouse floor. This will show you the space you have to work
within and make your life easier when you arrive at the show. Shop around for all aspects of your stand. Does
the organiser provide the service of furniture hire, display equipment etc and how much is it? Can you bring
your own and save money? A trip to Ikea or B&Q could save hundreds of pounds and
make the show more profitable.

6. Think about attention grabbing displays. The area that has the most impact is between 0.75m and 1.8m from
the floor. You only have a few seconds while customers pass your stand. Do not economise on
stand lighting.
7. Make sure you have everything you need with you as a lot of exhibition centres and shows are in locations
away from shops and you do not want to be spending a stressful afternoon trying to track down an integral
part of your stand or display. Useful items include: dustpan & brush, step ladder, velcro, double sided sticky
tape/pads, scissors, blue tack, floral display, mints or branded giveaways for buyers.

10

7.0

Exhibiting tips from an event organiser

8. Run a competition from your stand and see if the organisers or their PR company will promote it.
This has the double benefit of not only attracting buyers to your stand in the hope of winning something
(a bottle of bubbly, free carriage, or perhaps special discount on orders placed at the show of 5% or 10%)
and helps to build a database of potential customers.
9. Use the right staff. Sometimes the best person to sell the products you have produced might not be you!
Consider employing or using someone who has a natural ability to engage the visitor and really wants to
be there. They dont need to provide in depth knowledge of your product; you can do that.
They are there to meet greet, smile and attract potential buyers.
10. Have an easy means of recording enquiries to enable prompt and appropriate follow up.
Dont rely solely on orders taken at the event itself. A least half the business generated from a trade event
will come afterwards, but only if leads and enquiries are followed up in a timely and professional way.
Dont put the business cards in a drawer to follow up later, have a letter or email ready to send out
within a day or two of the event thanking those buyers for visiting you, reminding them of special offers
and confirming your means of trading, minimum orders and lead time to deliver. Send them a sample if
appropriate to remind them of why they were interested. Call them a few days later to see what further
action is required.

These are just a brief overview of key points that we have identified as
helping make trade shows work and be cost effective. Of course your
experience will be personal to you and be dependent on your needs and
your products. Remember that exhibition organisers want the show to
work for you. The better a show works for exhibitors, the better it works for
organisers!

Prepared by Mike Anderson of Hale Events Ltd. www.hale-events.com Tel: 01934 733433

Hale Events Ltd., Premier House, Old Church Road, Axbridge, Somerset BS26 2BQ
Tel. 01934 733433 Fax: 01934 733233 Email: mail@hale-events.com
Registered in England and Wales Registration Number 2631247 Web: www.hale-events.com
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7.0

NOTES

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