In this blog, Catherine O’Neil, director of operations for Ice Cream Alliance, organiser of The Ice Cream & Artisan Food Show shares how organisers can create the perfect trade show.

The Ice Cream & Artisan Food Show is the UK’s only trade show dedicated specifically to the ice cream and artisanal food industry. Last year’s show drew over 6,500 trade visitors, both domestically and internationally. It also created a huge wave of commercial activity, with 80% of attendees placing new orders after the event, and an impressive average order value of £28,000.

After years of expanding, perfecting and innovating, the Ice Cream Alliance has created an unmissable trade show.

With physical trade shows still remaining valuable for its ability to connect sellers and buyers and provide an engaging networking experience, it’s important for organisers to understand what keeps attendees returning to trade shows year after year.

Consider your trade show’s logistics

First things first, the location and size of the venue can have a significant impact on the success of a trade show. The Ice Cream & Artisan Food Show’s move to the larger and more centrally located National Exhibition Centre (NEC) in Birmingham shows the importance of selecting a venue that meets the growing demands of exhibitors and attendees.

It is also crucial to consider where your target audience is located. In some cases, smaller, more targeted venues may attract higher quality attendees and exhibitors.

listen to what your attendees want

For the Ice Cream & Artisan Food Show, rising consumer demand for sustainability, ethical sourcing, and local businesses presents an opportunity for trade shows to focus on ethical and independent suppliers.

Trade shows need to prioritise the attendee experience. Although getting a lot of exhibitors is valuable, it is equally important to focus on unique exhibitor offerings. Trade shows should prioritise activities such as specialised workshops, product demos and networking opportunities. These activities should align with industry trends and offer real value to attendees.

Leaning into your trade show’s niche

Successful trade shows define and lean into their niche.

In research conducted by Freeman Exhibit Surveys, it was found that 46% of guests at a trade show only attend one show a year. Therefore, it is important to give them a reason to attend your show. Specialisation not only helps a trade show stand out but also allows organisers to build a loyal and engaged community. Offer tailored content and valuable networking opportunities that larger, more general trade shows cannot provide.

Technology and innovation

Embracing digital marketing and hybrid events can help enhance reach and engagement. In the digital age, trade shows have the opportunity to extend their reach beyond the physical event. Utilising digital marketing strategies can help grow awareness and generate buzz before, during and after the event. The rise of hybrid events by blending in-person and virtual experiences can also attract a wider audience, offering both accessibility and exciting new ways of connecting with others.

Measuring success and ensuring longevity

After your trade show, it is essential to measure attendee satisfaction, the quality of leads generated, and the value exhibitors receive.

It is important to create a continuous feedback loop to gain insights into what worked well and where improvements can be made. This process ensures the next edition of a show evolves to meet the needs of its community, ensuring long-term success.

Building a successful trade show in a saturated market requires deep understanding of your audience, a commitment to providing value, and the flexibility to adapt to ever-changing trends. By defining a niche, prioritising attendee experience, staying responsive to industry shifts, and employing strategies to ensure the best delivery of the event, trade shows can create a unique and curated experience for its attendees, ensuring that they stand out even in the most competitive markets.