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Post Con By Julie Ritzer Ross
On-Site Café Is Sweet Spot on Expo Floor
EVENT:The14th annual Sweets& Snacks Expo, sponsored by the Nation- al Confectioners Association(NCA), the major association of the confec- tionery industry, covering manufactur- ing, technical research, public relations, retailing practices, government rela- tions,and statistical analysis
2010MEETING(MAY25–27): Ramped-up marketing efforts to support re-branding and a communications hub on the ex- hibit floor helped make this year’s Sweets&Snacks Expo a “sellout event,” according to Theresa Anthony,NCA’s senior director of Expo andmember- ship.Atotal of 486 exhibitors from around the world show- cased their confectionery and snack products. The number of first-time exhibitors rose by 8 percent over 2009, to 130 com- panies. Anthony also cited a “surge” in buyer attendance in every class of trade, fromlarge international retailers to specialty candy-shop operators.
such as direct-mail pieces and mass e- mails,NCAmade live phone calls to members several months before the show, explaining the re-branding/re- naming effort and the expanded scope of the event. The ongoing appeal of candy and snacks was covered as well.
SWEET TOOTH: Expo organizers wanted to drive home the point that candy and snacks sell no matter what the economic climate, because consumers will treat themselves despite making other spending cuts.
“We felt that person-to-person com- munication at a time when people were uncertain aboutwhat direction busi- ness was taking would be the most ef- fective way to get our message across,” Anthony said. Increases in exhibitor and attendance numbers for 2010 com- pared to 2009, coupled with the fact that more than 40 percent of exhibiting companies fea- tured at least one snack product at their booths, proved the ef- fectiveness of this one-on-one marketing strategy, she said. NCAundertook other ini-
tiatives in line with its long- standing commitment to keep- ing the event fresh and exciting. Feedback fromattendees at previous shows revealed a de- sire for an area on the exhibit floor where they couldmake more efficient use of time spent away from their offices.With the help of event-marketing services companyChampion Exposition Services, show or-
SWEETS&SNACKS EXPO
CHALLENGES:Amajor initiative for 2010 was an annual meeting name change from the All Candy Expo to the Sweets&Snacks Expo. “Our in- dustry has evolved over the years in that our attendees increasingly pur- chase both candy and snacks,” Antho- ny said. “The new name and focus of the event better reflect that dynamic.” NCAneeded to convey this message to attendees and exhibitors, and to em- phasize that the 2010 Sweets&Snacks Expo would remain the same strong, growing show they had always supported.
INITIATIVES:In addition to tradition- al member-communications vehicles
14 pcmaconvene October 2010
2009 Chicago THE 14THANNUAL
13,000+ 14,000
Attendees
448 Exhibitors 2010 Chicago
Attendees 486 Exhibitors
ganizers developed a “Connection Café” where attendees could check e-mail and avail themselves ofWi-Fi. Spanning nearly 3,000 square feet, the café also provided attendees with a hub to connect with other delegates, using social-media platforms such as Face- book, and a place in which to learn howto tweet, as well as follow tweeted show updates on large monitors. NCApositioned the café at the rear
of the exhibit hall, in order to better drive traffic to booths in that area and to be located in close proximity to the wireless-Internet access point. “The de- sign was very cool, with modern seat- ing and display elements that towered over the exhibit floor,” Anthony said. “And the café itself was overwhelming- ly popular—crowds formed there during all three days of the show.”
ILLUSTRATION BY ALEX WILLIAMSON