How to Implement an Effective Personalization Strategy for Your Food and Beverage Trade Show Booth

July 5, 2023

Jenn Cringoli

Jenn Cringoli is an account director at ASV, an event and experiential marketing outfit based in Torrance, Calif.

If you are an exhibitor in the food and beverage industry, you’ve probably noticed a shift in food and beverage marketing trends toward personalization over the past few years. This trend began with small businesses but has since been adopted by major corporations. Personalization enhances connection by providing each trade show guest with a unique experience.

There are many ways to personalize a food or beverage product. One of the ways you could implement personalization is to print names or photos onto individual packaging or even the product itself.

Implementing an effective food and beverage industry marketing strategy can help increase the success of your event. When trade show guests receive personalized products or participate in a personalized experience, they are much more likely to share it on their social media channels and with friends and families. This, in turn, can drive more traffic to your trade show booth and increase the likelihood of participation. 

So, how do you use what you know about personalization and put it into action?

How to Kick-Start Your Food and Beverage Trade Show Booth With Personalization

When it comes to event marketing, a few key strategies can help you get more personal. 

1. Research your target audience.

It is important to research your target audience and understand how your food and beverage brand fits into their everyday lives. This will help you develop a booth that reflects the lifestyle of your target audience. You should analyze various factors of your target market, including demographics, psychographics and behaviors.

Use these factors to determine what population you can organically attract to your booth. Analyzing this information can help you refine your business plan, decide which marketing channels will be most effective when advertising and create an eye-catching booth. 

2. Use your research to create personalized displays.

Create a personalized display that attracts your target audience. A great example of this would be Wendy’s. Wendy’s partnered with an experiential marketing company to create a floating barge restaurant to appeal to its ideal customer: a loyal, young (or young-at-heart) sports fan who would “sailgate” (tailgate by boat) at the game and enjoy nuggets, fries and a free frosty off the barge. By implementing a display that truly reflected the lifestyle of its target audience, Wendy’s was able to attract customers and create an association between its brand and a positive, joyful experience for customers.

3. Develop personalized sampling.

To get people interested in your product, try bringing it to life. This can be done in a variety of ways. You could bring in additional staff to walk a customer through a sampling journey, explaining your company’s origins, products and ingredients. Or you could take a more playful approach and develop a quiz that tells your customers which one of your products they are like and why. These are great ways to make the sampling experience more memorable.

All of these personalization trends present opportunities for businesses within the food and beverage industry. If you can effectively capitalize on these trends, you’ll be well-positioned for success in the coming years. Trade shows provide a great opportunity to showcase new products and practice personalization. By exhibiting at food and beverage trade shows, you can reach a wide audience of potential customers and partners, helping you to gain exposure and grow your business.

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact