As we approach another exciting Natural Products Expo West, I want to share my thoughts on how to make the most of this invaluable industry gathering. I've learned that success lies in careful preparation and clear objectives.
Strategic Preparation: Setting the Stage
The natural products industry is evolving rapidly, with innovation happening across categories. This show represents more than just a trade event – it's a snapshot of where our industry is heading and an opportunity to shape its future. My goal is to identify emerging trends, connect with potential partners, and understand the challenges and opportunities facing our industry.
For Brands - Pre-Show Checklist
Define specific ROI metrics for the show
Schedule key buyer meetings in advance
Prepare your elevator pitch for different audience types
Have digital sales materials and pricing readily available
Set daily team meeting times to share insights and adjust strategy
Create a follow-up plan for post-show engagement
For Service Providers/Consultants
Research exhibiting brands in your target segments
Prepare case studies relevant to common industry challenges
Block time for both scheduled meetings and organic networking
Have a clear value proposition for different business sizes
Create a system for qualifying leads during conversations
Plan your route through the show floor strategically
For Buyers
List specific product categories and attributes you're seeking
Set meetings with current suppliers to discuss innovation pipelines
Create evaluation criteria for new products
Plan your show floor navigation by priority sections
Prepare questions about scaling and supply chain capabilities
Have a system for documenting promising discoveries
Personal Objectives: The show offers a unique opportunity to:
Identify emerging consumer trends and innovation gaps
Build relationships with potential strategic partners
Understand supply chain innovations and challenges
Connect with industry leaders to share insights
Scout potential acquisition or investment targets
Remember that success at the show isn't just about the number of conversations you have – it's about having the right conversations that lead to meaningful business outcomes. Take time each evening to review your notes and adjust your strategy for the following day.
Most importantly, leave room in your schedule for serendipitous discoveries. Some of the most valuable opportunities I've found came from unexpected conversations and chance encounters.
Looking forward to seeing everyone at the show and contributing to the growth of our dynamic industry.
Success at Expo West comes from balancing structured preparation with flexibility to adapt and explore. What are your key objectives for the show?
See you there!
-Elizabeth
Comments