We tell clients all the time that our clients and projects are like our children: we don’t have favorites, and we love them all equally. That being said, there are some projects that are particularly fun to work on, and one of those is our long-time client Edlong’s annual participation in one of the food industry’s largest conferences, the IFT Expo. This year, the show took over Chicago’s McCormick Place, where more than 23,000 food scientists, product developers, suppliers and trade media gathered to get a real taste of the “next big thing.” (Why is it fun to work on, you ask? Well…who doesn’t like delicious food? Or even pictures of delicious food? Or helping buyers understand the unique value of authentic dairy flavors in creating delicious food? Nobody, that’s who.)
For Edlong, the IFT Expo is one of the year’s flagship sales and marketing events, so flawless execution of the year’s key messages is critical. From the innovative applications developed by the Edlong team for attendees to taste, to the booth graphics and handouts, to the expert presentations delivered onsite, to the pre-show promotion and post-show follow-up, it’s a true team effort that requires months of planning and a relentless eye on tactical integration.
This year, under the theme “Reinventing the Authentic Taste of Dairy,” we helped Edlong communicate to IFT attendees the many ways their advanced flavor technologies can make an irreplaceable impact on products in several key trend areas, including dairy-free and vegan formulations as well as healthier and more innovative spins on traditional favorites. (Dairy-free dairy flavors, you ask? Yes, Edlong has more than 250 of them, and they’re vital to creating great eating experiences in products that don’t contain dairy.)
That message was carried consistently through a multitude of tactics including the booth graphics and video, handouts, public relations activity and media materials, social media, product demonstrations and presentations, a customer event and so much more. Learn more about Edlong’s IFT success here; make your mouth water by reading more about the applications they showed here; and get the scoop on Edlong here.
If your company has a trade show approaching, let’s talk! While all trade shows might not be as delicious as IFT, when done right, they can all yield delicious results!
"The best overall unsolicited compliment we received: “During IFT meetings with one of our key customers, they commented that recently Edlong has achieved some of the most well-aligned marketing execution that we have ever seen in the industry.” –Beth Warren, Chief Commercial Officer, Edlong