“Get 2 really top pieces of new business rather than 100 minor orders”
illy Caffé, established in 1933 in Trieste, Italy is a global leader in premium espresso coffee, available in over 60 countries.
While a favorite with home espresso machine users, illy has built a successful multi-channel food service business. From the very beginning, they developed a simple, effective, and unique trade show strategy built around their equally unique brand.
illy Trade Show Objectives, Strategies, and Tactics:
- To be visible within the marketplace
- To demonstrate illy’s success and leadership within its own marketplace
- To meet and retain existing clients
- To identify new leads that will generate long-term business
- To maintain consistency against competitors that exhibit sporadically or infrequently
- To occasionally launch new products – launching at a show is best