Make a show of yourself

3 February 2011



Archana Sharma, Marketing Manager of packaging and processing exhibition Pro2Pac, gives her views on why trade shows are a ‘must’ for improving business.


There has been a burst of development in the food and drink packaging sector over the past few years, with designers and manufacturers pushing the boundaries in terms of sustainable, cost-effective packaging that still retains consumer appeal.

It’s a tough market out there, with consumers re-evaluating their purchasing decisions in the wake of the global recession. The industry does seem to be responding well to the change in trends, but it is vital that packaging companies stay ahead of the game when it comes to the latest developments.

This is why I feel that shows such as Pro2Pac can be really useful. Yes, I probably would say that, but I think this is a good opportunity to remind organisations about the lesser-publicised benefits of exhibitions.

Pro2Pac has really developed its educational programme over the years and now provides some crucial insights into the packaging world. Tesco, Morrisons and Innocent Drinks are just a few of the names that will be speaking at the March show and will offer in-depth knowledge of various elements of the packaging arena, based on their successes.

Packaging needs to develop and adapt constantly to the latest trends, without losing sight of its brand values, so finding the right business partners can be absolutely key. Trade exhibitions allow organisations to make valuable contacts across the industry – hundreds of suppliers, manufacturers, designers and retailers are in one place in a short space of time, which is difficult to replicate anywhere else. More and more UK trade shows attract companies from Europe and further afield – countries such as China, Japan and even Australia – and you never know what can come from generating contacts like this, if not straight away, then at a later stage.

Both large, long-established, international packaging companies and exciting new SMEs have the chance to promote their latest innovations together under one roof, saving them valuable time. For exhibitors and visitors alike this is the perfect opportunity for them to get a first look at competitors’ or potential suppliers’ products to understand how they could be of benefit to their business.

With so much business carried out online these days, exhibitions can be crucial to providing a platform for new client meetings and networking. What’s more, in the hugely competitive food and drink industry, the ability to touch products and get a closer look at the structural design of packaging can be crucial to a sale. A great deal of complex research goes into the development of new packaging, with exciting new formats and materials appearing all the time, and exhibitions present a forum for the story behind the new designs to be heard.

Tough times

The packaging sector, like most sectors, is feeling the repercussions of the tough economic climate and so you might ask why they should invest in exhibiting at tradeshows, or even visiting them, when themoney could be spent elsewhere. The answer is simple: exhibitions provide one of the most time and cost-efficient marketing platforms around.

At Pro2Pac’s last show in 2009, we welcomed almost 14,000 visitors from the UK's top supermarkets, global brands, independent retailers and food and drink manufacturers, and we are sure that this year will be no different.

Despite all of the business opportunities that trade shows can offer, exhibitions are constantly developing and looking for more ways for exhibitors and visitors to get the most from shows and maximise their return on investment. For example, there are new online tools to help businesses to connect before, during and after the show to network and set up new business meetings in a quick and easy way.

Trade shows can work for any company, but it’s vital that exhibitors plan ahead what they want to get out of them and then focus on that aim. It is important to prepare a detailed budget and stick to it, personally invite existing and potential customers, promote stands in company communications and have key staff on the stand on the day. That done, organisations can really reap the rewards from what a successful show can do to help their business.

Views expressed on this page are those of the author and may not be shared by this publication.


Archana Sharma. Archana Pro2Pac takes place from 13-16 March. See other features in this issue for a preview of the show. Pro2Pac

Archana Archana
Pro2Pac Pro2Pac


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