Tuttofood Milan Exhibition

We've been to Milan! A fast-paced metropolis where creativity plays an important role in every part of every business.

We attended the biggest fair of the Food and Hospitality sectors in Europe, which took place in the beautiful Italian city Milano.

More than 150,000 visitors met 2,700 companies, making Milan a European exhibition hub. And we only had two days to meet as many companies as possible, to hear their success stories, and get ideas that would help our clients adjust to these unprecedented times we found ourselves in.

A 2-Day Experience at Fiera Milano

We got ready early in the morning but we forgot about the Italian “punctuality,” so, the bus to Fiera Milano left a bit later. But it was worth waiting for the bus. Having arrived there and seeing the crowded aisles, the lively exchanges at the stands, and meeting other people in person and not just online, was a great feeling. We are sure that this was an event with global reach.

The representatives of Italian companies we met were kind enough to tell us more about their products, the process of creating those products, and the stories behind their brands. As a marketing and branding consulting agency, the first thing we notice about this type of marketing communications - that is on fairs and festivals - is the visual representation of a booth/stand, how eye-catching it is, and how that in turn would attract us to stop by and check it out; and the second thing is the skills the representatives possess and use to get our attention and meet with them there and then, even if only for a few minutes.

With the Italian excellence in creativity, many stands were able to tell their story just by looking at them; the design, the consistency in their use of brand identity elements, and many other details that help us learn more about the brand itself only by looking at the booth/stand. These elements attract a potential buyer/customer. 

We loved to see how the companies did their best and were so enthusiastic to meet us. Rarely did we have a meeting with a company where the representatives were sitting in the corner of their stand and chatting with each other. However, that can be understandable considering that their whole day consists of meetings, talking, and smiling to potential buyers - but still, the fair lasts only for a few days, so hang in there. :)

Success Example

One of the companies that impressed us most with their story behind their brand is a long-existing company, Acetai Leonardi, founded in 1871 in Modena, Italy. It’s a family-owned business and they carefully choose who they want to collaborate with because they want to convey the same message to their clients that the family has been communicating for so many years – and it’s all about quality.

We could easily spot the quality of their products. A look at the design of their packaging says it all - the attention to detail, the marketing materials provided by the company, and the flavors and aromas of their unique balsamic vinegar products speak for themselves. The brand undoubtedly knows how to keep up a good image. :)

A lady took us through each stage of the creation process of every product we then tried. She explained to us what kind of food these products are best used with. We loved the story and how careful they are about details, which in the end define the brand image.

At Apher, we care about details and every stage of creating a brand. We’re passionate about coming up with a Brand Strategy and implementing best practices through our digital marketing services. 

If you are in the hospitality business, you’re always welcome to contact us for a free consultation. Before any collaboration, we’d like our clients to feel confident in us that we can do the job. You can find the contact details on our website, where you can also have a look at what we’ve done so far.

However, before we finish with this blog, here are a few tips that can help you to stand out at the next fair:

1. Preparation is key – At Fiera Milano, buyers and exhibitors could make a profile at a platform called My Matching, and tell potential buyers in advance who they are and what they do. Something like Facebook for businesses, where you can also ask buyers for meetings. Spreading the word about yourself and promoting your brand invites potential buyers to your exhibition stand through these platforms, and social media will increase your opportunities to meet potential buyers.

2. Create an experience – Offer clients and buyers to try your product(s). Explain why it is so special and why they should buy it without explicitly telling them to buy it.

3. Be social – Always be on social media! Share the experiences you had at the fair. Create your own hashtag for the event and don’t forget to use it. Ask someone from your team to connect with other people, hopefully buyers, who are posting about the event. You can thank us later. ;)

4. Be bold with visuals – Graphics are important and they should ‘work’ harder than any other type of marketing in this case.

5. Follow up – If you meet with a potential buyer, make sure to follow-up with an e-mail, and you can also offer them a promotion because, you know, you guys met at the fair. :)
   If they’re interested in buying your product, they wouldn’t want to miss the opportunity.