In between meetings and tastings I managed to jot down a few thoughts on the show; comments from South African exhibitors around me; ideas on how to prepare even better next time around:
WOSA’s influence.
Wines of South Africa have changed quite a
bit over the last year or so - their team has become slightly younger; a tad
more involved; more approachable. Thus the shows were smoother.
A personal visit from a WOSA representative
to each stand asking if there is anything that we need was a welcomed touch. The
preparation and contacts given before-hand were of much use in sourcing
importers and agents.
Free WIFI provided to visitors and exhibitors
was greatly appreciated, that way between meetings and tastings I could catch
up on some emails.
An added treat were the meal vouchers - granted
you had a choice of sandwiches or wraps and cool drinks and coffee but that
lunch goes a long way when it’s nearly R20 to the £1.
Thoughts on South African wines.
On my stand and other South Africans in my
little row of the hall, feedback was positive. Generally our red vintages are
on 2009/10’s and this seems to hit the spot with Europeans. Our fresh whites
never fail to impress even the toughest Englishman.
Quite a few visitors commented on how much
South African labels and packaging has changed over the last few years - “Striking”, “unique” and “beautiful” were just
some of the words I wrote down as I listened to guests tasting through several
South African wines.
Why should you as a South African
producer attend?
Simple, networking!
Shows such as The Beautiful South give you
the opportunity to meet and choose the right importer and agents to work with
your brand. If your brand has an importer then this is your opportunity to show
your support and help drive business for them. A happy importer is the one who
already has someone to sell to.
You also get a buyer's attention; not only does he get to taste your product with you, but he gets to experience the passion that backs your brand.
5 tips for a successful show.
1.
Plan ahead – Reach out to the contact
list that WOSA provides. Add personal touches, not just a generic mailer. Read
up on your target audience and what they will be looking for/ focussed on. If
your product doesn’t fit into that slot, move on.
2.
Schedule meetings – Once a
buyer/importer/agent responds to your mail jump on it, lock them down for a
one-on-one tasting. This is where your real business comes from.
3.
Send someone who knows your products, the farm, and the pricing off
by heart – This seems obvious, but trust me when I
say it’s painful watching someone being asked technical questions and seeing
them thumb sucking it. If you aren’t sure, take print outs of notes and tech
sheets with you.
4.
Pretty-up your space – Take wine racks, pourers, a cloth to dry the bottles you keep in ice. A neat stand goes a long way.
5.
Take notes – when someone hands you
their card after they have tasted with you, write down everything you can
remember. The more information the better. What they tasted, what they liked,
what they didn’t, where they were from and any and all comments made. This makes follow ups after
the show so much smoother.
The Beautiful South 2014 was a good show,
well organized and with a good number of visitors. I plan to sharpen up my planning skills and
look forward to attending this show in 2015.