Distributors Seek Great Deals & New Opportunities at AWMA EXPO
AWMA members hit the AWMA REAL DEAL EXPO show floor in Las Vegas Thursday seeking new ways to build business and profits as well as stock up on great deals, giving suppliers a terrific opportunity to connect with customers old and new and promote their latest products and services.
For some exhibitors, the objective is to go home with new orders. For others, success will be defined in contacts made and relationships strengthened. For most distributors, the goal is to take advantage of show specials that were so significant that they can more than cover the cost of their trip to Las Vegas, while providing new products and excitement for their businesses and their customers.
"This gives us an opportunity to show distributors new items, but we want to interact with our customers and make sure that our broker representatives are doing a good job for us," said Robert White, southeast regional manager, convenient solutions team, General Mills.
Kraft Foods’ Michael Harris said the AWMA EXPO offers an opportunity to showcase the company’s newest items and programs. For example, he said, Kraft’s newest products, Crystal Light On-the-Go and Tang Sport On-the-Go ships early next month and "a lot of people are seeing it now and getting ready to place orders."
For Derek Curlee, director of marketing at Brenham Wholesale, Brenham, TX, it was his first EXPO experience. "We’ve talked to a couple of companies that we are definitely looking into," he said as he went booth-to-booth just after the show floor opened. "I feel confident this will be a worthwhile experience."
Curlee said he attended Wednesday’s Buyer’s Program, which he found "really helpful," because of the tips that were offered by the presenters on how to improve the buying process.
Later at an evening reception, Lance Crosby, president, Northern Sales Co., Seattle, WA, said his first day on the EXPO floor was extremely successful. "We saved enough on the show deals to pay for the trip – easily," he said. "This is a tobacco-focused trip."
John Guarnieri, Albert Guarnieri & Co., Inc., Warren, OH, said he spent much of his day looking at warehouse management systems. "While we are a small company, we may be able to take advantage of this technology," he said. "We’ve got to get a cost analysis, but it might help us. Then, I finally got to my normal buying with the show deals. You’ve got to search them out and be prepared, but take advantage of the show deals."
A number of exhibitors were impressed with the quality of the visitors to their booths. "The actual decision-makers show up here at the AWMA EXPO," said Dana Grillo, of Liberty Brands.
The EXPO is used by many suppliers to introduce new products to distributors and to expand their penetration into the convenience store marketplace and other venues served by AWMA members.
For example, Kay Kalra, manager, Lassi Drinks, was presenting the company’s "probiotics" drinks, natural smoothie type drinks that provide specific health benefits. "They are great for the c-store market, because a lot of people on the go are looking for healthy products to take with them," she said.
Joe Ryan at the Cloud 9 Products booth was offering Show-Only deals on incense candles and other related products. "We want to let people know that these counter-type items are available, and they all offer a 100% return on investment," he said.
Show-Only deals were also being offered by Ce De Candy, where Eric Ostrow, vice president, sales & marketing, said the company’s Smarties products are flying off the shelves. "This is a selling show for us," he said. "Our people are working here to get more customers."
For Sarah Saiger, the show was her first since she took over Bambu Sales, Inc. from her grandmother. "Things are going very well," she reported, noting her Show-Only deals for cigarette paper products. "We want to do everything we can to get our new flavors out," she said.
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The AWMA EXPO offers a great opportunity for companies to strengthen relationships with existing customers while also seeking new business, pointed out Burleigh Kaster, director of marketing at Alligator Ice. "We’re looking for distributors in areas where we’re not strong."
Rob Enfinger, director, alternate channels, Diamond Foods, said his company is using the EXPO to introduce its new foil bag line of products. "It’ll be a good show for us," he predicted.
One of the most unusual products on exhibit was the Wish Pearl, sold by Lucoral Co., Inc. Packaged attractively in a box with a clear window is a fresh water mollusk shell that contains a real fresh water pearl. Packaged next to the shell is a little ring in which the pearl can be placed.
"This is our second year in this distribution channel," said John Huisman of Lucoral Co. "The reception has been great. We’ve had several distributors come by and they were very excited about it." The product, which retails for $19.99, is intended as a seasonal item, especially at Christmas.
"Our goal is to get at least 10 distributors to give it a try," Huisman said, "and see what the market tells us. We want to open up new markets."
"Bob Pittman, Taylored Technologies, Minneapolis, said the show provides an efficient way to meet customers and prospects. "It’s very important to us that way," he explained.
