For food and nutrition brands, FNCE® is one of the biggest moments on the calendar.
The Food & Nutrition Conference & Expo brings together nutrition and dietetics professionals to discover new products, explore research and exchange ideas shaping the industry. This year’s event takes place October 24 to 27 in San Antonio.
For brands exhibiting at FNCE®, the focus is naturally on the show: preparing the booth, planning meetings, showcasing products and making connections.
But the opportunity doesn’t have to begin when attendees arrive or end when they leave.
FNCE® can be a starting point for a more meaningful conversation with the professionals you’re trying to reach.
Build awareness before the show
FNCE® gives brands a natural opportunity to connect with nutrition professionals, but there are ways to start building awareness before the Expo opens.
The weeks leading up to the show are a chance to put your brand in front of your audience around topics they already care about. Share research, offer an expert perspective or weigh in on an emerging trend. Then, when you connect with those same professionals at FNCE®, there is already some familiarity and context around your brand.
And the conversation doesn’t have to end when the show does. The questions, trends and topics that come up at FNCE® can provide ideas for content and follow-up long after attendees head home.
The food and nutrition calendar doesn’t stop at FNCE®
FNCE® is an important industry moment, but it’s far from the only opportunity to engage this audience.
September and October bring several timely moments for nutrition professionals, including National Fruits & Veggies Month, Whole Grains Month, National Seafood Month and National School Lunch Week.
These moments give brands another reason to show up with something useful, whether that’s new research, an expert perspective, changing consumer behavior or practical insights.
For marketers, the opportunity is to connect these moments rather than treat each one as a stand-alone campaign.
Think beyond the four days of FNCE®
A strong event strategy doesn’t have to start and stop with the conference.
Before FNCE®: Build awareness around topics relevant to your audience.
At FNCE®: Connect in person and learn what professionals are talking about.
After FNCE®: Continue the conversation with content that speaks to those interests.
That approach can help turn a few days of concentrated attention into more opportunities to stay connected with the audience.
Find opportunities beyond the event
For brands looking to stay connected with the nutrition and dietetics audience this fall, SmartBrief’s Nutrition and Dietetics Special Reports provide a way to align with timely industry moments through a dedicated editorial calendar.
The September and October reports cover topics including fruits and vegetables, whole grains, seafood and school nutrition. Each combines a SmartBrief Originals article with curated industry news and updates, giving brands an opportunity to be part of conversations that are already relevant to nutrition professionals.
For a brand heading to FNCE®, these reports can complement an event strategy by creating additional opportunities to connect with the audience before and after the conference.