Trade shows have become essential to many startup marketing strategies, providing opportunities for exposure and networking with potential customers, partners, and investors. Tulip Cooking, a food-tech startup based in Connecticut, overcame the challenge of expanding into new markets by leveraging the Kitchen & Bath Industry Show (KBIS) to raise awareness.

Tulip Cooking designs and builds beautiful, Dutch-inspired cooktops for home kitchens. Michael Walker, President of Tulip Cooking, explains “We make the best cooktops in the world, including gas and induction.” He continues, “We are the first company in the world to create a modular induction system.” Their modular induction cooktops offer flexible placement and sleek, modern design that seamlessly places the stovetops into the granite counters. 

Tulip Cooking’s booth design strategy

Exhibiting at KBIS is not easy. The 2022 show attracted over 40,000 attendees, which means standing out is a serious challenge. Tulip Cooking’s design strategy is centered on creating an environment that showcases the product in real time. Walker explains, “The kitchen is obviously a place where a lot of families gather. So, we wanted a real homey feeling that would bring people to our booth.” 

During the design process, Tulip Cooking researched many options before falling to The Trade Group. Louis Van Leeuwen, CEO of Tulip Cooking, “We looked at a number of companies, and the trade group provided really cool renderings of their concept of what they thought we needed and that was the basis of our selection.” 

Tulip Cooking’s Results

Tulip Cooking recognized designers as the predominant attendees, followed by builders, dealers, and architects. Their primary target in this group was the dealers. Consequently, everything, including the exhibit design, was crafted to reach this group. 

Key Achievements:

• Over 25 New Dealers: Acquired a significant number of new dealers, surpassing their own expectations.
• Boost in Brand Visibility: Notable increase in website and social media traffic during KBIS.
• Innovative Booth Design: Created an inviting atmosphere, leading to plans for an even larger booth next year.

Steps to making trade shows work for you 

After the lockdowns, many companies reevaluated their trade show marketing strategies. While some scrambled to update their digital assets in the absence of in-person events, others easily adapted to the change.

As trade shows have resumed over the past two years, a growing consensus highlights their value in the industry. In 2022, multiple show floors sold out, attendance surged, and sales increased. The recent KBIS/IBS edition is a testament to the healthy return of trade shows.

In order to make the most of trade shows today, it’s important to conduct thorough research to choose the right ones to attend based on factors like 

• Size
• Location
• Cost
• Relevance to the industry 
• Audience 
• # of deals needed to close to achieve ROI

Once the options have been narrowed down, plans can be made for participation. If you’re new to trade shows, we recommend starting this thorough introduction to building a profitable trade show program. 

If a startup is looking to grow, trade shows can be a beneficial way to raise awareness and connect with new potential customers and partners. However, it’s crucial to consider several vital aspects when leveraging trade shows, such as selecting a suitable event, having a well-designed booth, training staff to represent the company, and utilizing social media to promote the event and follow up with leads afterward. If you need help putting your trade show program together and designing a booth that reflects the quality of your products and services, contact us below to speak with a friendly expert. 

The Trade Group is a full-service tradeshow and event marketing company. We work with you to create an exhibit or event that brings in leads and helps you achieve your business goals. Contact us here or give us a call at 972-734-8585