Kimberly Hardcastle, chief strategist for Freeman, a global leader in exhibitions, exhibits and events, has worked with the International Baking Industry Exposition (IBIE) in various roles throughout her career for more than two decades. In her current role, she works closely with Freeman’s Audience Insight Division, which fields quarterly research across the company’s portfolio of events, which includes IBIE. At the BEMA annual convention, held June 25-29 in Waimea, HI, she shared insights what’s “in” and “out” for what attendees expect from their show experience.
In this installment of a three-part series, Joanie Spencer, editor-in-chief of Commercial Baking, outlines Hardcastle’s advice for ensuring a successful IBIE 2028 booth experience.
WAIMEA, HI — When it comes to tradeshow exhibiting, engagement is everything. And while there are certain tried-and-true strategies, today’s tradeshow attendees are showing up more informed than ever, and they’re seeking a deeper tradeshow experience.
With booth draws for the International Baking Industry Exposition (IBIE) happening early next year, exhibitors will soon be setting exhibition strategies. BEMA, which co-owns IBIE with the American Bakers Association, hosted Hardcastle, who provided insights during its annual convention, held June 25-29 in Waimea, HI.
“It’s not about saying there’s one right way to exhibit,” she said, “but the goal is to provide a new lens for looking at tradeshow strategies to make intentional decisions now that will pay off later.”
Here are some “ins” and “outs” that remind exhibitors to think of booth space holistically rather than just a stop on the IBIE show floor.
OUT: Booth-only mindset
IN: Total event presence
Although the booth is an exhibitor’s home base — and where most of the business takes place — it can’t be only strategic focus. It’s important to remember that for shows like IBIE, the booth is one element of the exhibitors total event presence.
“Think about how your brand can show up across the entire IBIE experience,” Hardcastle said. “How and where can you support your goals and create interactions that can help visitors remember you?”
Oftentimes at tradeshows, side interactions in education sessions or after demos can lead to new business, so brand recognition throughout the show becomes critical.
“IBIE attendees are experiencing more than just the exhibition floor,” she added. “They notice who’s out there and which brands are showing up in helpful, relevant ways. There are opportunities to create more than just surface-level engagement.”
These opportunities include offering equipment for baker demos or sponsoring education sessions to help attendees connect experiences to exhibitors.
As the tradeshow landscape shifts, so does the way exhibitors can define success beyond attendance numbers and badge scans. When next-gen event goers come to tradeshows like IBIE at a new point in their buyer journey, exhibitors must rethink their success benchmarks.
“Doing it right starts with setting clear goals before the show, perhaps even before choosing your booth space,” Hardcastle said. “Focus on raising brand awareness, planning product launches, educating customers or generating new pipelines. These goals require different strategies and ways of measuring success. Once your goal is clear, align your actions to it. Choose tact6ics that support the goal, and measure what actually matters.”
This is the final installment in a three-part series focused on IBIE exhibitor strategies. For more information on IBIE and booth selection, visit www.bakingexpo.com.
