Hot Hot Hot – National Fiery Foods and BBQ Show

February 18, 20160 Comments

Roasted Chile Peppers

Roasted Chile Peppers

Listen to our featured Ask Those Branding Guys radio show podcast: National Fiery Foods and BBQ Show

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed tourism and the branding of a major Albuquerque foodies event.

Joining us on the show was Dave DeWitt, Co-Producer of the National Fiery Foods and Barbecue Show, chile pepper authority and author. DeWitt is known as the Pope of Peppers, a nick name earned via his book publisher, mentioned in the NY Times and now part of Dave’s brand.

The annual show is in its 28th year and attracts approximately 20,000 visitors over its three-day run.
The Fiery Foods Show is all about visitors tasting new and unfamiliar hot & spicy foods. Foodies come to sample and buy new hot and zesty foods form over 200 exhibitors. The show also includes seminars, demonstrations, movie screening and a craft beer tasting.

DeWitt shared that the show sold out all available vendor spaces five weeks in advance of opening day. To accomplish this, his marketing team used an online ad methodology called “retargeting”. This technique shows ads for the Fiery Foods Show to recent website visitors as they continue to surf the internet to keep the event top of mine. 70% of exhibitors are from out of state.

Delivering on brand promise is a key to the show’s success. To ensure customer expectations are met, DeWitt shared that a program is provided to assist guests to plan their adventure among the 1,000 different product offerings. New vendors and products keep the show fresh and “hot” for visitors. To promote the show print, radio, TV and social media are all leveraged; this year even a jingle was created.

The Fiery Foods show will be held at the beautiful Sandia Resort in Albuquerque from March 4th – March 6th. DeWitt moved the show to this lovely property to ensure a great guest experience; plenty of free parking, restaurants and other activities as well as wonderful views.

DeWitt’s tip – don’t forget about public relations. PR can be just as important as advertising; a 20-second appearance on the news is meaningful advertising and provides earned media for your brand.

Enjoy the show.

Once a Day Marketing™ inspires clients to brand bold. Visit our website at Contact James Glover at (505) 501-1330 or email Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on KVSF 101.5 FM.

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