IFT 2The 2010 IFT show in Chicago presented its widest range of online tools yet, providing attendees with multiple opportunities to connect and communicate. Savvy food ingredient marketers took advantage of the IFT online presence to promote their show offerings, and drive traffic to their booths.

In a previous blog post we reviewed the IFT’s tools that helped attendees prepare a personalized show guide and send e-mail meeting invitations to exhibitors and other participants. Several major food ingredient companies told me that they had received multiple meeting requests from the ChripEvite e-mail tool.

In addition to the preshow planning tools, IFT offered a full suite of social media sites where attendees could post information, comment on presentations and exhibits, and communicate with one another. The integrated social media platform included sites on Twitter, Facebook, Flickr and LinkedIn. The LinkedIn discussion group included over 3,700 members who actively posted and discussed their IFT experiences.  A steady stream of Twitter posts and Flickr photos was prominently displayed on a large video screen kiosk just outside the main entrance.

Several food ingredient companies took advantage of IFT’s online platform to actively promote their presence at the show. Companies announced giveaways and demonstrations taking place at their booths. There were also multiple posts with announcements on new products and ingredient applications that provided links to additional content and information. Prominent ingredient marketers using the tools included National Starch, Monsanto, Innova and David Michael & Co.

All of these tools and examples of food ingredient company activity can be accessed through the IFT portal site.