A trade show can be one of the best investments a brand makes all year, or an expensive opportunity to stand behind a booth and hope the right buyers walk by. The difference often comes down to preparation, strategy, and what happens after the show ends.
For emerging brands, trade shows offer valuable opportunities to connect with buyers, introduce new products, and build wholesale relationships. However, simply showing up is not enough. To make the investment worthwhile, brands need a plan that extends beyond the event itself.
Six Weeks Before: Build Your Target List
Start by identifying the buyers and retailers you actually want to reach. Rather than waiting for potential customers to discover your booth, take a proactive approach. Research stores that align with your brand, identify the right buyers, and begin reaching out to schedule appointments before the show.
Having meetings on the calendar gives your time at the event more direction and helps ensure you’re connecting with people who have a genuine interest in your product.
Three Weeks Before: Give Buyers a Reason to Stop By
Once you’ve identified your target audience, find a way to stand out before the event even begins. Send something memorable, whether it’s a postcard, a product sample, or a personalized invitation to visit your booth.
The goal is to create recognition and give buyers a reason to seek you out among the many brands competing for their attention.
During the Show: Make Every Conversation Count
Trade shows are about building relationships, and every interaction has the potential to turn into a business opportunity. Keep track of the people you meet, the stores they represent, what products caught their attention, and any next steps discussed.
These details are easy to overlook when conversations happen back to back, but they become incredibly valuable when it’s time to follow up.
Within 48 Hours: Follow Up
One of the biggest missed opportunities for brands is failing to follow up after a trade show. A promising conversation can quickly lose momentum if there is no communication once the event ends.
Reach out while the conversation is still fresh. Thank buyers for their time, share any requested information, answer outstanding questions, and establish a clear next step. Following up promptly shows professionalism and keeps your brand top of mind.
The Real Work Happens Before and After the Show
A trade show should be viewed as the middle of the sales process, not the entire strategy. The preparation beforehand helps get the right buyers in the room, while the follow-up afterward turns conversations into potential orders and long-term relationships.
For brands looking to grow their wholesale business, success isn’t measured by how busy the booth was. It’s measured by the relationships built and the opportunities that come from them.
As part of the Build and Sell series, Emily Lane and Bret Schnitker share practical strategies to help brands move beyond developing great products and build businesses that are ready to sell. Follow along for more on our social media.