Seasonal Trade Show Prep
Choosing the right trade show as an emerging brand is critical, it’s a significant investment, and where you show up matters.
The channel you’re targeting should guide your decision. Different shows serve different purposes, and the options can feel overwhelming: national shows, regional shows, hotel-based formats, and even in-store retailer lineshows all play a role.
At the end of the day, it’s about getting your product in front of as many relevant buyers as possible. Larger buying shows can be especially efficient, giving you access to a high volume of buyers in one place, which can help stretch your budget. Some events also offer “emerging brand” opportunities (up to 10 years of you being an established brand) short-term showcase slots that can be highly competitive and tough to secure.
That said, the investment can be well worth it, particularly when you’re entering a new market. Major buying shows in the outdoor and run industries like GOA (Grassroots Outdoor Alliance), TRE (The Running Event), Switchback and OR (Outdoor Retailer) offer valuable opportunities to immerse yourself in the industry. You’ll gain insight into your competitors, see how other brands present themselves, understand what resonates, and identify who’s gaining traction. That kind of visibility is incredibly valuable in the early stages of building retail presence.
Regional shows are another strong option, especially within specialty retail. With rising travel costs, many buyers are limiting trips to once or twice per buying season (spring, buying for the following spring, winter, buying for the following winter). Taking the time to research these events, costs, audience, and fit can help you determine where your brand will have the most impact.
If you do secure a booth at a larger show, go beyond the booth. Invite retailers to dinner, build relationships, and make meaningful connections wherever you can. As mentioned before, buyer insights and market knowledge are incredibly valuable.
Once you’ve committed to a show and secured your booth, it’s time to think through the details:
What does your booth look like?
You’ll receive a packet from the show organizer with your booth size, location, and setup schedule. If you’re working with a standard 10x10 space, think carefully about how you’ll present your brand. Typically, you’ll have a table and pipe-and-drape walls to work with.
Start with the basics: a clean tablecloth with your logo and a simple hanging sign can go a long way. Lighting is often poor at trade shows, so consider bringing portable lighting to elevate your display. Think through your materials, will your line sheets be digital, physical, or both? For emerging brands, having printed materials is strongly recommended.
Trade Show Checklist
Product Samples - in line and future if able. Buyers may place orders at the show for current product (if available) as well as future orders. It’s always a great idea to have all your products on hand to show the buyer.
Seed Product - product giveaways are a great way to get your product in the hands of the buyer so they can test it, share with staff to determine your product at retail. It can be costly, but if you can create a smaller sample size, or even allocate a small amount to giveaway to select retailers, it will be well worth it.
Small touches like snacks, stickers, or pins- buyers love something they can take in hand, and your logo is a great way to give away something for free and keep it in the mind of the buyer. Snacks are a nice touch to keep the buying team engaged. Long days at shows like GOA, having some chocolate as a pick-me-up is always a nice touch.
Booth Display- what is your booth going to look like? You want to make sure your product is the main focus of the booth. Think large imagery with key highlights you want the buyer to take away. What about the vibe? What are you trying to convey with your product? Do you need grid wall, lighting, power chords, table cloths, any additional tools that will help you explain your product more clearly.
Monitor or screen to showcase your brand story? Using a digital tool like this can help convey a story and educate the consumer. Will you show your line sheet on the screen, or on a hand out? Does the buyer need to download the catalog to see detailed information?
Most importantly, think about the overall vibe. Does your booth tell a clear, compelling story? Every detail contributes to how a buyer feels when they step into your space. The stronger the storytelling, the easier it is for them to envision your product in their store.
Still unsure how to show up, or want more details on trade show by channel, let’s set up a call!
~Allison Deschaine, Founder & Consultant