Following a significant pullback as a result of the pandemic, trade shows are roaring back. And they’re bigger than ever. Trade shows have long been a powerful way to network, get products and services in front of key decisionmakers, and showcase innovation. They’re also a multi-billion-dollar industry, second only to direct sales in B2B revenue.

In 2024, the trade show market reached $15.8 billion, which surpassed pre-pandemic levels. It’s expected to climb to $17.3 billion by 2028. That’s not a surprise, considering Natural Products Expo West had a record 67,000 attendees this year. Following years of remote work, people are craving connection.

Making the most of a tradeshow requires planning, engagement, and follow-up, along with attention to detail. Follow these simple tips to help your show investment generate the best return.

Before the Show: Preparation is Key

• Choose the right event: Research and select the trade shows that best align with your target audience and business goals.
• Set clear goals: Define what you want to achieve at the show, whether it’s generating leads, building brand awareness, or launching a new product.
• Plan your booth: Design a visually appealing and functional booth that attracts attention and facilitates interactions.
• Prepare your team: Brief and train your staff on product knowledge, sales techniques, and networking strategies.
• Gather materials: Ensure you have enough sales brochures, business cards, and promotional items.

At the Show: Engage, Engage, Engage!

• Make a strong first impression: Dress professionally and be friendly and approachable.
• Network strategically: Identify potential contacts in advance and schedule meetings.
• Engage with attendees: Ask questions, listen actively, and offer valuable information.
• Offer giveaways and promotions: Encourage people to stop by your booth with freebies or special offers.
• Host events or demonstrations: Create opportunities for attendees to interact with your products or services.

After the Show: Follow Up

• Capture leads effectively: Use a system to track and manage leads collected at the show.
• Follow up promptly: Send thank-you emails, share relevant information, and schedule follow-up calls or meetings.
• Personalize your follow-up: Tailor your messages to each lead’s specific needs and interests.
• Track your results: Measure the success of your trade show efforts and make adjustments as needed.

Tips for a Standout Booth:

• Use bright colors and exciting graphics: Make your booth visually appealing and memorable.
• Create a clear and concise message: Highlight your unique selling proposition and what makes your company stand out.
• Keep your booth clean and organized: A tidy booth creates a professional impression.
• Offer interactive experiences: Engage attendees with demos, games, or contests.
• Provide a comfortable space: Offer seating or a place to relax and recharge.

Remember:

• Start early: Book your booth space and plan your strategy well in advance.
• Don’t be afraid to experiment: Try new ideas and approaches to see what works best for your business.
• Have fun: Trade shows are a great opportunity to connect with people and build relationships.

This year, you’ll see us at the following shows:

• Sweets and Snacks
• National Restaurant Association Show (NRA)
• Utility Show
• International Dairy Deli Bakery Association (IDDBA)
• Summer Fancy Food Show
• International Food Technologists FIRST (IFT)
• American Culinary Federation (ACF)
• Newtopia Now

Let’s connect, talk about the industry and discuss opportunities for your company. To schedule a meeting at any one of these events, contact us today at hello@wilksgrp.com, 312-815-5505 or fill out a contact form here. Or schedule a meeting with us! 👉 Calendly