Trade shows are a whirlwind of energy, excitement and opportunities. You spend days on a vibrant, buzzing show floor, making valuable connections and discovering innovative and exciting new products. You spend time, energy and money to be a part of this fabulous circus. But what do you do when the tents come down and you get home with your collection of catalogs, notes, samples and swag?
While it may seem anticlimactic, this post-show period is actually a golden window for turning your enthusiasm into actionable results. Here are some tips on how to make the most of it — without losing your sanity.
Trade shows can feel a lot like a high-energy party, but at their core, they are invaluable opportunities to get face time with sales and marketing representatives who can support your dream.
1. Decompress
Take a moment to celebrate your wins, big or small. Maybe you found the “next big thing” product to bring into your store, had a meaningful conversation with a distributor or gleaned some new insight from a cohort. It could be just that you navigated the show floor like a pro. Take a breather, have a snack and reflect on what went well. A little celebration goes a long way toward recharging your energy and setting a positive tone for the follow-up work ahead.
2. Organize
Tackle that pile of business cards, flyers and notes you collected. Sort business cards into categories like manufacturers, distributors and potential collaborators. Jot down any key details to help you remember who’s who. Scan all those odd pieces of paper. Digitizing cuts down on clutter and helps put things in order. Have a dedicated file on your desktop for trade-show content. You could organize subfolders for catalogs, business cards, etc., or sort by brand. Having everything in one place, whether physical or digital, will make life much easier when revisiting your notes.
3. Debrief
If you attended the show with colleagues, gather your team while the experience is still fresh. Compare notes and contacts, discuss what went well and what you think you missed, and share your summarized takeaway. Be sure to highlight standout products, trends or conversations that merit follow-up. Keep it casual and collaborative — let everyone share their insights and divvy up the work while maintaining the momentum of your excitement.
4. Follow Up and Follow Through
To avoid feeling overwhelmed, create a clear timeline for your follow-ups. Send “thank you” notes, finalize product orders and schedule post-show calls or meetings. Reflect on what really stood out to you. Were there new trends you can jump on? Were there recurring themes or innovations that caught your eye? Did exhibitors’ merchandise in a new or interesting way you’d like to incorporate into your space? You might want to schedule virtual or in-store trainings for staff with new brands or staple products. These insights can inform your decisions and how you prioritize your follow-up.
Timing is everything with follow-up. You may already have received emails or phone calls from industry partners with whom you connected. A quick personal message from you shows that you’re serious about the relationship, whether it’s in reply to their request for follow-up or if you’re the first to reach out. Try something like: “It was great meeting you at [show]! I really enjoyed chatting with you about [product or service] and I’d love to work with you. Can we make some time in the next week or so to talk about how we can support each other?”
After the initial follow-up, don’t let those new connections fade! Stay engaged, interact with your new contacts on social media, share thoughtful feedback and schedule those conversations to strategize. Manufacturer and distributor reps are there to help you succeed with their product and your business. We love to hear ways we can support you and may have some insight from our experience and vast network of connections that could make a difference for you. If you need posters or signage, shelf talkers, testers or anything at all to help effectively merchandise product in your space, we’d love to help get that to you! This is really where you can maximize the return on your investment in the show.
5. Implement
Take what you’ve learned and apply it to your business. Update your merchandising and displays to incorporate all those fresh ideas. Reconfigure your inventory to accommodate the new innovations you’re bringing in. Social media shoutouts to your favorite connections are a great way to connect and stay top-of-mind for your reps. Make sure to advertise and promote any SPIFFs, gifts with purchase or giveaways your contacts have helped organize.
6. Get Ready for the Next One
Take stock of the new relationships you’ve built, fresh trends in your own business, and what worked or didn’t work after the last show. About six to eight weeks before the start date, respond or reach out to vendors with whom you want to spend some show time. Make appointments for all your “can’t miss” stops and make notes on what to keep an eye out for or avoid. As you attend more shows, you’ll become a recognized friend and get your show experience down to a science.
Trade shows can feel a lot like a high-energy party time, but at their core, they are invaluable opportunities to get face time with sales and marketing representatives who can support your dream and help you make it come true. If you stay organized and engaged, follow up with those new connections, and maintain momentum through the follow-up and implementation phases, you will set yourself up for success as an exciting business on the cutting edge of the industry — and a must-stop destination for your customers.
Can’t wait to see you next time!
Rin Musick is a 10-year adult retail veteran who has worked in every store position from sales associate to general manager. As a brand ambassador for Sportsheets, she brings her passion for end-user satisfaction to her mission of spreading the word about the company’s historic, current and future innovations in connecting romantic partners.
