Trade shows like Surf Expo and Expo West bring together thousands of people from across an industry, including retailers, distributors, media and fellow brands. 

For many businesses, these events are where relationships are built, orders are placed, and long-term partnerships begin. But success at a trade show doesn’t happen by chance. It comes from careful planning before, smart execution during, and diligent follow-up afterwards.

Here’s a step-by-step guide to making the most of your time at your next trade show.

‍

1. Define Clear Goals Before You Go

Don’t step onto the show floor without knowing exactly what you want to achieve. Goals will guide your preparation and how you spend your time at the event. Common objectives include:

• Generating sales leads or new wholesale accounts
• Meeting with existing customers to deepen relationships
• Introducing a new product or line to the market
• Building brand awareness among retailers and press
• Networking with potential collaborators and partners

Once you know your goals, set measurable targets (e.g., 50 new retailer leads, 10 media contacts, 3 confirmed distributor meetings). These benchmarks will help you evaluate the return on your trade show investment afterwards.

‍

2. Get Your Marketing Materials in Order

Your booth is your storefront at the show. Make sure it clearly communicates your brand identity and makes it easy for buyers and media to understand what you do.

Key items to prepare:

• Booth design & signage: Keep it clean, branded, and functional. Use strong visuals and avoid clutter.
• Product displays: Showcase hero products front and center. Ensure everything is easy to touch, try, and engage with.
• Printed collateral: Catalogs, line sheets, business cards, or postcards that attendees can take with them.
• Digital materials: QR codes linking to your website, social channels, or sustainability initiatives.
• Samples or giveaways: If relevant, small takeaways can help keep your brand top-of-mind.

Pro tip: If sustainability is part of your brand story, highlight it visually. Show how your products or partnerships (like tree planting or ocean plastic removal) create measurable impact.

‍

3. Market Your Participation Ahead of Time

Trade shows are busy, and attendees plan their days in advance. Don’t rely on foot traffic alone — start marketing your presence weeks before the event.

Ways to spread the word:

• Email your customers and leads: Announce that you’ll be attending and share your booth number.
• Post on social media: Use event hashtags, tag the official event account, and tease any launches or promotions.
• Reach out to press and buyers directly: Schedule appointments with key people you want to meet.
• Leverage partnerships: If you’re collaborating with another brand, co-promote your booth to expand reach.

This pre-show buzz ensures people put you on their “must-visit” list.

‍

4. Maximize Your Time on the Show Floor

Once the doors open, the pace is fast. Here’s how to stay focused and make the most of it:

• Engage actively: Don’t sit behind the table — stand, smile, and invite people into conversation.
• Have a pitch ready: A quick 30-second intro about your brand and products that sparks interest.
• Qualify leads: Not every visitor is a buyer. Ask questions early to understand who’s a fit.
• Collect contact info: Use a lead form, QR code, or badge scanner to capture details.
• Network outside your booth: Attend seminars, panels, and evening mixers where many connections happen.

Remember: energy counts. A warm, approachable booth team makes a big difference in how people perceive your brand.

‍

5. Follow Up Quickly and Personally

The real value of a trade show comes after the event, when you turn new contacts into lasting relationships.

Best practices for follow-up:

• Send thank-you emails within a week. Personalize each note with details from your conversation.
• Segment your leads: Separate hot buyers from general contacts and tailor your communication.
• Share digital materials: Send your catalog, pricing, or impact stats to support next steps.
• Stay consistent: Add new contacts to your email newsletter or LinkedIn network to keep momentum going.
• Track outcomes: Note which leads convert to orders so you can measure ROI.

Timely, thoughtful follow-up can be the difference between a polite booth conversation and a long-term customer.

‍

6. Learn and Improve for Next Time

After the event, gather your team to reflect:

• What worked well with your booth setup and messaging?
• Which marketing channels drove the most traffic?
• Did you meet your goals? Why or why not?
• What will you do differently next time?

Trade shows are an investment, but they get more effective with each one you attend — especially if you apply lessons learned.

‍

Final Thoughts

Attending a trade show like Surf Expo and Expo West is about more than showing up with products. It’s about building connections, telling your brand story, and creating momentum that carries well beyond the event.

By preparing thoroughly, engaging fully, and following up strategically, you’ll ensure your time on the show floor translates into real business growth.

And if sustainability is part of your DNA, bring that story with you.

Attendees and partners are increasingly looking for brands that align with their values — and trade shows are the perfect place to share the impact your business is making.

‍