Expo West: Top 10 Tips for Brands

February 20, 2024 |

Exhibiting your brand at Expo West is a fantastic opportunity to showcase your products, connect with potential buyers, and build brand awareness. It’s an exciting but sometimes overwhelming experience with so much to see and do, and you’ll want to make the most of it! Here are some top tips to maximize your experience:

  1. Promote Your Presence: Start posting information about your Expo plans early! Share sneak peeks at the new items you’ll be showcasing, invite people to your booth, share information about any events you are sponsoring and get the buzz going! Make sure to include your booth number in your posts. Be sure to share your marketing efforts with your key accounts, your sales team and your broker, so they can ensure buyers are aware that your brand will be there. New Hope has a new product discovery platform called Beacon Discovery that is free for exhibiting brands, so make sure you’re signed up: Home – Beacon Discovery (newhope.com)
  2. Make Some Goals: Gaining exposure and generating sales for your brand are big goals, but they’re a bit vague. Make sure you’re setting measurable goals, i.e., secure 3 meetings with buyers of target accounts. This helps your team focus and leaves the group feeling energized when the goal is achieved.
  3. Make Your Booth Engaging: Expo is a huge show and it can be tough to make your brand stand out. How do you plan to engage the audience- outside of sampling? Consider how you can make your booth into a more experiential space so that it attracts buyers and gives them something to remember. Everyone loves brand swag like tote bags, t-shirts, buttons and stickers. Maybe you offer comfy chairs while they sample your wares, maybe you give out flowers or branded hats, or perhaps you offer them a chance to vote on a new flavor or product you’re considering. And make sure you have plenty of samples!
  4. Bring A Well-Trained Crew: Expo days are long and your team will need breaks. Make sure you have enough folks to cover the booth and remember that these are your brand ambassadors. Remember, every attendee is a potential customer! Your team needs to be knowledgeable about your products, engaging, and equipped to answer questions from visitors.  Having a pre-Expo meeting to talk through goals, new product info, and expectations can go a long way to having a successful experience. 
  5. Offer Show Specials: Expo West attendees love deals and promotions. Consider offering exclusive discounts or promotions for orders placed at the event to incentivize purchases and drive sales. Consider tying in brand swag to purchase, i.e., Spend $X and get brand t-shirts for your store.
  6. Make Friends With Your Fellow Brands: There is strength in numbers- especially when it comes to seeing your product everywhere. Bring extra samples to supply the booths around you- as noted, every attendee is a potential customer. Chat them up and let them in on your goals. A buyer you want to meet might have a meeting with a brand in your aisle, and they can help steer them to your booth- especially if they’ve tried your product and liked it. 
  7. Network Strategically: The show floor isn’t the only place to network. There are loads of panels, events, and parties that buyers, distributors, and industry influencers will be attending. Research events and decide which to attend. Bring plenty of business cards to exchange with exhibitors and fellow attendees.
  8. Host Events or Presentations: Consider hosting a booth event, workshop, or presentation to attract attendees and showcase your expertise. Happy Hours, book signings, guest appearances, and contests are all good ways to get attendees to your booth and get them talking about your brand.
  9. Follow Up After the Event: Don’t let the connections you make at Expo West go to waste. Follow up with leads, send thank-you emails, and nurture relationships with potential buyers and partners. Keep the momentum going post-event to maximize the impact of your participation.
  10. Enjoy Yourself: Lastly, remember to have fun! Expo West is not only a great opportunity for business networking and learning but also a chance to explore new products, trends, and innovations in the natural and organic industry.