Capture Attention in a Few Moments
On a busy show floor, retailers are trying to “divide and conquer,” and even a large team can only see so much. That means you may only get a few moments. Your job is to make those moments count.
Start with the highlights around your brand strategy. Why did you create this product? Why do you exist? This is your elevator pitch behind the product alone. It’s not just what it is, it’s why it matters.
Then, get specific about innovation and differentiation. Trade shows are about discovery: what’s new, what’s next. Retailers know what’s winning and what’s declining, and they’re actively looking for what stands out. You need to be able to say, in plain language, why your product is different or unique. If it doesn’t stand out immediately compared to what’s already on shelf, it’s harder to win attention and harder to win space.
That also means doing your homework. Brands sometimes say they have a “unique new product” that a retailer may already carry in some form. Understanding your market, and being ready to explain how you’re differentiated from what a retailer carries (or what exists in the space), makes the conversation more credible, fast.
Finally, don’t skip the mission. In natural and emerging brand communities, the “why” matters. Emphasize your unique mission, what impact you’re having beyond the product itself. This is part of what drives passion and interest in the first place.
Show You’re Ready for What Happens After “Yes”
Getting on shelf is only the beginning. Retailers want to know what happens next: how are you going to get the product off the shelf?
Be ready to explain how you’ll support stores and teams at store level. Are you partnering with a broker? Do you have reps? How will you educate store teams? Retailers are thinking about execution, not just discovery. When you show you’ve thought about support and service, you shift the conversation from “interesting” to “realistic.”
Have a Positive, Open-Minded Attitude—and Talk to Everyone
One of the best pieces of advice is also one of the simplest: be open to having conversations with people at all levels.
Retailers may get the attention, but they’re not the only decision makers, and not the only people who can help you. Everyone is a consumer. The person you assume “isn’t the right one” might have the best feedback, the best connection, or the ability to open a door you didn’t even know existed. Sometimes the biggest sale of the day comes from a conversation someone else told you not to “waste time” on.
This includes talking to other brands, too, especially your booth neighbors. Trade shows are one of the few places where a usually siloed, lonely day-to-day turns into a real community moment. You can forge connections with people facing the same struggles you’re facing, and those connections can lead to introductions, manufacturer help, broker guidance, and real momentum.
One important note: don’t badmouth another brand. There’s space for everyone to win, and you never know what relationships a retailer already has.
Be Efficient With Your Time (and Don’t Be Passive)
Retailers are moving quickly. They’re scanning with their peripherals for what stands out, because if it stands out in a crowded aisle, it can stand out on shelf.
That’s why preparedness matters:
- Have your elevator pitch ready.
- Have product samples ready.
- Have a sell sheet ready.
And don’t sit back behind your booth. Don’t be on your phone looking down. Make eye contact. Act like you want to be there. Enjoy it. A simple, friendly interruption, “Have you ever tried this product? Can I tell you about it?”, often works because it helps a fast-moving buyer not miss something.
There’s also a difference between engaging and being aggressive. Engaging is jumping in with energy and clarity. Aggressive is grabbing someone by the shoulder and pulling them back. That’s a no.
Also, be smart about who you prioritize. Retailers often focus on what’s new and innovative, not brands they already carry (unless there’s something specific to solve). From your side, take care of existing relationships, but spend real energy meeting the new people you don’t already have.
Keep Conversations Going Beyond the Show Floor
Not everything happens on the trade floor.
Once you walk out of your hotel door, you are on. Connections happen in hallways, in passing, off the show floor, and at dinner. The approach is different: don’t come on heavy. But you can still introduce yourself, stay human, and build familiarity. A lot of “magic” is simply being engaged and present enough to notice the moment when an introduction happens.
Follow Up Quickly, Personally, and With the Right Materials
After the show, retailers are exhausted, and then Monday hits. It’s back to the grind: customers, teams, stores, and the full-time job that existed before your email ever landed.
That’s why follow-up needs to be:
- Don’t send a canned email. A thoughtful note shows you took the time.
- Sending samples and a sell sheet about one to two weeks after keeps you top of mind. If it goes further than that, it may not be top of mind anymore.
- Send samples to the office (many retailers aren’t flying home with bags of product). Include a sell sheet that reminds them what they saw, what’s unique, distributors, price point, and the key details they need right at hand.
And if retailers aren’t responding, keep following up. Sometimes you’re simply not the priority in that moment. Be persistent to the point where you’re almost annoying, because unanswered emails pile up, and a consistent, respectful follow-up is often what finally earns a clear yes or no. If it’s a no, it helps when a buyer can at least say why: they already carry something similar, it didn’t stand out, it isn’t a need for their store, packaging needs work, ingredients need to change, or there’s no room on shelf.
Build a Sell Sheet That Does the Job in One Glance
If you bring only one piece of collateral to a trade show, make it the sell sheet: the “one-up,” “slick,” “cheater,” whatever you call it.
Accept how small it is, usually 8.5×11, often double-sided. You don’t have a lot of visual real estate, so it has to be an amalgamation of the best things you can possibly say.
The squint test
Put the sell sheet in front of you and squint your eyes. If the biggest, most unique thing about your product isn’t immediately apparent, redesign it. Your primary message should be what a retailer receives first, especially the differentiated, innovative, “new and fresh” part.
Qualitative elements (the story)
This is the “squishy part,” but it matters:
- Brand story, mission, and the reason you exist (in a nutshell)
- Key differences vs. competition
- Product basics (including UPC and item-level info)
- Proof you’re supporting the product outside the store (DTC results, repeat buyers, strong ratings, etc.)
- Distribution partners you already work with
- Contact info and a real call to action (not just a name and number)
Quantitative elements (hard numbers)
If you have data, use it to make simple comparisons:
- Sales or sales growth vs. the category (people love the “x” multipliers)
- Rank (e.g., number one growing brand)
- Velocity / sell-through (keep it simple—dollars per store per week or units per store per week)
- Early performance on new items if you’ve launched recently
From a design perspective, keep it visual. Mix elements. Don’t make it only tables. Use charts, simple callouts, and “bands” (a big number) to help people feel the point before they understand it. The goal is show, don’t tell.
Remember: It’s a Community, Not Just a Transaction
Trade shows work because they compress a whole industry into one place. People reconnect. People commiserate. People help each other. It’s not just retail, broker, brand, it’s a tribe that’s overly passionate about what they’re building and why.
If you show up engaged, prepared, and open, you give yourself more chances for the moments that change everything.
FAQ
How do I capture a retailer’s attention when they’re moving fast?
Lead with your brand strategy highlights: why you exist, what’s innovative, and why your product is different right now. Make it immediately clear how you solve something for customers and how you stand out from what’s already on shelf.
What should I bring to the booth to be prepared?
Have your elevator pitch ready, product samples ready, and a sell sheet ready. You won’t always get a long conversation, so your takeaway needs to do work after someone walks away.
What should be on my sell sheet if I don’t have syndicated POS data?
Focus on what you can credibly show: brand story, mission, differentiation, UPC/item info, distribution partners, contact info + call to action, and proof points from outside the store (DTC performance, ratings, repeat buyers, social size). You can also use free sources like Google Trends, TikTok hashtag metrics (via web), and industry publications that cite category growth or size.
How much pricing should I include on the sell sheet?
SRP is a good starting point. Wholesale cost can be discussed directly, but retailer costs vary based on volume and how they’re pulling product, so avoid overloading the sheet with pricing layers.
How do I follow up after a trade show so I’m not forgotten?
Send a personalized note (not canned), then send samples to the office along with the sell sheet and key details. Aim for one to two weeks after the show, fast enough to stay top of mind.
What makes a retailer stop at a booth in a crowded aisle?
What stands out. Retailers scan with their peripherals for attention-getting products or moments. If it’s worth it, they’ll wait, sneak in, snap a picture, or come back. The key is having something visually or conceptually compelling enough to pull them in, and then being ready when they do.
