Why I’m Incorporating Trade Shows & Expos into My Growth Strategy for Juenethia (And Why You Should Too!)

Why I’m Incorporating Trade Shows & Expos into My Growth Strategy for Juenethia (And Why You Should Too!)

When I first started Juenethia, I had no idea how powerful trade shows and expos could be for growing my business. My first experience in September 2024 was a whirlwind of excitement, but also a harsh learning lesson. I didn’t even know what an order line sheet was before stepping onto the trade show floor! To make things worse, my printer broke the week of the event, and I didn’t have the time or money to get a new one or have professional prints made. That mistake cost me potential wholesale deals and made me realize just how important preparation is for success.

Now, as I expand my business, I am making trade shows and expos a key part of my growth strategy. Here’s why you should, too, and how to do it right from the start.

The Benefits of Trade Shows & Expos for Small Businesses

1. Exposure to Thousands of Potential Customers

The average trade show attracts 5,000 to 20,000 attendees, depending on the industry and location (Trade Show News Network, 2023). These events allow you to put your brand in front of thousands of potential customers, retailers, and buyers in a matter of days.

2. Wholesale & Retail Opportunities

Many trade shows are attended by boutique owners, buyers, and distributors looking for new products. According to the National Retail Federation (NRF), 75% of retail buyers prefer to meet brands in person before placing wholesale orders (NRF, 2023). Without an order line sheet (which I painfully learned the hard way), you miss out on major wholesale opportunities.

3. Networking with Industry Professionals

You’ll meet fellow business owners, manufacturers, and vendors who can provide valuable insights, collaborations, and business opportunities that can take your brand to the next level.

4. Immediate Sales & Brand Awareness

Unlike online marketing, where it takes time for customers to discover and trust you, trade shows give you immediate in-person engagement with potential buyers. Many customers are willing to make impulse purchases when they can touch, smell, and try your products firsthand. A study by Exhibitor Magazine found that 60% of attendees are more likely to purchase a product they sampled at a trade show (Exhibitor Online, 2022).

How to Prepare for a Trade Show & Avoid Costly Mistakes

1. Have Your Marketing Materials Ready Weeks in Advance

Don’t wait until the last minute like I did! You should have:

✅ Order Line Sheets (A must-have for wholesale buyers)
✅ Business Cards
✅ Promotional Flyers or Brochures
✅ Banners & Table Displays
✅ Price Sheets & QR Codes for Digital Orders

Many printers offer bulk printing at a lower cost if you order early, so plan ahead to avoid last-minute stress.

2. Offer Small Samples & “Thank You” Bags

One of the best ways to stand out at an event is to give potential customers a small sample of your product. If they can try it, they’re more likely to buy it!

For those who buy a certain amount or place a wholesale order, offer a Thank You Bag with small gifts, exclusive discounts, or future coupons.

According to Exhibitor Magazine, providing samples increases the likelihood of a sale by 60% (Exhibitor Online, 2022).

3. Know How Much Product & Promo Materials to Bring

A common question is: How much inventory should you bring?

On average, plan for:

  • 1,000+ business cards (People will take them even if they don’t buy!)
  • 500+ samples (If budget allows, as samples drive conversions!)
  • Gift bags for at least 50-100 wholesale buyers
  • Enough product to sell to 5-10% of attendees (If 10,000 people attend, aim for 500-1,000 units of stock, depending on price and demand.)

These numbers vary based on the event size and product type, but having extra is always better than running out!

4. Set a Budget Before Agreeing to a Large Event

Trade shows can be expensive, but with the right planning, they are a great investment. Here’s an estimated budget breakdown for a mid-sized event (Event Manager Blog, 2023):

Expense Estimated Cost
Booth Fee $500 - $5,000
Travel & Hotel $500 - $2,000
Marketing Materials $200 - $800
Samples & Gift Bags $300 - $1,500
Inventory $1,000 - $5,000
Miscellaneous $200 - $500
Total Estimated Cost $2,700 - $14,800

If you’re attending your first trade show, start small and scale up once you have more experience. Many local expos have lower fees and can help you build confidence before committing to larger events.

Final Thoughts: Are Trade Shows Right for You?

If you’re looking for a proven way to grow your brand, connect with wholesale buyers, and increase revenue, trade shows are a smart move. My first experience wasn’t perfect, but I learned valuable lessons that will make every event going forward a success.

By planning in advance, having the right materials, and making strategic investments, you can make trade shows a game-changer for your business. So if you’re on the fence, take the leap—just don’t forget your order line sheet! 😉

Sources & References

  1. Trade Show News Network (TSNN), 2023 Industry Report.

    • Average trade show attendance: 5,000 - 20,000 attendees
    • Link: www.tsnn.com

  2. National Retail Federation (NRF), Buyer Reports 2023.

    • 75% of retail buyers prefer to meet brands in person before placing wholesale orders.
    • Link: www.nrf.com

  3. Exhibitor Magazine, 2022 Trade Show Conversions Survey.

  4. Event Manager Blog, "How Much Does a Trade Show Cost?" (2023).

  5. Personal Experience

    • My first trade show experience without an order line sheet or properly printed materials was a costly mistake that I’ve learned from.
Back to blog