If you’ve ever been to a fair or trade event, you know how exciting and overwhelming , it can be. Rows of booths, bright lights, endless networking opportunities, and people everywhere. But here’s the thing: how well you prepare before the fair can make all the difference between simply showing up and selling out.
Whether you’re attending as an exhibitor or a guest, preparation helps you connect better, sell smarter, and walk away with valuable insights. Here are seven things you should absolutely do before attending a fair as a business owner.
1. Research the Fair Itself
As a prospective vendor, the first thing you need to do is study the fair. And when I mean study the fair, I mean do your background on the fair organisers, who they are, hoe they market the fair, how the previous editions turned out, the audience, traffic…….I mean all of that…….
Take time to understand:
- What kind of brands usually attend
- The type of audience it attracts
- What last year’s event looked like (you can check hashtags or event recaps online)
Knowing the fair’s theme and audience helps you decide what products to highlight, what to sell, and how to position your brand so you fit right in and know how to properly market your brand.
2. Set Clear Goals
Ask yourself: “What do I want to get out of this fair?”
Maybe you want to:
- Network with suppliers or influencers
- Make direct sales
- Get feedback on a new product
- Build brand awareness
Once you define your goals, you’ll find it easier to plan your booth design, marketing materials, and conversations.
3. Study the Layout
If you’re exhibiting, know where your booth is located; near the entrance? Food court? Back corner? That will aid you in knowing how to gage your marketing efforts
Your location can affect how people discover you. One trick that usually works is going there a day before and start showing your location to your audience. This will enable your customers find your booth easily when they attend.
Pro tip: Download the event map if it’s available.
4. Prepare Your Marketing Materials
Before the fair, make sure all your branding elements are ready and consistent. This includes:
- Business cards or digital contact cards
- Flyers, price lists, or lookbooks
- A QR code that links to your social media or website
- Product samples (if applicable)
You want your setup to feel intentional, clean, and on-brand. Think of it as your mini marketing stage.
5. Build Anticipation Online
Start creating buzz before the fair!
Share behind-the-scenes clips of your preparation; packing, booth design, product previews, or even your outfit choices. Use the event’s hashtag and tag the organizers.
That way, people who are planning to attend already know you’ll be there and may look out for your booth.
6. Train Your Team (or Yourself)
If you’ll be talking to people all day, practice your 30-second brand story ; who you are, what you sell, and why it matters.
If you’re attending with a team, brief them on:
- How to greet and engage visitors
- Your pricing or offer structure
- Key talking points about your products
You want every interaction to feel warm, confident, and consistent.
7. Have a Follow-Up Plan
After the fair, don’t just pack up and disappear.
Gather contacts, take notes about people you meet, and send follow-up messages within 48 hours. A simple “It was lovely meeting you at [Fair Name]. I’d love to stay connected” can go a long way.
You can even post a recap online, showing what you learned or your favorite moments from the fair, to keep the conversation going.
Final Thoughts
Attending a fair as a small business owner is a big opportunity, not just to sell, but to learn, connect, and grow. The difference between a good experience and a great one often comes down to how much you prepare beforehand.
So, pack your confidence, your best smile, and these seven steps and get ready to make your next fair your most successful one yet.
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