7 Key Takeaways From Exhibiting At A Trade Show
Exhibiting at the Gift & Home Autumn Fair at the RDS in Dublin at the end of August was an incredible experience for Connect The Dots Design. Here are my 7 key takeaways from the event:
1. Give Yourself Plenty of Time to Set Up
I always give myself extra time to set up for shows, just in case something doesn’t go to plan. I arrived in Dublin around 10am the day before, with everything mapped out. I had planned to be finished by midday and grab lunch before checking into the hotel. However, after unloading everything from the car and getting out the drill to hang the shelves, I hit a snag—the shelves wouldn’t sit flush against the wall. After a brief panic, help from another exhibitor, and buckets of sweat, I spoke with the contractors and discovered the walls were too thin and required special fixings. What should have taken two hours ended up taking five. You never know what can happen, so always allow more time than you think you'll need.
2. Standing Out
With so many exhibitors showcasing their products, it was crucial that my stand stood out. An immense amount of time and effort goes into planning, as we only have a small window to grab a buyer’s attention. In a large exhibition space, each stand is competing for the spotlight, so presenting an overall cohesive look and feel, rather than just displaying products, is vital. My design style is cute and colourful, so I reflected that in my stand. I used my pink shelves with glittery inserts and bright name signs, while the purple rug added a touch of fun. The cherry on top was the sticky dots—initially, I was unsure about them, but they turned out to be an excellent addition and a great conversation starter with visitors. The overall aesthetic drew people in, and my products did the rest. This stand design was a definite improvement over my last one at Showcase in January.
3. Making the Most of the Space
Just as standing out is important, so is making the most of the space you have. Most shell schemes are compact—typically 2m x 2m or 3m x 2m—so every square metre must be thoughtfully utilised, especially given the high cost per metre. Key questions to consider are: How can I best showcase my products? How would they be merchandised in a retail setting? While I’m very familiar with my products, it's crucial to see them through the eyes of a buyer. Although I was happy with my stand this year, I came away with new ideas for maximising space, and I’m already planning improvements for my next trade show in January 2025.
4. Networking with Peers
Some of the best interactions I’ve had at trade shows have been with my stand neighbours. We don't spend all day speaking to buyers, so quieter moments are perfect for getting to know other exhibitors. Last year, I was lucky to be next to Burren Balsamics at the Gift & Home show, and I spent three days getting to know Susie, a fountain of knowledge and an absolute gem. We’re in different industries, but the business advice was invaluable and it has resulted in a lovely friendship. Over the past 3 shows, I’ve had neighbours specialising in chocolate, children's books, candles, skincare, cards, and even hot sauce, and I’ve learned something from each of them. Meeting others in the same industry is just as exciting and worthwhile - comparing ideas, and sharing insights is hands down my favourite part of exhibiting.
5. Be Ready to Accept the Order
At my very first trade show, I turned up without order forms! I was naive and didn’t expect people would want to place orders there and then. By my second show, I had designed order forms, but didn’t end up using them because I was afraid of coming across as too ‘salesy’. If I could go back to those shows I’d give myself a kick up the arse and a good shake. Retailers come to these shows to buy, and while not all of them place orders immediately, I’ve learned that if you don’t ask, you don’t get. On Day 2 in Dublin, after a chat with a fellow exhibitor, I began asking for the order—and guess what? Four orders within two hours, and another two via the wholesale site before the end of the day. Lesson well and truly learned!
6. The Importance of Follow-Up
Following up on leads after the show is an absolute must. Don’t rely on retailers getting in touch with you—they have dozens of suppliers and could be considering multiple new ones from the show, making it easy to be forgotten. I always send a personalised follow-up email, mentioning something specific we discussed to avoid sounding generic. Including a picture of my stand helps them remember who I am. If you don’t hear back after a week or two, send a polite reminder—what’s the worst that could happen? Adding contacts to your email list is also a great idea, so they stay in touch with your brand even if they don’t order immediately. That one email about a new product or restock might be all it takes for them to place an order.
7. Practise Patience
It can be disheartening when you have a great chat with a potential stockist, follow up, send another email—and then… nothing. But what I’ve learned over the past year is to be patient. Silence doesn’t always mean no. I had an amazing conversation with a retailer in August 2023, but no order came. To my surprise, that same retailer came straight to me at the recent show, said hello, and placed a huge order! The same happened after Showcase in January 2024—positive chat, great follow up, no order —until seven months later, when I received a lovely email and a large order. Patience pays off.
Exhibiting at Gift & Home Autumn Fair was a rewarding experience, providing not only a platform to showcase my products but also valuable lessons for future trade shows and client interactions. I’m looking forward to the next opportunity to connect and showcase what Connect The Dots Design has to offer, but for now, it’s back to the studio to fulfil these exciting new orders!