Stop Standing There! How Small Businesses Can Actually Win at Expos

By Melissa McLin, Owner of MM Print Design — You think it, I ink it!

Expos and tradeshows aren’t just a chance to hand out some pens and hope someone notices you — they’re a powerful way for small businesses to build brand awareness, make real connections, and grow their client base. But success doesn’t happen by accident. To make the most of it, you need a plan, some personality, and a whole lot of follow-up.

Let’s walk through the full expo game plan — from pre-show prep to post-show action.

Before the Show: Set Yourself Up to Shine

Your expo experience starts well before the event opens.

Step 1: Build a booth that turns heads.

Think eye-catching backdrops, custom tablecloths, signage that pops, and promotional products that people actually want to take home. Skip the boring stuff and go for pieces that reflects your brand’s vibe and professionalism.

Step 2: Don’t forget your print!

Flyers, postcards, business cards, anything you’d hand out at the show should be designed to inform, impress, and leave a lasting impression.

Step 3: Choose smart promotional products.

Don’t give away the same stuff as everyone else. Be intentional. Select something useful, something that represents you or your industry. Everyone thinks they need pens —they don’t! Instead, go for unique items that solve a small problem, spark conversation, or make someone’s day better. That’s the kind of promo item they’ll keep —and remember.

Step 4: Start the buzz early.

Let your current customers and followers know where you’ll be. Post sneak peeks of your setup, tease any giveaways or expo-only specials, and invite people to stop by. Hype it up on social and via email. After all, you’re throwing a party — why not fill the room?

During the Show: Don’t Just Stand There

You’re here, you’re set up, and now it’s go time. The number one rule? Don’t stay glued behind the table. Get out front. Engage. Smile. Start conversations.

This isn’t the time to be shy or scroll Instagram. Say hello to other vendors, compliment someone’s swag, ask visitors what brought them in today. It’s not about having a perfect pitch — it’s about creating genuine connections.

When you’re talking with a potential client, keep it light but clear. Explain what you do, how you help, and why you’re different. Watch their body language — if they seem interested, lean in. If they’re just grabbing candy and avoiding eye contact? Let it go.

Make it fun, make it memorable, and most importantly — make it about them.

After the Show: Follow Up Like a Boss

This is where most businesses drop the ball. You collected contact info — now what?

Step 1: Pick up the phone.

Call every single connection you made. Thank them for stopping by, remind them who you are, and offer the next step — whether that’s a quote, a demo, or a coffee chat.

Step 2: Send something tangible.

A thank-you postcard or branded follow-up mailer can go a long way. Most people won’t do it. That’s exactly why you should.

Step 3: Stay top-of-mind.

Run a quick mailing campaign. Add contacts to your CRM. Schedule follow-ups. These aren’t just leads — they’re relationships waiting to happen.

How MM Print Design Can Help

Here’s the part where I make your life easier. At MM Print Design, we do it all — from custom tradeshow displays and tablecloths, to flyers, postcards, and unforgettable promo products. And if you want to follow up like a pro, I’ll help you run a direct mail campaign to your new leads and existing clients.

Need help getting your booth branded, your message dialed in, and your post-show plan ready? Let’s make it happen.

Because whether you’re a first-timer or a seasoned expo-goer, one thing’s for sure: You think it, I ink it — and we make it unforgettable.