Are You Getting the Most From Your Trade Show Investment?

Trade shows are one of the biggest investments a food and drink brand makes. And we're not just talking about the stand. Once you add hotels, travel, time out of the office, team prep and the sheer energy it takes to show up and perform, the real cost is significant.

Yet here's the uncomfortable truth: a staggering 45% of brands don't follow up after a show. Nearly half of every conversation, connection and potential listing simply goes cold. All that investment. All that effort. And then… silence.

At The Food Marketing Experts, we've seen it happen time and again. Brands that work incredibly hard to get to a show and then miss the opportunity staring them in the face on the other side of it. That's exactly why we've built two new show-ready packages: The Plan and The Mop Up.

Whether you're gearing up for your first major trade show or you've done the circuit before and know you could be getting more out of it, these packages are designed to help you arrive with impact and leave with results.

Why Most Brands Underperform at Trade Shows

It's tempting to think that simply showing up is enough. You've got a great product, a well-designed stand and a team ready to talk. But the brands that truly smash trade shows, the ones that walk away with buyer meetings, press coverage and real commercial momentum, are the ones who planned long before the doors opened.

They've warmed up their audience in advance. They've given buyers a reason to seek them out. Their website is working hard. Their social media is building anticipation. And the moment the show ends, they don't let the energy drop; they have a follow-up plan ready to go.

The difference between a good show and a great show isn't luck. It's a strategy.

Here's how we can help

Package 01:

The Plan  - Build Momentum Before and During the Show

The Plan gives you the complete pre-show and during-show toolkit, so you land with impact, drive footfall to your stand and make every conversation count.

What's included:

• Social Media Content Plan (3 Months): A full content calendar covering the build-up to the show, live show coverage and post-show amplification so your audience is with you every step of the way.
• 3 Nurture Trail Emails: Strategically crafted emails to warm up buyers, retailers and press before the show, driving real footfall to your stand and giving people a genuine reason to seek you out.
• Website Updates & Call-to-Action Optimisation: We'll review and refresh your website to ensure it's working hard for you around the show, with clear CTAs designed to drive enquiries and capture leads.
• Free ROI Calculator: Our bespoke tool to help you measure the true return on your show investment, so you can make informed decisions and justify the spend with confidence.
• Event Portal Audit: We'll check your event portal listing to ensure you're fully set up, visible and presenting your brand in the best possible light to every buyer and press contact attending.
• PR Push for the Show: Strategic media outreach ahead of the event to generate buzz, secure coverage and ensure the right people know you'll be there.

All of this from £3,000 + VAT

It doesn't end when the show does!

Package 02:

The Mop Up  - Turn Conversations Into Commercial Results

Here's the reality: over 45% of brands don't follow up after a trade show. That means nearly half of the conversations, connections and potential listings you worked so hard to make simply go cold. The Mop Up takes that pressure off your plate entirely, keeping your brand front of mind with a structured, professional follow-up programme that converts interest into action.

What's included:

• 8-Week Email Follow-Up Series: A carefully sequenced series of follow-up emails, written and managed on your behalf, keeping you front of mind with buyers, press and contacts all the way through to conversion.
• Post-Show Social Media Assets: Ready-to-use social content celebrating your show presence, sharing highlights and continuing to build momentum with your audience after the event.
• News & Blog Updates: Fresh editorial content reflecting your show experience, announcements and any launches, keeping your website active and giving your SEO a boost in the process.
• Awards & News Press Release Written & Distributed: Got wins to shout about? New listings, award nominations, product launches, we'll craft a compelling press release and get it in front of the right journalists and editors.
• Sampling Initiative: A targeted post-show sampling activity to deepen brand engagement with the buyers and retailers who showed interest, turning 'maybe' into 'yes'.
• Full Post-Show Review & Analysis: We review the data, the leads and the outcomes, giving you a clear picture of what worked, what to build on and how to go into your next show even smarter.

All of this from just £1,850 + VAT

Better Together: The Complete Trade Show Solution

Use both packages together, and you'll have everything covered from the first social post building anticipation, right through to the follow-up email that lands a listing. That's a complete, end-to-end trade show strategy, delivered by a team that knows the food and drink industry inside out.

Trade shows shouldn't feel like a gamble. With the right strategy in place, they become one of the most powerful commercial tools in your brand's arsenal.

Ready to Make 2026 Your Best Show Year Yet?

Whether you're heading to the Food & Drink Expo, Speciality & Fine Food Fair, IFE or another major show this year, we'd love to help you get the most from your investment.

Get in touch to find out which package is right for you or combine both for the complete trade show solution.