Hey there! 👋 

Let's talk about that pit in your stomach when you see everyone posting about Expo West prep (and you’re not going)...

If you're not attending major trade shows this year, you're not alone. And honestly? Most of the time NOT going to a trade show is actually the smartest move for your brand.

My rule of thumb: If you’re not in KeHe or UNFI yet, wait on expensing Expo West. The ROI isn’t here.

SO: While everyone else is caught up in trade show chaos, you have the unique opportunity to focus on what really moves the needle: your existing accounts and your foundation.

NOT going to Expo West this year? Here's your playbook on how to maximize this time for where you are in your retail growth →

Step 1: Evaluate Your Numbers

One thing buyers ALWAYS look at: will your product actually sell off shelves?

For Independent Retailers

• Map top vs bottom performing accounts and identify patterns

• Track YOY account growth rates and acquisition channels

• Monitor Faire metrics: ratings, reviews, and reorder rates

• Identify your most successful store types

• Document seasonal trends

For Chain Retailers

• Pull velocity metrics and promotion performance data

• Track units per store per week and category ranking

• Analyze basket size with your product

• Map trends across regions

• Document promotional impact on sales

Step 2: Maximize Current Accounts

For Independent Retailers

• Set up automated reorder systems on Faire

• Update all in-store materials

• Conduct top account check-ins

• Create account-specific growth targets

• Build success case studies

For Chain Retailers

• Verify and update all buyer contacts

• Create retailer-specific action plans

• Schedule Q2 buyer meetings

• Review and optimize promotional calendar

• Document what's working by location

Step 3: Sharpen Your Sales Process

For Independent Retailers

• Update all email templates and sequences

• Optimize wholesale platform profiles

• Create clear follow-up processes

• Build FAQ resource for common questions

• Clean up contact lists

For Chain Retailers

• Update sales deck with fresh metrics

• Refresh line sheets and pitch materials

• Map category review timing

• Clean up target retailer list

• Document sales processes

Priority Metrics to Track

No matter your channel, focus on:

• Velocity/sell through rates

• Category ranking

• Units per store per week

Don't have these yet? Start with a local chain where you can sell in, support with demos, and build strong relationships.

But…wait. What About FOMO?

I get it. Seeing everyone's trade show posts can make you question everything. But here's what I want you to remember:

Trade shows are tools, not obligations. They're only worth it when:

1. You have the right foundation in place

2. You have clear objectives for attending

3. You have the bandwidth AND budget to execute well

If you're considering trade shows for the future, use this time to get clear on:

→ What types of relationships do you actually need to build?
→ What's your realistic trade show budget? (Remember: booth cost is just the beginning…)
→ Do you have the team bandwidth to walk the show? Staff a booth? Handle follow-ups?

The Bottom Line

Not being at a trade show DOESN’T mean you're falling behind. ❤️

In fact, this focused time might be EXACTLY what your brand needs to level up your retail game.

Remember: While everyone else is spending time and money chasing new leads, you can be strengthening your foundation and deepening relationships with existing accounts.

And that's not FOMO—that's strategic growth.

What would you rather invest in right now—a trade show booth or strengthening your retail foundation? Hit reply and let me know your thoughts!

Best, 

Caroline

P.S. If you are headed to Expo West, Product & Prosper would love to support you at your booth! Hit reply to this email and let us know if you could use a hand. :)

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