PPN #27: Post-Expo Outreach: Your Follow-Up Game Plan + Templates

Hey there 👋

We’re coming to the end of Expo week! If you’ve been exhibiting (or just roaming the many halls), you're probably so overwhelmed with simply showing up that you haven't even gotten a chance to look ahead.

But remember: meeting buyers is only the very first step to making a meaningful connection. The real magic happens in the follow-up.

So today, while you're in the midst of Expo chaos, I'm giving you exactly what you'll need next week: a complete post-Expo follow-up game plan with templates ready to customize for your brand.

Let's dive into it →

The Post-Expo Reality Check

Picture this: You're back home after Expo West. Your feet are throbbing, your voice is gone, and you have a stack of business cards that are about to get lost in a shuffle of snack samples.

Now what?

This is where many brands often drop the ball. After putting so much energy into the show itself, follow-up often becomes an afterthought—or worse, it's rushed and generic.

Buyer contacts are being bombarded with follow-ups from every brand they met (and some they didn't). Your outreach needs to stand out and reflect the conversation you actually had.

The Key to Effective Follow-Up: Time & Personalization

The most successful follow-up strategies have two critical components:

1. Timing: A strategic cadence that keeps you top-of-mind without becoming annoying

2. Personalization: Specific references to your conversation that prove you were actually paying attention

Our recommended follow-up schedule looks like this:

• Initial email: 1-2 days post-show

• First follow-up: 5 days later

• Second follow-up: 2 weeks after that

The Follow-Up Templates You Need

Here's your complete set of templates to customize for your post-expo outreach:

For Independent Buyers (Made Contact, But No Purchase Yet)

INITIAL EMAIL (1-2 days post-show)

Subject: Nice meeting you!

Hi [First Name],

It was a pleasure connecting with you at Expo West! Thank you for stopping by the [Your Brand] booth and taking the time to explore our [brief product description].

As [relevant season/timing] approaches, [your brand]'s [products] make for an innovative and timeless addition to your store's offerings.

Our wholesale clients particularly love:

• [Bestselling product] - [brief benefit or unique selling point]

• [Second popular product] - [brief benefit or unique selling point]

• [Unique selling proposition] that works for [use case 1] to [use case 2].

I've attached some images of our most popular merchandise displays that have driven strong sales in similar stores to yours. You can explore our full line [link to your wholesale marketplace profile or catalog].

Would you be available for a quick 15-minute call this week to discuss how [your brand] could fit into your store's unique offering? I'd be happy to answer any questions you might have.

[Your sign-off], [Your Name] [Your Title]

FIRST FOLLOW-UP (5 days after initial email)

Subject: Following up on [Your Brand] x [Retailer]

Hi [First Name],

I wanted to follow up on our meeting at Expo West. As you consider new product additions for [relevant season/occasion], I wanted to share that we're currently offering:

• [Special offer #1, e.g., Free shipping on opening orders]

• [Special offer #2, e.g., Flexible mix-and-match case packs]

• [Special offer #3, e.g., Merchandising materials or support]

• [Special offer #4, e.g., Customer service highlight]

Our retailers consistently report that [your brand] products [unique selling point that relates to retail success, e.g., "create excellent conversation pieces in their stores, driving both initial and repeat purchases"]. [Another quick insight about retail performance].

You can explore our full line here: [link]

Is there a particular product you're looking for to round out your offerings for [season/occasion]? I would love to connect further on how best to sell and merchandise [your brand].

Looking forward to hearing from you,

[Your sign-off], [Your Name] [Your Title]

SECOND FOLLOW-UP (2 weeks after first follow-up)

Subject: Following up on [Your Brand] x [Retailer]

Hi [First Name],

I wanted to reach out one more time about bringing [your brand]'s [product type] to [Store Name].

Many of our retail partners are placing orders now to ensure they have stock ready for [relevant upcoming occasions/seasons]. To make it easy to get started, we've created a special starter package specifically for new retailers that includes:

• [Special offer #1]

• [Special offer #2]

• [Special offer #3]

• [Special offer #4]

Is this something that would work for your store? I'm happy to schedule a quick call to discuss or answer any questions by email.

[Your sign-off], [Your Name] [Your Title]

For Retail Chain/Large Buyers

INITIAL EMAIL (1-2 days post-show)

Subject: Elevating [Company]'s [category] with [Your Brand]

Hi [First Name],

It was a pleasure meeting you at Expo West. Thank you for taking the time to visit our booth and learn about [Your Brand]'s [product description].

Since launching [Your Brand], we've seen tremendous response from both independent retailers and consumers seeking [what your product offers/solves]. Our [key technology/feature] has proven to be a game-changer in the category.

Some key highlights about [Your Brand] that might interest [Company Name]:

• [Accolade or recognition #1]

• [Accolade or recognition #2]

• [Performance metric with current retailers, e.g., reorder rate]

• [Channel where you're performing well]

• [Unique selling proposition]

I've attached our line sheet and wholesale catalog for your review. I'd welcome the opportunity to discuss how [Your Brand] could [benefit to their business] for [Company Name] customers, particularly as [relevant season/occasion] approaches.

Would you be available for a call next week to explore how we could best work together?

[Your sign-off], [Your Name] [Your Title]

FIRST FOLLOW-UP (5 days after initial email)

Subject: [Your Brand] x [Company Name] - Category Innovation Opportunity

Hi [First Name],

I wanted to follow up on our meeting at Expo West to see if you've had a chance to review the information I shared about [Your Brand].

Since our conversation, I've been thinking about how our [products] could specifically benefit [Company Name]'s [specific department or category]. Our [key product feature] directly addresses the [specific customer need or trend] you mentioned during our chat.

I've attached [any additional relevant information]. I'd welcome the opportunity to discuss next steps and answer any questions you might have.

Would you have some time next week for a brief call?

[Your sign-off], [Your Name] [Your Title]

SECOND FOLLOW-UP (2 weeks after first follow-up)

Subject: [Your Brand] x [Company Name] - Category Innovation Opportunity

Hi [First Name],

I hope you've had a chance to review the materials I sent following our meeting at Expo West!

Based on our conversation, I believe there's a significant opportunity for [Company Name] to [specific benefit, e.g., "lead in the emerging premium X category"]. Our data shows [relevant insight about consumer behavior or trends] – exactly what [Your Brand] delivers.

I've also attached a case study showing how another retailer successfully introduced [Your Brand] to their customers, resulting in [specific result, e.g., "a 22% increase in average basket size in the X category"].

Would you have availability next week for a brief call to discuss how we might move forward?

[Your sign-off], [Your Name] [Your Title]

Pro Tips for Follow-Up Success

Before you copy/paste these templates, here are five pro tips to make your outreach even more effective:

1. Create a CRM system - Document every meaningful interaction from the show in a spreadsheet or CRM. Include conversation notes and action items while they're fresh.

2. Try a tool like Covve—a business card scanner that automatically exports contacts, organizes leads, pulls more info with AI, and integrates with your existing sales tools like Hubspot.

3. Segment your contacts - Separate your top-priority leads (serious interest, larger accounts) from general contacts and customize your approach accordingly.

4. Send samples strategically - If you promised samples, send them promptly with a personalized note referencing your conversation. But don't send unsolicited samples without context—they often get lost or forgotten.

5. Use photos from the event - Include a photo of your booth or your team member with the buyer when possible. This visual reminder helps them place you among the hundreds of brands they saw.

6. Focus on building relationships, not just sales - Even if a buyer isn't ready to place an order immediately, establish yourself as a helpful resource. Share relevant industry insights or introduce them to complementary brands that might fit their store.

The Bottom Line

The most successful brands understand that trade shows aren't just about the three days you're on the floor—they're about the relationships you nurture in the weeks and months afterward.

By following a strategic outreach plan and using these customizable templates, you'll stand out in a sea of generic follow-ups and lay the groundwork for meaningful retail partnerships.

Now, get back to crushing the last day of Expo! And when you get home, you'll have everything you need to turn those exciting booth conversations into real business opportunities.

Want to build your retail foundation, but don't know where to start? Product & Prosper will help you take your Expo connections and turn them into sustainable retail partnerships.

We’re currently taking applications for the Spring cohort of our 6-month retail growth program!