The Best Tradeshows in the outdoor industry in 2026

 

Looking for the best tradeshows, events, and festivals in the outdoor industry in 2026 to invest your time and marketing dollars?  You have come to the right place!

Outdoor industry tradeshows remain one of the most effective ways to:

• Build relationships with vendors and distributors
• Showcase new product offerings
• Connect with both retailers and consumers
• Generate media coverage from print and online publications
• Spy on your competition!

 

Not every tradeshow deserves your time, or your budget.  The “best tradeshows in the world” come with very real price tags, so choosing wisely is everything.  Below, we’ve curated the top outdoor industry tradeshows worldwide, highlighting those that are best for B2B networking, as well as events that attract a strong consumer audience and offer opportunities for on-site sales.  We update this list annually.

In addition, we’ve included a full section of practical tips to help you maximize your return on every tradeshow you attend — from planning and booth strategy to follow-up and long-term value.  We even have recommendations on fun event activations and how to draw crowds into your booth to generate buzz at the show!  The best tradeshows are out there waiting for you, so let’s get started!

 

We’ve walked numerous tradeshow floors and have gathered a list of the best of the best to help you grow your brand.

 

Best Tradeshows and Festivals for Outdoor + Lifestyle Brands:

 

1. Sea Otter Classic:

The Sea Otter Classic hosts over 9,600 athletes, 72,500 fans, and it’s North America’s largest cycling tradeshow!  Sea Otter is definitely the place to connect with consumers interested in road, BMX, gravel, mountain bikes, cycling gear, and apparel. 

 

2. GoPro Mountain Games:

With 83,000 spectators and over 3,000 athletes, the GoPro Mountain Games in Vail draws over 140 brands to its mountain playground every June for biking, climbing, kayaking, fishing, SUPing, and even a big air competition for dogs!

 

3. Outdoor Retailer- The OR Show:

The Outdoor Retailer Show is the perfect place if you’re seeking B2B connections with the biggest brands in the outdoor industry.  However, with the move from Utah to Colorado, then back to Utah, and now to Minneapolis in 2026, the OR Show has seen a drop-off in attendance.  In addition, still TBD whether major brands like REI, The North Face, and Patagonia will return to the show.  

Despite these setbacks, Outdoor Retailer is still one of the largest gatherings of outdoor brands in the country and a great place to showcase new products, speak with the media, and connect with retailers and distributors.

 

4. CES- Consumer Electronics Show:

If you have room in your marketing budget, the Consumer Electronics Show is the biggest tradeshow in the country and ‘the most influential tech show in the world’.  Consumers, retail buyers, and wholesale distributors all descend on Las Vegas in January to see the best of the best in tech.  Just attending the show and doing some guerrilla marketing, or hosting a pop-up shop in Vegas during the show, could get your product seen by thousands of potential new customers!  (More on creating fun event activations and a tradeshow marketing plan in a bit!)

 

5. Eurobike:

Eurobike is an annual tradeshow held in Germany that brings together renowned cycling brands, industry professionals, and cycling enthusiasts from around the globe.  While the first few days are reserved for industry insiders, the event opens its doors to the public, allowing cycling enthusiasts to experience the latest products firsthand.  Attending Eurobike presents an exceptional opportunity to showcase your brand, gain exposure, and build brand awareness within the cycling community, attracting potential customers and industry partners alike.

 

6. Overland Expo:

Trying to reach the do-it-yourself adventure travel enthusiast?  How about the retired ‘snowbirds’ traveling the U.S. in an RV or the Jeep owners who love to go off-roading?  What about reaching the vanlifers, those who live and work in their campervan?  If these are your preferred audiences, then the Overland Expo is the place to connect!  The Overland Expo hosts shows in several locations across the U.S., and it is perfect for brands that sell adventure travel equipment, camping gear, overland vehicles, RV and camper van accessories, and overlanding travel tours and services.

 

7. ProWinter and the Ski Industry Climate Summit

ProWinter is a 3-day mid-size B2B tradeshow featuring ski equipment manufacturers and outdoor gear brands.  Held in Bolzano, Italy, the ‘Gateway to the Dolomites’, ProWinter showcases new product offerings to wholesalers, retailers, and other distributors. In addition, the Dolomites’ position at the crossroads of Italy, Switzerland, Austria, and Germany makes it a natural center for Alpine sports culture.  Add in over 40 ski resorts, world-class climbing, and cycling, and it’s easy to see why leading outdoor manufacturers like La Sportiva, Salewa, and Reusch call this region home.

Following the tradeshow, the Ski Industry Climate Summit, conceived and hosted by Atomic and led by organizations like Protect Our Winters and the Winter Sports Sustainability Network (WSN), creates space for the industry to come together around climate responsibility, from sustainable transportation strategies to tackling the complex issue of recycling sporting equipment at the end of its life. Lastly, we relocated Top Rope Media’s headquarters to the Dolomites in 2025, and we’ve written a blog about the best adventure travel activities in the area! 

 

8. Ouray Ice Festival:

Every year in January, the small mountain town of Ouray, Colorado, is packed with ice climbers for the Ouray Ice Festival.  The festival is small, and therefore a great place to connect with consumers interested in ice climbing and mountaineering.

The event is held in the Uncompahgre Gorge, where,  each winter, the Ouray Ice Park is magically created.   Manmade ice walls are formed by pumping water down sheer canyon faces. This transforms the town into a winter playground where ice climbers and brands alike test crampons, ice axes, ropes, and extreme cold-weather gear in real, repeatable conditions.  Brands that produce products for cold-weather camping, backcountry ski touring, snowshoeing, alpinism, and other similar winter sports would do well at the Ouray Ice Festival.

 

9. ICAST:

The World’s Largest Sportsfishing tradeshow, ICAST, is the place for fishing gear, tackle, accessories, boats, and more!  As a B2B Show held each year in Orlando, Florida, ICAST is the place for outdoor and lifestyle brands that want to create partnerships, find distributors, get in front of media, or debut new sportfishing products.

 

10. Ironman World Championships:

Triathletes from around the world gather on the Big Island of Hawaii each year for a chance to become an Ironman World Champion.  Therefore, if your brand is into all things swimming, biking, and running, or selling gear and apparel for these types of consumers, you should be in Kona at the Ironman World Championships!

 

11. CABDA Show:

The CABDA Show is the B2B show for bike brands.  What started as a small show outside Chicago has grown to multiple locations covering the Midwest, East, and West Coast bicycle retailers.  CABDA, along with the Sea Otter Classic and the Bentonville Bike Fest, has filled the gap left by the Interbike tradeshow.  As a bicycle manufacturer, distributor, bike shop, or bike adjacent company, the CABDA shows are a great way to get in front of your B2B audience.

 

12. Surf Expo:

The Surf Expo is a B2B tradeshow that bills itself as the ‘largest and longest-running board sports and beach resort lifestyle tradeshow in the world’.  Therefore, if your lifestyle apparel or outdoor brand sells equipment for surfing, SUP, or other beach activities, you need to add the Surf Expo to your tradeshow calendar!

 

13. Connect by grassroots:

Connect By Grassroots is a 4-day, invitation-only, outdoor specialty retailer show.  It’s billed as a simple, efficient buying show for the outdoor industry that builds relationships and helps specialty retailers and vendors succeed.  This small but mighty show competes with Outdoor Retailer.

 

14. FITUR at IFEMA Madrid

FITUR, held annually at IFEMA Madrid each January, is one of the world’s largest tourism trade shows, attracting around 250,000 visitors and 10,000 exhibitors from over 100 countries.

 

15. The Outside Festival:

Several years ago, a small hardgoods show- think paddle, hike, camping, and cycling- the Big Gear Show hosted its first event near the Deer Valley Ski Resort in Park City, Utah.  Fast forward a few years, and it has combined with Outside Inc. to form the Outside Festival in Denver.  This show competes with Outdoor Retailer in June and is both a B2B and B2C event.

With the reach of Outside, Inc., which produces almost all outdoor media publications- Outside Magazine, Backpacker, Climbing, and Runner’s World, and owns platforms like Gaia GPS and Trailforks, the Outside Festival generates a larger audience of consumers.  In addition, the combined Outside Festival & Big Gear Show can help you reach journalists, online media, and print publications.

 

16. IPSO Munich

ISPO Munich, which is moving to Amsterdam for November 2026, is one of the world’s leading annual sporting goods trade shows.  It regularly attracts over 55,000 industry professionals and more than 2,300 exhibitors from around the globe to showcase the latest in sports, outdoor, and fitness products.

 

17. Taipei International Cycle Show

The Taipei International Cycle Show in Taiwan is one of Asia’s largest cycling industry trade events, showcasing the latest in bicycles, components, e‑bikes, and accessories to global buyers, brands, and distributors each March.

 

18. Snowbound Expo:

The Snowbound Expo was established by SIA- the Snowsports Industries of America, and is a consumer-facing tradeshow.  The show attracts winter outdoor sports enthusiasts and is a reimagined version of the BEWI Expos.  Held annually, brands can showcase their latest winter gear, apparel, and tech, plus attendees can learn about the best winter destinations and pick up ski passes, all under one roof!

 

19. Bentonville Bike Fest:

The Bentonville Bike Fest is one of the newer events building camaraderie within the mountain biking community.  Thanks to massive capital investments from the Walton Family, Bentonville, Arkansas, wants to be known as the mountain bike capital of the world!  If your company sells products and services related to mountain biking, gravel riding, or BMX, then the Bentonville Bike Fest is a great place to ride and connect.

 

20. Colorado’s Summer off-road events:

From the Breck Epic, to Leadville MTB, the FoCoFondo, and Steamboat Gravel- SBT GRVL, these events transform Colorado into the center of the off-road universe every summer.  The world’s best riders make their way to Colorado to compete, and smart brands with a focus on mountain biking and gravel riding need to have a presence.

The town of Breckenridge sits at the center of it all, and with its epic trails, it’s a great place to gather.  Centering your visit around downtown Breck provides a great opportunity to meet with athletes, journalists, like-minded brands, and potential customers.

 

The CABDA Show is the perfect place to reconnect with partners, retail buyers, and industry friends!

 

The Best Tradeshows Might Actually be a Sporting Event or Festival

 

As you can see from our list, the best tradeshows may not be your traditional tradeshows at all.  Although shows like Outdoor Retailer are a great place to network, if you own a small outdoor brand, you may not be able to afford the steep entrance or exhibitor fees.  In addition, many of these outdoor industry events may not be consumer-facing.

Therefore, a better option than Outdoor Retailer could be to host a booth at a sports event or festival like Bentonville Bike Fest, the GoPro Mountain Games, or the Ironman World Championships!

 

The Best Tradeshows for an International Audience

 

In addition to IPSO Munich, the Taipei International Cycle Show, FITUR Madrid, Eurobike, and ProWinter, here are a few other shows to consider for outdoor brands that want to reach an international market:

• Outdoor Trade Show-  The UK’s only large‑scale outdoor sports and leisure trade event, held in Liverpool
• Outex- an Outdoor and Leisure Experience Show in Italy
• Guangzhou International Outdoor Expo– A major outdoor and adventure gear expo in China
• Outdoor Fest Bangkok

 

Also, if your products appeal to the hospitality and tourism markets, make sure to read- Top 10 Travel Trade Shows for Tour Operators, Hotels, and Destinations!

 

If you’re looking to reach cyclists from downhill riders to weekend warriors, then the Sea Otter Classic should be at the top of your list! Photo by Jesse Polay.

 

Outline your Best Tradeshow Marketing Game Plan

 

If you’re still not sure which shows to attend, how much to budget, how to keep your shop staffed, or who to send, you are not alone.  Here are a few things to think about:

 

1. What are your tradeshow costs?

 

First, add up your costs to attend each tradeshow:

• Flights, accommodations, transportation (for you, your team, and your gear/products)
• Food and beverages, hosting client dinners
• Exhibitor booth space plus booth design if you do not have a booth already

 

2. What audience does the tradeshow serve?

 

Is the tradeshow or event you’re considering consumer-facing?  Can potential buyers see, touch, test, and buy your products?

Or will this be mainly a chance to meet with retail or wholesale buyers, and get your products into new stores?

 

3. Can you set up meetings at each tradeshow?

 

You’re investing quite a lot of time and money to attend an industry tradeshow.  Therefore, are there ways you can set up meetings ahead of the show and plan out each day?

Hint: Many tradeshows now have apps or an exhibitor/vendor portal where you can schedule or request meetings, and connect with brands or buyers before you arrive!

In addition, many of the tradeshow apps let you schedule a happy hour, meet & greet, or giveaway at your booth!

 

Pro Tip: Set up meetings in advance. Otherwise, the ‘gatekeepers’ staffing the entrance to most booths at Outdoor Retailer may not seem as friendly.

 

4. What is your expected ROI for each event or tradeshow?

 

Attending one of the best tradeshows in the outdoor industry can eat up a good portion of your marketing budget.  Therefore, make sure you have goals set for what you expect to get out of each event:

• Fill a certain number of orders or directly sell products?
• Launch new products and create brand awareness?
• Collect email addresses?
• Connect with new distributors or retail stores?

 

5. Can you create a fun event activation at the tradeshow?

 

Creating a fun opportunity to engage with potential clients, generate buzz on social media, and create user-generated content at the best tradeshows is a no-brainer.  However, it’s often something left until the last minute!

Instead, plan ahead and launch or conclude a giveaway!  Host a competition at your booth to generate buzz!  Use social media to advertise it.  And remember to have a way to collect those email addresses!

 

Here are a few other ideas we’ve used:

• Bring a big wheel that people can spin to win your products or fun items with your logo on them.
• Host a booth happy hour, or a happy hour outside the show if you’re not exhibiting.
• Create a daily booth giveaway, winners must be in attendance!
• Set up a photo booth, complete with fun hats, glasses, and wigs themed to match your brand!
• Create a video testimonial booth where people can talk about your product.

 

Pro tip: You can easily set up a photo or video booth using a tripod with an iPad, or even a phone and a nice backdrop.  In order to seamlessly collect emails and have guests share their photos on social, use a photo booth app like LumaBooth, Simple Booth Halo, or Unsnapped.

And lastly, check out the event activation we helped create for TASCO MTB at the Sea Otter Classic!

 

Do you have the best tradeshow follow-up plan in place?

 

When we create a trade show follow-up plan for our clients, we do this BEFORE the show begins.  Then every team member attending has a good idea of what they are responsible for.  After you’ve attended some of the best tradeshows for the outdoor industry, how will you follow up with those you met at the tradeshow? Here are a few things to consider adding to your tradeshow follow-up plan:

• Who is in charge of packing it all in and shipping things back home?
• Can team members who attended present their new discoveries to the rest of your team?
• Do you have an easy way to upload new contacts into your CRM- so those business cards do not stack up on your desk!

 

Will what you’ve learned at these outdoor industry trade shows influence your marketing or sales strategy going forward?  Lastly, don’t forget to bring home some fun swag for those who kept the shop running while you were gone!

 

Without a booth at Outdoor Retailer, be creative! Wear branded gear, host a happy hour, or collaborate with a bigger bear!

 

 

Final Thoughts on the Best Tradeshows for the Outdoor Industry

 

We hope this blog gave you ideas on which are the best tradeshows in the world for outdoor industry brands.

Need a game plan to help you execute a fun event activation?  Drop us a line!  Also, check out the other posts we’ve written about B2B and B2C marketing strategies for the outdoor industry:

 

• How to Find the Right Brand Ambassadors and Influencers for Your Brand

• Top 10 Travel Trade Shows for Tour Operators, Hotels, & Destinations
• Travel Marketing: 5 Tips to Book Your Vacation Packages, Cruises, and Tours
• B2B vs B2C Marketing Strategies: What’s the Difference?

 

To learn more about what we do on the regular, follow Top Rope Media’s adventures on Instagram, Facebook, or X.

Until next time, enjoy the reason we work in the outdoor industry in the first place.  To get outside and play!

– Meredith Caccese McConvill, Top Rope Media

The post The Best Tradeshows in the Outdoor Industry appeared first on Top Rope Media.

When it comes to B2B marketing, applying the same strategies used in B2C or direct-to-consumer marketing often falls short.  Unlike marketing to individual consumers, B2B marketing requires a more strategic approach that aligns with longer sales cycles and business-driven decision-making. Your email campaigns, social media channels, landing pages, and messaging must be tailored to resonate with business buyers—focusing on value, ROI, and solutions to industry-specific challenges.  To be effective, every element of your B2B marketing strategy should be crafted with a business-centric mindset.

We hear statements like this a lot: ‘We’re not marketing directly to consumers, so our content creation and our website do not matter as much.”  Content creation and a user’s experience on your website are even more important in the B2B space!

Marketing at its core is about telling your story and building relationships.  As Seth Godin has said, “People do not buy goods and services, they buy relationships, stories, and magic.” 

In this blog, we’ll be covering the following topics in B2B marketing strategies:

1. Target Audience
2. Content Strategy
3. Sales Cycle
4. Social Channels
5. Email Marketing Strategies
6. Networking & Events

I’m sure you came here for actionable items you can implement for your business today, so let’s get started!

Outdoor Retailer is a B2B tradeshow that gives you access to hundreds of potential partners, as well as top journalists and sales reps. Pro Tip: Set up meetings in advance with media, procurement specialists, or C-suite members. Otherwise, the ‘gatekeepers’ staffing the entrance to most booths may not be as welcoming!

1. Target Audience for B2C vs. B2B Marketing

B2C marketing targets individual consumers or households.  The audience is typically larger and more diverse, with varying interests, needs, and preferences.

With B2B marketing, your focus is on businesses or organizations as your potential customers.  The B2B audience is smaller and more specific, consisting of decision-makers and professionals.  Make a short list of potential businesses you are targeting to carry your gear, or those you wish to connect with to help promote your services, adventure tours, or travel packages.  Next, add their needs and unique characteristics that could help you gain a more competitive edge!

2. Content Strategy for B2C vs. B2B Marketing

B2C marketing content often emphasizes emotional appeals, lifestyle benefits, and simplicity.  Messages are designed to resonate with personal aspirations, desires, and emotions.  For example, an outdoor apparel company advertising a waterproof rain jacket to a D2C audience may emphasize:

• Protection from the elements
• Lightweight and packable
• Confidence to carry on with your greatest adventures

On the flip side, B2B marketing tends to be more rational and focuses on the value, efficiency, and profitability of the product or service.  Content is tailored to address business challenges and demonstrate how your offerings can improve the bottom line.

For instance, that same outdoor apparel company that is focusing on B2B partners would highlight:

• Wholesale pricing
• Low minimum requirements
• A variety of payment options and extended payment periods
• Employee discounts

There is often some overlap in content creation for B2C and B2B marketing.  For example, brands like Patagonia and The North Face will showcase value, sustainability, plus style and comfort when appealing to both audiences.  Keep in mind, whichever audience you’re trying to attract, you always need to tell a good story and have compelling visual content on your website, in your emails, and social posts.

With B2B marketing, it could be a team of people who must be convinced that your product or service will help them generate revenue.  Create a few personas for each business you are targeting and brainstorm ideas on what will appeal to each of them!

Trade shows are the perfect places to connect with B2B partners who might be looking to make an investment or place an order for your products or services. Learn more about the best trade shows in the Outdoor Industry or the Travel & Tours Industry.

3. Sales Cycle for B2C vs. B2B Marketing

The sales cycle in B2C marketing is often shorter and more impulsive.  Consumers make quick purchasing decisions, sometimes even on the spot.  In addition, these purchases may be at lower costs- between $5-$500 on average.

B2B sales cycles are typically longer and involve more stakeholders, like procurement officers and purchase orders.  Decision-making processes are often deliberative, with evaluations, negotiations, and approvals required.  Furthermore, B2B purchases are often much larger than a B2C purchase.  Thousands to millions of dollars.

4. Social Channels for B2C vs. B2B Marketing

The social channels for B2C and B2B marketing often have a similar goal: to drive traffic to your website, help you generate good leads, and convert leads into sales.  Before we dive in, if you need help with redesigning or refreshing your website, let’s chat!  We’ve helped lots of B2B and B2C clients rebuild their websites or start fresh!

If you manage B2C marketing, you may use social media channels such as Facebook, Instagram, and TikTok.  For B2B marketing, instead of Instagram, use LinkedIn. You might also consider X (Twitter) if you want to reach the media and journalists who still rely heavily on this channel for breaking news. Keep in mind, these may not necessarily be the social channels you use, but where your audience spends their time.

5. Email Marketing Strategies for B2B Marketing

As one of the highest-converting channels, email marketing campaigns should be used in B2B marketing to keep sales reps, distributors, and partners up-to-date on your product offerings and engaged with the brand.  Monthly email newsletters can provide updates on delivery timelines, new product launches, and bulk pricing offers—all essential for efficient order planning and client communication.  Consider personalizing these emails and including an introductory note from your founder!

Beyond logistics, share links to creative content that lives on your website and boost that SEO!  Examples include:

• Product spotlight blogs
• How-to videos
• Client testimonials
• Product reviews

Finally, create a set of pre-made graphics and imagery that B2B clients can easily download from your email (link to a shared Google Drive folder).  Not only does this help your brand promote its product or service more effectively, but it also ensures your brand messaging stays consistent across channels.

Consider speaking at an industry event to have a greater presence beyond the booth, and position your founder as an industry leader and expert in your field!

6. Networking & Events to Connect with Potential B2B Clients

Networking opportunities and events are essential tools in any successful B2B marketing strategy. Tradeshows, industry conferences, and in-person events provide the perfect platform to build relationships, generate leads, and showcase your brand’s value in real time. If you haven’t read our blogs about the best tradeshows in the outdoor industry, or the best tradeshows for travel and tour operators, get on it!

In addition to sharing our favorite events to grow your brand, these blogs also provide tips on how to show up on event day, including how to host a memorable event activation.  To stand out at a crowded tradeshow, consider becoming a speaker or hosting an educational workshop.  This blog dives into speaking at trade shows and conferences and how to position yourself as an industry leader!

Trade shows and conferences help you engage directly with decision-makers or procurement managers, showcase your products or services, and collect valuable insights about your target audience. These face-to-face interactions help establish trust, shorten sales cycles, and create lasting business connections that go far beyond what digital outreach alone can achieve.

Final Thoughts on B2B Marketing

In summary, while both B2C and B2B marketing aim to promote products or services, they differ in terms of target audience, sales cycle, and content distribution channels.  Successful marketing in the B2B space requires a deep understanding of the needs of the audience being targeted.

Make sure you consider emotional vs. rational decision-making.  Ensure that you present your product or services in a clear, concise way and indicate what problem you are solving for them.

Need more help with B2B marketing?  Drop us a line and let’s start at the trailhead together!  In addition, here are a few other blogs that might help:

• Using Your Website to Generate Better Leads
• Create Videos for YouTube or Social Media
• Best Tradeshows and Events for Outdoor + Lifestyle Brands
• How to Find the Right Ambassadors for Your Brand

Until next time, keep telling that story.  Make the magic happen.

-Meredith McConvill, Top Rope Media

The post B2B Marketing Strategies: How it Differs from Direct-to-Consumer Marketing appeared first on Top Rope Media.

Why Attend Industry Events and Tradeshows

Are you searching for ways to get your products or services seen by more people?  Do you want to be seen as a leader in your industry?  If so, then attending industry events or tradeshows is a great tactic to add to your marketing strategy!  In this blog, we’ve outlined the top five reasons to not only be at industry events and tradeshows but also how to get the most engagement and generate leads!

In addition, this blog has tips for B2B and B2C brands in the outdoor industry, however, the tips could also be applied to clean tech, renewables, automotive, you name it!

Finding Success at Tradeshows When You’re a Small Brand or Startup

While you probably already know about the big B2B industry shows like CES, Outdoor Retailer, EuroBike, and SEMA there are dozens more!  These events are a great place to network, however, if you’re a small startup brand, the steep exhibitor fees could be a major deterrent.

Well, we can help!  At Top Rope Media we attend dozens of industry events, tradeshows, conferences, and festivals each year.  Some for B2B clients, B2C clients, and others because it’s a great networking opportunity, or it’s just fun!  And as a small business seeking B2B clients, we have to be smart when it comes to planning our conference schedule, event activations, and follow-up. So, let’s get started with real marketing strategies you can begin using at your next tradeshow!

When setting up your booth or table at a tradeshow, what do you have to draw people in? Freebies with your logos on them like this table at Connect’s Innovation Day are great, but do you have an interactive booth? Is it staffed by someone engaging? Read below for more ideas on event activations!

Successful Marketing Strategies for Industry Events and Tradeshows

Here are our tried and true marketing strategies for industry events and tradeshows.  Not all will be applicable to your product or service, but we’ve packed this with lots of different ideas.  Find a few and test them out at your next tradeshow booth!

1. Use the Tradeshow App

Before we get too far in, keep in mind that many tradeshows and industry events now have apps or an exhibitor/vendor portal you can access.  These are often free to download to your phone, and easy to use. Common tradeshow apps like Whova, or an official app created for your particular show may allow for the following:

• Scheduling or requesting meetings
• Connecting with brands or buyers before you arrive
• Access to vendor/exhibitor list
• Scheduling a happy hour, demo, or talk at your booth
• Promoting your giveaways or meet n’ greets
• Syncing with social media to allow for easy posting

At Connect San Diego’s Innovation Day, we had the chance to speak with some amazing people whom we would never have met if we were stuck in a booth all day!

2. Shake Hands and Kiss Babies

While often a trademark statement saved for politicians, ‘shaking hands and kissing babies’ is how to garner not only more attention for your brand but also to be seen as a leader in your field.  When I show up at an outdoor event or tradeshow, I’m not there to drop business cards in a fishbowl, grab a free beer, and roll out.  I go to learn about new products, make connections, practice my pitch, and find new clients.  Oh and check up on my competition!

As a small business owner seeking B2B clients, my marketing budget is tiny!  I need to be careful about which outdoor industry events and tradeshows I attend.  Going to shows like Outdoor Retailer is a huge chunk of change.  As a small startup, you may have the same challenges.  Therefore, for your next tradeshow, try the following:

• Set up meetings ahead of the show- use that tradeshow app!
• Make connections with potential customers and remember to follow up right after the show
• Spend time walking the tradeshow floor and speaking with potential customers
• Practice your pitch! Tradeshows are a great place to try out different ways of describing what problem your product or service solves
• Bring a team member or several to help you staff the booth

Bringing a few team members to your next tradeshow could be a great way to better connect with your team, give them the opportunity to pitch your product, or just create more brand awareness at the show!

For big tradeshows, do you have team members not only to staff your booth but also to walk the tradeshow floor and interact with other brands? When we attended Interbike for Zoca, an apparel brand, we had a team of people in the booth, wearing their apparel, walking the tradeshow floor, handing out freebies, and inviting people to visit the Zoca booth! And we got to hang with cycling celebs like Ted King!

3.  Create Engaging Brand or Event Activations at Tradeshows

While you might love the buzz of the tradeshow floor, exhibiting at an outdoor industry event or tradeshow should involve more than simply standing at a table with a logoed tablecloth.  Instead, create a fun, memorable opportunity to engage with potential customers.  We call this a brand activation or event activation.

Sadly, we see both B2B and B2C clients leave the event activation for the last minute.  Instead, plan ahead!  First, make sure your branding is dialed in, your website is ready for visitors, and you can capture leads.  Not sure what we mean by this?  Read our last blog, How to Use Your Website to Generate Leads now!

Once you’re ready with your branding and website, move on to brainstorming fun ideas you could try at your booth.  Remember to generate buzz on social media before, during, and after the show.  And encourage user-generated content from attendees!  Below are some of our favorite event activations that you could try at your next event.

Brand Activations or Event Activations Ideas:

1. A big wheel that people can spin to win your products or fun, branded items
2. A game or guess the (fill in the blank) to win a discount on products or services
3. Create a daily booth giveaway, winners must be in attendance!
4. Set up a photo booth or video testimonial booth, complete with fun hats, glasses, and wigs themed to match your brand!
5. Set up a free charging station…you know everyone’s phones and laptops run out of juice!
6. Bring in an industry celebrity and host a Meet n’ Greet or book signing!
7. Host a product or service demo a few times a day!

Remember to use the tradeshow app and social media to advertise your event activation.  And always have a way to collect those email addresses!  In order to do this, we recommend clients have 1-2 iPads at their booth in stands, or on the table.  On the iPad, have your conference-specific landing page for the show up on the screen.  Then someone can easily enter their email, scan a QR code, or sign up for your next product demo at the show!

In addition, these iPad stations allow those who are more introverted to interact with your brand without having to start up a conversation.

You can easily set up a photo or video booth using a tripod with an iPad/phone. Bring a nice backdrop with your logo. Bonus if you can incorporate your products in the photo!  In order to seamlessly collect emails, and have guests share their photos on social, use a photo booth app like LumaBooth, Simple Booth Halo, or Unsnapped.

4. Build Community and Bond with Your Team

For both B2B and B2C brands, there are many conferences and tradeshows that involve cavernous convention centers.  Or a crappy night’s sleep in a subpar hotel in less-than-desirable locales.  So instead of filling your marketing calendar with these lackluster events, find events and tradeshows in locations you actually want to travel to!  We like to take this one step further and find tradeshows and events that allow us to camp, ride bikes, or ski.  In addition, can you invite some of your team members and make it fun for everyone?

The goal here is to connect with a community of people who share the same passions as you do.  Maybe it’s creating more sustainable products or reducing carbon emissions.  Or selling more bikes.  Either way, there are dozens of B2B and B2C tradeshows that allow you to network with business leaders or consumers who share your vision.  In addition, being in a beautiful location where you can plan some fun activities outside the tradeshow will help you better connect with your team, and your partners, or allow potential clients to learn more about you!

If you haven’t read our last blog: The Best Tradeshows in the Outdoor Industry bookmark it for later!  And if you are thinking about driving to one of these tradeshows, before you hop in the car, check out our road trip checklist!

ROAD TRIP CHECKLIST

With food, beer, live music, and bikes, the stoke is high at the Sedona Mountain Bike Festival in Arizona!  It’s also not a bad drive from SoCal, and team members were able to fly into Phoenix if need be.  In addition, getting to spend time outdoors at a tradeshow or work event will definitely make the day go by faster!

5. Apply to Be a Speaker and Be Seen as a Leader in Your Industry

At shows like CES or Outdoor Retailer, you often need to set up meetings in advance to get some face time with a company founder, sales director, or procurement officer.  Forget about trying to walk into Patagonia’s or Tesla’s booth to speak with a decision-maker.  Therefore, in addition to attending and/or having a tradeshow booth, and using the tradeshow app to set up meetings, apply to be a speaker!  This allows you to reach a greater audience.  And garner some press coverage or user-generated content!

If you haven’t read our latest blog on Speaking at Conferences: Why You Should Apply to be a Speaker, bookmark it for later!  Remember, if you’re speaking, make it memorable.  Do not just go up there and pitch your product or service.  Let it be interactive and engaging!

If you do get an opportunity to present, make sure to have someone there to record it and take photos.  This allows you to share on social media, as a follow-up to attendees, or those who signed up for your email newsletter at your booth!

Can you apply to be a speaker at the next conference or tradeshow you plan to attend? If you get the spot, how will you make your talk memorable?  Here are more tips on how and why to present at conferences!

6. Give Out Free Food, Beer + Puppy Time at Your Next Industry Event

One thing we’ve noticed at tradeshows was the opportunity to sample coffee, beer, pizza, and pet puppies, all while learning about a new product or service.  While these may not always help you generate leads or collect email addresses, they will help you generate brand awareness.  And give you the opportunity to have conversations with lots of people!

Trying to score a beer during happy hour can be challenging, but it can also make your booth the most popular one on the block!  Therefore, if serving beer or pouring craft cocktails is of interest, check the show regulations first.  Each state or convention center may have different rules about what you can serve and who can serve it.  Often you need to use their bartenders and/or catering services.

However, as it’s often a big expense to distribute alcohol, we always have a long list of ideas for our B2B and B2C clients to drive traffic to their booth!

Therapy dogs are not a new thing, but we see these pups pop up at more and more events like here at Connect’s Innovation Day.  And I bet the number of dogs that get name badges for the OR Show is close to 100!

Here are a few more low-cost ideas to create a buzz at your tradeshow booth:

1. Hire a barista and set up an espresso machine for the morning crew.  You know how hard it is to find a decent cup of coffee!
2. Fill your booth with music, bring in a guitarist or performer.
3. Everyone loves puppies! Check the show regulations and see if there are therapy dogs available nearby.
4. Puppies are great, but our favorite booth at Outdoor Retailer was filled with Uinta Alpacas!
5. Give out free donuts or snacks!  Tradeshow attendees are always hungry and never have time to go out for lunch!
6. Host a happy hour at a bar/restaurant just outside the convention center, especially if you’re not exhibiting!

Consider the location, the season, and the show attendees, and then create something memorable!  Brainstorm with your team on things that might keep a tradeshow attendee energized and engaged. And in your booth longer.  A cellphone or laptop charging station is definitely a big winner if you’re in the cleantech or renewables industry.  What if it’s a solar or bike-powered charging station?!?

Our favorite booth at a recent Outdoor Retailer was Paka, a clothing brand that makes soft goods out of alpaca wool. And of course, having 2 alpacas and their handlers on loan from Uinta Alpacas in Willard, UT kept the booth busy all day long!

Final Thoughts on Attending Industry Events and Tradeshows

People may not remember what you said at the tradeshow when they met you, but instead how you made them feel.  Well, when I’m happily fed, with a good beer in hand and some music, or petting your therapy dogs, I’m feeling pretty good.  And I’m more likely to remember your brand and give you my email address.  And open your email when it appears in my inbox next week! (Hint: Don’t forget about the follow-up!!)

To learn more about what we do on the regular, follow Top Rope Media’s adventures on Instagram, Facebook or Twitter.  Remember to check out the following blogs:

• The Best Tradeshows in the Outdoor Industry to Grow Your Brand
• Speaking at Conferences: Why You Should Apply to Be a Speaker
• Using Your Website to Generate Leads

Or click to view all of our marketing blogs!

Until next time, enjoy the reason we work in this industry and get outside!

– Meredith McConvill, Top Rope Media

The post Industry Events and Tradeshows: Successful Marketing Strategies appeared first on Top Rope Media.