If you think you can just show up at Natural Products Expo West, set up your booth, and expect to be noticed, think again. You’re one brand in a $317 billion industry—making an impression takes more than just being present. You need a smart strategy. In fact, 90% of your success at a trade show like this happens before you even hit the show floor. Here’s how to nail it:

Have a news peg

What’s going to make buyers, media, and influencers stop in their tracks at your booth? If you don’t have a fresh angle or exciting news to share, you’re just another booth in the crowd.

Create an event within the event

Standing out requires planning ahead. What’s your big draw? Eye-catching displays? A live demo? An exclusive sneak peek? Start booking appointments and reaching out to attendees before the show. If you’re not on their radar now, you might not be later.

Leverage show marketing

Trade media and show organizers are your allies. From pre-show newsletters to post-event press, take advantage of every marketing opportunity they offer. Don’t just rely on foot traffic—get your name circulating early and often.

Be ready to engage

Your booth staff isn’t just there to hand out samples—they’re your storytellers. Train them to share your brand’s narrative with energy and clarity. Equip them with QR codes, digital assets, and compelling samples that leave people wanting more. Oh, and make sure they look like they’re enjoying themselves—no one’s stopping at a booth full of slouchy, bored faces.

...and prepare to wow post-show

Connections are only as good as your follow-up. That amazing conversation at the booth? It means nothing if you don’t reach out afterward. Make those interactions memorable, take notes, and keep the momentum going. Relationships don’t end at the show—they start there.

At Expo West, preparation is everything. Show up sharp, stay engaged, and leave them wanting more.

For more, read the latest from trendspotter Nancy Trent.