Beginner’s Guide to Attending a Trade Show as a Content Creator

Attending a trade show can be exciting, but it is also a whirlwind of activity, especially for content creators. With so much to see and do, it’s easy to get overwhelmed – especially if this is your first time. Luckily, it doesn’t have to be! With a bit of planning, you can have fun, make the most of your time, and come home with a wealth of content ideas and contacts.

To help you get ready, the BlogPaws Team has come together to share some of our biggest tips, tricks, and advice for a successful pet trade show experience!

BlogPaws may receive commissions from affiliate links included in this article.

Before the Show 

Know Why You’re Attending

Your preparation starts before you even start packing your bags. Take a moment to step back and define your goals for attending the show. Are you looking for opportunities to network with other pet industry professionals? Discover new products and brands to feature in your content? Learn about industry trends? Once you know your goals, you can plan your time at the show accordingly. 

Ideate Your Social Media, Video, and/or Blog Content

Trade shows are a goldmine for content creation! That’s why so many of us love attending them as content creators. But with so much to see and do, you need to have a plan for what you want to capture.

Think about what kind of content will resonate with your audience. Are they interested in new product launches and industry news? Behind-the-scenes glimpse of the show? Interviews with industry experts? Pet trade shows are a great place to capture all these and more! Once you know what content you want to create across any platforms you currently use, you can start planning your shots.

Questions to ask yourself include:

• Do you want to capture photo or video content? Both?
• Horizontal or vertical?
• Are there specific shots needed for your content plans?
• What type of b roll might you need?

For long-form content, we recommend having a little flexibility. After all, you don’t know what you will learn during the show. Instead, prepare yourself by brainstorming 3-4 different angles you can take for your blog, vlog, or podcast. You don’t have to create all these pieces of content, but it will help you keep an eye open for relevant information and inspiration while there.

Make a List

With major pet industry trade shows like Global Pet Expo and SuperZoo attracting thousands of brands and exhibitors, seeing every booth and display would be impossible. Instead, we recommend making lists highlighting what you MUST see and would LIKE to see. This includes product categories, brand booths, and trade show events. You will need to keep updating and amending these lists as you receive information in the weeks leading up to the show (and you will receive many of these).

Does your content center around a specific category of pet products? Do you specialize in dogs? Cats? Reptiles? Do you cover a lot of information about sustainability and environmentally friendly products? Are you mainly focused on finding new up-and-coming brands? Identifying these key categories can help narrow your list.

Make a list of the brands you absolutely want to see, including their booth number. This will help you prioritize your time and ensure you don’t miss anything important. Take the time to follow them on social media. This is a great way to start creating connections. Plus, you can watch their accounts leading up to the show for any information they share about what they’ll be promoting.

PRO TIP: Both Global Pet Expo and SuperZoo now offer new Product Showcase elements online, which can be very helpful during planning!

Utilize the Show Floor Map

Most trade shows will have an online show floor map that you can use to plan your route. This is a great way to save time and avoid backtracking. Pay attention to the location of the booths on your “must-see” list so you can identify opportunities to group several booths in one area to cut back on having to travel too far.  

A few other areas on the map to pay attention to include:

• The press room
• New Exhibitor section and New Product Showcase
• Any special floor sections (sustainability, modern pet, natural pet, etc.)
• Locations of any special events or presentations you want to attend
• Bathrooms
• Where you can grab lunch
• Entry points/exits 

Make a Calendar

During a trade show, your time is valuable. Why? There is only a limited amount of it… This makes it very easy to double-book yourself or overlook an appointment. The best way to keep yourself on time and in attendance at every event, presentation, and meeting is to have one central calendar to keep you on track. How you create this calendar will depend on your personal preferences – Google Calendar, a daily printed list, pen & paper planner, etc.

Start by blocking out key times for the larger sessions and events you want to attend. As you receive invitations to special events, press tours, or impromptu networking opportunities, RSVP to those you are interested in and add them to your calendar. Be timely in making appointments; everyone struggles with the same limited timeline.

Don’t forget to include any major announcements or press events that are released.

For those interested in expanding their industry knowledge, take a moment to check out the educational sessions and speakers scheduled throughout the show. Industry trade shows feature some incredibly talented industry professionals.

Regularly check the official show schedule and social media accounts for updates, announcements, and changes. Remember, your calendar is a living document, so keep it updated leading up to and throughout the show to ensure you’re always in the right place at the right time.   

Check the Shuttle Schedule

If you’re staying at a hotel or Airbnb that isn’t within walking distance of the trade show, be sure to look into the shuttle schedule. Not all trade shows have shuttles, but many of the larger shows do. Otherwise, you can explore the public transportation options available either independently or through the show itself. 

Pay attention to how often the shuttle runs, start/end times each day, and the nearest stops to your accommodations. This will help you plan your transportation and avoid missing any important events. 

Are you planning to make dinner appointments or other meetings later in the evening? Check what restaurants are located along the shuttle route. 

Prepare Your Media Kit and Business Cards

Your media kit and business cards are valuable tools when representing yourself and your brand. They allow you to make a strong, professional first impression while providing potential collaborators (brands or other creators) with the information they need about you moving forward.

Update your media kit with the most recent stats. If you have any key statistics on your website’s About page, double-check to ensure the stats match. Verify that your content information is correct across all touch points – your business cards, media kit, website, and social bios. You might also want to consider linking things together, like offering your media kit on your business card using a QR code to make it easier for those interested in working with you.

Many people are now moving toward digital business cards, offering a QR code that people can use to access your information. However, we firmly believe that a well-designed business card is still the best approach. They make it easy to share your information, provide a tangible reminder of your meeting, and allow others to take notes to remember what they talked about later (which is invaluable when meeting so many people in such a short time).

Print and pack more business cards than you think you’ll need, especially if this is your first time attending a trade show.

Practice Your Elevator Pitch

In addition to your documentation, take time to practice your elevator pitch. What is an elevator pitch? It is a brief introduction of your business/brand, hitting the key points about what value you offer and what sets you apart. It is called an “elevator pitch” because it should be only approximately 30 seconds long or the time it takes to ride an elevator. 

“I used to laugh at the idea of talking to someone in the elevator, but those 30 seconds can quickly turn from an awkward silence to a long-lasting connection if you’re prepared and a little outgoing,” our own Jessica Shipman, BlogPaws COO/CMO, explained. 

Pack the Basics

Packing the right essentials can significantly impact your show experience. Here are a few things that we believe should be at the top of your list:

• Comfortable Shoes: We can’t stress enough the importance of comfortable shoes. You’ll be on your feet for hours, so blisters are your worst enemy.
• Portable Phone Charger: You will be using your phone to capture content and stay connected throughout the day. A portable phone charger will ensure your battery doesn’t fail you.
• Notebook and Pens: You’ll be learning a lot, networking a lot, and being inundated with information. A notebook makes it easy to jot down ideas, contact information, and other details you don’t want to forget.
• Reusable Water Bottle: Being active and having conversations all day will inevitably leave you feeling parched. A reusable water bottle is key to staying hydrated. 

Trade show floors are notorious for fluctuating temperatures; it’s often chilly, but the constant movement can quickly make you warm. Consider this when deciding what you plan to wear. Being prepared with layers makes it easy to adjust comfortably throughout the day.

When packing, ensure you leave some room in your suitcase for any products you may bring home from the show. Many brands will offer discounts on the products they brought to avoid the cost of transporting the products back home, meaning you may score a great deal on something you’ve been eyeing up. When it comes to samples, think of them as opportunities to build relationships with brands and experience their products firsthand so you can share them with your community rather than just collecting freebies. 

At the Show

Network and Learn

Trade shows are all about learning and discovering new brands/ products, so go in with an open mind. It’s possible that you currently are indifferent to a specific pet product only to find, after a conversation and more data, that your opinion has changed. Be open to new ideas and experiences. Ask questions. The most interesting thing you discover could be around the next turn.

Take notes about any products or brands that may appeal to your audience. This will help you ensure you don’t miss sharing something exciting. If you see something in an area of the show, like the New Product Showcase and have questions, write them down for when you speak to the brand later.

Don’t be afraid to strike up conversations with other attendees, even at the seemingly most random times, like waiting in line, in the elevator, or on the shuttle. And if you see a pet attendee you want to meet, use that as an icebreaker to say hi. You never know who you’ll meet!

Take High-Quality Photos and Videos

Photos and videos are essential for creating engaging content after the show, from eye-catching social media posts to informative blogs. But when the show is over, you can’t go back and get the photos/videos that you need, so more is better than not enough!

Check if booths are allowing photos to be taken/shared. While most will be completely open with this, you will find that some booths have signs up stipulating that photography isn’t allowed or that they will politely ask you not to share specific content due to show exclusive launches.

Capture photos (where allowed) of the products and brands you are most interested in, taking notes in your notebook so you can connect the dots when you go through it all later. Additionally, take the time to take several photos of the show itself. The experience of a trade show is something you can’t replicate, but people love seeing it in our content, so they feel like they are there, too. You can always delete any photos/videos you don’t use later. 

Collect Business Cards

Business cards are a great way to remember who you’ve met and ensure you follow up with them after the show. When you are given a card, take notes about your conversation either on the cards themselves or in your notebook so you remember who it is and can personalize your follow-up emails. Even a few keywords can help jog your memory of your conversation.

Have an organization plan for your business cards so they aren’t lost. Some people will designate a pocket to card collection, tuck them into a pocket on their name tags, or use more specialized options like business card books.

NEVER just add people to your email list because you receive their business card. If you’re interested in growing your list through show contacts, you can always ask them when you meet and note if they said yes on the card. Otherwise, reach out after the show and give them the option to decide for themselves.

Always Remember Your Purpose as Media

While attending a trade show is a great opportunity to network and make connections that could lead to collaborations and sponsored work in the future, it’s important to remember that the shows are primarily for buyers and brands. As content creators, we are attending as media – to help get the word out about the show and the brands in attendance.

Be respectful of the time and space of anyone you speak with, stepping aside if needed to allow business transactions to occur. When speaking with brand representatives, focus on asking questions and learning about their products rather than just talking about yourself. Conversations can continue later following the show. 

Connect with Other Content Creators

In addition to networking with brand representatives and pet industry professionals, trade shows are an excellent opportunity to connect with other content creators. You will have plenty of opportunities to meet or engage with other creators by attending trade show events, hanging out in the press room, or striking up a conversation during meals.

We also recommend asking your favorite creators if they will be there and making arrangements to link up. You may even want to collaborate on social media posts, sharing your experiences at the show.

Before any show we attend, we post about it in our online BlogPaws Community (not a member yet? Learn more here). This not only helps us arrange to see everyone but also helps connect the dots between other community members. After all, who doesn’t want to build relationships with others who “get it.”  

Take Breaks

During your time attending a trade show, you may be tempted to go go go, trying to fit as much as you can into the limited time you have available. It can be exhausting. Be sure to take breaks throughout the day to hydrate, grab a snack, and recharge. This is a great time to talk with another creator or review your notes to ensure you’re not missing any photos/videos you wanted to capture.

Following the Show

Organize Your Content

Once you’re back home, it’s time to start organizing your content. This is the point where you pull that original content plan you made before the show and revisit it. Compare your notes, photos, and videos with your original plans. Don’t be afraid to change it up. After all, you didn’t know what you would discover when the plan was first made.

Take note of anything you may have missed. You can connect with other creators to see if they have captured what you need and are willing to share content (another argument for the benefits of building strong, supportive relationships with other creators). 

Follow Up with Contacts

Organize your business cards and flyers, noting which are connected with brands you want to follow up with and which you brought home for informational purposes when writing your blog post or recording your video/podcast.

We recommend creating a centralized system to track contacts. This makes it easier to find that information moving forward and ensures that no one falls through the cracks. We like to use Airtable to create a chart with columns for the key information like contact names and contact information, as well as checklists to track what stage of the follow-up process we are at.

It’s okay not to follow up the first day you’re back. We’re all resting and recovering, but try to reach out within a week.

Before you start reaching out, take the time to create an email template. This should act as a baseline, but be sure to personalize each email. This could be a quick email to touch base and start the conversation, or if you feel ready to jump in, you can email a pitch collaboration with details about your specific ideas for how you can work together.

We also recommend following the social accounts of any brands you’re interested in working with in the future. Start engaging with their content and nurturing strong brand relationships. This can help increase your chances of working with the brands you truly align with.

Reflect and Identify Lessons

When all is said and done, take some time to reflect on your experience at the trade show. What did you learn? What worked well? What would you do differently next time? Take notes during this exercise. These notes can help you prepare accordingly for your next pet trade show experience, setting you up for success.

Make the Most of Your Next Pet Trade Show

Attending a trade show as a content creator is an incredible opportunity to grow your network, discover new trends, and stay ahead of the latest news in the industry. Remember to approach the show with an open mind and a willingness to learn. By following these tips, you can stay organized, make the most of your time, and focus on building genuine connections. 

About the Author: Britt Kascjak, BlogPaws Director of Content & SEO, is an award-winning freelance writer whose background in digital and social media marketing spans 15+ years. She’s been a content creator in the pet industry for 9+ years with her own blogs: Shed Happens, The Kas Pack, and Lucifer the Rescue Pup where she shares her life and outdoor adventures with her 2 dogs and 3 cats. Read more…