ExpoWest, also known as the Natural Products Expo, was a month ago. It is the largest tradeshow on the west coast for natural products and brands to showcase their newest items going into the market or hoping buyers pick them up. This year marked my fifth ExpoWest, and even after the fifth one, I noticed there are some things that exhibitors could have done better to maximize exposure.
The One Thing Brands Forgot to Do at ExpoWest
*Post visible social media signage*
There was a dearth of exhibitor booths that posted their social media handles (usernames) and relevant hashtags right at the get-go. In fact, I had to ask every exhibitor I visited for their social handle(s) because I couldn’t find it anywhere in their space. Almost everyone didn’t bother with a special hashtag like #brandexpowest or #eatbrand.
By not posting signage, you lose the opportunity for your products to be published on social media by influencers, press and even fellow exhibitors. Hashtags are not necessary but it would have made it easier to see who was posting about you during these five days of tradeshow madness. (That is all earned media lost.)
Next year, I hope that the exhibitors are prepped and ready with signage that includes their social media username(s) and a relevant hashtag. Start practicing now.
Did you attend ExpoWest? What do you think exhibitors could have done better to create a lasting impact on attendees?