What ROI and business outcomes should drinks producers expect from trade shows?

Trade show effectiveness varies significantly by event, company stage, and strategy. Rather than expecting immediate deal closure, successful members focus on sampling, brand awareness, and relationship-building as primary objectives.

**Event-specific outcomes:** - **Trade Drinks Expo** — One member reported being "run off our feet all day" with "zero down time," indicating strong visitor traffic and engagement. - **Unnamed show (Shanky's Whip)** — Described as "not the busiest and probably not a good ROI" but valuable for making good industry contacts.

**Recommended approach:** - Focus on product sampling and getting "liquid on lips" rather than closing deals at the event itself. One member estimated this strategy would yield 5–10 listings from conversations, with impact driven by word-of-mouth and brand awareness. - Use the show to build relationships with potential stockists and industry peers; formal orders often follow post-event. - Expect networking value beyond direct sales, particularly for younger or emerging brands.

**Caveats:** - Shell scheme stands create a poor atmosphere and may indicate a lower-quality event; consider stand placement and event reputation carefully. - ROI depends heavily on the specific show and your target buyer base—not all trade shows are equally productive. - Budget for ongoing engagement (coffee, refreshments) throughout the day.