Experts & Opinions: What Really Moves the Needle for Brands That Exhibit at CPG Trade ShowsExperts & Opinions: What Really Moves the Needle for Brands That Exhibit at CPG Trade Shows
Karen Amster-Young provides practical guidance for consumer packaged goods brands to maximize their trade show presence through strategic planning, creative booth activations, press engagement, and networking opportunities.
September 17, 2025
For exhibitors, industry trade shows present an extraordinary opportunity to showcase your brand, distribute samples and interact with key industry executives. However, brands can often feel overwhelmed by the many factors that come with preparing for the show, from running an engaging booth to networking with industry personnel all while remembering to capture content. As a journalist and communications consultant, I’ve attended countless CPG-industry trade shows to help brands launch and discover the next big industry-disruptor. Over the years, I’ve learned what works, what doesn’t, and what brands can do to really stand out.
This summer, New York’s annual Summer Fancy Food Show had over 32,000 attendees and over 1,000 new products on one show floor, with Zucker’s Bagels, sausages and sauces from That’s My Mama’s, Korean-inspired oatmeal from Gamsa Foods, and chickpea and granola crunch mix from Absurd Snacks among the standouts. Shows of this size are an incredible opportunity for brand exposure, networking, and business growth.
If you exhibited, you are likely still collecting feedback and reviewing your return on investment (ROI). As you assess everything, consider how you can plan for future shows. This includes strategizing, identifying key industry game-changers and preparing in advance. Evaluating your ROI for trade show participation means tracking both the immediate and long-term revenue generated from the event, as well as the costs associated with participation. Think: what could you have done to truly move the needle for your brand and attract the right investors, retailers and attention?
These quick tips will further the likelihood of success and ensure your brand stands out among the endless new products on display.
You don’t have to be big to make an impact. Every year there are unknown brands that steal the show.
Consider fun and creative activations like a brand mascot to draw crowds and increase social media buzz.
Have impactful, creative and informative brand assets ready for display in the designated press room. This is where top industry and consumer journalists spend time and discover brands and booth numbers in real-time.
Request a list of registered press in advance of the show to send information and pique interest.
Make sure you explore every opportunity to assess its value and take your brand beyond the booth.
Nurture communication with key contacts throughout the year, rather than just before the show.
According to the online guide from Specialty Food News, a brand's success at trade shows includes factors such as a clear brand identity, high-quality and consistent product offerings and effective marketing engagement. Each interaction is unique and requires message point preparation for diverse groups, including retailers, distributors, investors and brand partners.
Having worked for years launching brands, and with boutique agency, Sabrina Levine Communications, I’ve guided numerous iconic brands towards trade show success, including FIJI Water, and Dare Foods Breton Crackers, Scott’s Protein Balls, and more. The key takeaway to prepare for any show is to have a great product that you are passionate about, and the rest will follow!
