There’s the glossy, highlight-reel version of a trade show. And then there’s the version where you’re walking into a cavernous venue, praying the stand you paid to have painted is actually painted, trying to build furniture with the wrong drill bit, and wondering if your two-metre space can hold its own next to the “big dogs.”
This is that second version—and why I love it.
In this episode of the podcast, I sat down with Andrew from Mennie Brand to unpack his first time exhibiting at Melbourne Life & Style. It’s the kind of debrief product founders wish more people would share: candid numbers, honest feelings, and practical takeaways you can implement before your next show.
Expectations vs. reality (and why pride matters)
Andrew left the show feeling something priceless: pride. Not because everything went perfectly (it didn’t), but because his still-growing brand stood tall among long-established labels—and belonged there. That perspective matters. Results are one measure of success; identity, confidence, and industry proximity are another. Trade shows deliver both if you let them.
The numbers you came for
Let’s talk data, because we love data.
- Leads captured: 15 solid prospects (badge scans only when interest was real)
- Orders at the show: 2 (one paid up-front)
- Orders post-show: 4 in one afternoon about 10 days later (yes, really)
- Total new stockists: 6 (exceeding his pre-show minimum target of 5)
- Opening order minimum: $375 (most first orders came in at the minimum)
- Show costs: just over $6,000
- Orders in the first fortnight: just under $4,000
- Projection: confidently passing breakeven by Christmas thanks to reorders + peak retail
Why share this? Because it gives you a benchmark. If you’re a first-time exhibitor, “two at the show and four afterwards” with an initial dip before the follow-up wave is normal. Your job is building the wave.
The “day-10” follow-up effect
Here’s the plot twist that will save you stress: the quiet patch. After the show, Andrew experienced radio silence for days—then a single afternoon delivered four orders. What changed? Not the product. Not the buyers. Just timing and channel.
- Emails were easy to ignore in the post-show backlog.
- Texts cut through. Buyers replied quickly with addresses and “send the invoice” messages.
Takeaway: Map a multi-touch follow-up plan that extends 2–3 weeks post-show. Mix channels (email + SMS), vary angles (newness, bestsellers, low-risk trial order), and make it stupid-simple to say “yes.”
Pitch without the ick
Andrew admitted he felt shy about pitching. Relatable. Founders often under-sell because it feels boastful. Here’s the reframe we discussed:
- Buyers are at a trade show to buy.
- Your job is to help them decide – fast and confidently.
- A clear, repeatable conversation arc isn’t pushy; it’s service.
Quick pitch scaffold to practice:
- Context hook: “We make the street/surf-inspired socks your customers actually wear daily.”
- Point of difference: “Original Australian-inspired artwork, insanely soft feel, and a price point that makes multi-pair gifting easy.”
- Proof: “Top stores reorder quickly; customers ask for us by name.”
- Low-friction ask: “Most new stockists start with our $375 opening order—want me to show you the top 12 that turn fastest?”
Also, grab Donald Miller’s Building a StoryBrand. It’s gold for simplifying your message so staff (and buyers) can repeat it.
Your stand is a store window—sell the world, not just the product
Andrew kept his stand minimal to let the socks speak for themselves. Post-show, he noticed conversions jumped when buyers saw the lookbook and lifestyle shots. In today’s visual economy, context converts.
Upgrade your stand for next time:
- Large-format brand photography (people wearing the product)
- Clear tagline that lands your positioning in seven words or less
- Printed mini-lookbooks or A4 POS cards buyers can take
- Obvious “Start Here” bestsellers rail or grid
- QR to a frictionless new-stockist form (with order minimum shown)
Logistics on a lean budget (aka: reality)
Andrew flew with stock and signage, roped in a Melbourne mate (hero!) to receive furniture deliveries, and built the stand the day before show open. When the Marketplace exit plan for the furniture didn’t pan out, a local stockist picked up the table for in-store use and another exhibitor grabbed the chairs. Scrappy? Yes. Smart? Also yes.
Takeaway: Perfect is optional. Prepared is essential. Have backup plans for delivery, tools, and pack-down. And ask for help—you’ll meet your neighbours and start friendships that pay off later.
Not every “we already sell socks” is a no
One buyer told Andrew they stock a major sock brand—but wanted Mennie Brand because “everyone sells those.” Category incumbents can be your proof of demand. Use that.
Try this line:
“Great—you’ve validated the category. Our customers buy us as well as the heritage label because the designs feel fresh and the hand-feel is luxe. Let’s sit ours next to theirs and give your regulars a reason to add one more pair.”
Reorders, timing, and the busy-buyer reality
One of Andrew’s Gold Coast stores told him at the show they only had four pairs left—yet they hadn’t reordered. Not because they didn’t want to, but because retailers are busy. This is why gentle persistence wins. Be the squeaky wheel—helpful squeaky, not spammy.
Follow-up cadence that works:
- Week 1: Thank-you email + line sheet + “fast 12” order form
- Week 2: SMS check-in (“Want me to build a $375 opening order of proven sellers?”)
- Week 3: Email with 3 tiny bundles (Gifts Under $X, Top Gents, Bestseller Kids)
- Week 4–6: Rotate proof (review screenshot, UGC photo, mini case study), then seasonal prompt (Father’s Day, Christmas, summer foot traffic)
Should you do Sydney?
Short answer: consider it. Sydney brings a different visitor mix, and when Life & Style runs alongside Reed, you’ll see combined foot traffic and buyers you didn’t meet in Melbourne. It’s smaller floor space but often bigger upside per conversation. If cash flow allows one show a year, alternate cities or choose the one aligned with your hero season.
Custom collabs that make retailers say yes
Mennie Brand can do ~200 units for custom designs—with the option to split units when it suits both parties. For multi-store groups hungry for exclusivity, that’s a compelling differentiator without the hassle of sourcing and QC. If you’re a retailer, this is your signal.
Was it a win?
Yes. Beyond the orders, Andrew left with clarity: a stronger pitch to practice, a stand plan that prioritises visuals, a proof-of-concept follow-up rhythm, and six new stockists to love, serve, and grow. With reorders through Q4, the show comfortably moves into positive ROI, and the long-tail value across 12–24 months could be a multiple of the initial outlay.
Action steps you can steal for your next show
- Script the 30-second pitch (hook → difference → proof → easy next step). Rehearse it out loud.
- Design for context: one hero lifestyle banner + takeaway lookbooks + POS cards.
- Capture real leads only and tag them (hot/warm) at the stand.
- Plan a 3-week follow-up campaign mixing email + SMS. Make ordering one-click easy.
- Bundle a $375 “opening order” with your 12 most proven SKUs and show expected sell-through.
- Collect micro-proof at the show (buyer quotes, staff favourites, live try-ons) and turn them into graphics for your follow-ups.
- Debrief in 48 hours: what converted, what stalled, what to change. Book your next show while the learnings are hot.
Want help mapping your trade show to profit?
If you’re a product brand planning Life & Style, Reed, or a niche expo, join my Trade Show Bootcamp or dive into the Wholesale program—we’ll build your pitch, stand plan, order forms, and follow-up cadence so you’re not leaving revenue to chance.
- Book: Building a StoryBrand by Donald Miller
- Find Andrew: Instagram @menniebrand | Stockist & custom enquiries
- Want help planning your own show? Check out my Trade Show Bootcamp and Wholesale program.
- Retailers: want the comfiest socks your customers will rave about? Reach out to @menniebrand for stockist info or custom collabs.
Retailers: if you want the comfiest, most giftable socks your customers will rave about, connect with @menniebrand for stockist info or custom designs.
More sales. Less stress. That’s the brief.
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