Rethinking the “Small Show”

If you’re skipping specialty or distributor shows because you think they’re not worth the time or money — think again.

These events may be smaller, more regional, and hyper-targeted, but they’re becoming powerhouses of ROI for exhibitors who know how to play the game.

Big brands like 7-Eleven, Casey’s, and Anheuser-Busch are running high-value, localized shows for their franchisees, operators, or distribution networks. And more often than not, these niche events offer a higher density of ready-to-buy decision-makers than some of the largest national expos.

Savvy exhibitors are taking note — and shifting their strategies accordingly.

Why Specialty Shows Are Booming

Let’s start with the “why.”

1. Density of decision-makers.
   At massive national shows, you might have tens of thousands of attendees, but how many of them are your people? At distributor and specialty shows, you’re more likely to find a room full of franchise owners, store managers, and procurement leads who are ready to buy — not just browse.
2. It’s not just about branding anymore.
   National events still have their place for visibility and big brand storytelling. But these niche shows? They’re about doing business. Attendees come looking for products, pricing, and partnerships they can act on right away.
3. Your dollar goes further.
   Trade show costs have climbed. And when you’re spending big at a massive show with a diluted audience, ROI can feel elusive. At specialty shows, budgets go farther — and returns often come quicker.

What Smart Exhibitors Are Doing Differently

The 10×10 is disappearing.

Not completely — but we’re seeing a clear shift. Exhibitors who previously showed up with a basic banner and a table are upsizing to 20x20s and even 30x30s with custom builds. Why? Because they’ve learned that the impact of a larger presence at these smaller shows can be massive.

Some are even designing modular booths they can scale up or down depending on the market — keeping costs down while still appearing polished and consistent.

The ROI Mindset

The exhibitors thriving at regional shows are those who understand that these events aren’t about awareness — they’re about conversion.

Instead of investing in splashy activations or dramatic overhead signs, they’re focused on:

• Product demos tailored to local or regional preferences
• Custom promotions or show-only pricing
• Lead capture that syncs with sales follow-up processes
• Configurations that allow for in-booth meetings

It’s less “look at us” and more “let’s get down to business.”

The Relationship Factor

Don’t underestimate the power of proximity.

Smaller shows allow for deeper conversations. At a huge show, your rep might speak to someone for 30 seconds. At a regional event, they might spend 10 minutes actually building a relationship — learning about specific store needs, pricing challenges, and product gaps.

Many exhibitors are also sending their salespeople instead of marketing teams to these shows. Because the people walking the floor aren’t just leads — they’re accounts.

One exhibitor we work with described it this way:

“At the national show, we’re planting seeds. At the distributor shows, we’re harvesting.”

A New Strategy for National + Specialty Shows

This doesn’t mean you should ditch national shows. They still play a valuable role for press, brand visibility, and catching attention from major buyers. But the smartest event marketers are beginning to rethink their mix.

Here’s what a balanced strategy might look like:

If You’re Thinking About Testing a Specialty Show…

Here are a few tips to help you make the most of it:

1. Ask for attendee lists early.
   Many show organizers can provide a preview of who’s registered. Use it to prep your sales team and prioritize key accounts.
2. Design a booth that makes sense.
   You don’t need all the bells and whistles — but you do need to look like you’re there to do business. Think clean branding, strong product display, and easy places to talk.
3. Follow up like a boss.
   The speed of your post-show follow-up could determine whether those promising conversations turn into closed deals. Plan your CRM workflows before the show even starts.
4. Track ROI differently.
   Don’t just count badge scans. Look at orders placed, deals influenced, and repeat interactions with key accounts. These are the numbers that really matter at regional events.

The Takeaway

Trade shows are shifting. Specialty and distributor events are no longer the “small potatoes” of the trade show world. They’re becoming high-density, high-value, relationship-rich environments — and the smart money is moving in their direction.