204: Inside Our Expo Strategy

Stepping into the Licensing Expo for the very first time was both exhilarating and intimidating. In this episode, I take you behind the scenes of how we approached exhibiting at the world's largest licensing trade show in Las Vegas—from our earliest preparations to what happened after the doors closed. We didn't come with flashy campaigns or loud visuals. Instead, we showed up with clarity, intention, and a booth designed to feel like an extension of my studio—warm, welcoming, and rooted in story.

We talk through how we turned doubt into confidence, especially in the face of well-established booths with full schedules when we only had six appointments booked ahead of time. But the moment the doors opened, everything changed. The unique, heartfelt approach we took began drawing people in immediately, and soon, we were booking over a hundred appointments on-site. What made the difference? Our commitment to authenticity, the clear strategy we implemented, and a beautifully immersive booth experience.

Here are a few things I share in this episode:

• The emotional and strategic decisions that shaped our booth experience.
  
• Why standing out (not fitting in) was our biggest strength.
  
• Our five-part strategic framework for events: Set clear goals, prepare with intention, define team roles, follow up thoughtfully, and use a before/during/after structure.
  
• The biggest myths we faced going in—and what actually happened.
  
• The role of thoughtful details, from tiny staples to custom lanyards.
• Why our press kit was the MVP of the entire expo.

Whether you're preparing for your own trade show, craft fair, or any kind of pitch or launch, this episode will walk you through how to show up with clarity, intention, and impact.

You don't have to fit in–in fact, standing out is your greatest strength.

Key Takeaways

• Define clear goals before any event—know what success looks like and why you're showing up.
  
• Focus on creating a full sensory experience that embodies your brand, not just a display of work.
  
• Clearly define team roles to ensure everyone can shine in their strengths.
  
• Storytelling and authenticity outperform strategy and polish every time.
  
• Fast, thoughtful follow-up is where the real work (and transformation) begins.

Recommended Resources

• For the full Top 20 Takeaways List from the Licensing Expo, I've created a resource for you inside Pattern+.
• If you'd like to hear about my surface design digital portfolio strategy, listen to episode 203.

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As a new small business owner there is way too much information out there that either helps or hinders progress. Bonnie is a major help! Her podcast is calming, as if you're talking over a coffee. She gives practical, real-life advice that does not make you feel inept. I've learned so much listening to her podcasts that I'm actually motivated to grow my business thanks to her ideas. Thank you so much for "getting us".

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