Trade show season is one of the busiest and most rewarding times of the year for Canadian food and beverage brands. Between prepping samples, coordinating staff, and perfecting your booth setup, it’s easy to overlook one key factor that can significantly impact your results: your social media strategy.
A focused social media plan helps you build anticipation before the show, drive more foot traffic during the event, and convert new contacts into loyal connections afterward.
Here’s how to make social media work for you- before, during and after your next trade show.
Your pre-show strategy should do more than announce your presence. It should position your food or beverage brand as a reason to attend, especially in a competitive Canadian food sector.
Announce Early & Often
Start posting early and build a campaign around your upcoming trade show appearance. Share:
These moments make your food brand relatable while building trust with buyers, distributors, and retailers across Canada.
Add a simple reminder to keep your brand top of mind. For example: “10 days until we launch at Food Expo 2025- save the date and visit us at Booth #300!”
Use the event hashtag (if available) and tag organizers using the collaboration feature to increase your reach. Make sure you location tag your posts in the city or region where the event will be taking place.
Tip: Include your booth number and show dates in every single post. Repetition improves recall when attendees walk the floor.
Run Targeted Ads
Paid ads help you reach potential attendees before the trade show even begins, especially if you’re targeting industry professionals across Canada.
Target by:
You can also offer incentives to bring traffic to your booth, such as: “Show this post at Booth #300 for a free early-bird gift!”
This works especially well for new product launches or farm-to-table brands competing for attention.
Engage with the Event Community
Trade shows thrive on connection, and social media makes it easier to build relationships before people even meet you.
The more visible your brand is ahead of time, the more attendees will intentionally look for your booth. You can also consider teaming up with other food producers or beverage brands for cross-promotions or giveaways. Collaboration expands your reach and adds credibility.
Once the trade show begins, the goal shifts from awareness to real-time engagement. This is where your social media can help amplify your presence beyond the show floor.
Go Live and Capture the Moment
Use Instagram or Facebook Live to show:
Live content allows people across Canada to experience your brand even if they can’t attend in person.
You can also host short Q&A sessions about your products, sourcing, sustainability practices, or your farm/production process.
Leverage Event Hashtags and UGC
Stay visible during the event by using the official event hashtag and your own branded tag. Encourage visitors to tag your brand in posts.
Offer a light incentive: a sample, discount code, or prize entry for anyone who tags you. This generates valuable user-generated content that boosts your reach, credibility, and visibility in the Canadian food market.
Create an Experience, Not Just a Booth
Your booth should feel like an extension of your brand. Make it photo-worthy with:
Add signage inviting people to share photos and tag you. QR codes are also a great way to drive in-person traffic to your online content.
Share Social Proof in Real Time
People trust other people’s reactions more than scripted content.
Share:
This builds credibility and creates momentum during the show.
Your post-show marketing is just as important as what you do at the event, especially for food producers or agri-food businesses who rely on long-term buyer relationships.
Post a Recap with Gratitude:
Share your favourite moments from the event in a recap post. Include photos, thank attendees, and tag the event organizers, partners and vendors you collaborated with. A genuine thank-you message not only closes the loop with your audience but also keeps your brand visible in post-show discussions.
Follow Up and Retarget:
Reach out to new leads within a few days of the show while the interaction is still fresh. Send personalized DMs or LinkedIn messages to people who visited your booth or connected online.
If you collected emails, used geofencing or tracking links, retarget those visitors with ads promoting an exclusive post-show offer. This keeps your brand top-of-mind and helps move prospects toward a sale.
Repurpose Your Content:
The photos, videos, and testimonials you captured during the show can fuel your social media for weeks. Turn clips into short-form videos, use quotes for testimonial graphics, or post “what we learned” insights to position your brand as an industry leader.
This approach extends your trade show ROI and provides consistent, authentic content long after the event ends.
Final Thoughts
Trade shows aren’t just about the booth you build; they’re about the story you tell. A thoughtful, well-executed social media strategy can amplify your visibility, strengthen connections, and help your food brand stand out in the Canadian food sector. Start early, stay active throughout the show, and keep nurturing relationships afterward. When done right, social media transforms your trade show presence from a single event into year-round brand growth.
Want to make your products gift-worthy this season? We can help, from logo, label, and packaging design to marketing strategies that move product.
Contact Us: hello@farmfooddrink.ca
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