Why Most Brands Fail at Trade Shows (And What Guillaume Does Instead)

Most beverage brands treat trade shows as demand generation events, hoping to create interest, build relationships, and generate sales from scratch.

They invest heavily in booth space, expecting foot traffic to translate into business opportunities. But what if trade shows work best when demand already exists?

We discuss this counterintuitive approach with Guillaume Lambrecht, who uses BCB Berlin not to create interest in Supasawa, but to celebrate and strengthen relationships already built through other channels.

The Question: Are Trade Shows for Building Demand or Fulfilling It?

The conventional wisdom treats trade shows as relationship-building starting points. Brands invest in impressive booths, hoping to attract new prospects and create interest from zero. This approach often results in empty stands and disappointing ROI because visitors have no existing connection to the brand.