BY SHERRIE TENNESSEE, PH. D.

WHAT HAPPENS AFTER ATTENDING a trade show or industry convention? You’ ve just spent several days immersed in the latest spa industry innovations, connecting with potential partners and gathering fresh ideas. Now comes the crucial part: transforming that investment into tangible business results.

The difference between attendees who see lasting benefits from industry events and those who don’ t comes down to intentional follow-through. With the right post-show strategy, you can convert inspiration into implementation and connections into collaborations.

Don’ t wait for the follow-up— take the lead

You cross paths with dozens or even hundreds of goods and services providers at an industry event. You know which resource partners made an impression. Reach out to the ones that align with your spa’ s goals. Making the first move puts you in control— and that’ s a powerful place to be.

From show floor to spa strategy The first few days after returning are critical. Before diving back into your spa operations, create a digital record of every valuable connection made. Gather all business cards collected and transfer contact information into a spreadsheet or even a dedicated notes file, categorizing each connection: potential product lines to carry, treatment specialists, education providers or industry peers for future collaboration.

PRO TIP: Skip the manual typing— use a business card scanner app to speed things up.

Add specific notes about your conversations while they’ re fresh in your mind. Was there a particular treatment technique that impressed you? A retail product your guests have been requesting? These details will be invaluable when deciding which connections merit immediate follow-up.

PRO TIP: It’ s even better if you start writing those notes while still on the expo floor. After dozens of conversations, it’ s easy to forget who said what.

Next, sort through the materials you collected. Rather than keeping every brochure, create a digital inventory of only resources relevant to your current needs. Organize session notes by theme— guest experience enhancements, staff development opportunities, service innovations— and be ruthless about discarding materials that don’ t align with your spa’ s vision or clientele preferences.

Personalize your follow-up Your new connections will quickly cool without prompt action. Remember: Other attendees are contacting the people you met, too— so make your outreach memorable.

Send personalized follow-ups within five business days—

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