I’ve learned a lot this year as I’ve exposed myself to smaller trade show venues. I don’t even like to call them trade shows. To me, they are more of educational networking events. Here are my thoughts and experience from showcasing four smaller venues so far this year.
Traditional trade shows are held in a large convention hall packed with 50 or more vendor booths, hundreds or thousands of attendees, and overwhelming competition.
While those events have their place, small beauty trade shows can be just as—if not more—impactful for business. Both for the Vendors who showcase and the Beauty Professionals who attend.
Whether you’re a brand, educator, distributor, or beauty professional looking to expand your reach, showcasing and/or attending a smaller show offers unique advantages you won’t always find in a big venue.
What are the benefits?
1. More Intimate Connections
At a small trade show, you’re not lost in a sea of booths and flashy displays. Those who attend, have more time to stop, chat, and genuinely connect with the vendors. The conversations often go deeper, allowing the vendor educator to educate the attendees about their products, services, or classes without feeling rushed.
The relationships built in these settings tend to be stronger and longer lasting.
2. Less Competition, More Visibility
In a large expo, as a vendor we might be competing with many other companies offering similar products or services. At a smaller show, we stand out more. Our booth has greater visibility, and our message isn’t drowned out by the noise of a massive crowd. This can make a big difference when we are trying to focus on the person in front of us.
3. Quality Over Quantity of Leads
Big shows may bring in higher numbers, yet higher expenses. Small shows often deliver more qualified leads. Attendees are usually highly engaged, intentional, and looking for real solutions—not just freebies or deals. This makes follow-ups easier and increases our chances as a Vendor of turning connections into loyal customers.
4. Easier Networking With Industry Peers
I have found that smaller events are not just about attracting clients—they are about connecting with peers, other educators, vendors and potential collaborators. With fewer booths and a more relaxed pace, it’s easier to network and find opportunities for partnerships or cross-promotions.
I have been able to actually meet and talk with people whom I’ve seen in passing over the years…..waving as we walk by each other and wish them a great show. I’ve met people I’ve heard of or seen on social media and have had the opportunity to really get to know them, what their background is and why they do what they do. This has increased my chances of meeting new attendees because these new connections then make potential connections for me and visa versa.
5. Lower Cost, Higher ROI
I have struggled greatly this year with the rising cost of showcasing. Between booth cost, shipping cost, educator cost, travel cost, food cost etc….it’s concerned me with being able to continue. Showcasing at a smaller show offers lower booth fees, same type of travel expense yet less because we don’t have to bring in our entire team. Accommodation prices reduce, food prices reduce and setup costs reduce as well.
The return on investment can be higher than a larger show. The intake numbers may be smaller yet the expenses are smaller and well. Most importantly, I’m walking away with memories of meeting new people whom I was able to have long, great conversations with, feeling like I was actually able to offer sound advice.
6. A Platform for Education & Demonstration
Because small shows have a more personal environment, attendees are often more open to attending demonstrations or workshops. We still run into the challenge of classes conflicting with other classes, yet….it is the perfect opportunity to position myself as an expert, showcase my knowledge, and build credibility while helping newbies to our Industry. It’s quite a refreshing change.
7. Builds Community and Trust
There is also something special about the energy of a small beauty trade show. The atmosphere is more collaborative than competitive, and we are able to create meaningful bonds. Attendees remember not only what you offered, but also how you made them feel—building trust that goes far beyond a one-time purchase.
For nail technicians, small beauty trade shows offer unique opportunities that can directly benefit your career and your clients:
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Hands-On Learning: With smaller class sizes, you get closer access to educators and trainers. This means more time to ask questions, watch detailed demonstrations, and even practice techniques.
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Discover Niche Products: Large shows can overwhelm you with hundreds of brands. At smaller events, it’s easier to find specialized tools, foot care lines, and advanced nail products which can set your services apart.
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Direct Access to Experts: You can have meaningful conversations with product creators, distributors, and experienced educators—something that’s often impossible at massive shows.
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Career Growth: Smaller shows often highlight continuing education and advanced classes that help you grow from “just doing nails” into becoming a true foot care specialist or nail professional.
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Stronger Community Ties: You’ll meet like-minded professionals who share your values and goals. These relationships can lead to mentor-ships, referrals, and lifelong friendships within the industry.
While big events can be exciting, they’re not always the most effective way to learn, grow, and connect. I want to encourage you, as a nail technician…consider attending a smaller show.
I’ve been in this industry for decades, and this year I’ve seen firsthand how these smaller events can transform careers. The energy is collaborative, the conversations are richer, and the takeaways are practical—you leave feeling inspired and equipped with tools you can actually use.
Sometimes, small really is mighty. And if you’ve been waiting for the right opportunity to invest in yourself, this might just be it. Bring your curiosity, your passion for nails, and your desire to grow. I promise—you’ll walk away with far more than you expect.
President
