Incubator
Education
PRE-SHOW STRATEGIES
BUILDING YOUR BRANDING BLUEPRINT
CONTRIBUTOR: Sarah Hurley, Licensing Expert. & Founder, Sarah Hurley Licensing
COURSE DESCRIPTION:
Your brand is your most powerful sales tool, and at a trade show, it needs to speak volumes before you’ve even said hello. Branding Blueprint is your essential guide to creating a clear, confident, and buyer ready brand presence that sets you apart and drives meaningful connections on the show floor. Whether you’re a first time exhibitor or looking to elevate your visual identity and storytelling, this module ensures you show up polished, purposeful, and profitable.
Details
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What this module covers:
🗺️ A step-by-step framework to define and refine your brand story, values, and visual identity
📸 Practical guidance on creating brand assets, line sheets and product photography that convert
📣 Confidence to communicate your brand consistently across your stand, materials, and pitch
PRE-SHOW STRATEGIES
THE BUZZY BOOTH PLAN – MARKETING FOR TRADE SHOW SUCCESS
CONTRIBUTOR: Sarah Hurley, Licensing Expert. & Founder, Sarah Hurley Licensing
COURSE DESCRIPTION:
Don’t wait for buyers to find you, create the kind of pre-show buzz that draws them in before the doors even open. The Buzzy Booth Plan is your action-oriented guide to trade show marketing that gets you seen, remembered, and visited. Learn how to create anticipation, drive foot traffic, and position your booth as a must-visit destination using smart, strategic marketing, even on a small business budget!
Details
Access Module HERE
What this module covers:
🐝 A simple pre-show marketing timeline to build buzz and book appointments in advance
📧 Social media, email, and PR strategies tailored for trade show success
🎯 How to set meaningful goals for your show – and hit them!
STRATEGY
BUILDING A FOUNDER-LED BRAND WITH STRATEGY & STORYTELLING
CONTRIBUTOR: Kelly Bennett, Founder, With Kelly Bennett
WEBINAR SERIES DESCRIPTION:
Learn why founder-led brands cut through the noise in the marketplace. Discover your unique founder story, know how to share it authentically, and how to use your story as a strategy to build and scale sales. Feel confident as a brand founder and the direction you’re building your business!
Why Do You Need a Brand Strategy?
Access Full Deck Here
This workshop will help you conceptualize the most important aspects of your new brand strategy!
🔎 Differentiate your brand in a crowded marketplace.
👀 Sell to your target audience.
💸 Build a modern consumer brand &
strategy backed business.
ON-SITE EXPERIENCE
OPERATIONS & BOOTH MERCHANDISING
CONTRIBUTOR: Matthew Mathiasen, Show Director, NY NOW
COURSE DESCRIPTION:
From first impressions to final walkthroughs, this section equips brands with the tools to confidently execute their booth on-site.
Learn how to plan for smooth operations, manage logistics, and merchandise your space in a way that draws buyers in and reflects your brand. How to navigate your ESM details, what is required for the show and the do’s and ….Through expert insights and actionable tips, this module breaks down what it takes to run a successful booth—from setup to visual presentation.
Details
What this module covers:
🚛 Key logistics and operations for smooth move in/out procedures
🪧 Strategic merchandising tips for eye catching displays
💰 Money saving tips for trade shows
ON-SITE EXPERIENCE
BOOTH TO BUSINESS – PITCHING & BUYER ENGAGEMENT AT TRADE SHOWS
CONTRIBUTOR: Sarah Hurley, Licensing Expert. & Founder, Sarah Hurley Licensing
COURSE DESCRIPTION:
Turning a booth visit into a business opportunity takes more than a smile and a stack of brochures. Booth to Business gives you the skills and confidence to attract buyers, start real conversations, and turn interest into action. From handling walk-ups to delivering a confident pitch, this module helps you create a standout in person experience that builds meaningful connections and sales.
Details
Access Module HERE
What this module covers:
🍯 Proven strategies to attract buyers to your stand and keep them engaged
💎 A clear structure for pitching your products with confidence and clarity
💈 How to set up and run your booth for maximum engagement
ON-SITE EXPERIENCE
TALK, TELL, SELL – NETWORKING FOR TRADE SHOW SUCCESS
CONTRIBUTOR: Sarah Hurley, Licensing Expert. & Founder, Sarah Hurley Licensing
COURSE DESCRIPTION:
People buy from people, especially when they connect with your WHY. In Talk, Tell, Sell, you’ll learn how to turn casual conversations into powerful brand-building moments by confidently sharing your story, values, and mission. Whether it’s a fellow exhibitor, a curious buyer, or a press contact, this module equips you with the tools to make every interaction meaningful and memorable, without giving yourself the ick!
Details
Access Module HERE
What this module covers:
📖 A storytelling framework to share your founder journey with authenticity and purpose
🚪 Conversation starters and networking strategies that open doors
🤝 Tips for turning personal connection into long-term brand loyalty and business growth
POST SHOW FOLLOW-THROUGH
ENGAGE, FOLLOW UP, GROW – MAXIMIZE YOUR POST-SHOW POTENTIAL
CONTRIBUTORS: Landon Metts and Camille Claire, Co-Founders, MC Nexus
COURSE DESCRIPTION:
For growing businesses, what happens after the show is just as important as what happens on the floor. This session covers the essentials of strategic follow-up — from organizing contacts to crafting outreach that feels personal and purposeful. Learn how to stay top of mind with buyers, press, and partners using tools that work for your stage of growth, so you can turn show connections into long-term opportunities.
Details
Access Videos HERE
What this module covers:
📲 Defining the WHY we follow up and organizing your leads
🔎 Staying intentional and visible
✅ Market solutions & options from reps, platforms and final tips for success
POST SHOW FOLLOW-THROUGH
DEVELOPING A SCALABLE WHOLESALE STRATEGY
CONTRIBUTORS: Landon Metts and Camille Claire, Co-Founders, MC Nexus
COURSE DESCRIPTION:
Once the show ends, it’s time to turn connections into consistent sales. This session explores how to build a wholesale strategy that grows with you. We’ll cover key foundations like product and sales enablement, working with sales agencies, finding the right reps and showrooms, and expanding your sales reach beyond the trade show floor. Whether you’re just starting to scale or looking to refine your approach, this session will help you build a smarter, more sustainable path to wholesale growth.
Details
Access Video HERE
What this module covers:
🛸 Navigate the world of agencies, reps and showrooms
🥅 Expand your reach strategically by identifying realistic goals that align with your brand’s capacity
🧩 How to connect the puzzle pieces together on your wholesale roadmap
FOLLOW-THROUGH
MAXIMIZING YOUR TRADE SHOW INVESTMENT
CONTRIBUTOR: Sarah Klingman CEO, Mostest
WEBINAR SERIES DESCRIPTION:
Amid the many brands at NY NOW (and every trade show), what sets you apart is your ability to follow up with buyers swiftly and strategically. While you may not secure every sale, persistence and impactful follow-up are crucial to achieving success. In this webinar from Mostest, you will learn how to nail the follow-through, and make your brand stand out from the crowd.
The Art of Follow-Through
MARKETING
CRAFT AN IRRESISTIBLE BRAND & UNLOCK SUCCESS AT NY NOW
CONTRIBUTORS: Jessica Korthuis & Mari Milenkovic, Co-Founders & CEOs, Her Brand & Co.
WEBINAR SERIES DESCRIPTION:
This webinar series will show you step-by-step how to best present your brand in a way that buyers will remember you and want to work with you! From developing a compelling brand narrative and refining your unique selling proposition (USP) to perfecting your 60-second pitch, this webinar series covers the essential elements that will make your brand stand out.
Discover Your Unique Selling Proposition
Access Full Deck Here
Without understanding your ideal buyer, it’s nearly impossible to communicate your business’s unique value to them. In this session, Jess, co-founder of Her Brand & Co., will teach you how to identify the transformation your product/service provides to your customers (buyers & retailers!) and how to communicate it effectively to those that matter most. In this webinar, founders will:
- Learn what their customers’ pains and desired gains are, and how to use this information to connect with buyers at the market.
Craft a Compelling Brand Narrative
Access Full Deck Here
Develop a succinct and compelling story that encapsulates your brand’s mission, vision, and the problem it solves. A well-crafted narrative will emotionally connect with buyers and make your brand more memorable. In this session, Jess, co-founder of Her Brand & Co., will teach you how to SPEAK your brand into existence and deliberately tell your brand’s unique story. In this webinar, founders will:
- Learn to articulate their brand’s story and align it with their vision.
- Discover how their brand’s purpose
fuels growth and identify what makes their brand stand out.
Hook Buyers in 60 Seconds
Access Full Deck Here
Put it all together! In this session, you’ll use everything you learned in Webinars 1 & 2 to create your winning 60-second pitch. Jess, co-founder of Her Brand & Co., will show you exactly how to craft your pitch in a way that showcases your brand’svalue, connects with buyers, and helps you stand out at the market. In this webinar, founders will:
- Craft and refine their 60-second pitch for the NY Now Winter Market.
APPLYING YOUR DTC EMAIL STRATEGIES TO B2B
CONTRIBUTORS: Jenna Borresen, Content Creator, Seguno
WEBINAR SERIES DESCRIPTION:
Nurture buyer relationships with consistent and timely communication throughout the year. Improve your follow-up game and turn initial contacts into lasting partnerships.
Email Strategies Intro
This series covers the goals of email content and how you can leverage email marketing to nurture contacts into customers. We cover the overlap and differences between DTC and B2B email strategies
Building Confidence
This video highlights the differing content focuses for DTC and B2B email marketing. For DTC, the goal is to build product confidence by showcasing how the product solves customer needs. For B2B, the emphasis is on demonstrating the ease of doing business. Get the worksheet.
Keeping an Open Channel of Communication
Keep the conversation going post-market through email. An open communication channel allows buyers to reach out when interest is high, whether with a question or the intent to buy.
Be Relevant
This video highlights the importance of sending relevant content tailored to where customers are in their buying journey, both in DTC and B2B contexts. Properly segmenting and tracking buyer interactions enables businesses to deliver targeted follow-up content, ultimately enhancing their email marketing results.
Be Timely and Consistent
Planning email content is the foundation for consistency. Between your DTC and B2B email communications, there’s a lot to cover. This video covers how you can leverage your DTC content during the B2B buying cycle. Get the 2024 Q3 Email Marketing Calendar
LOGISTICS
SETTING YOURSELF UP FOR SUCCESS AT MARKET
CONTRIBUTORS:
Liz Kantner, Consultant, Stay Gold Collective
Robin Kramer, Owner, Red Boot Consulting and Co-Founder of Flourish & Thrive Academy
WEBINAR SERIES DESCRIPTION:
In this three-part webinar series, Liz and Robin, two sought after industry mentors and consultants with a combined 30+ years’ experience navigating the nuances of the trade show world. In this session, they will share their unique insights and hands on approach to help you prepare for market – including creating a show budget, setting goals, creating line sheets, and building a prospect list for targeted
Creating a Show Budget, Goals, & Prospect List
This session covers:
Creating a Show Budget: What expenses
to consider and how much to plan to spend.
Setting Goals: Goals to consider for the show and how to determine them for
your brand as well as how to measure them.
Creating a Prospect List: How to create a prospect list, how to find stores that might be a good fit for your brand and what to consider before adding them to your list.
Outreach: How to create an outreach
plan, what to say to prospects and how frequently to get in touch.
Line Sheets, Pricing, & Sample Lines/Inventory Sheets
This session covers:
Pricing: Checking in with pricing
to ensure it’s set up for wholesale success.
Line sheets: What needs to be included in a line sheet, what makes a good one, why they are important and how to use them.
Sample line / Inventory: How many products do you need to have at the show and how to handle one-of-a-kind designs.
Merchandising, Show Etiquette, & Dressing For Success
This session covers:
Merchandising: Tell your brand
story through your product presentation
Show etiquette: Every one walking the show is an opportunity for your brand…be
present, stay focused and engaged.
Dressing for success: How you
present yourself matters.