Every January, thousands of us pack our bags and head to Las Vegas for The PPAI Expo. It’s the biggest stage in our industry, with new products, new conversations and a whole lot of energy you won’t find anywhere else.
If you’re a distributor, here’s the thing to remember: Your clients will never set foot on the show floor – but they can still benefit from you being there. With the right game plan, Expo isn’t just a week in Vegas; it’s a way to build trust, spark new ideas and, ultimately, grow your sales.
Mason Linn, CAS
Distributor Sales Manager, PPAI
Here’s how to make the trip count – in sales earned – before, during and after the show.
Before: Ask, Don’t Assume
We all like to think we know what our clients want, but the truth is, it’s better to ask. A quick survey or even a couple of phone calls can go a long way.
“Hey, I’m headed to the biggest product showcase in our industry. Anything you’d like me to be on the lookout for? Any specific campaigns I should be thinking about for 2026?” It’s simple, but it puts their priorities front and center. Whether it’s sustainable merch, retail-inspired apparel or tech gadgets for recruiting events, now you’ve got marching orders that make your time on the floor more focused.
And don’t be shy about telling them why you’re asking. Frame it as, “I’ll be your eyes and ears in Vegas.” Clients love knowing someone’s working the show with them in mind.
For your top accounts, maybe even schedule a short planning session to talk through their plans and budget for the year. Fifteen minutes on Zoom could set you up with a roadmap for dozens of great follow- ups later.
During: Share The Excitement
The PPAI Expo has a buzz that’s hard to describe unless you’ve been there. The good news? You can bottle some of that energy and share it in real time.
Social media is the obvious way. Post a quick video of a booth that stopped you in your tracks, or do an Instagram Live on a new product line that checks the eco-friendly box. Tag the supplier if it makes sense, but always connect the dots for your audience: “This would be perfect for onboarding kits or employee wellness campaigns.”
Even better, send personalized updates. Snap a picture of something that screams “your brand” and text it right then and there: “Saw this and thought of your fall event.” It takes 10 seconds, but it shows your clients you’re thinking about them while surrounded by thousands of other distractions.
And remember, it’s not just about collecting samples. Take notes on pricing, lead times and decoration options. When you share that info later, you’ll stand out from the folks who just came home with another bag of catalogs.
After: Deliver The Goods
Here’s where you separate yourself from the pack. Lots of people go to Vegas for the big one; not everyone turns it into value for their clients.
Aim to send a recap within a couple of weeks. Keep it short and tailored to them. For your best clients, a three-slide deck or even a coffee meeting where you show them “the top five things I found for you” can make a big impression.
Another option: Host your own post-Expo showcase – maybe an open house at your office with a few favorite samples laid out or a 30-minute webinar where you walk through the trends you saw. It doesn’t have to be fancy; it just has to show that you came back with ideas, not just stories about late nights on the Strip.
And when you highlight products, tie them directly to what you know about your clients’ year ahead: “That tech giveaway would be a great fit for your recruiting push this summer.” That’s where the magic happens – connecting Expo discoveries to their business goals.
For distributors, The PPAI Expo is an investment of time, money and energy. It’s not easy to get away. That’s why you have to be deliberate about earning a business return. If you approach it with your clients in mind, the show pays off in spades. Poll them before you go, share with them while you’re there and deliver a thoughtful recap after.
Do that, and your clients won’t just see you as the vendor who has their OOO auto-reply up for a few days every January but as the partner who brings the “big show” experience to them. That’s how you turn a week in Vegas into a year’s worth of wins.
