How to Make the Most of Trade Events like TRENZ – A Pre-TRENZ Checklist to Maximise ROI

Trade events like TRENZ are a goldmine for tourism businesses looking to build relationships, generate leads, and grow their brand presence. But simply showing up isn’t enough—you need a game plan to ensure you maximise your return on investment (ROI). Here’s a pre-TRENZ checklist to help you make the most of this key industry event.

1. Define Your Objectives for TRENZ

Before heading to TRENZ, be clear on what you want to achieve. Are you looking to secure new partnerships, reconnect with existing clients, increase bookings, or raise brand awareness? Setting SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) will help you stay focused.

Questions to ask yourself:

How many new leads do I want to generate?
Which key buyers or media outlets do I want to connect with?
What’s my primary message or unique selling point (USP) this year?

2. Research Buyers & Schedule Meetings

TRENZ attracts some of the biggest buyers and decision-makers in the tourism industry, so do your homework. Research who’s attending, identify your top targets, and prioritise your meetings in advance through the official TRENZConnect portal.

Tips for scheduling meetings:

Prioritise buyers that align with your product and market.
Have a mix of existing and potential partners in your schedule.
Leave some gaps for impromptu networking.

3. Prepare a Killer Sales Pitch

You’ll have limited time with each buyer, so your pitch needs to be sharp, engaging, and to the point. Focus on:

What makes your tourism experience unique.
Your most recent updates or new offerings.
The value you bring to their clients (think benefits, not just features).

Elevator pitch formula:

“We offer [experience] for [target audience], helping them [key benefit]. Our latest update is [new feature], which makes it even better for [specific market].”

4. Polish Your Marketing Collateral

Ensure you have professional, up-to-date marketing materials to leave a lasting impression. This includes:

A well-designed one-pager with key info and pricing.
High-quality images and videos showcasing your experience.
A business card with QR codes linking to your website or digital brochure.

5. Perfect Your Online Presence

Buyers will check your website and social media, so make sure they’re in top shape.

Before TRENZ:

Update your website with fresh content and booking links.
Post engaging social media updates about your attendance.
Ensure your LinkedIn profile is current—this is where many buyers will connect with you post-event.

6. Plan Your Follow-Up Strategy

Meeting people at TRENZ is just the start; the real work happens in the follow-up. Before the event:

Draft follow-up email templates to personalise later.
Set a timeline for post-event outreach (e.g., 1-2 weeks after TRENZ).
Prepare a special offer or incentive to keep conversations going.

7. Network Beyond the Booth

TRENZ isn’t just about scheduled meetings—it’s a prime opportunity to build relationships in a relaxed setting. Attend networking functions, industry briefings, and social events to strengthen connections and discover new opportunities.

Pro Tip:

Bring a few conversation starters - ask about their market trends, recent travel experiences, or what they’re excited about in tourism this year.

8. Pack Smart for Success

Don’t forget to pack the essentials for a smooth and successful event:

Business cards & brochures
Laptop or tablet for presentations
Comfortable yet professional attire
Portable phone charger
Notebook & pen (yes, old-school still works!)

9. Be Ready to Adapt

Not everything will go according to plan, and that’s okay. Stay flexible, be open to unexpected opportunities, and focus on making meaningful connections rather than just ticking off a to-do list.

Final Thoughts

TRENZ is one of the most important trade events for tourism businesses in New Zealand. By preparing in advance and following this checklist, you’ll be in the best position to maximise your ROI, secure valuable partnerships, and take your tourism business to new heights.

Are you heading to TRENZ this year? Let’s connect—drop me a message or comment below!