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WHY TRADE-ONLY EVENTS MATTER
Within the UK shooting trade, opportunities for distributors and retailers to meet face-to-face in a professional setting remain relatively limited. IWA OutdoorClassics and SHOT Show play their part, but these are large-scale, global events where the specific needs of the UK retailer can be diluted.
Trade-only events provide an exclusive space. They are designed for one purpose: to strengthen the link between distributor and retailer. By cutting out the distractions of the consumer-facing world, they allow time and space for business conversations, direct product feedback and relationship-building that might otherwise be squeezed into a few rushed minutes at a busy stand.
These are about investing in trust, positioning a distributor as a reliable partner and showing that the dealer network is valued. For the retailer, attending a trade-only event offers access to new products, competitive deals and the reassurance that they are part of a professional and forward-looking supply chain.
WHO SHOULD HOST A TRADE-ONLY EVENT?
In almost every case, the natural host for a trade-only event is the distributor. Distributors sit at the centre of the supply chain, working with multiple brands and managing relationships with dozens, sometimes hundreds, of retailers. They have the scale, the product portfolio and the incentive to bring dealers together in one place.
For a distributor, hosting such an event is an opportunity to position themselves as the go-to partner in their sector. It demonstrates commitment to the market and offers the chance to showcase not just products, but expertise, customer service and logistical strength.
Retailers, by contrast, rarely host trade-only events. Their focus is almost always the end consumer and their resources are geared toward open days, range demonstrations or seasonal sales promotions. However, there are occasions where retailers play a supporting role. A large shop with a suitable range, for example, might collaborate with a distributor to provide a venue for dealer training or hands-on product testing. In those cases, the retailer acts as a facilitator, while the distributor remains the driver of the trade-only focus.
This distinction matters. Retailers should not feel pressured to organise such events themselves. Their role is to attend, engage and give feedback. Distributors, meanwhile, should see trade-only events as a key part of their professional toolkit.
PLANNING: SETTING OBJECTIVES
No event should begin without clear objectives. Before booking a venue or sending invitations, distributors must decide exactly what they want to achieve.
Some events are primarily about new product launches. In that case, the emphasis should be on presentations, demonstrations, and ensuring dealers leave with a clear understanding of the new lines, their features, and the sales arguments behind them.
Others are designed around order-taking and commercial deals. These require a different format: dedicated time for price discussions, structured order forms, and incentives for retailers to commit on the day.
A third category is training-focused events, where the goal is to improve dealer knowledge and confidence. These often involve workshops, technical sessions, or practical demonstrations at a range.
Finally, some events aim to strengthen relationships. Hospitality, networking and informal discussion are at the heart of these gatherings, building the kind of trust that underpins long-term business.
“THE CHOICE OF VENUE IS ONE OF THE MOST IMPORTANT DECISIONS IN
PLANNING A TRADE-ONLY EVENT. ”
Many successful trade-only events combine elements of all four, but having clarity at the planning stage helps ensure the event remains focused, professional and measurable.
CHOOSING A VENUE AND FORMAT
The choice of venue is one of the most important decisions in planning a trade-only event. It sets the tone, affects attendance, and dictates the kinds of activities that are possible.
For many distributors, shooting grounds offer the perfect setting. They provide space for hands-on demonstrations, allowing retailers to experience firearms, optics or accessories in a realistic environment. Practical testing not only builds dealer confidence but also generates enthusiasm that translates directly to sales conversations in the shop.
Alternatively, hotels and conference centres are suitable for catalogue-heavy or seminar-style events, where the focus is on presentations. These venues offer professional facilities, reliable catering and easy access for retailers travelling from different parts of the country.
Some distributors make use of their own headquarters or warehouses. This can create a strong sense of transparency and efficiency, giving retailers a behind-the-scenes look at how stock is managed and orders are fulfilled.
Format also matters. A one-day event can create a buzz and limit the time commitment for attendees. Multi-day events, while more resource-intensive, may suit distributors with a national audience, allowing different regions to be served on different days.
GETTING THE RIGHT AUDIENCE
The success of a trade-only event does not depend on filling a hall with as many people as possible. It depends on attracting the right retailers. Quality outweighs quantity every time.
Invitations should be targeted and personal. A carefully chosen guest list signals exclusivity and ensures that distributors are investing time in retailers who are committed, professional and likely to respond with orders.
Attendance can be encouraged with incentives. Exclusive deals available only at the event, early access to new products or special training opportunities all make the trip worthwhile for a busy retailer. Good hospitality and a professional welcome also reinforce the sense that the event is an investment in mutual success.
RUNNING THE DAY: WHAT MAKES IT WORK
The structure of the day determines whether retailers leave feeling motivated or underwhelmed. Small details count.
A professional welcome and registration process sets the tone. Dealers should feel expected, valued, and respected from the moment they arrive. Name badges, clear signage, and staff on hand to help make the experience smooth.
Product demonstrations are the centrepiece of most events. Retailers need to see, handle, and, where possible, test the products themselves. A hands-on session with an optic, rifle, or accessory is far more persuasive than any brochure.
Presentations from brand representatives add authority. Hearing directly from the people behind the products provides insight that retailers can take back to their customers.
Structured networking opportunities are equally important. Retailers should have time to talk not only to distributors but also to each other. Sharing experiences builds community within the trade and reinforces the value of attending.
Finally, catering and hospitality should not be underestimated. A well-catered event with space for informal conversations creates a relaxed and professional atmosphere. Poor hospitality, by contrast, can undermine even the best-planned programme.
ORDER-TAKING AND INCENTIVES
While not every trade-only event needs to focus on order-taking, most distributors want some form of commercial outcome. The key is to make it as easy and attractive as possible for retailers to commit.
Event-only pricing, bundles or promotions create urgency. Retailers should feel they are being offered genuine value for attending. Clear order forms, digital tablets or designated staff to handle orders help streamline the process.
It is important, however, to strike the right balance. Pushing too hard for orders can undermine the sense of partnership. The best events create an environment where dealers want to buy, rather than feel pressured.
MARKETING THE EVENT
Marketing a trade-only event requires care. Unlike consumer promotions, the aim is not to attract the general public but to reach a specific, professional audience.
Direct invitations remain the most effective tool. A personal phone call or email from the distributor’s sales representative makes far more impact than a generic mailshot. Trade press announcements, discreet LinkedIn posts, and targeted e-newsletters can supplement this, but exclusivity should always be maintained.
Positioning the event as an exclusive opportunity rather than a mass gathering reinforces its value. Retailers should feel that attendance is a privilege, not an obligation.
FOLLOWING UP: TURNING CONTACTS INTO SALES
The day of the event is only part of the story. The real value lies in what happens afterwards.
A prompt thank-you note or follow-up call shows professionalism and ensures that the goodwill generated on the day is not lost. Providing presentations, product sheets or digital catalogues helps reinforce the key messages.
Collecting feedback from retailers also provides valuable insight. Understanding what worked well and what could be improved allows distributors to refine their approach for future events.
Most importantly, follow-up is about turning conversations into lasting sales. The event opens the door; the post-event communication closes the deal.
THE LONG-TERM BENEFITS
Done well, trade-only events are far more than a one-off showcase. They strengthen relationships, build trust and demonstrate professionalism. For distributors, they provide a platform to highlight not only their products but also their commitment to supporting the dealer network. For retailers, they offer insight, opportunities, and a sense of belonging to a wider professional community.
In a trade where trust and relationships are everything, trade-only events remain one of the most powerful tools available. The investment of time and resources pays back many times over in loyalty, confidence and long-term sales.
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