Send a trade fair meeting request about six weeks before the fair, follow up once around four weeks before and confirm the meeting two weeks before. Keep each email short: who you are, one concrete reason to meet, two suggested time slots and your stand number. The three templates below follow this plan.
When should you send a meeting request before a trade fair?
Good companies fill their fair diaries weeks in advance. An email sent during the fair week that says “visit us at our stand” arrives in a diary that is already full. The 6-4-2 plan avoids this:
| When | What to send |
|---|---|
| 6 weeks before the fair | First contact: a short introduction, one sentence of value and a meeting request. Diaries are still open. |
| 4 weeks before the fair | One polite reminder to those who have not replied; agree day and time with those who have. |
| 2 weeks before the fair | Confirmation of agreed meetings with the stand number or meeting point. The last sensible point for new contacts. |
| Within a week after the fair | Thanks and a summary to the companies you met; a short note to those you missed. |
The plan only works if you have the exhibitor list at least six weeks before the fair. How to get one is described in our guide to getting a trade fair exhibitor list.
What makes a good subject line for a meeting request?
- Fair and intent: “15 minutes at Medica?” The fair name is familiar, the duration is clear.
- Shared context: “Neighbours in Hall 3: [Company] and [Company]”. The strongest option when you know the stand.
- Concrete value: “Our [product] price list for [country]: shall we meet at the fair?” An offer, not marketing adjectives.
Avoid capital letters, several exclamation marks and phrases such as “unmissable offer”. They put readers off and are a common trigger for spam filters.
Template 1: first contact (six weeks before)
Most exhibitor lists hold a company's general business address. The templates are written for that case; if you have a named contact, use their name in the greeting.
Subject: 15 minutes at [fair name]?
Dear [Company name] team,
This message is for whoever looks after [purchasing / product range] at [Company name]. We saw your company in the exhibitor list of [fair name]. We are a [manufacturer / supplier] of [product] based in [country]. [One concrete sentence of value, e.g. we ship [product] to customers in Europe every week.]
Would you have 15 minutes for a short meeting at your stand during the fair? [Suggest two slots, e.g. Tuesday 11:00 or Wednesday 14:00.]
Kind regards, [Name], [Company], [phone], [website]
Template 2: a polite reminder (four weeks before)
Subject: Re: meeting at [fair name]
Dear [Company name] team,
My email last week may have got lost in a busy inbox. If your plans for [fair name] are taking shape, we still have a few slots for a short introductory meeting.
If the timing is not right, a one-line reply saying so is very welcome, and we will not write again about this fair.
Best regards, [Name], [Company]
One reminder is enough. A second one rarely brings a reply and costs reputation.
Template 3: confirmation (two weeks before)
Subject: [fair name]: confirming our meeting on [day, time]
Dear [Name or Company name team],
I would like to confirm our meeting on [day, time]. Shall we meet at your stand, or would you prefer to visit us at stand [number]?
We will bring a short overview of [topic 1] and [topic 2]. If there is anything you would like us to add, please let me know.
Looking forward to meeting you, [Name], [Company], [mobile]
What should you send after the fair?
Write within a week, while the conversation is still fresh. To the companies you met, send thanks, a two-line summary of what was discussed and the agreed next step. To those you did not manage to meet, a short note that you missed each other at the fair and an offer of a call works better than a full sales pitch.
What must every email contain before you send it?
However good the template, three rules do not change. Every email needs an unsubscribe link, your identity as the sender and a postal address, and the addresses should be verified before sending.
In the UK, PECR does not require prior consent for marketing emails to limited companies and LLPs, but you must say who you are and offer a working opt-out. Sole traders and some partnerships are treated as individuals and need consent or the soft opt-in, and an address that names an employee is personal data under the UK GDPR. In the EU the rules are national, and Germany, for example, generally requires consent for B2B email too. The details are in our guide to emailing trade fair exhibitors legally. This section is general information, not legal advice.
Sending tools and their fees are listed on Pricing.
Frequently asked questions
- How far in advance should I ask for a meeting at a trade fair?
- About six weeks before the fair is a good point for the first email. Diaries are still open, and there is time for one reminder and a confirmation. Two weeks before the fair is the last sensible point to start a new conversation.
- How many follow-up emails should I send before a trade fair?
- One reminder is usually enough. A second or third reminder rarely brings a reply and can lead recipients to mark your messages as spam, which harms your sender reputation.
- Can I send a meeting request to an info@ address?
- Yes. Address the team, say in the first line who the message is for, such as the head of purchasing, and keep it short so it is easy to forward. The same legal rules apply as for any marketing email.