In this episode of Love, Saranghae, Peter and Andrea take you behind the scenes of two very different brand experiences: exhibiting at the Aesthetic Spa International Show, also known as ESI Toronto, and the National Women’s Show in Montreal. One was a business-to-business trade show filled with aestheticians, spa owners, skincare professionals, vendors, and industry buyers. The other was a high-traffic business-to-consumer show with a broader audience, more impulse shopping, and a completely different energy.They break down what worked, what did not, and what they wish they knew before showing up as exhibitors. From booth placement and signage to language barriers, regional buying behaviour, staff training, payment systems, inventory planning, and follow-up strategy, this episode is full of honest lessons for any beauty brand, product-based business, or entrepreneur thinking about doing trade shows, pop-ups, or expanding into new markets.Peter and Andrea also share why ESI created more meaningful conversations with spa professionals, why Montreal taught them the importance of understanding local audiences, and why your booth should not be treated like a store, but like a marketing engine. If you have ever wondered whether trade shows are worth it, how to prepare for one, or what actually matters once you are on the show floor, this episode gives you the real behind-the-scenes perspective.

✔ The difference between a B2B trade show and a B2C consumer show
✔ What ESI Toronto is and why it matters in the aesthetic and spa industry
✔ What the National Women’s Show is and how the audience differs from ESI
✔ Why audience alignment matters before choosing which shows to exhibit at
✔ Why showing up in a new province is not a copy-and-paste strategy
✔ What Peter and Andrea learned about exhibiting in Montreal
✔ Why French signage, language, and local presence matter in Quebec
✔ Why cold audiences require different expectations and a different approach
✔ How booth placement can affect visibility, traffic, and conversations
✔ Why lighting, branding, banners, and booth presentation matter more than you think
✔ Why a smaller booth can make your brand feel smaller, even if the brand is strong
✔ How snail mucin became the conversation starter at both shows
✔ Why you need a clear hook to bring people into your booth

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