Networking At Trade Shows

I’ve changed my mind about trade shows. 6 months ago, I talked about how ineffective they were as a marketing tactic. - Booths cost £1000s - No one gets new business. - You get ignored by attendees. - Everyone is just pitching at you. - There are 100s of competitors there. - You get drowned out by other vendors. They’re a massive waste of time. Or at least that’s what I thought… Then I got sent the photos (below) from one of our clients’ booths at a recent trade show. That’s when I realised trade shows aren’t the issue. ↳ It’s how companies approach them that’s broken. The key: Create a campaign around your booth. Here’s the playbook for getting noticed at trade shows: 1/ Don’t Make Yourself The Attraction Our client hired Kaleb from Clarkson’s Farm to be at their booth. Crowds flocked for a chat, photo, or simply to see what all the fuss was about. They came for Kaleb. ↳ But then they’d chat to our client. —— 2/ Turning a Booth Into an Experience They ditched the usual trade show freebies and brought in a VR welding setup. Kaleb set a time. ↳ People tried to beat it. ↳ If they did they won a prize. This meant visitors weren’t just walking by—they were staying, engaging, and talking about it. —— 3/ Force Them To Remember You Here’s where it got clever: Our client offered a hefty reward for the person who won the VR welding game. But they wouldn’t find out if they won until the end of the day. That meant the last booth people went to was there. ↳ Keeping them top of mind on the way home. —— Don’t get me wrong, most trade shows are a waste of money. But if you go into them: - With a clear strategy. - An approach to get noticed. - A campaign around your booth. They can really make an impact. Definitely going to be doing more of this with clients. P.S. Follow me to learn how to get your company noticed Niall Ratcliffe 📚

I’ve been having lots of conversations about LinkedIn for events from organisers wanting to drive visibility and engagement, to exhibitors heading to upcoming tradeshows, and everyone in between. Whether you’re hosting, exhibiting, or attending LinkedIn can help you get more out of every event: ✨ More visibility 🤝 More connections 📈 More business outcomes Yet LinkedIn is often underused in the event space. A one-and-done post. A quick thank you. A flurry of activity... then silence. But here’s the thing: the event isn’t the beginning and it shouldn’t be the end. To get the most value, LinkedIn should be part of your strategy before, during and after the event. Here’s how to make the most of it: 🌠 1. Be LinkedIn Event Ready Your profile and company page shape your first impression often before anyone meets you. They should tell a clear, credible story that aligns with your event involvement. Organiser Tip: Create a LinkedIn Brand Kit for your speakers, exhibitors, and team – banners, hashtags, talking points, and example posts. Exhibitor Tip: Use an event-themed banner to show your stand details or branding. 🌠 2. Build Relationships Before the Event The most valuable connections rarely start cold on event day. The lead-up to the event is prime time to increase visibility, build familiarity, and position yourself as someone worth connecting with or visiting at the stand. Organiser Tip: Spotlight speakers, exhibitors, and sessions early and use tags to amplify. Exhibitor Tip: Shortlist people you want to meet - clients, prospects, collaborators, media and start connecting early. 🌠 3. Maximise the Event Experience Use LinkedIn to take people behind the scenes, amplify moments as they happen, and make your presence visible to those who couldn’t attend. Organiser Tip: Have someone live post from the floor, tagging participants and sharing session soundbites. Exhibitor Tip: Make it easy for people to connect with you it creates immediate pathways to keep the conversation going. 🌠 4. Keep the Momentum Going This is the stage where most people go quiet, but this is when the real relationship-building begins. Use LinkedIn to keep the conversation going. Share your takeaways. Follow up with new connections. Repurpose content into future posts. Organiser Tip: Share a highlight post and set the stage for what’s next even a “Save the Date” works. Exhibitor Tip: Send a personalised follow-up message referencing your chat. 🌟 Key Takeaways LinkedIn is one of the most powerful tools you have to extend your event beyond the room. It allows you to build relationships before the first handshake, stay visible throughout the event and strengthen credibility and connection long after the banners are packed away. And if you'd like support to develop your own LinkedIn event strategy that's more than one and done, I’d love to help. Because showing up is just the beginning. #linkedin #events #eventmarketing

Over the next 3 months, I’m hosting 4 major events in France, UK, USA and KSA. Beforehand, I want to share my top tips on how to get the best out of networking. 1. Set Clear Targets Action: Make a hit list of the top 10 companies or people you need to meet. Research what they care about—know their wins, pain points, & what they’re hunting for before you walk through the door. Outcome: These conversations won’t just happen by chance. By doing your homework, you’ll turn a five-minute chat into a deal-building moment. Schedule meetings in advance, & after the event, send a tailored follow-up email that shows you were listening. 2. Take the Stage (Literally) Action: Get on the agenda. Whether it’s a keynote, panel, or fireside chat, nothing says “I’m the one to watch” like holding the mic. Use this time to address the industry’s biggest challenges & position yourself—& your company—as the answer. Outcome: Speaking builds instant credibility. It’s not just exposure; it’s authority. Post-event, share the highlights on LinkedIn & invite attendees to continue the conversation, turning an audience into a lead pipeline. 3. Own the Floor Action: Don’t just lurk—work the room. Engage with key exhibitors, ask questions, & position yourself as a resource, not just another pitch. Be direct but curious: “What’s your biggest challenge this year?” and “How can I help?” are powerful openers. Outcome: You’ll stand out as someone who listens. Take notes during conversations, & follow up within 48 hours with a personalised message. Not a generic “great meeting you”—send actionable insights or specific ideas that move the ball forward. 4. Host the Inner Circle Action: People bond better in a more relaxed setting than over Wi-Fi. Organise an exclusive dinner, roundtable, or cocktail event for a curated group of heavy hitters. Keep it intimate—this is about building relationships, not just showing off. Go easy on the heavy sell. Outcome: People remember who brought them value & connections, not who handed out free pens. Post-event, share any key takeaways & book one-on-one follow-ups to solidify what you started over drinks. 5. Hack the Tech Action: Use every tool at your disposal—event apps, LinkedIn, QR codes. Pre-event, reach out to attendees & book meetings. At the event, swap contacts digitally to keep things seamless, & use a CRM to track every interaction. Outcome: You’ll leave the event with an organised roadmap of leads, not just a stack of business cards destined for a desk drawer. Follow up strategically with segmented, value-driven emails & keep the momentum alive. The Bottom Line: Trade fairs & exhibitions aren’t just networking. Preparation, presence, & follow-up separate those who close deals from those who just collect swag bags. Be human. Don’t think of this as just a branding exercise but an opportunity for long term partnerships. Be genuine - your new contacts will become close contacts, if not friends. Make it count! #revenuegrowth

What actually makes a conversation meaningful at a trade show exhibition? Well...It’s definitely not "Can I scan your badge?". It’s not the sales pitch. And it’s definitely not “So… what do you do?” A meaningful conversation happens when both people feel seen, understood, and respected in a noisy, time-poor environment. After nearly two decades working on exhibition floors around the world, I’ve seen the difference between busy stands and effective ones. The stands that perform best aren’t louder or flashier. They’re just better at creating meaningful human-to-human conversations. From my experience, here’s what separates meaningful conversations from forgettable ones 👇 • Intent over interruption – understanding why someone has stopped at your booth, not launching into what you want to say • Curiosity before credibility – asking better qualifying questions before proving expertise • Listening for relevance – connecting what you offer to what actually matters to your target audience • Clarity, not complexity – helping someone make a simple decision, not overwhelming them with information. • A clear next step – even if that step is simply “let’s book in a slot in our calendars” And here’s the key point most exhibitors miss: Meaningful conversations don’t happen by accident. They are designed, trained, and coached. That’s exactly what I’ll be unpacking in my session at #ExhibitorLive2026 in Tampa this year - how to move from transactional stand interactions to conversations that build trust, support decision-making, and create long-term business relationships. If you’re exhibiting, organising, or managing booth teams this year, here’s my challenge to you: 👉 Are your conversations helping people make progress… or just helping you scan badges to fulfil your target quota? I’d love to hear your perspective. What makes a conversation meaningful to you on the show floor? #tradeshows #exhibitions #humantohuman #engagement #meaningfulconversations

Trade shows don’t build pipeline. What you do before and after them does. Booth duty and badge scans aren’t enough. If you’re not prepping like a pro, you’re just along for the ride. Here’s the blueprint top reps use to turn trade shows into revenue: 01.) Before the Event: Frontload the Work Pipeline starts before your plane takes off. You need to: ⇢ Lock in meetings ahead of time ⇢ Build a hit list of target accounts ⇢ Craft a 10-second hook that cuts through the noise Execution tips: • Coordinate with SDRs to hit key contacts • Use LinkedIn, email, and calendar links to secure time • RSVP early to VIP events and happy hours • Research where your buyers will actually be 02.) On the Floor: Don’t Just “Man the Booth” Booth duty is not the job. ⇢ Stand out front ⇢ Engage like a human, not a pitch robot ⇢ Capture leads fast and clean Execution tips: • Walk the floor - hit partners, competitors, and customers • Bring a customer advocate to back you up • Skip internal chit chat - stay locked on buyers 03.) After Hours: Where Deals Actually Start The best conversations don’t happen during exhibit hours. ⇢ Ditch the pitch ⇢ Go deep with 2–3 high-value convos ⇢ Be a real person, not a walking demo Execution tips: • Know which events matter and show up early • Stay sharp - people remember how you carry yourself • Listen more than you talk 04.) Meetings: Don’t Demo, Discover This is not a Zoom call. ⇢ Ask about pain, urgency, priorities ⇢ Skip the fluff ⇢ Nail your notes Execution tips: • Show up early, end on time • Get alignment on next steps • Use the meeting to open doors, not close deals 05.) Follow-Up: Be the Rep Who Closes Loops Ghosting kills momentum. ⇢ Follow up within 48 hours ⇢ Personalize based on what they said ⇢ Share useful next steps, not generic decks Example: “Great chat after the RevOps panel - sounds like onboarding pain is a big blocker. Here’s that case study I mentioned. Let’s reconnect next week?” Remember: ↳ Trade shows are a sales sprint, not a team retreat ↳ No plan = no pipeline ↳ The reps who prep are the ones who win Want the full Trade show Guide as a one-pager as PDF? Get it here: https://buff.ly/AFnvUUt

You paid for the booth, wore the polo, and smiled for 3 days straight. And then you got home, opened 400 emails, and followed up 10 days later with "Great meeting you at [show]!" They had no idea who you were. The show isn't where you lose the ROI. The week after is. Here's what actually works: 1. Your follow-up starts before you arrive 👉 The directory is published weeks in advance. Your competitors aren't reading it. 2. Not every lead deserves the same follow-up 👉 Someone who spent 20 minutes with you is not the same as someone who grabbed a pen and walked on. 3. Tag leads hot / warm / cold before you leave the floor 👉 Hot lead: personal note, specific callback, clear next step. Warm lead: relevant resource, light ask, nurture sequence. 4. Include a photo of your booth in your follow-up email 👉 Faces blur after a full day on the floor. A photo jogs the memory before they read a word. 5. Record a 30-second testimonial on the floor 👉 Almost nobody does this. It's the most powerful content you'll make all year. 6. Make it about them, not about you 👉 Nobody asked how long you've been in business. They want to know if you can solve their problem. 7. Send a 60-second video instead of an email 👉 No script. No editing. The most memorable follow-up they'll get from anyone at the show. 8. Always end with a clear next step 👉 "Let me know if you have questions" is not a next step. It's a wish. 9. Follow up more than once, no reply isn't no 👉 Most buyers are busy, not disinterested. 3–5 touches over 3 weeks. 10. Connect on LinkedIn while you're still at the show 👉 One connection from the floor beats 10 cold emails sent a week later. 11. Post a "what we heard" within 48 hours 👉 Not about your product. About their problems. These posts travel. 12. The best content from a show isn't about your booth 👉 One sharp observation from 3 days on the floor will outperform any product post you write all year. The booth opens the door. What you do next determines if it was worth it. What's your favorite way to follow up? 👇 _________ Ready for more leads? Sign up for my free weekly newsletter here → https://lnkd.in/eRXtjQ_C

This week, for the first time since 2018, I won’t be visiting the Bett Global London. But it made me think that I can still share something useful for all EdTech exibitors. Over the last 10 years, I’ve exhibited with Skriware Hardware, Fundacja EdTech Poland and Koding Next at almost 100 trade shows and events, in over 20 countries, across 4 continents. In most cases, the events at least paid for themselves through orders, partnerships, or new sales. Here are 3 simple tips for exhibitors on how to get real business value from a trade show: 1️⃣ Business starts before the event For every trade show, we started prospecting and contacting potential partners 2–3 months in advance. The event itself then became a good reason to meet face to face and often helped build credibility (“we are here, in your country”). Even when we didn’t manage to book meetings upfront, many people already recognised us at the booth, which made conversations easier and more meaningful. 2️⃣ Track leads and make notes Events can be overwhelming. You think you’ll remember everyone — but later business cards get mixed up and names are forgotten. Event scanners usually don’t help much because you can’t add proper context. A simple system works best: a CRM, a notes app, or even a notebook where you attach business cards and write short notes right after the conversation. 3️⃣ Follow up ASAP The best results I ever had were when I sent follow-ups the same day. The conversation is still fresh, both sides remember the context, and momentum is there. It also helps to ask during the meeting when would be a good time for a next call — and then send a calendar invite straight away. These 3 things alone can significantly increase your chances of success. Bonus tip: if possible, stay 1–2 days after the event. Visit potential partners in their offices — and enjoy something more than just the exhibition hall and nearby cafés 🙂 If you have questions or need support related to EdTech events, feel free to reach out.

🤝I didn't always understand the real value of networking. Back then, I thought it was about handing out cards and collecting contacts. I figured you had to have a smooth pitch, some magic opener, or a LinkedIn army to get anywhere. In Oil & Gas, Energy and Construction, the people who actually build the strongest, most useful networks are not the ones with fancy business cards, a perfect elevator pitch, or a LinkedIn profile loaded with keywords. 𝗧𝗵𝗲𝘆'𝗿𝗲 𝗷𝘂𝘀𝘁 𝘁𝗵𝗲 𝗼𝗻𝗲𝘀 𝘄𝗵𝗼 𝘀𝗵𝗼𝘄 𝘂𝗽. Seriously. They turn up at the breakfast meeting when they could be sipping coffee in their office. They walk the expo floor at the trade show while everyone else is glued to their inbox. They hit the plant tour on a Tuesday afternoon, not because they expect an instant deal, but because they want to learn. The secret is, they don't try to sell anyone. They don't corner people with the pitch they practiced in the mirror. They don't drop their company's brochure on the table and hope someone bites. Instead, they start conversations with simple questions. Not "How can I sell you something?" but "What's going on in your world?" or "What's your purpose in life?" 📢And then, they actually listen. Most people in this business aren't used to being heard. They're used to being sold to. When someone is curious about their challenges and doesn't immediately launch into a slide deck, it's disarming. 𝗧𝗵𝗲𝘆 𝗿𝗲𝗺𝗲𝗺𝗯𝗲𝗿 𝘆𝗼𝘂. Let me tell you, I've spent years watching executives burn hours obsessing over online networking. They think if they write the perfect message on LinkedIn, the doors will fly open. Guess what? The biggest deals I've seen spark from a conversation at a conference coffee bar. Or over beers at an association mixer. Sometimes in the hallway between breakouts, when everyone's half asleep. What these moments have in common: No pressure. No agenda. Just two people talking shop, sharing what's hard, maybe what's working, maybe what's not. Do you want predictable revenue? 🚫Stop looking for hacks. Stop worrying about saying the perfect thing. Just be present. 𝗕𝗲 𝗴𝗲𝗻𝘂𝗶𝗻𝗲𝗹𝘆 𝗰𝘂𝗿𝗶𝗼𝘂𝘀. Take the pressure off yourself. If you have a useful introduction, make it. If you have an idea, share it. But don't keep score. That's the fastest way to poison a relationship. The ROI shows up months later. Your phone rings. It's the prospect who was tough to pin down for a meeting. "Hey, I remembered our chat at the mixer. We're finally ready to talk." Or they introduce you to someone who needs exactly what you do. All because you showed up with zero expectations and made a real connection. Simple. Unsexy. 𝗪𝗼𝗿𝗸𝘀 𝗲𝘃𝗲𝗿𝘆 𝘁𝗶𝗺𝗲. If you take one thing from this: Put down your pitch. Show up. Ask good questions. Listen. The rest takes care of itself. Fellow Cup of Joey Ambassadors Founder Joey Sanchez Regina M. Adrian Leal Amina Buric, MBA Bryan H.

Trade shows don’t create success. Preparation and execution do. After years on the show floor, here are a few best practices I see separate productive shows from expensive ones—for brands and retailers alike: For Brands: • Know your why for the show (buyers, feedback, distribution—not just exposure) • Have clear, concise sell sheets—no clutter, no confusion • Tell your story in under 30 seconds • Be curious before being pitchy • Follow up fast while conversations are fresh For Retailers & Buyers: • Come with categories and gaps in mind • Ask about velocity, margins, and supply readiness • Give honest feedback—even a “not yet” helps brands improve • Take notes; your future self will thank you For Everyone: • Relationships > transactions • Respect time on both sides of the table • The show is the start—not the finish line The brands and buyers that win long-term treat trade shows as relationship accelerators, not quick wins. If we all show up prepared, transparent, and collaborative—everyone leaves stronger. #TradeShows #CPG #Retail #BuyerBrandRelationships #EmergingBrands #CPGXperience