How to Network at Trade Shows and Expos

Great article by Greg Sandler on The Hartford Small Biz Ahead. Over the past 10 years I've literally spoken or attended hundreds of industry conferences and trade shows. Whether you're displaying or simply attending, trade shows aren't cheap. So if you're running a business and attending a trade show or conference here are five pieces of advice to get the most ROI. 1. Have a specific plan before you go. Who do you absolutely need to engage with there? Vendors? Customers? Partners? Create a list and hunt them down. Next, think hard in advance what you want to learn about. Specific new products? Specific companies? Make a list and make sure you do that too. Don't just wander. Make sure you have specific objectives and make sure you meet them all. 2. Limit the alcohol. People party too much at these things. Don't let that be you. Alcohol makes people do goofy things and you don't want to be that person. People should remember you and your company for all the right reasons, not because you fell over a chair or said something you'd like to take back. 3. Collect data. Get business cards. Take photos of booths, products and people. Use an AI note taking app and dictate into it throughout your visit, then have it summarize and transcribe. Get as much information as you can. Trade shows are about relationships, for sure. But they're all about collecting data for your business. 4. Attend the keynote. It amazes me how many times I wan to blow off the keynote address, then wind up going and then wind up saying to myself: wow, that was great. Why? Because a keynote speaker at a conference is paid to make people go wow. Maybe they motivate. Maybe they inform. Maybe (and hopefully) both. But they're there for a reason. Make it a point to go and see them. You'll be surprised at how a good speaker can impact your life and your business. Oh, and don't ignore a good educational breakout session either. A lot of times the speakers are also just as good. And the information is likely more technical and useful. 5. Follow-up long term. Trade shows and conferences aren't about the event. They're about after the event. Don't just walk away and do nothing. All the information I mentioned above needs to go into your CRM system. Followups should be scheduled for the long term. Go on LinkedIn, Facebook and X and reach out to people. Business is about relationships and the tradeshow is just the start of yours. Keep it going online with emails, messages, posts, phone calls and followup meetings. FWIW, I learned all of this stuff the hard way. And I'm sure other smart people in the industry, like Seth Dechtman - Expert Keynote Curator, Michele Nebel Peake, DES, Linda Dodd, Deia Starr Rank, AnnaMarie Kendall, Kathy Ritsmon, Patricia Pena, Cynthia Huber, CTM, CQP - have their own thoughts.  Happy hunting! https://lnkd.in/eMDen45R Also tagging: Sarah Putnam McCoy, Lauren Ferreri, Emily Lippincott

Forget the free food and swag. The real conference ROI? Stronger relationships. Here's how you do it: Was advising a founder headed to her first conference as an entrepreneur rather than just for fun / to hang out. These events can be intimidating and expensive so you want to make the most of your time and energy. Here's a recap of what we discussed: ◾ Know your goal. You are there to advance your business through relationships and new insights / information. Manage your energy, get enough sleep, don't eat too much of the free food if its junk. ◾ Chat everyone up. Your job is to build relationships with new friends and potential collaborators / customers. If you see people you know, great but don't spend all your time with them—use them to meet other folks "Can I join your group at lunch?" ◾ Small talk matters. Start w/ simple questions like "Is this your first time at XYZ Con?" "When did you get in / where did you come in from?" "What are you most hoping to get out of this event?" And be prepared to answer all those q's for yourself! ◾ Be choosy about the talks. Pick a few of the events you really think will be worth your time and ask a public question during the Q&A. It can make an impression for the speakers and also the audience (people will remember you and maybe start up a convo with you later) ◾ Be ready to connect. Have a QR code or link ready to your company / socials / mailing list. You'll completely forget to do this later and seconds matter b/c people get distracted / bored. ◾ Follow up with people. Do it right away so you don't forget who they were—email or social media DM. Remind them of how you met and share a memory or insight or piece of media that can help cement your relationship. Try to set up a call or at least be friendly on social in the DMs or in comments. ◾ All you need is a few good ones. It can feel overwhelming but if you can walk away from a conference with even just 2 strong relationships (which might happen slowly over time) for a conference to be a great investment. These days I don't attend as many conferences unless I'm speaking but early in my career these events helped me connect and deepen relationships with a lot of amazing people. What are your favorite tips when it comes to a conference?

So, you're getting ready to exhibit at Expo West and want to get total value out of your $50k to $150k spend? I've attended Expo West every year for the past 25 years and I've often found myself frustrated by the amazing conversations that happen at the show that go nowhere after the show. I call it "show-itis." How do we do this better? I spent a little time thinking about the best-in-class approach to Expo West and this is what came up for me: 🔴 Pre-Show Preparation - Research! 🔵 Research and Targeting: Identify key retailers you aim to connect with before the show. Understand their needs, current assortments, and potential gaps your products can fill. When you share that you care enough about a retailer that you did pre-research, your chances of a productive conversation are at least 2x higher. 🔵Scheduled Meetings: Secure meetings in advance. While serendipitous conversations are valuable, scheduled meetings tend to have more weight and a higher follow-up rate. I recognize that it's often hard for a retailer to commit to a specific time during the show, and a two-hour range of time can work, too. 🔵Clear Objectives: Be intentional and set clear objectives for each meeting or interaction, whether it's introducing a new product line, exploring a specific partnership opportunity, or getting feedback. 🔴 Qualifying Conversations at the Show - Qualify! 🔵 Qualification Criteria: Develop a set of criteria to assess a conversation's potential quickly. This could include the retailer's fit with your brand (e.g. are we talking to the right buyer) and their openness to new products. 🔵 Note-taking: Document key points during conversations, including interests, concerns, and potential next steps. This record will be invaluable for follow-up. Immediate Follow-Up: Send a brief email or message summarizing the conversation and next steps right after the meeting, even if it's just from your phone. This keeps the dialogue open and sets the stage for further communication. 🔴Post-Show Follow-Up - Personalize 🔵Personalized Communication: Tailor follow-up communications based on the notes taken during your conversations. Personalization shows genuine interest and can significantly increase response rates. I will often ask the buyer if we can take a picture together during the show and include that photo in my follow-up email to help the buyer reference our conversation. 🔵Offer Value: Include something of value in your follow-up, such as market insights, a sample product, or an exclusive offer. This can make your brand more memorable. 🔵Multi-Channel Approach: Don't rely solely on email. You can use phone calls, LinkedIn messages, or direct mail to stand out. AND, please avoid being "annoying." If a buyer asked you to follow up I recommend reaching back out softly each 3rd to 4th day. Many buyers get more emails than they can possibly reply to in a day and rely and intermittent follow-up from brands and brokers to keep things moving.

While the value of attending conferences is the networking opportunities, meeting strangers in a professional social setting, even as an adult, can lead to anxiety as many professionals are quite shy and introverted in person despite being sociable online—myself included. For my fellow introverts, breaking the ice and networking can seem daunting. Here are a few tips that have helped me: 1. Prepare Conversation Starters: Have a few go-to questions or comments ready, such as "What did you think of the keynote speech?" or "What brings you to this event?" 2. Set Small Goals: Aim to have meaningful conversations with just a few people. Tip: Get a list beforehand of who is attending or research who the speakers are and make it a goal to speak to a few of them. 3. Leverage Breaks: Use coffee breaks and social gatherings to casually introduce yourself to others. Tip: Find your way into an attendee dinner where networking is more relaxed. 4. Find Common Ground: Look for people with similar interests or challenges. This makes starting a conversation easier. 5. Be Yourself: Authenticity goes a long way. People appreciate genuine interactions. Remember, everyone at the conference is there for the same reason – to learn and network. Networking doesn't have to be overwhelming. Most attendees are just as shy as you might feel. With a few strategies, even the shyest among us can make valuable connections. #Networking #InboxExpo2024 #ProfessionalGrowth

Most people tell you to network, but they don’t teach you how. Here’s what you can do: 🔹 Quality Over Quantity: Before attending, study the event's attendee list and identify 2-3 people you want to meet. This focused approach can lead to deeper, more meaningful conversations. I’ve recently done this myself at a TED event. 🔹 Adopt a Giving Mindset: Offer to share your expertise or resources. For example, if someone is working on a project you have experience with, volunteer to provide insights or introduce them to someone who can help. This shows you're invested in their success. 🔹 Research Smartly: Look into their recent projects or publications. If your contact has recently published a paper or given a talk, read it and mention specific points you found intriguing or valuable. This demonstrates genuine interest and sets you apart. 🔹 Make the First Move: Send a message acknowledging a challenge they mentioned in a public forum or LinkedIn comment. For example: "Hi [Name], I saw your post about the challenges of remote team management. I've faced similar issues and found that regular virtual coffee breaks helped. Would love to share more if you're interested. Best, [Your Name]" 🔹 Build a Habit: Set a weekly reminder to engage with your network on social media. This could be liking, commenting on, or sharing posts from your contacts. Regular engagement keeps you top of mind and builds a foundation for deeper connections. Tomorrow’s newsletter is packed with actionable insights to turn casual contacts into valuable connections. ➡ Sign up here: https://lnkd.in/eE-aFmFy 💜 Career Well-being is the best work-life newsletter, according to my readers! Join us! #NetworkingTips #CareerDevelopment #ProfessionalGrowth #careerbutterfly #CareerWellbeing

EXPO WEST PRO TIPS from a Veteran. Besides the obvious - wear comfy shoes, hydrate like crazy, have lip balm and mints at your booth, and for the love of God, don't stay out all night partying when you're working a booth the next day; I have some practical tips for the newbies I hope is helpful. I've often wondered about the survival rate of brands after Expo West—out of ~4000 vendors, how many make it to the next one? I'd bet the attrition rate is pretty high. For all you first-time exhibitors or those without distribution (and who understand the cost of distribution), let me share a few scrappy tips from my first Expo back in 2013. 🖼 Picture this: it's 2013, and we're heading to Expo East (may it rest in peace) with just three of us and a product. No broker. No distributor. Just us, a table, some samples, and a backdrop. I'd been hustling, selling directly to local and independent shops for about 8 months, and we'd started some convos (thanks to cold emails) with big names like REI, Publix, and a few others. ✍ 1) I made a list of every retailer I wanted to chat with at the show. I dug deep to find out who the buyers were, and then I hit them up with cold emails, asking them to swing by our booth. I even shot them a reminder the night before the show kicked off. And you know what? It worked like a charm. Every retailer I wanted to meet, I did. 🤝 2) Now, here's where it gets interesting. Every retailer that swung by asked if we were hooked up with KeHE or UNFI and named their specific warehouse. Of course, we weren't (yet). So, I grabbed a yellow pad and pen and got to work. I made a UNFI page and a KeHE page, listing every retailer interested in our goods, along with their store, buyer's name, location count, and specific warehouse. By the end of day 2, I had my lists ready to roll. 📈 3) Day 3 rolled around, and armed with my lists, I marched over to the UNFI and KeHE booths and showed them just how many retailers wanted our stuff, warehouse by warehouse. And you know what? We snagged a bunch of new warehouses right then and there, and we were off to the races. 🚀 *BONUS. SUPER PRO TIP: Amidst all the hustle and bustle, we had one person dedicated to fielding all the inbound pitches and sales talk so that I could focus on chatting with the retailers, brokers, and investors I needed to connect with. It was game-changing. Sure, things have changed a lot over the past decade, but I reckon if you want to ace Expo West: ✅ Come prepared with a list of must-meet folks and be proactive in snagging time with them. ✅ Keep meticulous track of every retail door you're eyeing and use that info to your advantage. ✅ Stay focused on what matters—selling—instead of getting caught up in distractions. You invested heavily in this show. Crush it!

Here’s how I make the most of conferences as an introvert who finds these events draining. It all starts with a plan: 1️⃣ Prepare BEFORE you go.   Don’t leave it to chance. Connect with people ahead of time via LinkedIn or the conference app. Target two key groups: conference organizers and conference speakers. They’re often well-connected and great to talk to post-presentation. (Thanks to Craig Davis for the speaker tip in yesterday's post) 2️⃣ Customize your name tag.   Yes, name tags are standard, but why not make yours stand out? Add a note about the type of people you’re looking to meet. For example, mine says, “I’m here to connect with CHROs or HR leaders.” It’s a subtle but effective conversation starter, and in my newsletter this weekend, I'll share why it helps you connect with your target connections. 3️⃣ Ditch the business cards.   Instead, use your LinkedIn QR code! Save it on your phone and make it easy for people to connect with you instantly. No fumbling, no follow-up emails. Just instant connections. 4️⃣ Stand out Wear something unique that sparks curiosity. For example, I’ll be wearing a velvet red jacket at my next conference. It’s a great way to invite people to approach you and start a conversation. If bold fashion isn’t your style, try a standout accessory or a creative add-on to your lanyard. 5️⃣ Follow up post-conference.   This is where the real value lies. Reach out to the connections you made and build on the conversations you started. In the video, I explain why this is such a critical part of conference networking. Conferences don’t have to be overwhelming. With a bit of strategy, you can leave with meaningful connections and new opportunities. This Saturday, in 𝘛𝘩𝘦 𝘐𝘯𝘵𝘳𝘰𝘷𝘦𝘳𝘵𝘦𝘥 𝘕𝘦𝘵𝘸𝘰𝘳𝘬𝘦𝘳 newsletter, I'll be sharing more details about how you can apply these networking strategies at your next in-person event. Not a subscriber? Sign up for FREE when you hit the link under my headline at the top of the post ☝️

Networking events. 🤮 For many of us, those two words evoke deep feelings of anxiety and dread. We view them as something to avoid or begrudgingly endure as part of the job or for the sake of making connections and building one’s network. We show up hoping to keep a low profile, exchange a few business cards, and make a quick (Irish) exit. But what if we reframed our mindset? What if, instead of avoiding them or reluctantly showing up, we willfully and intentionally prepared for these events like we would any other critical business meeting? So what does preparation look like? Set some S.M.A.R.T goals tailored to that event — people you’d like to connect with, practicing a specific skill you’re working on and would like to improve, purposeful conversations you’ll initiate, etc. Prepare an elevator pitch that feels authentic. Research attendees and organizations so you can ask thoughtful questions that demonstrate your interest in them. LinkedIn and Google are both great resources for this. Some things to look into: what projects, initiatives or news have they or their company recently announced? Are they speaking on any panels? If yes, about what? What topics do they post about or react to on LinkedIn? Understanding their context better allows you to engage more meaningfully. Also, prepare some conversational starters that could open up opportunities to exchange ideas and perspectives. Open-ended questions are great for kickstarting authentic dialogue. “What drew you to this event?” “What’s a topic or trend you’re paying close attention to at this moment?“What’s the biggest challenge you’re currently facing in your role?” If there is major legislation impacting how your industry or function might operate going forward, ask how they are preparing for it. These help conversations flow organically. Don’t sleep on small-talk conversation starters too, as those can lead to bigger conversations: “What was the last book you read?” “Last show you binge watched?” “On a scale of 1-10, how excited are you for the new season of Vanderpump Rules?” 🤷🏻♂️ Once you establish common ground, the conversation should just start to flow. If you’re like me, you still might not feel even the slightest bit excited when the event arrives, but at the very least you should feel more focused and purposeful rather than anxious and adrift. You’ll walk in prepared to “work the room” and engage in meaningful conversations that might spark innovative ideas or game-changing connections — and who knows what valuable relationships and opportunities might lie on the other side. #TalentAcquisition #Networking #Leadership #Coaching #PersonalDevelopment

How I Network at a Conference Attending a conference is a fantastic opportunity to learn and network, but most people don’t maximize the networking side of things. I’ve attended and spoken at over 1200 conferences, and I’ve picked up a few tricks along the way to ensure I’m making the most of every event. Here’s how I network at a conference to maximize connections: 1. Plan Ahead: Before the conference, I make a list of people I want to meet. I reach out to them via LinkedIn or email, letting them know I’ll be there and would love to connect. This proactive approach sets the stage for meaningful interactions. I don’t blanket every attendee, I am selective and preset about 3 appointments to meet in person. 2. Be Present During Breaks: During the breaks, happy hours, meals, etc…, I focus on being fully present. It’s tempting to check emails or get lost in social media, but being attentive to the social part of the conference makes for better chances to connect with people in the room. 3. Start the Conversations: I always strike up conversations with new people. I start with simple questions like, “What brought you to this conference?” or “What did you think of the last session?” This helps break the ice and often leads to deeper discussions. Look for people who are standing alone as sometimes they are hoping someone else will break the ice. 4. Follow Up: After meeting someone, I make a note of our conversation and follow up within a few days. A personalized message referencing our discussion goes a long way in building a lasting connection. 5. Leverage Social Media: I share my conference experiences on social media, tagging new contacts and praising the event. This not only amplifies my presence but also keeps the momentum going long after the conference ends. 6. Host a Meet-Up: If possible, I organize a small meet-up or dinner for a few attendees if there is a “dinner on your own” night. It’s a great way to build stronger relationships in a more relaxed setting. Plus, it’s an excellent opportunity to connect people from different circles. It’s okay to upfront tell people “everyone buys their own dinner”. Pro Tip- make a reservation for eight at a restaurant near the hotel a month in advance so that you have a table reserved at a good time. 7. Be a Resource: I always aim to be a connector. If I meet someone who could benefit from knowing someone else I met, I make the introduction. Being a resource for others strengthens my network and fosters goodwill. 8. Reflect and Act: After the conference, I take time to reflect on what I’ve learned and how I can apply it. I also review my new connections and consider how we can support each other moving forward. Conferences are more than just sessions and speakers; they’re about the people you meet and the relationships you build. By being intentional and proactive, you can transform your conference experience and create a network that supports your personal and professional growth. #networking

2 years ago I was sitting in this crowd listening to NACDS veterans tell new attendees how to maximize their first NACDS TSE show… and today I was one the panelists giving advice! I was woefully under qualified for the job... 🤣 But nonetheless, here were a few nuggets of advice I gave to many first time suppliers (like me back in 2022) who have never interacted with retailers before: 1 DON’T: Give a 10 minute pitch to a retailer only to learn this person is not your category merchant at the retailer. You can give the best pitch in the world... but you won't get any results if you're barking up the wrong tree! DO: Give a short intro to your brand/company (30-60 seconds), then ask if they're the right person at Retailer XYZ to be talking to. If not, ask who the right person is, when the line review kicks off, and if they can intro you. 2 DON'T: Try to make a sale in 10 minutes as if you'll never see the retailer again... and so you're trying to cram all the info, story, specs, etc. into a quick meet & greet. DO: Understand that retailers typically operate on a yearly review/reset cycle for each category. Usually the Meet the Market is a ~10 min intro meeting to gauge interest. Then booth meetings involve deeper discussions (~15 mins). And then finally you have a line review meeting (~30 mins) when the line review kicks off. 3 DON'T: Not take no for an answer and continue to be pushy and annoying and keep selling as if you'll never get another chance. DO: Take no for an answer. No is temporary—it means "not this year"... but burning a bridge could be forever (or at least a long time). Instead, respect their decisions, but ask how you could improve for next year. 4 DON'T: Get offended if a retailer doesn't say yes in the first year. DO: Understand that some retailers like to be first to market with innovation, others like to be in the middle, and some like to go last. So naturally, some retailers will sign up for a new product/brand earlier than others. Play the long game! 5 DON'T: Pretend like you know what you're doing if you don't—e.g., pricing matrix, margin expectations, order-to-cash logistics, etc. DO: Explain that you're new to brick & mortar retail, are trying to learn quickly, and will engage a broker/HQ agency to shepherd you through the process around category expectations and logistical execution. The above is just a sample of the advice given. I'd say Cheers has navigated it's first 2 years of brick & mortar retail VERY well all things considered. From zero stores and not even knowing what a pricing matrix is... to 10,000+ stores with another 8,000 coming in just 2 years (2022-2024). But goodness, I've screwed some big things up along the way that I REALLY, REALLY wish I could take back. But hey, that's to be expected being a new supplier to retailers. You do your best and learn as you go. And hopefully you make the best of the right decisions and others give you grace for the bad ones!