How to Network at Trade Shows and Expos

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

I showed up late to a Pavilion dinner and they made me sing ‘Sweet Child O’ Mine’ on the spot—awkward, but it drove $327K in pipeline. Our team is heading to SaaStr & Gartner CSO. Here’s our No-Booth Pipeline Playbook: 1. List First, Luck Later Don’t come in blind. Research every attendee, speaker, and sponsor name. Enrich against your ICP. Run list in ChatGPT: “Give me 1-3 convo points I can build my value around”. Now you’re armed with a list and thoughtful ice‑breakers tied to their business. 2. Lock Slots Pre‑Flight Two weeks out, DM prospects, clients, and people you want to meet—now you have an easy start to warm you up with pre-booked meetings during the event. 3. Just Have Fun Convos People overthink it: “How will I start a chat?”, “Am I bothering them at lunch?”. Get out of your head! Everyone there is looking to connect. Just go and talk to them, compliment their red Nikes, ask for guidance, or just say hi. What’s next? They come ‘inbound’ and ask “so what do you do?”—that’s it. Easy. 4. Go Where the Crowd Goes Don’t lurk at empty barista lines or charging spots. Go where people go. At sessions, talk with the folks sitting next to you—the talks offer great topics to discuss. During breaks, lunch/coffee lines will allow more casual talks. 5. The Real Event = Afterhours VIP dinners, breakfasts, parties, cocktail hours—this is where the magic happens. It’s where people have real connections, are less stressed, and build real trust. My karaoke moment at dinner turned into a long night of networking with our ICP, which continued to late-night parties and post-event follow-ups. People buy from people who share Uber rides, not booth swag. 6. Nail Your Talk Track Don’t wait until day 2 to feel comfortable with your conversations. Write down your qualifying questions, short, casual pitch, and booking process. 7. Book Follow-Ups on the Spot This is where ROI often gets flushed down the toilet. People try to play the volume game, but if you’re just collecting emails—prepare to get ghosted. Have meaningful conversations, make them memorable, and book on the spot! The best event follow-up is no follow-up; We pull our Chili Piper + Take notes over a screenshot of their LI profile + DM on the spot, “Great chat!” + Send Aligned room to stay top of mind, prevent no shows, and capture buying signals. 8. Mind the Little Things - Don’t look at badges (it’s like “are you a DM?”) - Don’t disqualify titles (title ≠ influence) - Don’t wear what won’t last the day (i.e. full wool suit) - Don’t skip breakfast, or sleep (or drink too much) - Don’t forget water (and Tic Tac :) —— A neon booth: $100K. Uber to dinner: $18. There’s more than one way to attend events. What’s your wildest zero-booth win or best tip? Best story earns a karaoke duet at SaaStr 🎤 See you in San Mateo & Vegas.

Early in my career, I started going to networking events, and as friendly and extroverted as I am, they always made me nervous. People already knew each other and, even worse, I was often one of the few vendors in the room (cue the Jaws music). But a few things changed these events for me - 1. How can I help? - I found networking was easier when I had a task, so I joined a Legal Marketing Association committee, a vertical I'd chosen to focus on. Suddenly, I had tasks that let me get to know a few of the members that then snowballed into easier networking. I ended up serving four years on the DC board as well and making some of my best friends along the way. - As a speaker, I want the chance to network with the attendees, so upon check in, I ask, "Do you need a pair of hands for something?" It lets me be part of the action, while also helping my pursuit of being different - I suspect it's a rarity that a speaker offers to be of extra help. 2. Ask questions, make intros. In a booth? When they pop into your booth, you're the host, make them feel welcome. Use my trick of getting a peek at their name tag, too - "Hi, I'm Sam, how's it going?!...oh sorry, I didn't quite catch your name" (squints at name and company politely). Then, find a way to show them you know them by connecting dots on their co. or location, or simply say, "Thanks for swinging by our booth - do you much about us or is there anything I can help with?" At happy hour and don't know a soul? Look for the equally "ugh, who can I talk to?" nervous person and befriend them. "Hi! I'm just going to come over because it ALSO looks like you know no one here - I'm Sam!" ^^ask questions - people love to talk about themselves. 😉 Steer away from "What do you do" and find a way to focus on them/event. "Where are you coming in from?" "What session are you most excited for tomorrow?" "What did you think of Sam's keynote this morning, brilliant, right?!" 😏 Talking to a new friend and see the old friend walking by? Make eye contact and pull that person in to help them make new contacts. "Oh, here comes Mary, do you know her?...Mary, hi! Come meet Bill!" All the above will make people want to talk more to you and include you in invites because they know you can help them socialize and bring energy into a room. Bonus: In a conversation you're desperate to get out of... My go to: "Would you excuse me for a minute, I need to run to the restroom" and hope they don't say, "Me too! I'll go with you!" 😉 3. Don't talk about your own work when speaking with existing prospective clients. I know this sounds counterintuitive, but if I see someone I've been prospecting or that's in an active deal cycle, the last thing I want them to think is that every time I approach I'm doing so with a pitch (see Jaws music from above). So, I make it about building our relationship, getting to know them and doing most of what's above in point 2. If they want to talk work, they'll let me know. #samsales

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

Your best lead? It might come from a handshake or a hashtag. Trade shows once ruled industrial sales. Three days of booth duty, a stack of cards, and a few follow-up calls could keep the pipeline full for months. Fast forward to now: your next high-value lead might come from a LinkedIn post that took five minutes to write. Why traditional still works: 𝗙𝗮𝗰𝗲-𝘁𝗼-𝗳𝗮𝗰𝗲 𝘁𝗿𝘂𝘀𝘁 Shaking hands still builds rapport faster than a thousand impressions. 𝗟𝗶𝘃𝗲 𝗺𝗮𝗿𝗸𝗲𝘁 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 Conversations at your booth uncover pain points data can’t. 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽 𝗱𝗲𝗽𝘁𝗵 In-person meetings cement bonds digital alone can’t match. 𝗪𝗵𝘆 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗛𝗮𝘀 𝗥𝗮𝗶𝘀𝗲𝗱 𝘁𝗵𝗲 𝗕𝗮𝗿 𝗔𝗹𝘄𝗮𝘆𝘀 𝗮𝘃𝗮𝗶𝗹𝗮𝗯𝗹𝗲 Your message is working while you’re sleeping—or flying home from that show. 𝗛𝘆𝗽𝗲𝗿-𝘁𝗮𝗿𝗴𝗲𝘁𝗲𝗱 𝗿𝗲𝗮𝗰𝗵 Find exactly the right people, in exactly the right roles. 𝗠𝗲𝗮𝘀𝘂𝗿𝗮𝗯𝗹𝗲 𝗿𝗲𝘀𝘂𝗹𝘁𝘀 See what’s moving the needle and double down. 𝗪𝗵𝗲𝗿𝗲 𝘁𝗵𝗲𝘆 𝘄𝗼𝗿𝗸 𝗯𝗲𝘀𝘁 𝘁𝗼𝗴𝗲𝘁𝗵𝗲𝗿: 𝗧𝘂𝗿𝗻 𝗲𝘃𝗲𝗻𝘁𝘀 𝗶𝗻𝘁𝗼 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗵𝘂𝗯𝘀 Record demos, snap photos, share them online while the energy’s high. 𝗥𝗲𝘁𝗮𝗿𝗴𝗲𝘁 𝘀𝗺𝗮𝗿𝘁𝗲𝗿 Follow up with content that addresses the questions people asked in person. 𝗣𝗿𝗲-𝘀𝗰𝗵𝗲𝗱𝘂𝗹𝗲 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻𝘀 Book meetings before the show starts to maximize floor time. 𝗞𝗲𝗲𝗽 𝘁𝗵𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 𝗴𝗼𝗶𝗻𝗴 Use email, LinkedIn, and gated resources to stay in their world long after the event ends. Trade shows give you the spark. Digital keeps the fire burning. When you connect the two, you don’t just generate leads, you build a growth engine that runs all year. --- Follow Michael Cleary 🏳️🌈 for more tips like this. ♻️ Share this with someone still relying only on trade shows.

Are you a student or emerging talent headed to IAAPA this week? If so, I want to share some very important information about how to make the most of your experience and leave a great impression. IAAPA is an incredible event, but it is also a professional tradeshow where billions of dollars of business are discussed and transacted. Companies invest tens of thousands of dollars to design, ship, and staff their booths, so it is important to approach the show floor with professionalism and awareness. Here are some best practices to help you navigate IAAPA like a pro. 🎓 1. Attend as many education sessions as possible These sessions are goldmines for learning and connection. Network with other attendees and speakers in the room. Introduce yourself, ask questions, and thank every presenter you meet. These are some of the most genuine networking opportunities of the entire week as you have an instant topic to chat with other people about (the session covered). 🧭 2. Observe on the trade show floor, don’t interrupt business The show floor is where serious deals are made. Staff members are often standing for long hours, managing back to back meetings, and focusing on clients. While it may be tempting to approach booth representatives, remember that almost all of them are there to conduct business, not recruiting. And standing and chatting with a booth attendant will make them look unapproachable to those who are there to conduct business. Use this time to walk, observe, take notes about who is out there and what they do. Add them to a list of companies you might be interested in networking with after IAAPA through appropriate channels via LinkedIn and keeping tabs on their job boards. At the Big Break Foundation we connect emerging with companies, and would love to hear which companies you are interested in hearing more from and we can set up virtual open houses with the right people! ☕ 3. Network in the halls and common spaces Some of the best connections happen outside the show floor. If you see someone standing alone, having coffee, or waiting between sessions, say hello. These casual moments are wonderful opportunities to introduce yourself and make a lasting impression. 🤝 4. Connect with your peers Other students and emerging professionals are also here to learn and grow. Swap contact information, share experiences, and support one another. The people you meet now may become your collaborators or colleagues in the future. ✨ 5. Approach every moment with curiosity and gratitude Be polite, be genuine, and be thankful. Every introduction, every conversation, and every session is a chance to learn something new and to show the best of who you are. IAAPA can be an overwhelming experience, but it can also be life changing if you approach it thoughtfully. Be observant, be respectful, and most importantly, be yourself. #IAAPA #EmergingTalent #ThemedEntertainment #BigBreakFoundation #CareerAdvice #Networking #ProfessionalGrowth #students

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

8 Lessons I learned at last year’s Shoptalk that will help you WIN at networking in Vegas.... Without these, you’ll leave Vegas with a suitcase of branded stress balls, zero real connections, and a bad hangover. 1. The “Spray and Pray” Approach Doesn’t Work You don’t need to meet everyone... you need to meet the RIGHT people. Instead of aimlessly introducing yourself to anyone within a 5-foot radius, make a hit list of must-meet people and DM them beforehand. You wouldn’t go to a buffet without a game plan, so why do it with networking? 2. The Best Meetings Are NOT on the Expo Floor The Shoptalk floor is a must, to take in all the innovation happening in the space. But while conversations start on the floor, the relationships get INKED after dark. Think fancy dinners, happy hours, VIP events, and afterparties. That’s where the magic happens. 3. Don’t Just Be a Walking Resume Shoptalk is NOT the time to hard-pitch 30 seconds after meeting someone. However, people DO remember the person who helped them, connected them, or made them laugh.  Nobody remembers, "Hi, I'm [Name] from [Company], we specialize in [corporate jargon]." 4. Follow Up Like a Normal Person (Not a Robot) Want to guarantee your LinkedIn message gets ignored? Send something that screams copy-paste cold outreach. Instead, reference something specific from your chat (the inside joke, mutual connection, or memorable moment). Real connections need real follow-ups. 5. Don’t Be the “Let’s Grab Coffee” Ghoster If you say, “Let’s meet up later,” actually do it. This community is built on people following thru on their word. Big misses come from vague plans that never happen. Set a time. Send a calendar invite. Don’t disappear into the Shoptalk abyss. 6. Small Groups > Big Crowds Trying to network in a loud, crowded room is like yelling into the void. Instead of bouncing between surface-level convos, find a group, pull up a chair, and actually engage. A quality 10-minute discussion in an intentional setting beats handing out 50 business cards you’ll never follow up on. 7. The 24-Hour Rule for Follow-Ups If you wait a week to follow up, you’re already forgotten. Shoptalk is a blur, and by the time people get home, they’re drowning in emails while trying to put their face back on. The move? Follow up within 24 hours... even if it’s just a quick LinkedIn DM saying, “Great meeting you, chat next week!” Keep momentum going before the post-conference chaos. 8. Hydrate or Die-drate Shoptalk is a marathon, not a sprint...and if your hydration plan is just coffee, cocktails, and good vibes... good luck making it past Day 2. Try tuning into a keynote or having an intellectual convo when your head’s pounding and you’re questioning decisions from the night before. HYDRATE! Because the only thing worse than a bad connection in Vegas… is being too hungover to make one. 💧Hint: Visit Disco’s IV Drip Lounge in the center of the Shoptalk Floor. Thank me later 😎 SEE YOU IN VEGAS!

I was paid to go to 100 events a year at a past job - I learned how to be ruthlessly effective at networking in-person 12 uncommon tips you can use for more efficient networking at a conference: 1) don’t eat heavy! It will slow you down 2) Don’t be afraid to leave a conversation, even if it feels a tad abrupt, protect your time and stay focused. We're all attendees, we understand. 3) Drink lots of water and bring gum or mints. 4) Ask “what brings you here?” as an alternative to the overplayed question “what do you do” 5) Happy hours involved? Bring an after alcohol aid like Cheers - you need to be at your freshest every morning of the event 6) Everyone says they're bad at remembering names, but a small trick is to repeat someone’s full name when you meet them so you’re more likely to remember it later and people like hearing their name. 7) Use the LinkedIn app on your phone to quickly scan and immediately connect with someone to follow up later 8) take lots of pictures with people, it creates a memory and a positive surface to reconnect later online after the event (I need to get better at this) 9) don’t be silent - if you’re not naturally talkative or “loud” this one is for you: you need to force yourself to speak, even if that means raising your voice in a crowded room, or walking across the room to introduce yourself, it's the only way people will get to know you, a big reason why you're at the event. Break the ice, 95% of people will be thankful you did. 10) know your micro elevator pitch - what’s the 1 sentence version of what you do that is interesting and will “stick” with someone? It takes practice and experimentation to fine tune, especially if you work at a “boring” company but hey, mix it up and you’ll find it. DM me if you want to hear my example for me new company. 11) have fun! Don’t get too self-conscious or take anything too seriously, no one really cares about a pimple or a stain. People remember your energy, not your appearance. 12) controversial one - don’t bring a friend. They might help you avoid some awkwardness but you’ll end up spending 50% of your time talking to them, instead of meeting and talking with new people Agree/disagree with any? What would you add? #inbound24

✈️ Conference season is here! Here are a few insider tips to help you stand out and make the most of your experience ↴ 1️⃣ Prepare your story, not just your resume. When someone asks “Tell me about yourself,” focus on what motivates you, the impact you want to make, and what excites you about your field. That’s what people remember. Practice with friends and family in advance so that you sound confident and relaxed. 2️⃣ Research who’ll be there before you arrive. Check the speaker list, company booths, and LinkedIn event pages. A quick note or comment ahead of time to those who will be attending can make your in-person intro more natural (and help with your first impression 😉). 3️⃣ Follow up with new connections. Send a personalized message to anyone you connected with and reference your conversation, share a takeaway, or thank them for their time. It’s the simplest way to stand out and stay on their radar. (Pro Tip: Add a message to your connection requests.) 4️⃣ Don’t skip the “hallway moments.” Some of the best conversations happen between sessions or over lunch. Stay open to spontaneous chats because that’s where real networking magic happens. 5️⃣ Take breaks to process & recharge. Conferences can be overwhelming. Step outside, jot down notes, or reflect on what inspired you. You’ll retain more and show up intentionally. → Whether you’re attending as a student, professional, or someone looking to experience something new, remember ….. YOU belong in these spaces ✨ Every conversation is a chance to learn and grow. 👉🏾 I’d love to hear from you: Which conferences will you be attending this fall? #conferences #afrotech #shpe #we25 #youbelonginSTEM #gracehopper #networking #interviewprep #swe