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 📚

The advice to "perfect your elevator pitch" is incomplete. That's why your networking events end in awkward silences. Most networking experts say: Have one clear elevator pitch and be concise. Make sure to stick to your main focus. Here's the thing: That approach is actually making networking harder for you. When you say "I'm in marketing," you've just created a conversation dead end. The other person nods politely and you both stand there in awkward silence. If you're already uncomfortable at networking events, this conventional advice makes it exponentially worse. Christian Busch, who studies serendipity at USC, has a completely different approach: serendipity hooks. Instead of giving people one thing to remember about you, give them five things to connect with. This isn't about being scattered—it's about being strategic. Here's what this looks like in practice: ❌ Conventional: "I'm Joe and I'm in marketing." ✅ Serendipity hooks: "I'm Dorie and I split my time between Miami and New York. I write business and career books, and also do a lot of speaking - I just got back from a talk in Dubai. I also write musicals and I'm organizing a concert performance of my new spy musical." Notice the difference in what you've just created? The other person now has multiple pathways into a real conversation. Maybe they're fascinated by musicals, have connections in Dubai, want to write a book, or used to live in New York. They can grab onto whatever resonates and suddenly you're both relaxed and actually talking. People don't need to remember you for one perfect thing. They need to find one thing that they can relate to. Once they do, the conversation becomes effortless. We've been approaching networking backwards. Instead of being memorable for one thing, be relatable in multiple ways. 💾 Save this post and send it to someone who dreads networking events ➡️ Follow Dorie Clark for more

If you're an entrepreneur and you haven't been to the Canton Fair - add it to your calendar. This is not a sourcing trip. It's a vision trip. Here’s what you’ll walk into: - Over 1 million m² of exhibition space in Guangzhou. - 25,000 + exhibitors from China alone.  - Buyers and visitors from 200+ countries. - Three distinct phases covering electronics and machinery → furniture and home goods → textiles, medical devices & daily essentials. When you walk through that show, you realise this isn’t just a fair, it’s the heartbeat of global manufacturing. Where everything gets made, priced, shipped, scaled. Here are three things every entrepreneur should absorb: 1. Reality check on scale & speed China doesn’t just manufacture more. It manufactures fast. Behaviours, systems, cost efficiencies, you’ll see them everywhere. If you’re building something, one visit can show you: "Yes, this is possible" And if you’re asking why am I so slow? that answer is right there. 2. Innovation disguised as supply-chain mastery It’s not always about the “flashy product” It’s the invisible parts: tooling, logistics, supply-chain tweaks. At Canton, you’ll realise a product innovation often starts before the product. Many Indian entrepreneurs skip this. Don’t. 3. Your competition might not look like you think You’ll meet manufacturers providing the world’s leading brands. If you think “China = low-quality” you’re already behind. Quality is rising. Speed is rising. And many of the world’s largest category leaders are being challenged. If I had to give one piece of advice for making the most of your visit: Don’t go looking for “cheap”. Go looking for the next “0.1x” The next step-change in your business will often be found not in the cheapest quote, but in the one that gives you a system, not just a product. In the future, what's going to matter is how you build.  And the Canton Fair shows you how.

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

Attending a conference? To increase the ROI from your time, effort, and money - it's important to 1) prepare ahead of time, 2) craft a game plan, 3) stay engaged during the event, and 4) take proactive steps afterward to maximize professional growth and connections. Below and attached are some key tips and a roadmap of to dos to maximize results from conference attendance. ➡️ Prepare Before Your Go: - Define clear goals for attending the conference, such as networking, learning, or scouting new opportunities. - Review the event schedule and identify sessions, speakers, and networking events relevant to your objectives. - Research attendees and, if possible, reach out for pre-conference meetings or introductions. - Prepare an elevator pitch to describe yourself succinctly and bring business cards, or digital equivalents, for easy information exchange. ➡️ Be Ready to Maximize Your Experience: - To expand your network, attend both formal sessions and informal events, such as coffee breaks, dinners, or social activities. - Attend a variety of session formats to broaden your learning, from workshops to panels and lectures. - To cover more ground, consider distributing your team among parallel sessions and share notes afterward. - Throughout the event, take notes on key takeaways, interesting contacts, and actionable tips. - Use the conference app or social media to connect with other attendees and keep track of sessions and people you meet. ➡️ Network Effectively: - Approach new contacts genuinely and avoid overly sales-focused conversations. - Refer to name tags for personalized introductions and ask follow-up questions to foster meaningful dialogue. - Be a giver: offer assistance to others and share insights from sessions to start conversations. - Be ready to end conversations politely and move on as needed. ➡️ Post-Conference Actions: - As soon as possible after the event, review and organize your notes on sessions and contacts. - Summarize and share insights, key takeaways, and resources with your team or network to extend conference value. - Follow up with new contacts via LinkedIn ASAP, and later via email to continue professional relationships. - Take time to reflect on your original goals for attending and whether attending the conference helped you achieve them, then plan for improvements at future events. - Rest and recharge as needed: balance intense participation with self-care. When approached intentionally and actively, attending a conference is a valuable opportunity for professional development and networking. With solid preparation, engaged participation, and strategic follow-up, anyone can turn a single event into long-term benefits and connections! Please share other tips in the comments. Thx! #businessdevelopment #marketing

is the traditional B2B roadshow dead? no, but it needs life support. over the past decade, I've watched companies pour millions into events with diminishing returns. the problem isn't face-to-face connection. it's using yesterday's playbook in today's multi-channel world. the highest-performing B2B companies follow this three-phase framework: before: build momentum through strategic targeting and multi-channel outreach before anyone walks through the door. during: create experiences that extend far beyond the physical venue through hybrid design and real-time content. after: convert momentum into revenue with sophisticated follow-up systems that actually drive pipeline. our clients implementing this approach have transformed their results. with one single campaign: ↳ pilot generated 100+ high-quality leads and saw 132% LinkedIn engagement surge ↳ elation lighting achieved 500% increase in impressions and won a prestigious industry award all in one trade show ↳ aeroflow healthcare achieved 47% higher acquisition at 34% lower cost bottom line: the companies gaining market share are treating roadshows as integrated campaigns rather than isolated moments. remember: face-to-face still matters, but only when it's part of a seamless journey that matches how today's B2B buyers actually make decisions. #b2bmarketing #b2bpr #gtm #eventmarketing #roadshow #cmoinsights

Someone said "You should teach a transition class at events like these" while at the Air & Space Forces Association annual event in DC yesterday I explained that I have done that before...but attendance at these major events typically fell into 2x buckets: 1 - many of the senior leaders attending weren't even thinking about their transition, so they focused on talking with friends, attending events & industry engagement 2 - the ones in their transition window were hell-bent focused on "finding a job" by going to pitch themselves to every major defense contractor in attendance #quinnsights Going to these booths and saying "I'm the ...." doesn't tell them anything about what you want or can do Companies don't come to these major events to hire (they come to sell and form partnerships) And that events like these (AFA & AUSA) don't typically "get you a job" They give you an entry point (someone to speak to & maybe build a relationship) #militarytransition But the key to every event is FOLLOW UP What should you do? 1 - connect with them on LinkedIn every time Show them your QR code right there and wait for their connection request to come through (sneaky way to ensure they do) 2 - Go into My Network each night and look at your newest connections They are organized chronologically, so they will all be people from the event 3 - Send them a quick note on LinkedIn saying how great it was to meet them at (insert event name) and that you would love to stay in touch for advice This locks in that you met face-to-face in their Inbox...always leaving a reminder there in case either side reaches out (not a cold pitch) 4 - Make a networking spreadsheet that tracks the people you met AND who responded For the ones that responded, asked some simple questions or for a short advice phone call, if appropriate For the ones that didn't - send an additional follow up message one week later to thank them again and add a short easy question (they'll be back from the event & likely have more time) #militarytransition Once you get to the calls, ask questions to learn and listen more than talk to find your success Questions? Is there anything you would add? And will I see you at the AUSA Fireside Chat/Transition Panel on Tuesday Oct 15 from 1300-1500 in Rm 147A/B in the Washington Convention Center?

I just walked the floor at WHX Dubai. 500+ exhibitors. Thousands of meetings. Millions in deals being discussed. But here's what nobody posts on LinkedIn after these events: 90% of the business cards collected will lead to nothing. I've been attending Arab Health (now WHX) for over 15 years. Here's what I've learned about who actually wins at these conferences: The losers: → Collect 200 business cards and email blast everyone on Next Monday → Spend 3 days in their booth waiting for visitors → Take selfies for LinkedIn and call it "networking" → Schedule 15 meetings and have zero follow-up plan The winners: → Identify 5 -10 target people BEFORE the event and secure meetings → Have a specific ask for each conversation → Follow up within 24 hours with something valuable, not a sales pitch → Use the event to deepen existing relationships, not just start new ones The real deals at WHX aren't made on the exhibition floor. They're made in the coffee meetings before the event, the dinners during, and the follow-ups after. If you going to WHX this week, here's your test: How many of your meetings will turn into real business in 90 days? If the answer is less than 3, you need to change your conference strategy. What's your approach to industry events? #WHXDubai #ArabHealth #Networking #PharmaEvents #GCC #UAE #BusinessDevelopment #Healthcare

Over the years, I've developed strategies to turn the overwhelming influx of information from events into actionable steps for business success. If there’s one piece of advice I always hold true, it’s this: To make an event successful, boil down all your action items to three key things and understand how you're going to measure their success. Trade shows are perfect for gaining new insights, networking, and generating ideas. However, the sheer volume of information can be paralyzing. You'll encounter countless sessions and speakers filling you with knowledge and inspiration. But the reality is—you won't be able to remember everything shared. Before attending, take the time to understand the current challenges your business faces. Review the agenda, research the speakers, and consider reaching out to them. Knowing your business’s pain points will help you filter the vast amount of information you receive and identify what’s immediately applicable. During the event, develop a system to categorize the information: 1️⃣ Immediate Action Items - Things you need to implement immediately. 2️⃣ Future Reference Material - Information not relevant today but might be useful later. 3️⃣ Less Relevant Data - Content that doesn't apply to your business. After each session, highlight or underline the key takeaway. Annotate these notes with your thoughts and potential action items. At the end of the day, or before attending social events, rank these action items based on: 📌 Level of Effort (LoE): How hard it is to implement. 📌 Return on Investment (RoI): The potential benefit it could bring. Visualize your action items in a quadrant setup. By placing your action items in this context, you can make informed decisions about where to invest your time and resources. 📌 Low Effort, Low Return 📌 Low Effort, High Return 📌 High Effort, Low Return 📌 High Effort, High Return The goal is to walk away with three focused action items—your “action list.” These should be tasks that will significantly impact your business and are manageable. Knowing these will prevent you from being distracted by the remaining 90% of content that doesn’t align with your immediate goals. Happy Networking! #AmazonAccelerate #AmazonAds #Amazon

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