Whether you’re a new entrepreneur or a long-time small business owner, attending a trade show offers valuable growth opportunities. These events help small businesses position themselves for long-term success, allowing them to build connections with industry peers, discover new tools, and access insider knowledge.
If you’re attending an upcoming trade show, here are some effective networking strategies your small business can implement to make the most of your time there.
The benefits of going to trade shows as a small business
Trade shows provide cost-effective networking opportunities to connect directly with suppliers and share your brand with a relevant audience.
“Trade shows offer small to mid-size businesses an opportunity to explore a large number of the latest products, services, and innovations in their industry in person over a short amount of time,” said Laura Thompson, Vice President of Trade Shows at The Association for Packaging and Processing Technologies (PMMI).
Trade shows even enable small businesses to gather competitive intelligence and real-time feedback, according to Mark Beyer, Founder of Mybey Ventures. As an attendee, you can gain insight into which strategies are succeeding in your market and where you can improve your offerings to better suit customer needs.
“The concentrated exposure can accelerate brand visibility and credibility, making it a cost-effective way for SMBs to scale their market presence and drive growth quickly,” Beyer added.
[Read more: How to Network to Grow Your Small Business]
Networking strategies for trade show attendees
Follow these expert-recommended strategies at your next trade show to ensure your networking efforts are a success.
Set goals ahead of time
Before the event, establish goals to ensure you stick to a game plan that fully leverages your networking opportunities. If you need guidance, reach out to the trade show organizers for preliminary information to help you connect with the right people.
“Don’t be afraid to ask the trade show organizers questions about [the] target audience, resources, and assistance available to help maximize your experience,” Thompson said.
Research attendees, vendors, and speakers
To prepare for the show, Beyer recommended researching and connecting with key attendees, speakers, and vendors on platforms like LinkedIn. Then, you can build upon those preliminary connections in person.
“During the event, be proactive in introducing yourself, ask[ing] insightful questions, and exchang[ing] business cards or digital contact information,” Beyer said. “Attend networking sessions and industry mixers to meet like-minded professionals.”
[Read more: How an Online Network Can Grow Your Small Business]
Don’t be afraid to ask the trade show organizers questions about [the] target audience, resources, and assistance available to help maximize your experience.
Laura Thompson, Vice President of Trade Shows at The Association for Packaging and Processing Technologies
Use the show’s planning resources
Trade shows often provide resources, like mobile apps or online planners, to help attendees prepare in advance. Use these resources to determine what events you’d like to attend and which attendees you’d like to connect with.
“Maximize your networking opportunities by attending the many events and resources available to attendees at trade shows,” Thompson said. “Have an idea of what kind of connections you’d like to make.”
Divide and conquer different events with your team members
If multiple staff members attend, divide responsibilities and cover different events when possible. This encourages your team to network with professionals beyond your organization, further expanding your brand’s reach and visibility.
“Even if you split up into pairs, go to different show presentations, happy hours, meals, and other activities to maximize your company's networking opportunities,” suggested Drew Deeter, Senior Account Executive at Comprise.
[Read more: Networking Groups for Entrepreneurs and Business Owners]
Bring company swag (even if you’re not exhibiting)
Particularly for smaller businesses with fewer resources, giving away company swag at trade shows is an easy and effective way to build valuable brand recognition and strategically get your name out there.
“Use practical giveaways such as bags and pens with your logo to hand out to everyone you meet,” said Shelley Grieshop, Creative Writer and Marketing Strategist at Totally Promotional. “This ensures that months after the trade show, they will still see your name.”
Have a clear message and train your team
Give your staff ample time to prepare for the event, ensuring they have strong product knowledge and a consistent pitch, Beyer suggested.
“Have a clear value proposition that resonates with your audience,” Beyer said. “Your messaging should be concise and compelling.”
Post-show, assess your success by evaluating the leads and sales you generated and the impact on brand awareness to guide your strategy in future events.
“After the event, follow up with personalized messages to solidify connections, continue conversations, and explore potential partnerships,” Beyer said. “Staying active on social media and sharing your experiences can also keep the networking momentum going.”
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