5.Who’s attending the event?This is one of the key questions that should be addressed well before the event. Participation format, goals, and region — all of these influence who should be sent on the business trip. When selecting a representative, it’s important to consider not only their position but also practical factors: the ability to obtain a visa quickly, the duration and complexity of travel, knowledge of the host country’s language, overall communication skills, and the ability to adapt to the event format. Even a highly experienced specialist may be ineffective if they’re not prepared for the cultural context or feel uncomfortable with live networking.
- Founders or top management Pros: high engagement, ability to make decisions on the spot, strengthens studio image. Cons: high participation cost, distraction from operational tasks.
- Full-time employee (e.g., account manager or producer) Pros: can focus on networking and negotiations while staying within budget. Cons: limited authority, possible lack of strategic context.
- Part-time representative or local manager Pros: flexibility, ability to bring in a specialist with relevant expertise or language skills. Cons: may not be deeply integrated into studio processes.
- B2B agency or outsourced firm Pros: experience, existing contacts, time-saving. Cons: limited control, risk of superficial representation of the studio.
For example, we find suitable business development contacts on LinkedIn and offer not only full coverage of travel-related expenses but also a percentage of each client acquired from the exhibition. With this approach, it’s especially important to maintain constant — nearly hourly — communication with the representative during the event to respond quickly to emerging opportunities and adjust the strategy as needed.
It’s also essential to conduct a detailed briefing in advance, covering key points: what to emphasize in conversations, how to present the studio, what pain points our product solves, and which phrasing works best when speaking with potential clients.
6.On-site — explore the venue before it startsBefore the event starts, it’s crucial to understand the layout — especially at large-scale venues with hundreds of booths, dozens of halls, and multiple meeting zones.
That’s why we follow these steps:
- Download the venue map (usually available on the event’s website).
- Identify the location of our booth/hall, meeting points, and food areas.
- Plan a route between key locations.
- Schedule meetings with buffer time for movement (at least 10–15 minutes between slots).
Additionally, it’s worth noting that some potential clients prefer to hold meetings outside the exhibition zone — in a hotel lobby, nearby café, or restaurant. That’s why it’s important to research the surrounding infrastructure in advance: where convenient meeting spots are located, how busy they get during peak hours, and how quickly you can get there. If the meeting takes place in a café, it’s a good idea to plan ahead what you’ll order — this helps avoid awkward pauses and maintain a professional tone.
7. Take photos with people- If your potential client is open to it — take a photo together. It creates an additional touchpoint after the event, strengthens your network, and can be useful for social media posts with tags. Tagging their profile when posting the photo, by the way, is a great tool for a soft reminder of your presence. Most importantly — respect personal boundaries: if someone isn’t comfortable, don’t insist.