Trade shows: how to get the most out as an event planner

If you work in the event industry, chances are you attend at least a couple of trade shows each year. IMEX, IBTM, The Meetings Show, so many more… They’re an essential part of the calendar. But with so many familiar faces, product demos, and networking drinks, how often do we stop to ask: what should I actually be doing while I’m there?

Trade shows are packed with opportunities, but without a bit of preparation, it’s easy to come home with a tote bag full of brochures and very few concrete answers. If you’re an event planner attending a show like IMEX, now coming up in a week, it’s worth taking a step back and seeing it not just as a social or sales opportunity, but as a moment to solve problems and sharpen your own event strategy.

Let’s break it down: before, during and after the trade show.

✅ Before the Show: Your Pre-Event Checklist

You might be planning your own event right now or already deep into the process for one coming up this year. Either way, going into a trade show with clarity on what you already have and what you’re still figuring out will help you ask the right questions.

Use this checklist as a guide:

✅ Venue: Are you happy with your current suppliers? Looking to expand to a new region or venue type?
✅ Catering: Do you already have a reliable food & beverage partner? Do they cover dietary needs well enough?
✅ Registration: How did it go last year and what do you need to work better this year?
✅ Event app and tech: Is your current tech stack working, or are there gaps in attendee experience?
✅ Accessibility & sustainability: If you want your event to have true reach you need to make sure it is both inclusive and sustainable. In 2025 these are not just a point to check off, but an effort you need to make.
✅ On-site logistics: What are your plans for rest areas, charging stations, signage, check-in flow?
✅ Sponsor and exhibitor solutions: Do you have enough to make a good sponsor package, or do you feel like you cannot ensure great sponsor ROI?

How to explore at the trade show:

1. Make a list of keywords to search on the trade show platform.
2. Schedule meetings in advance with companies that match what you need. Don’t rely on just walking by because you will absolutely miss a stand tucked away in some corner.
3. Prepare specific questions per vendor so you get actionable answers, not just the standard pitch.
4. And yes, schedule in your lunch. Trade shows run on caffeine and fluroescent lighting. The concept of passing of time doesn’t exist here, but you cannot forget to fuel yourself.

Pro tip

Organisations like MESA (Meetings & Events Support Association) exist to guide you through the process of all seeking out the right solution to your specific requests and needs. They gather trusted partners who can help answer several of your questions in one go, saving you a lot of the fuss and wondering about.

During the Trade Show: Explore, Learn, Connect

You’ve got your schedule, your questions, your badge. How do you make sure to make the most out of your trade show without just mindlessly scanning stands and getting goodie bags you don’t necessarily need.

1. Explore solutions, but be intentional.

Be clear about what you’re trying to solve. And remember that not all vendors work the same way. For example:

• If it is a really big company, they will likely rely on a much more DIY approach and their solutions are likely a lot less customisable to your needs. Can your team handle that?
• Smaller companies are likely tailored to a more specific market and can provide a most customised solution for you. However, their timeline of working is usually longer and you need to act quickly if you want to get the project rolling.

2. Attend sessions that surprise you.

Beyond the exhibition floor, there’s a wealth of content. Campfire sessions, roundtables, quick talks and keynote presentations. They are all extremely valuable and often overlooked in the grand spectacle of things. Ask yourself:

• What’s a topic I haven’t thought about yet? Is there a session that addresses this?
• Which sessions sound less like sales pitches and more like fresh perspectives?

3. Network, but make it real.

Networking at trade shows is easier said than done. Everyone’s busy, and everyone’s selling. A few tips:

• At a stand: Ask vendors, “Who else do you think I should talk to based on what I’m looking for?” They might refer you to someone helpful, even outside their company.
• At a drinks event: Instead of small talk, try:

“What’s the biggest challenge  you’ve faced in your events lately? And how did you address it?”
or
“Have you found any unexpectedly useful tools this year?”

• Listen as much as you talk. The best connections often come from shared frustrations or goals.

After the trade show: Make It Count

You’ve walked 12,000 steps, gathered 26 flyers, and had 19 versions of “what do you do?” conversations. Now’s not the time to file it all away and forget about it.

Here’s what to do after the show:

1. ️ Make a short summary per stand you visited. What did they offer, what did they promise, and do you want to follow up?
2. Check your inbox. Yes, there will be follow-up emails. But many of them include case studies, pricing details, or even product demos you didn’t have time for at the show.
3. Connect on LinkedIn. Keep the momentum going. A quick note like “Great to meet you at IMEX — would love to stay in touch!” goes a long way.
4. Post your takeaways. A few reflections on what you learned (or still want to learn) make for a great social post — and a good way to remind your network you’re open to connect.
5. Debrief with your team. Bring your insights back. What tech seemed worth exploring further? What trends came up again and again? Did anyone offer a pilot you should test?

Trade shows are a huge investment of time, energy and money. But when you prep with purpose and stay curious throughout, you’ll leave with more than just branded pens. You’ll come away with real tools, valuable connections, and a sharper strategy for your own events.

And yes, schedule that lunch. Seriously.