Super 7 Series: Success at Trade Shows 2 of 7

Who’s Who at a Trade Show: People to Know and Connect With

Trade shows aren’t just about booths and brochures — they’re about people. Knowing who attends (and why) can help you network smarter, build better partnerships, and create meaningful opportunities. Whether you’re a solo creator or a growing team, here’s your cheat sheet for the key players to watch for on the show floor.

1. Customers

These are your ideal attendees — people actively exploring solutions and open to discovering new brands. They’re walking the aisles with curiosity and questions. Make your booth the one that answers both.

2. Exhibitors

Other businesses in your space are showcasing their products, services, and ideas. Talk to them! You’ll find collaboration potential, creative inspiration, and maybe even a few friendly competitors worth knowing.

3. Industry Professionals

Think experts, thought leaders, and veteran vendors. Many attend to speak, teach, or scout trends. Introduce yourself, ask smart questions, and take notes — their insights are often golden.

4. Press & Media

From bloggers and podcasters to local news and niche trade mags, the media is always hunting for a fresh story or standout innovation. A solid pitch (and a press-ready flyer) could turn your moment into a headline.

5. Suppliers

Keep an eye out for logistics pros, packaging vendors, print shops, and tech partners. Some of the best business upgrades come from connections made in the most unexpected places.

6. Sponsors

Sponsors often have big reach and big budgets — and they’re looking for visibility. If you’re aligned in values or audience, a sponsor relationship could open unexpected doors.

7. Organizers

Never overlook the folks running the show. They know the schedule, the influencers, the must-attend events, and the VIPs. Build rapport now — it may help you secure better placement or early access next time.

Pro Tip:
Make a plan ahead of time for who you’d like to meet. Highlight exhibitors, check the speaker list, and don’t forget to connect on LinkedIn post-show while your conversation is still fresh.

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📌 Part of the Black Swann Consulting Super 7 Series: Trade Show Success
Next up: Why Trade Shows Still Matter: 7 Powerful Business Benefits

📌Want three trade show checklists in one free bundle?
Grab the Trade Show Strategy ProPak with action-packed checklists for before, during, and after your next event.

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