Trade shows and events are more than just industry gatherings; they’re powerful opportunities to build meaningful relationships and foster community. In a recent episode of the Belly2Belly podcast, I had the pleasure of speaking with Casey Cheshire, founder of Ringmaster, about how to maximize these opportunities and create lasting connections.
The Power of Face-to-Face Connections
Casey emphasized the irreplaceable value of in-person interactions. Meeting face-to-face accelerates relationships, allowing us to pick up on nonverbal cues, share experiences, and build trust much faster than virtual or email interactions. “You can break bread, have a beer together,” he said, highlighting how these simple moments can transform a stranger into a friend.
Long-Term vs. Short-Term Engagement
While trade shows offer an incredible chance to form new relationships, the challenge lies in maintaining those connections after the event. Casey pointed out that having a structured follow-up approach is essential—one that doesn’t feel robotic or overly scripted. “Be a human,” he advised. Avoid the canned marketing pitches and instead focus on genuine, value-driven interactions that keep the conversation going.
Leveraging Podcasts at Events
One of Casey’s top recommendations? Record a podcast at your event. Even if you don’t have a high-budget studio setup, a simple microphone and camera can be game-changers. Conducting short, engaging interviews with attendees provides multiple benefits:
- Capturing insights and perspectives from key stakeholders
- Extending engagement beyond the event
- Creating shareable content that keeps your brand top of mind
- Building community by giving attendees a voice
Rather than collecting business cards destined for a forgotten pile, why not capture real conversations that provide long-term value?
The Key to Appointment Assurance
Another game-changing idea Casey shared was “appointment assurance.” If you’re setting up meetings at an event, making them part of a podcast or content opportunity increases attendance rates. People are less likely to cancel when they know they have a platform to share their thoughts and expertise. It’s a simple yet powerful way to ensure high-value conversations happen.
Quality Over Quantity: Engaging the Right Audience
In B2B, we’re not chasing millions of views—we’re building relationships with the right people. While broad audience reach can be beneficial, the real win is in the direct conversations and deep connections that result from them. As Casey put it, “That one relationship can turn into a customer, but we have to nurture it.”
The Takeaway: Back to Basics
At the end of the day, success in trade shows and events comes down to meaningful engagement. Podcasts, personal outreach, and real conversations help us move away from transactional interactions and toward genuine community building.
Let’s stop playing the game of impersonal mass marketing and get back to what really works—face-to-face, belly-to-belly, and human-to-human connections.
What strategies have you used to build lasting connections at trade shows? Share your thoughts in the comments!
Additional Resources
For more on this topic, we suggest reading “Making the Room Small: A Strategic Approach to B2B Trade Shows and Events“.
About
MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.
