Fairs are not just product display events — they're also opportunities to connect with professionals from around the world. Research shows that 76% of fair participants establish a business relationship within two years with people they met at the fair. Here are proven strategies for effective networking at international fairs.
Pre-Fair: Activate Your Digital Network
Before going to the fair, follow the fair on LinkedIn and send connection requests to people you're interested in. Use the event hashtag to engage with participants in advance. Register on B2B matchmaking platforms offered by the fair organizer. Send a short message to people you want to meet and request an appointment.
At the Fair: First Impressions Are Everything
Prepare a strong elevator pitch: a short introduction explaining who you are, what you do, and why you want to talk with them in 30 seconds. Listen to the other person first, then present your own offer. Memorize names and titles — addressing someone by their name quickly deepens the relationship. Try to find a common point of interest in every meeting.
Side Events and Social Programs
Cocktails, gala dinners, panels, and workshops within fairs offer a much more relaxed networking environment than the stand. Make sure to attend these events. Connections made in informal settings are much more lasting. Follow the fair's social media channels to not miss impromptu event announcements.
Follow-Up: The Most Critical Phase of Networking
Within 48 hours of returning from the fair, send a personalized message to everyone you newly met. Instead of standard 'Nice meeting you' messages, refer to a specific topic you discussed. Send LinkedIn connection requests with a note. Like and comment on the content of people you follow — this keeps you visible.
Long-Term Relationship Management
Networking is not a one-time event but an ongoing process. Reach out to your connections at least 2–3 times a year. Share useful content, industry news, or messages related to their personal interests. Remembering your previous meeting when you see them at the next fair greatly strengthens the relationship.
