Trade Shows and Networking

This week, I had the pleasure of attending the MAX industrial automation tradeshow here in Nashville. It was fantastic to reconnect with familiar faces and make some new acquaintances.

It was great to see some familiar faces from the industry, both local connections and people from farther away. Meaghan Ziemba from Mavens of Manufacturing and Jim Mayer of the Manufacturing Connector were there doing podcasts and interviews. I was also able to see many of my local vendors including Rick Lynch from Advanced Control Solutions, some of the guys from Bertelkamp Automation, and Buck Barber from Livingston & Haven. Some other connections were there just to network like myself, shout out to Craig Coyle, Preston Warren and my new friend Eric Tomaszewski.

This mix of local and national players highlights the unique value of tradeshows. You get to strengthen existing relationships while simultaneously expanding your network. And it’s not just about vendors and potential clients. It’s about connecting with other professionals who share your passion for industrial automation.

In the fast-paced world of industrial automation, staying ahead requires more than just technical expertise. It demands a strong network, a pulse on industry trends, and the ability to forge meaningful connections. While the digital age offers countless online tools, the power of face-to-face interaction at industrial tradeshows remains unparalleled.

Think back to the 1990s. Remember how prevalent industrial tradeshows were? While the rise of the internet led many to believe these events would fade away, they’ve proven surprisingly resilient. While it’s true that there are fewer of them now, especially in specific regions like Tennessee (where I am based), the remaining shows are more focused and valuable than ever. They might be expensive to attend or exhibit at, especially if you’re not local, but the ROI can be significant.

In an era dominated by digital communication, the personal connection forged at tradeshows is a refreshing and powerful differentiator. According to recent research, attendees trust in-person events more than anything else, and their trust in events has grown by 5 percent since 2023. Industrial tradeshows put a lot of people with the same interests into the same space. It’s a concentrated environment where you can learn about the latest technologies, discuss industry challenges, and discover new opportunities.

Consider these compelling statistics:

• Buying Power: 81% of tradeshow attendees have buying authority within their organizations. You’re interacting with decision-makers.
• New Prospects: 67% of attendees represent new prospects for exhibiting companies. Tradeshows are a goldmine for lead generation.
• Active Seekers: A staggering 92% of attendees are actively seeking new products. They’re there to find solutions, and you could be the answer.

Before the pandemic, global tradeshow revenues surpassed 33 billion U.S. dollars, highlighting their significance in the broader business ecosystem. Even with pandemic-related disruptions, the sector has demonstrated strong recovery, with industry projections indicating that the B2B trade show market will surpass pre-pandemic values with continued growth expected in coming years.

Why is in-person networking so effective? It boils down to the science of communication. Face-to-face interactions allow you to read nonverbal cues, build rapport, and establish trust in a way that digital communication simply can’t replicate. Nearly 100 percent of business professionals report that in-person meetings are essential for long-term business relationships.

As Northwestern Engineering professor Daniel Abrams found in his research, informal interactions – those spontaneous conversations and chance encounters – play a substantially larger role in relationship formation at in-person conferences. It’s those hallway discussions, booth encounters, and shared meals that often lead to the most valuable connections.

To truly maximize your tradeshow experience, integrate LinkedIn into your strategy.

Before the Show:

• Identify Attendees: Review the attendee list and identify key individuals you want to connect with.
• Personalize Connection Requests: Send personalized connection requests mentioning the tradeshow and shared interests.
• Share Your Plans: Post about the tradeshow, highlighting what you’re looking forward to and who you hope to meet.

During the Show:

• Engage on LinkedIn: Share updates, insights, and key takeaways using the event’s official hashtag.
• Connect in Real-Time: Use LinkedIn’s mobile app to connect with people you meet.

After the Show:

• Follow Up Promptly: Connect with new contacts within a week, referencing your specific conversation.
• Share Your Learnings: Write LinkedIn articles or posts summarizing key takeaways and tagging speakers and new connections.

Generating qualified leads is a primary goal of tradeshow participation. The key is to distinguish between casual visitors and serious prospects. Capture forms should address manufacturing challenges, automation priorities, and decision-making timeline, allowing both immediate qualification and post-event segmentation of leads by characteristics that predict conversion likelihood.

Here are some lead capture methods to consider:

• Badge Scanning: Efficient for capturing basic contact information.
• Mobile Apps: Offer flexibility and the ability to gather additional information.
• Paper Entry Forms: Surprisingly effective, especially for memory retention.
• Interactive Digital Displays: Engage attendees and capture qualifying information.

Authentic networking is about building genuine professional relationships, not just collecting business cards. Ask questions that invite deeper reflection, offer value without expectation of immediate return, and cultivate a diverse “sales ecosystem” of contacts.

Upcoming events in 2026 include:

• Automate (June 22-25, Chicago) * I will be here
• OT SCADA CON (July 22-24, Houston) * I am speaking at this event
• International Manufacturing Technology Show (IMTS) (September 14-19, Chicago)

Industrial tradeshows are more than just events; they’re opportunities to build relationships, gain insights, and drive business growth. By embracing a strategic approach to networking, lead generation, and ROI measurement, you can unlock the full potential of these powerful platforms.

Ready to elevate your industrial automation networking game? Start planning your attendance at upcoming tradeshows today! Connect with me on LinkedIn to share your experiences and insights. Let’s build a stronger, more connected industry together!