The Power of Networking: Making the Most of Exhibitions & Events

Attending networking events and exhibitions is an invaluable opportunity for both agents and venues, but how you approach them can make all the difference. As an agent, it’s about exploring new venues, reconnecting with key contacts, and staying updated on what’s happening in the industry. For venues, it’s about forging strong relationships with agents—because those connections can directly influence future bookings.

I recently attended the London Summer Event Show at LETCHWORTH'S (FREEMASONS' HALL, LONDON) LIMITED , and it was fantastic to catch up with industry professionals, see the venue in action, and experience the latest offerings from suppliers and event spaces. However, as always, there were some venues that made the most of the opportunity—and others that simply wasted it.

Why Networking Events Matter for Agents & Venues

? For Agents:

• They’re a chance to experience venues first-hand, helping us make better recommendations to clients.
• They allow us to reconnect with venues, learning what’s new, whether it’s a refurb, a new team member, or a different offering.
• They give us insights into how venues position themselves, not just through brochures but through the way their teams engage.

? For Venues:

• These events are about building strong relationships with agents who will be the ones suggesting their venue to potential clients.
• Post-exhibition receptions are crucial—you get to meet agents on a more human level, beyond the formal pitch.
• A presence at these events isn’t just about being there; it’s about how you present yourself and engage.

Positioning at an Exhibition: Where You Stand Matters

Choosing the right spot in an exhibition hall can make or break your visibility. Some key considerations:

?? Avoid narrow aisles or tucked-away corners where footfall is low. If people don’t naturally pass by, they won’t stop.

?? Near bars or coffee stations is prime real estate—attendees will linger here, giving you a chance to spark conversations.

?? Lecture theatres can be busy, but attendees are usually rushing to their next talk. However, catching them in the gaps between sessions can be a great opportunity.

The layout of the show was well thought through and whilst of course there are some plots that are better than others, overall there were no real bad positions within the show!

Making an Impact: Don’t Waste the Opportunity

One of the biggest mistakes I saw at the Summer Party Show was venues sitting on their phones, completely disengaged. No one wants to approach a stand where the team looks uninterested—it’s a wasted opportunity. Exhibitions are about being warm, welcoming, and open to conversations. A smile, a friendly introduction, and genuine engagement go a long way in positioning your venue as a top choice for future events.

Final Thoughts: Building Lasting Relationships

Attending exhibitions isn’t just about being seen—it’s about being remembered. Whether you’re an agent or a venue, these events are about creating meaningful connections that extend beyond the day itself. Engaging with people, attending the evening receptions, and positioning yourself strategically can turn a simple networking event into a long-term business opportunity.

?? Were you at the Summer Party Show this week? Let’s connect!