Attending a tradeshow can elevate your business, but knowing how to manage your time, organise business meetings, and get the most out of the event can be the difference between a successful trip and wasted money.
Attending international tradeshows, conferences, or exhibitions is a significant investment for any business. It’s a juggling act of time, budget, and people.
However, with the right strategies in place, it’s possible to turn the investment into real business value. Whether you’re looking to raise brand awareness, strengthen key relationships, or learn more about the sector, industry events such as Host Milano offer a chance to connect with decision-makers in the market.
Maximising your presence
Laura Pearsall, Head of Sales Marketing at Prime Creative Media, says tradeshows such as Host Milano offer unparalleled opportunities for visitors to connect directly with industry leaders.
“Visitors can experience the latest innovations firsthand and gain insights into future trends shaping their sector,” Pearsall says.
“These events bring together a high concentration of decision makers, suppliers, and innovators in one place, making them ideal for networking, market research, and discovering new products and services.
“For professionals wanting to stay ahead in their industry, tradeshows are not just informative – they’re a necessary strategic investment.”
Effective time management is essential to a successful tradeshow visit and begins well before stepping onto the event floor. Pearsall suggests visitors should:
- Set clear objectives: know what you want to achieve, whether it’s finding a new supplier, understanding market trends, or exploring new technology.
- Research the exhibitor list and floor plan: identify key exhibitors, seminars, or zones of interest and plan your route to avoid wasting time.
- Pre-book meetings: reach out to important contacts or potential suppliers in advance to lock in time for meaningful conversations.
- Download the event app or program guide: many shows offer tools to help navigate the event more efficiently.
Planning ahead can ensure your time is spent with purpose and maximises the return on investment of your attendance.
Pearsall also says being proactive and not passive is a must to get the most out of a tradeshow as a visitor. As there are many opportunities to engage with exhibitors, ask questions and seek out demonstrations – don’t wait for exhibitors to approach you.
“We recommend to follow up quickly. Take notes during the event and follow up with key contacts within a few days to keep the momentum going,” she says.
She also suggests taking time after the event to reflect on what you learned, who you met, and how it supports your business goals.
“Staying focused on your purpose helps to achieve your goals. It’s easy to get sidetracked by eye-catching displays or exciting new tech, but always come back to your ‘why’. If a product or service doesn’t align with your core business goals, keep moving,” she says.
Make the most of Host
For those visiting Host Milano in Italy from 17 to 21 October, the international hospitality tradeshow offers a matchmaking service that streamlines scheduling and sets up attendees with a broader understanding of the event and what it has to offer.
Over five days, Host will welcome many of the world’s top coffee businesses to discuss ideas and develop strategies to combat some of the industry’s most pressing issues. With more than 1700 confirmed exhibitors from 54 countries and a growing community of more than 700 hosted buyers, the biennial event is a strategic meeting point for anyone shaping the hospitality sector of tomorrow. CR
For more information, visit host.fieramilano.it
This article was first published in the September/October 2025 edition of Global Coffee Report. Read more HERE.
