Skip the ticket; show up anyway.
Tickets can be very expensive, and as a startup founder, I couldn’t justify spending thousands. So I decided to skip the ticket and just go to the same city where the trade show was happening. The best conversations often happen outside the event—in coffee shops, hotel lobbies, and nearby restaurants. Trust me, you don’t need to be inside the venue to make excellent connections.
Do the outreach beforehand.
Before I landed, I did my homework. I contacted people I knew would be attending, set up coffee meetings, and scheduled casual lunches. This took a bit of LinkedIn outreach and some emails, but it paid off. I had meaningful one-on-one conversations, all without the noisy, crowded exhibit floor.
Work the vicinity of the trade show
Most trade shows and conferences have an outside zone/seating for coffee and networking. I used that area to get work done, while keeping an eye out for people that I wanted to meet for a quick handshake. You never know who you’ll meet; those chance encounters can lead to big opportunities.
Focus on Relationships, Not Sales
Since I wasn’t under the pressure of having a booth or a big-ticket expense to justify, I focused on building real relationships. I wasn’t pushing for sales—I was simply meeting people, getting to know them, and finding ways to follow up later.
Ask Customers if You Can Represent Them
One creative way to attend trade shows without breaking the bank is by leveraging your existing customer relationships. It’s always worth asking your loyal customers or clients if you can tag along, represent them, or attend the event on their behalf. By doing this, you may gain free or discounted access to the event while still promoting your own brand. Customers attending the trade show might appreciate the additional representation, especially if they can’t send a full team themselves. This also gives you the chance to meet potential partners, prospects, or other companies in their network while staying within budget.
At the end of the trip, my total expenditure was a fraction of what it would’ve cost to attend the trade show officially. Flights, hotel stay, a few coffees, and a couple of lunches, but I still walked away with solid connections—and even potential deals. People want to see you in-person and showing up gives your brand credibility.
