Events and Tradeshows in 2026

Episode summary

A lot of companies treat tradeshows like a box to check. They show up because “it’s an industry thing,” spend real money, then wonder why nothing came of it. In this episode, Grant and Tyler break down a practical approach to events that actually produces results: define the goal and budget, do pre-event outreach, show up with an engaging booth plan, capture content while you’re there, and follow up with a real post-show strategy (not a single “great to meet you” email).

What you’ll learn

1. How to decide if an event is worth attending (and what success looks like)
2. Why “backpack it” first (walk the floor before buying a booth)
3. Pre-event marketing that increases booth traffic and meetings
4. Booth mistakes that kill conversations (busy messaging, bad body language)
5. How to capture content that makes the trip worthwhile even if the show is a dud
6. The post-show follow-up strategy most teams skip (and why that’s where ROI lives)
7. Why “destination” should not outweigh “audience quality”

Key takeaways

1. Define the goal first: leads, partnerships, brand awareness, recruiting, or learning
2. Do recon before committing to a booth
3. Promote attendance ahead of time (website, social, LinkedIn header, email)
4. Make your booth simple, readable, and conversation-driven
5. Send people who are approachable, not phone-scrolling statues
6. Rotate booth coverage so the team stays sharp
7. Capture photos and quick videos for content
8. Follow up with specific context, and follow up more than once

If you’re spending money on events, treat it like a campaign. If you want help building a simple event playbook for your team, reach out.