Kim Ellis has experienced Learning Technologies Expo from both sides of the stand – as a visitor navigating the noise and as a vendor trying to have meaningful conversations. Here she shares her ten tips for making the expo work for you as a freelancer.
When you’re heading to any expo, there’s one thing you need to realise…quickly.
Everyone on a stand is there to sell to you.
It’s that simple. And you’re probably not their target audience.
I know it sounds harsh, but it’s true. You’re not a large corporation looking to purchase a new Learning Management System (LMS). You don’t have a team that needs a coaching platform, and you don’t need content creation tools.
Navigating expos and making them work for you takes a bit of practice, so if you’re heading to London for Learning Tech and you want all the tips…read on.
Tip 1: Wear comfy shoes
I harp on about this one a lot – but honestly, it’s tip number one for a reason.
If your feet hurt, you’ll be miserable.
I have specific conference trainers, tried and tested over a few years. They aren’t fancy, but I can run around all day and still feel fine.
Tip 2: Take a refillable water bottle
If you forget, make a beeline for stands giving out bottles. There are plenty of filling stations near the café area too. There’s literally no point buying water – don’t waste your money (save it for the overpriced sandwich).
Tip 3: Go with a goal
It sounds obvious, but before you even step through the doors, ask yourself what you actually want to get out of the day. A new tool to recommend to clients? Three solid conversations with vendors? A catch-up with a collaborator you’ve been meaning to see? Having even a loose intention stops the day from slipping away in a blur of merch and noise – and gives you something to measure your visit against on the way home.
Oh and with this one, please don’t have the goal of selling your product or service to people, very few people will be receptive to it. People are going to be bombarded all day with vendors selling there wares, just have a conversation and see where it takes you.
Tip 4: Plan your visit
Browse the seminar schedule, decide what you want to see and when. Then check out the exhibitor list – and the floor plan if you can get hold of it early – to work out which stands to prioritise.
The more strategic you are, the more you’ll get out of it. If you’re ambling around hoping to bump into someone in the Costa queue and land a new client by chance… you’re just making it harder for yourself.
Tip 5: Position yourself from the outset
When I approach stands, I’m upfront straight away about being a freelancer and not being there to purchase. But then I lead with the fact that I’m there to see what people are doing – so that if a client needs X down the line, I’ll know exactly who to point them to.
This approach has a double benefit: the other person usually relaxes, drops the sales spiel, and we end up having a much more productive conversation.
Just remember – they’re there to sell, so if the stand gets busy, step aside and let them talk to a potential client. You can always swing back later.
Tip 6: Don’t be a merch goblin
I love a good haul, but there’s a point where you have an entire drawer full of notebooks that’ll take you years to get through. And there are only so many stress squeezers you can have on your desk.
Beyond the clutter, remember that merch costs companies real money – and some of it is genuinely expensive (trust me, I know).
The very least you can do is have a conversation and get yourself scanned.
Don’t just be a grabby goblin.
Tip 7: Set up meetings while you’re there
If you work with L&D teams or agencies, ask if they’re going – it’s a great opportunity to maintain client relationships. Offer to buy them a cup of tea (you can claim it back on expenses). If they’re a really good client, offer lunch.
For some people, this might be the only chance they ever meet a client or collaborator face to face. Good business is built on relationships, and chances are you’ll get more out of those catch-ups than you will from the seminars.
Tip 8: Protect your energy
Learning Tech is full on – it’s loud, it’s bright, and there’s usually a robot (maybe even Stormtroopers). If you start to feel overwhelmed, pack some headphones or earplugs so you can dial down the noise.
Sometimes just heading to the back of the hall and sitting down for 15 minutes is all you need to reset. Last year Andy Candler and I found a little booth on a stand that happened to have an ice cream bar – we just sat and chilled for a while. If you do the same, just be ready for a chat; a quick conversation is the least you can do in exchange for the hospitality.
Tip 9: Follow up promptly
The conversations you have at Learning Tech are only as valuable as what you do with them afterwards. You’ll meet a lot of people over the course of the day, so as you go, jot down who you’ve spoken to, what you discussed, and why you want to stay in touch – even a quick note in your phone is enough. It’s much easier to do in the moment than trying to piece it all together on the train home.
Then make a habit of connecting on LinkedIn the same evening while faces and names are still fresh. A quick “great to meet you today” message goes a long way – and if you promised to send someone something, do it within 24 hours. The people who follow up are the people who get remembered.
Tip 10: Attend an afterparty
A few companies will be hosting afterparties – they’re a great way to connect with vendors and attendees without the expo madness. If you’re staying over or live locally, try to get to one on day one.
Or round up a group yourself and go for food or drinks – now’s the time to start organising it.
Let’s wrap up
I hope these tips help you have a productive visit. I’ve navigated expos as a freelancer for a few years now, and the biggest thing I’ve learned is this: just be honest about who you are. Talk to people, be upfront with vendors, you never know where your next opporunity will come from.
