How to network effectively

Trade shows and industry events can be exhausting, intimidating and expensive, but they remain one of the best ways to build relationships in print. 

With FESPA 2026 bringing together thousands of professionals from around the world, the question isn’t whether to network, but how to do it properly. FESPA 2026 included six shows happening simultaneously in one location in Barcelona. These included FESPA Global Print Expo, European Sign Expo, Personalisation Experience, Textile, Corrugated and WrapFest. For all the advances in automation, AI and e-commerce, print remains a relationship-driven industry. People still buy from people they trust. A website will showcase your products and an email campaign can generate leads, but face-to-face interaction builds confidence far more quickly.

That’s just one reason trade events remain so important. FESPA 2026 attracted thousands of visitors and hundreds of exhibitors from across the global print and signage sector. Events like this create opportunities that are difficult to replicate online: spontaneous conversations, supplier introductions, partnerships and market insight gathered in real time.

The challenge is that many people dislike networking or don’t know how to do it effectively. Some find it awkward or overly transactional. Others arrive at events with good intentions but spend most of their time wandering around exhibition halls collecting brochures they never read afterwards.

Effective networking isn’t about handing out as many business cards as possible. It’s about building useful and genuine connections.

The biggest networking mistake is turning up without clear objectives. Before attending any exhibition or conference, decide what success looks like for you.

Are you looking for suppliers? Potential clients? Distribution partners? New product ideas? Industry insight? Recruitment opportunities? Marketing tips?

Having a focus changes how you approach the event. It also stops you wasting energy just wandering aimlessly. Large trade shows can quickly become overwhelming, especially events the size of FESPA.

Research exhibitors and speakers beforehand. Most events publish exhibitor lists and floorplans in advance. Identify the stands you definitely want to visit and prioritise them. If there are people you particularly want to meet, contact them before the event rather than hoping to bump into them on the day.

This matters because the best networking often happens before the event even begins.

One reason people dislike networking is that they associate it with forced sales conversations. In reality, the most effective networkers tend to…