Thermoforming Report

Beyond the Booth: Maximizing Your Conference ROI

As we look forward to the SPE Thermoforming Conference just a week or so away, I can’t help but think through the variety of intentions for those attending.

• Is it all about networking? 
• Are there expected learning opportunities to be had? 
• What about team building? 

We hit this same topic a year ago in our May Thermoforming Report and – go figure – all of that still applies!  Let’s take a fresh look at what’s new, what still resonates, and what’s worth highlighting this time around.

Networking, Networking, and then some more Networking!

“For many event attendees, networking isn’t just a side benefit—it’s the main event. In fact, 77% of trade show attendees list networking as their top priority for participating.”  GetProven, 02/04/25. 

No, I am not a paid provider for that company.  But their blog on “Trade Show Secrets: Why Networking Is the Heart of Every Successful Event” does highlight a few key takeaways in my opinion.

• “At its core, networking is about forming meaningful connections that transcend transactional interactions. While trade shows offer unparalleled opportunities to showcase products and close deals, the most enduring value often comes from building trust and fostering long-term relationships.“
• “Trade shows require a significant investment of time, money, and resources. To justify these costs, participants need to see measurable returns—and networking is a critical driver of ROI. Relationships formed during events often lead to partnerships, referrals, and deals that continue to deliver value long after the show has ended.“
• “According to the Center for Exhibition Industry Research (CEIR), companies that participate in trade shows see an average ROI of $4 for every $1 spent, with networking playing a pivotal role in achieving this return.“

I’d sure like to see the research on that last bullet… that’s a significant return!  Clearly, the promise of a strong ROI must be the driving force on why so many conferences and trade shows are consistently scheduled and well attended! 

I will be at the SPE Conference in Atlanta in a few weeks, and my main goal is… networking. (No surprise there, right?!)  Being able to meet a variety of different professionals in the industry is obviously very important to my business!  What better way to connect than at this particular event!

Team Building 101

SHRM generated a recent article on this topic: “Why Attending Conferences with Your Team Is Good for Your Business, April 22, 2025″.  As they talk through it – with the obvious bent towards HR – they highlight the fundamentals of team development: trust, time, and training.  Though they didn’t articulate it or break the article down in this way, all of these concepts were included in the blog… and I like the alliteration.

• Trust: building trust is key in any relationship.  Some of that trust is imparted by just selecting – and paying for – your team members to attend the show/conference.  When you engage them and ask for their thoughts, insights, and questions about a particular event they attended, it is empowering.  Leaning into and implementing their ideas also deepens the overall level of trust exhibited.
• Time: shared experiences are powerful.  They create bonds and memories that are lasting.  “Remember when we…” starts a lot of fun conversations when you meet up with some old friends, right?  The same goes for your business colleagues.  Going to compelling workshops together and then discussing over dinner creates lasting bonds across the team.  The concentrated time together commonly helps unify those that attended, reenergizing them upon their return to the office and plant.
• Training: learning something new should always be a goal!  This kind of training – usually industry focused and via gifted thought leaders in the space – brings key insights that are hard to come by in other ways.  And, as touched on above, it tends to impart fresh perspective and a sense of renewed purpose.  That renewal and refreshing can help tackle burnout, provide new motivation, and generally inject fresh life into the team members. 

Bringing It All Together

Yet another great (and well-titled) article, “The Benefits of Attending Conferences and Other Networking Events in Your Business Niche,” is worth the full read. 

“In the dynamic landscape of modern business, long-term success requires more than hard work from the comfort of your office.  Staying one step ahead means actively engaging with your niche and its leaders, making real-time connections, and participating in the ideas exchange.  Attending conferences and networking events within your business niche can facilitate all of the above.”

MoneyThumb, 4/28/25

And their tips are solid as well:

1. In-person meetings are more effective
2. Research and plan ahead
3. Listen actively and engage
4. Explore diverse connections
5. Use social media as your business card
6. Follow up promptly

The article also does a great job of summarizing how networking via conferences and trade shows should be leveraged – to the benefit of everyone. 

“In the evolving landscape of professional networking, don’t simply focus on your success, but on how you can contribute to successful partnerships.  By embracing these principles, you can navigate conferences and networking events successfully, turning them into powerful tools for finding and taking advantage of opportunities, and establishing yourself and your business in your niche.”

[The emphases are what I wanted to… emphasize!]

MoneyThumb, 4/28/25

Key Takeaways

Conferences and trade shows are more than just a chance to showcase products or gather insights… they are invaluable opportunities to forge connections, build trust, and reinvigorate your team.

When you approach these events with intention – focusing on purposeful networking, shared learning, and trust-building – you transform passive attendance into true investment.

Whether you’re attending solo or with your team, remember that the real value lies in the relationships you cultivate and the lasting impact they’ll have on your business’s success.

So, the next time you attend an industry conference or trade show, make it count – your ROI is waiting!

As your Thermoforming Talent Partner, we represent clients AND candidates! We’re here to help in any and every way possible! We provide hiring strategies, priority candidate searches, job searches, client & candidate introductions, interview tips, résumé facelifts, resignation strategies, and much much more. LET’S STRENGTHEN YOUR SEARCH!