Workshop: From Visibility to Value - Using Trade Fairs as a Long-Term Growth Tool

Founders Loft welcomes you to Session 1 of 2 in this workshop series with Jenny Lans, Lans & Co.

This two-part workshop series explores how trade fairs and events can move from short-term visibility to long-term business value. In Session 1, the focus is on strategy and structure — setting the foundation for how physical presence can support sales, positioning, and sustainable growth over time. Session 2 builds on this by focusing on the human and communicative skills required to turn strategy into real-world results.

From Visibility to Value: Using Trade Fairs as a Long-Term Growth Tool 

Most companies treat trade fairs and events as one-off marketing activities. High-growth companies treat them as part of their long-term growth strategy. 

In this session, Lans & Co explores why trade fairs so often feel expensive, chaotic, and difficult to measure — and how a clear 5–10 year event and trade fair plan…