From Visibility to Strategy – Our Founders Turn Trade Fairs into Growth Tools with Lans & Co

How do you go from simply being visible to actually creating value? That was the central question when we at Founders Loft were recently joined by Jenny Lans from Lans & Co who delivered the workshop “From Visibility to Value – Using Trade Fairs as a Long-Term Growth Tool.”

Together with entrepreneurs from our community, we explored how trade fairs and events can become more than one-off activities, and instead serve as a strategic part of a company’s long-term growth journey. The workshop was characterized by openness, shared experiences, and practical tools.

Several key insights emerged:

• Clarify your message – What do you want to say about your company, and what is your core value proposition?

• Put people first – Greeting, listening, and creating genuine connections is the foundation for long-term relationships.

• Activate your presence – Have a clear call to action and connect your presence to channels such as your website or newsletter.

• Follow up and build further – What happens after the event? How do you continue the dialogue and create continuity?

• Think talent attraction – Trade fairs are also an opportunity to connect with future team members, such as students.

• Share and amplify – Highlight your participation in your own channels and build on the value you’ve created.

A recurring insight was that value is not created in the booth itself, but in the relationships, the follow-up, and the long-term strategy.

At Founders Loft, we believe in the power of human connection. When entrepreneurs are given the right conditions to communicate their value and build relationships, we not only create stronger companies, but also contribute to solving important societal challenges. A big thank you to Jenny Lans and everyone who participated and contributed with your perspectives, experiences, and willingness to share. Together, we continue to build an inclusive innovation ecosystem where more ideas can grow into sustainable companies.