From Visibility to Value - a workshop on using trade fairs as a strategic growth tool

How can trade fairs and industry events become more than just an expensive marketing activity? On March 26, Founders Loft welcomes entrepreneurs to a workshop on how startups can use trade fairs as a long-term tool for business development and growth.

The workshop will be led by Jenny Lans from Lans & Co and is the first session in a two-part series exploring how companies can move from visibility to real business value by taking a more strategic approach to physical meeting places and industry events.

From short-term exposure to long-term strategy

Many companies view trade fairs and industry events as isolated marketing activities. However, fast-growing companies often approach them differently, as part of a long-term strategy for sales, positioning, and relationship building.

During the workshop, participants will explore topics such as:

• How to create greater business value from participating in trade fairs

• How trade fairs can be integrated into a long-term growth strategy

• How physical meetings can be used to build relationships, generate business opportunities, and create new partnerships

The goal is to give entrepreneurs a more structured perspective on how in-person events can be integrated into a company’s overall growth strategy.

Part of a workshop series

This session focuses on strategy and structure — how companies can plan and use trade fairs as part of their business development efforts. The second session in the series will take place May 7 and builds on this foundation by focusing on the human side of meetings: how founders and teams can communicate value, build trust, and turn conversations into concrete business opportunities.

Time and location

📅 March 26, 2026 🕙 10:00 – 11:00 📍 Founders Loft, Sven Hultins plats 5, Gothenburg

Submit to the event here!

The workshop is an open event for entrepreneurs and teams who want to work more strategically with their market presence and strengthen their go-to-market over time. Welcome!