The Truth About Corporate Events: Beyond Freebies and Business Cards
About two weeks ago I attended an event on a Saturday, and I was very excited to meet and greet some of the businesses there. It was organized very well, it was outdoors, and it was fairly well attended. I am more than disappointed what I experienced afterwards. People saying they would call you, and 99% of them never did. So, I reached out to the businesses I was interested in, and never got a phone call back. I am not a new-comer in business, so I get it, but there is something deeper going on. What is the reason for stepping out into the community to feature or to represent a business? What is it?
Corporate events, expos, and trade shows—what are they really for? We’ve all seen the typical setup: a branded table stacked with pens, keychains, brochures, and the ever-familiar bowl of business cards that never seem to result in a single follow-up call. It’s become a bit of a joke, hasn’t it?
The question is: why send representatives to these events if they’re not invested in building relationships, generating leads, or showing any genuine interest? What we often see are bored-looking reps who might not even be in sales, standing behind a table, half-heartedly engaging with passersby. The goal of these events should be about more than just having a body present. Yet, it’s painfully clear that for some companies, it’s all about appearance rather than strategy.
Missed Opportunities
When a company sends someone who isn’t passionate about the brand, it’s not just a waste of money—it’s a wasted opportunity. Events are a chance to make meaningful connections, to show off the company’s values and personality, and to engage with potential customers or partners. But if the person behind the table doesn’t care whether they make a prospect or not, the event becomes a glorified giveaway, where the focus is on distributing swag rather than creating valuable business relationships.
The Broken Follow-Up System
Then there’s the follow-up. How often do we leave these events with a stack of business cards, hoping for follow-up that never comes? It’s a broken system. Companies invest in attending these events, but the lack of effort in nurturing the connections made is baffling. What’s the point of collecting cards or giving out branded items if no one ever follows up to see where those initial conversations could lead?
The Real Purpose
Attending events should be more than just checking off a box. The real purpose should be connection, engagement, and building long-term relationships. If companies want to stand out, they need to send people who care—people who are invested in the company’s mission and genuinely interested in the people they meet. Events should be approached strategically, with clear goals beyond just showing up and passing out freebies.
What Needs to Change?
Companies need to rethink their approach. It starts with sending the right people—those who are passionate about the brand and have the ability to engage meaningfully. It also requires a follow-up system that turns event leads into actual business opportunities. Events can be a powerful tool for growth, but only if they’re approached with intention and purpose.
