In the latest episode of the Packaging and Processing Women’s Leadership Network’s Learning Circle Series, the spotlight turned to the trade show experience through the lens of women in packaging and processing. Hosted by Amber Miller, director of marketing at PMMI Media Group, the episode featured insights from Laura Thompson, vp of trade shows at PMMI; Charlotte Ashcraft, packaging and graphics development manager at Just Born Quality Confections; and Elise Wright, vp of marketing and business development at Ska Fabricating.
Together, the panel provided a blueprint for maximizing the trade show experience—from strategic planning and confident networking to relationship-driven follow-ups. Although geared toward women navigating a traditionally male-dominated space, the insights delivered are universally valuable for professionals across the manufacturing sector.
Prepare with purpose
The conversation opened with a shared understanding: the foundation for a successful trade show experience is laid long before attendees step onto the show floor. Ashcraft emphasized the importance of aligning internal teams ahead of the event to ensure everyone’s priorities are represented.
“I’m not just there for myself,” she noted. “I’m bringing value back to my organization.
Thompson echoed that sentiment, pointing to resources available through PACK EXPO’s website and app, including exhibitor directories, interactive floor plans, and appointment scheduling tools.
“Pre-show planning prevents overwhelm,” she said, stressing the need to leave time for unexpected conversations and serendipitous solutions. “You don’t know what you don’t know.”
Ashcroft agreed, outlining a structured approach—setting internal strategy meetings, flagging key booths and sessions, and building a personalized agenda—while ensuring room for unplanned discoveries.
“It’s a marathon, not a sprint,” she added, highlighting the importance of self-care and pacing.
Engage with curiosity
When it comes to in-the-moment networking, Wright offered a critical mindset shift: View networking as relationship-building, not transactions. “Lean into your curiosity,” she advised. “Take time to really get to know someone. That’s what builds authentic connections.”
She recalled a PPWLN breakfast where she sat with a mix of executives, engineers, and marketers—a conversation that underscored the value of diverse perspectives. “That moment really stuck with me,” she said. “It wasn’t about sales—it was about stories and shared experience.”
The same mindset applies on the show floor. Exhibitors should be active listeners, and attendees shouldn’t hesitate to introduce themselves with confidence.
“Step forward, introduce yourself, and stand where you’ll be seen,” said Ashcraft, adding that if crowds make meaningful conversations difficult, return during slower hours—often the last day of the show—for more engaging dialogue.
Make the follow-up count
Post-show follow-up often gets reduced to a task list, but panelists challenged that view. “Shift your mindset from to-do list to relationship continuation,” said Wright. Strategic follow-up, she explained, mirrors strategic planning. Personalized messages, thank-you notes, and LinkedIn connections all contribute to long-term engagement.
Thompson echoed the importance of timely follow-up, citing tools like badge-scanning summaries and PACK EXPO’s “second look” feature that provides tailored exhibitor lists based on attendee interests. These digital aids help organize notes and conversations after the show, especially for attendees who juggle multiple roles.
Organizational tools are key. Ashcraft keeps her records digital, uploading scanned business cards and attaching notes to a shared Google Drive. Wright prefers sticky notes on cards, followed by reflection time after events. Both agree that jotting down where and why you met someone prevents business cards from becoming meaningless clutter.
Building confidence
One of the webinar’s more powerful moments addressed the reality many women face on the show floor: feeling invisible or being overlooked. Ashcraft and Wright shared tactics for commanding attention professionally through body language, placement in the booth, and assertive introductions.
And for those still finding their confidence, the PPWLN breakfast has emerged as a cornerstone of the community. This year’s PPWLN breakfast at PACK EXPO Las Vegas is scheduled for Tuesday, September 30, featuring keynote speaker Alison Fragale, an organizational psychologist and professor at the University of North Carolina at Chapel Hill, who is a nationally recognized expert in negotiation, communication, and workplace dynamics.
“I didn’t expect to see that many women,” Ashcraft recalled of her first time attending. “But just talking to the person next to me in line opened up so many conversations.” Wright agreed: “It’s welcoming, it’s diverse, and the relationships last well beyond the event.”
Thompson underscored PPWLN’s commitment to fostering inclusion and support, especially for newcomers.
“Just walk in and sit down,” she encouraged. “You’ll be greeted by friendly faces and open conversations.”
Whether you’re attending your first PACK EXPO or your fiftieth, the insights shared by Miller, Thompson, Ashcraft, and Wright provided a modern playbook for success. To watch the entire webinar visit pmmi.org/womens-leadership-network/learning-circle.
