The Insurance Tradeshow Survival Guide (Backed by Real Broker Opinions)
Tradeshows in the insurance industry are fast-paced, energizing, and packed with people, products, and pitches. Whether you’re heading to a national convention or a regional showcase, there’s one universal truth: it’s easy to feel overwhelmed if you don’t come prepared.
To help, we surveyed brokers across Canada and asked them about their tradeshow habits—why they attend, what they bring, and what actually makes a booth worth stopping for. With that feedback, we’ve built a simple but effective survival guide to make sure you get the most out of your next event.
Why Even Go?
Why Even Go?
Before we dive into the 'how,' let’s talk about what brokers really enjoy most about attending insurance tradeshows. We ran a few polls, and here’s what we found:
- 74% of respondents say networking with industry peers is their favorite part of attending.
- 5% look forward to educational sessions and panels as their main highlight.
- 5% focus more on discovering new innovations.
- 16% are there for the free swag and giveaways (no judgment).
And when it comes to booth appeal, the people factor matters there too: 61% of brokers say an engaging team is what makes them stop at a booth, far outweighing giveaways or displays. Moral of the story? If you’re heading to a tradeshow, bring your personality, not just your pitch.
Show Up with a Game Plan
Tradeshows can be a blur if you don’t have a plan before you arrive. Take 20 minutes to:
- Review the speaker/session schedule
- Note which booths or vendors are must-visits
- Set a few personal goals (i.e., meet five new contacts, attend 2 panels)
Even if you’re just there to “walk the floor,” knowing your priorities will help you avoid burnout and wasted time.
Dress for Long Days on Your Feet
This was almost unanimous: brokers stressed the importance of comfortable shoes. Even if you’re dressing business casual, your footwear needs to support you through miles of walking and standing (don’t let those thin carpets fool you). You’ll thank yourself on hour three.
- Bonus: bring a light blazer or jacket to deal with fluctuating indoor temperatures, and pack extra socks if you’re prone to blisters.
Master the Art of the Booth Visit
We asked: “What makes you stop at a booth?” The top answer wasn’t tech or swag—it was the people behind the booth.
- 61% of brokers said a friendly, engaging team was their #1 reason for engaging
- Eye-catching design or giveaways came second (29%)
Takeaway: whether you’re exhibiting or just walking the floor, it pays to be approachable. Ask questions. Make eye contact. Smile. The people are what make these events worthwhile.
Be Prepared to Network (Even if it's Not Your Thing)
Not everyone loves networking, but most brokers agree it’s the most valuable part of any tradeshow. If you're not naturally outgoing, try this:
- Set a mini goal: talk to at least one new person per hour
- Have a few go-to openers: “What’s been your favourite booth so far?”, “Are you based here, or did you travel in?”, “Did you see Rory win the Masters?”
- Use LinkedIn QR codes to connect instantly without exchanging business cards.
You'll be surprised how many people are happy to chat—and how much you’ll learn in just a few conversations.
Stay Fueled and Focused
You don’t want to crash halfway through the day. Some practical advice from brokers:
- Eat a solid breakfast (hotel muffins don’t count)
- Bring a water bottle—you’ll need it
- Carry gum or mints
- Snack smart (think granola bars, almonds, dried fruit)
Being mentally and physically energized makes a noticeable difference in how you show up, especially late in the day when everyone else is dragging.
Don't Leave Empty-Handed (Or Overloaded)
It’s tempting to grab every pen, stress ball, and flyer—we get it, we love swag too! However, make sure you also grab the essentials that’ll help you make the most of the event:
- One-pagers from companies you genuinely want to follow up with
- Contact info from new connections
- Session notes or takeaways (jot them down quickly between meetings)
Pro tip: Pack a lightweight tote or backpack that’s easy on your shoulders. If you walk away with nothing but a tote full of granola bars and five business cards, you’re still doing something right.
Follow Up Like a Pro
Your post-show follow-up is where all the magic happens.
Take 30 minutes the day after to:
- Send quick LinkedIn messages to people you met (“Great to connect at [Event Name]—let’s stay in touch!”)
- Email any potential business leads while the conversation is still fresh
- Share insights with your team: What did you learn that could benefit others?
If you do this well, a single day at a tradeshow can lead to lasting professional relationships.
Final Thoughts
Final Thoughts
Tradeshows don’t have to be overwhelming. With just a little prep and a solid mindset, you can leave feeling energized, connected, and ahead of the curve. To help, we created a simple downloadable checklist to make sure you’re fully prepped for your next event, whether you're walking the floor or working the booth.
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