What is personal branding in the exhibition industry
Personal branding in the exhibition industry is the way people perceive you on and beyond the show floor: your expertise, your credibility, your values, and what makes you stand out. Think of yourself like a package of biscuits on a supermarket shelf. 🍪🍪 There are dozens of options next to you. Which one do customers pick? Don't be the plain biscuit on the shelf. Add those extra chocolate pearls, crunchy hazelnuts, or why not, cover yourself in Sicilian pistachio bits. You got the idea right? Differentiate yourself. Usually, what people recognize, is the one they’ve seen before, the one with a good reputation, or simply the one that stands out 👉 authenticity. And that’s not luck. It’s presence. It’s personal branding. Build a clear narrative around who you are. Opportunities start to appear: partnerships, collaborations, speaking invitations, LinkedIn connections, special projects to work on within your company, or simply stronger influence.
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Your personal brand is the most powerful marketing asset you have in the exhibition industry
When I started working in the exhibition industry, personal branding was the last thing on my mind. In fact, I didn’t even work for an organizer yet. My name is Francesco. I studied foreign languages, literature, translation, and interpretation. At the time, my career path seemed to point in a completely different direction. My first professional experience was within the United Nations, at UNESCO in Paris, where I spent two and a half years supporting the organization in managing international events. It wasn’t quite the world of tradeshows yet, but made me realise something: I wanted to become an event professional.
After leaving UNESCO, I spent about eight months job hunting, looking for my first permanent role in France. Wanting to stay close to the event world, I joined a Parisian agency of hosts and hostesses for events and alike. Looking back, those eight months turned out to be my first real lesson in personal branding, even though I didn’t know it at the time. I worked across many exhibitions in Paris, doing almost everything. Greeting visitors, scanning badges, parking cars, VIP and protocol desks, handing out publications, serving drinks and coffees, and more. You name it, I did it! Could stand at the entrance, scanning badges, BEEP! Bonjour! BEEP! Bonjour!, for eight hours straight. Still, with the the same energy and smile.
Even the most repetitive or seemingly “stupid” tasks deserve your full attention. Do it right. Add that extra layer of care. That’s how presence is built.
But most importantly, I was observing. I saw people wearing the “ORGANIZER” lanyards and thought: I want to be one of them. And I talked to people. Whenever I had the chance, I introduced myself. Showing I was motivated and ready to work. Did it work immediately? Not at all. But eventually, it did.
The moment it clicked
One day, the big boss from the agency, Vicky, called me. “Francesco, I urgently need someone like you. Can you fly to Cannes on Monday? I need someone at the protocol desk during MIPIM, they are one of our best clients!” I said yes, “fly me to Cannes!” . But I also wondered: how does she even know my name? Later I learned my Head Hostess suggested my name. When I arrived in Cannes, I knew that Reed MIDEM was organizing MIPIM. And I knew I wanted to work for them. So I did something that felt both bold and surprisingly obvious. I walked to the HR office. I knocked on the door. When the HR manager opened, I said: “Good morning. My name is Francesco, and I would love to work for you. Here is my CV and a handwritten cover letter.” She thanked me politely. A few weeks later, my phone rang. It was Yasmina from HR. They wanted to interview me. Later I learned that two other people I had worked with during the show, Olena and Anne-Cecile, had also put in a good word for me. That’s personal branding in action: what people remember about you, and what they say when you’re not in the room. Enthusiasm. Initiative. Service. Reputation. I eventually joined Reed MIDEM. Happy.
Your takeaways
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The exhibition industry is small. You always meet twice.
After a couple of years working in exhibitions, you start realizing something: this industry is smaller than it looks. Of course, “small” doesn’t mean tiny. According to UFI – The Global Association of the Exhibition Industry, exhibitions supported around 3.4 million full-time jobs globally in 2024.
But if you decide, like many people reading this article, to make exhibitions your passion and your career, you quickly discover something surprising: you meet the same people again. And again. And again.
And here’s one example from my personal story:
Back in time, I wanted to access some of the premium research available to members of UFI, the global association of the exhibition industry. Access required a membership fee. So I sent an email to senior management at Reed, Christophe, as simple as that: “Hello Christophe, how can I access the premium documentation UFI provides to members? As Reed staff, do we have access to it?” His reply was just as simple: “Of course, please meet Sonia, COO of UFI, here in cc. She will assist / forward your request.” And that’s how I met Sonia. I sent her a LinkedIn message the following day. Got the research I was looking for. A few years later, I met Sonia again at an UFI event. Then again during a Women in Exhibitions meet-up. We kept in touch virtually. We met for lunch a few months later.
Sometimes the only thing between you and a new connection is a simple DM.
Accessibility isn’t limited to people you already know. Or those you get introduced to. Here’s another story from my experience that shows the industry is open to initiative.
Years ago, while reading industry intelligence, two names kept appearing: Claudia and Maria. They were sharing insights and forecasts about the media industry. At the time, Twitter was still a major place for professional conversations. So I did something simple: I sent them a direct message, introduced myself, and asked if they would like to meet for coffee and biscuits during an event in Cannes. To my surprise, both replied almost immediately: “Of course. Let’s do it.” That simple message turned into ongoing conversations, insights, and genuine professional relationships, online and in person. Today, Maria and I work for the same company. I still love chatting and texting Claudia, whose senior leadership and advice I value every day.
I've made it a habit to suggest meeting over coffee and biscuits. Hard to say no to that! People in this industry appreciate curiosity, initiative, and genuine interest. So don’t think twice. Send that message!
Who would say no to biscuits?
COVID was a hard time for us. Exactly then, I decided to invest in myself. UFI was advertising their Exhibition Management School course, in partnership with the MBB Consulting group. I looked at my finances and decided to go for it, and it was one of the best decisions I ever made!
And today, just like with Sonia, we keep on meeting as I work alongside her on the board of Women in Exhibitions. But most importantly, Angie is someone I can call today a friend. And that’s priceless.
Your takeaways
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Hall 4.1 is where you make your next move! How to build your personal brand on the show floor
As a marketer, I spend a lot of time building brands for events. We ask questions like: What personality does this brand have? What should people remember about it? What emotions should it evoke? Why should they choose us? What's our unique value proposition and selling points?
Top 3 Dos for exhibition industry professionals
Top 3 Don'ts for exhibition industry professionals
The 3,4,6 Principles Of Exhibition Success - by Stephan Murtagh
On top, I want to echo here what a great friend in the industry, Stephan - The Exhibition Guy, shared once. In our industry we have our own lucky numbers! And those are 👉 number 3, number 4 and number 6. Originally designed to help train exhibitors, the principle perfectly apply to anyone looking to build their personal brand in our industry. So here are your takeaways:
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Your linkedIn profile is your digital booth
Before people meet you on the show floor, they often meet you online. And where do they go? To your LinkedIn profile. And here are five things you need to fix right away on yours.
Your banner Don’t leave it empty. Use it to reflect the industry you serve, the role you play, or the events you are proud to work on. Make it the perfect size: 1584 x 396 pixels (aspect ratio 4:1). Remember, your profile photo sits on the left of the banner. If you add text or a logo, place it on the right. A visually appealing banner signals that you are detail-oriented, up to date, and serious about your online presence.
Your profile photo Make eye contact. No sunglasses. No looking sideways. People connect with faces. Your photo should reflect who you are now, not a nostalgic version of yourself. An outdated image can and will confuse people.
Your headline Use all 160 characters: don’t leave empty space. Be clear about your value: say what you do and what you bring, not just your job title. Think yourself as a brand: this is the first thing someone sees; it should grab attention immediately. Prioritize keywords, and for searchability consider including relevant skills, industries, or previous roles.
Your about section Up to 2,600 characters. Don't be shy here. Use them wisely. Tell your story. Who are you? What drives you? This is not a CV. This is your professional narrative, written for your audience.
Your skills Choose the ones that genuinely represent your expertise. Authenticity always wins over exaggeration. Quick win: skills listing on LinkedIn immediately communicates your strengths.
Your Personal Social Media Strategy
Once your profile is optimized, the next step is visibility. Yes, content strategy applies to individuals too. In fact, in the exhibition industry, it can be incredibly powerful because our work naturally revolves around events, communities, and shared experiences.
A simple editorial rhythm can help you stay visible before, during, and after every event, meet-up, virtual webinar and more. Here is a simple structure to keep in mind.
Before the show → share your excitement and announce your presence. Use advocacy social media cards, official toolkits, or simple visuals. A message like: “I’ll be attending AMWC Monaco this week. Looking forward to meeting you there” works magic. create engagement and build anticipation. This works for tradeshows, but for meet-up, meetings, or even on-line webinars.
During the show → Take advantage of every branded moment: photocalls, backdrops, logo walls, or large displays. Post pictures, write key takeaways, highlight your interactions. These moments reinforce your personal brand.
After the show → Follow up with your new connections first. Remember the 6-day rule. On top, share your key takeaways or relevant post-show data.
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Also, sometimes you just have to try
At Informa, we have several internal programs designed to foster collaboration. Over four years, I’ve applied to several initiatives. You don’t always get selected. But you still have to try!
Of course, you need to pitch and motivate your application, but the message is clear: sometimes you just have to try. Visibility often starts by raising your hand.
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Final Thought
Personal branding is not about becoming someone you are not. It is about revealing the best version of who you already are.
If you start looking to your right and to your left by saying I want to be like him or like her, you are going to lose that clarity of thought that defines you as a person, and as a brand.
Embrace your uniqueness and invest in the one person you can control and refine: yourself! In an industry where people meet again and again, ask yourself one question:
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Francesco Glorioso Digital Marketing & Platforms Manager at INFORMA Exhibition Industry | International Relations https://www.linkedin.com/in/francescoglorioso/
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