SME Marketing Strategy | Should SMEs Attend Networking and Business Expos?

Port Flyer
Oct 23
3 min read

Reflections on The Hampshire Business Show

Today I attended The Hampshire Business Show, wearing two hats. The first was for myself and my business, Port Flyer, to meet new people and explore potential collaborations. The second was for my clients - to assess whether this event would be worth their time and marketing investment in future years.

And I’ll be honest: it was buzzing! The energy, the conversations, the sheer variety of businesses represented reminded me why in-person networking still matters so much in today’s digital-first world.

Do Most SMEs Really Win Business Through Networking?

During the show, I chatted with Steve Page, Founder of Surrey Event Professionals and Business in Surrey. Steve shared a statistic that caught my attention; that 68–70% of business for SMEs comes through networking.

Of course, as someone who runs networking events, he’d be inclined to say that! So I did a bit of fact-checking. While there’s no official government or academic data to support that exact figure, various industry surveys and professional networks confirm what most of us already know: face-to-face networking remains one of the most effective ways for small businesses to build relationships and win clients.

And from my own experience at the show, I’d say Steve’s number didn’t feel far off the mark.

Real Connections Lead to Real Opportunities

Throughout the day, I had the pleasure of meeting inspiring local founders; Caaren from Carabella Gifts, Louise from Academy HR, and many others. Each conversation lasted just five or ten minutes, but it was long enough to make a real connection.

Now, I might not need their services today - and they may not need mine - but we’ve built a foundation of trust and familiarity. When that moment of need arises, we’ll both remember the person behind the brand. That’s something an online ad or email can rarely achieve on its own.

It’s this human connection that makes in-person events such a powerful tool in any SME’s marketing strategy.

How to Get the Most Out of a Business Expo

Before attending The Hampshire Business Show, I asked myself three key questions - and I encourage every business owner to do the same before any event:

Why am I going? Are you looking to build brand awareness, meet potential clients, or explore partnerships?
Who do I want to meet? Have a shortlist of people or types of businesses you’d love to connect with.
What do I want to get out of it? Define success before you walk through the door - whether that’s new leads, collaborations, or simply raising your profile in the local business community.

Even if you find the idea of walking up to strangers daunting (and trust me, I get it!), it’s entirely worth doing. Every conversation builds your confidence and your network.

The Challenge for Founder-Led SMEs

For many small, independent, founder-led businesses, time is the biggest barrier. You’re juggling operations, marketing, sales, and client delivery - so the idea of spending a whole day at an expo can feel indulgent.

But that’s exactly why events like these are valuable. They pull you out of your day-to-day and into conversations that could shape your next phase of growth.

And the good news is, you don’t have to do it alone - we can help!

Port Flyer’s Approach to In-Person Events

At Port Flyer, we believe that in-person events are a vital part of a balanced marketing strategy. They’re not just about collecting business cards - they’re about building credibility, visibility, and trust.

If you’re an SME owner wondering whether attending a business expo or networking event is worth your time, the answer is simple: yes - when done with intention.

Be clear about your goals, approach it strategically, and see it as part of your broader marketing mix. You’ll not only grow your network - you’ll grow your business.

Port Flyer helps independent, founder-led businesses in the UK create authentic, results-driven marketing strategies - blending digital campaigns with real-world connections that make a lasting impact.