EP289 - Having a Stand vs Mastering the Show – Why Most MSPs Get Events Wrong with Steve Lloyd and Ian Luckett
The IT Experts PodcastShow Notes
In this episode of the IT Experts Podcast, we explore one of the most overlooked opportunities for MSP growth: exhibitions and events. If you have ever invested time and money into a trade show, only to come away wondering whether it was worth it, this conversation with Steve Lloyd is essential listening.
Many MSP owners know they need to get out into the market, meet potential clients, build relationships, and generate fresh opportunities. The challenge is that exhibitions can often feel uncomfortable, especially for technical founders who are far more confident discussing technology than approaching strangers in a busy exhibition hall. The result is that many businesses turn up with a couple of banners, a table full of brochures, and a hope that the right people will stop by. According to Steve Lloyd, that approach is exactly why so many exhibitors fail to see a return on their investment.
Throughout this episode, Steve Lloyd shares a completely different way of thinking about exhibitions. Rather than viewing them as a one-day event, he encourages MSPs to see them as part of a much larger business development process. Success begins long before the doors open and continues long after the exhibition has finished.
One of the most powerful insights from the conversation is the idea that you are not simply renting a stand. You are creating a temporary shop inside a temporary shopping centre. When viewed through that lens, everything changes. You start thinking about customer experience, visibility, engagement, staff preparation, and follow up. You begin asking better questions about what success actually looks like and how you can create meaningful conversations with the people who matter most.
Steve Lloyd explains that many exhibitors make the mistake of accepting the standard setup provided by the venue. Tables become barriers. Brochures create clutter. Team members sit behind their stand waiting for visitors to approach. Unfortunately, that approach rarely creates energy, excitement, or engagement.
Instead, Steve Lloyd encourages businesses to take ownership of their space. Every element of the stand should support a clear message. Visitors should immediately understand who you help, what problem you solve, and why they should engage with you. Simplicity becomes a competitive advantage. Clear messaging consistently outperforms complicated explanations and technical jargon.
The discussion also highlights an important challenge many MSP owners face. Technical expertise does not automatically translate into effective communication. It is easy to fall into the expert trap and overwhelm prospects with information. Steve Lloyd explains that successful exhibitors learn how to simplify complex ideas and connect with people who may have very little technical knowledge. Confidence comes from clarity, and clarity helps create stronger conversations.
Another key theme throughout the episode is preparation. Steve Lloyd introduces what he calls the Exhibition Life Cycle, a framework built around preparation, promotion, execution, and follow up. Each stage plays a critical role in determining the overall success of an exhibition.
Preparation involves far more than ordering banners and booking accommodation. It includes defining objectives, developing messaging, planning customer journeys, training staff, preparing follow up processes, and ensuring there are no surprises on the day. The more preparation that happens in advance, the more confident and effective your team becomes during the event itself.
Promotion is another area where many businesses leave opportunities on the table. Steve Lloyd encourages exhibitors to build anticipation before the event begins. The most successful stands create awareness and excitement before visitors even arrive at the venue. This helps maximise engagement and creates momentum throughout the event.
When it comes to execution, the conversation focuses heavily on human interacti
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