Attending a trade show in Moscow can be a game-changer for your business—if you know how to navigate it effectively. With massive exhibitions like INNOPROM, MosBuild, and WorldFood Moscow attracting thousands of visitors, standing out and maximizing your time requires strategy.
This guide will help you plan, execute, and follow up to ensure your Moscow expo visit delivers real business value.
1. Pre-Show Preparation: Set Yourself Up for Success
Define Clear Goals
Before booking your trip, ask yourself:
✅ Are you sourcing suppliers?
✅ Looking for new distributors?
✅ Scouting market trends?
✅ Networking with industry leaders?
Example Goals:
- Collect 50 qualified leads
- Schedule 10+ meetings with potential partners
- Identify 3 new product trends
Research the Expo & Exhibitors
- Download the expo’s official app (most major shows have one).
- Study the floor plan and mark must-visit booths.
- Check the seminar schedule—keynotes by industry leaders can offer valuable insights.
Schedule Meetings in Advance
- Contact exhibitors 2-3 weeks before the event via LinkedIn or email.
- Use phrases like:“We’d like to discuss a potential partnership—are you available for a meeting at [Expo Name]?”
Pro Tip: Russians prefer structured meetings over casual drop-ins.
2. On the Ground: Maximizing Your Expo Time
Day 1: Strategic Scouting
- Morning: Walk the entire floor to identify key booths.
- Afternoon: Attend industry seminars (great for insights and networking).
- Evening: Check if there’s an official networking event (many expos host cocktail receptions).
Day 2: Deep Dives & Meetings
- Block time for pre-scheduled meetings.
- Ask exhibitors smart questions, such as:
- “What’s new in the Russian market this year?”
- “Who are your top clients in [your region]?”
- Collect business cards and take notes on the back for follow-up.
Day 3: Final Connections & Follow-Up Planning
- Revisit promising booths for final discussions.
- Exchange WhatsApp or Telegram contacts (widely used in Russia).
- Organize your lead list before leaving.
3. Networking Like a Pro in Moscow
Russian Business Etiquette Tips
- Handshakes should be firm and brief.
- Business cards are exchanged formally—present yours with both hands.
- Small talk is minimal—Russians prefer direct, meaningful conversations.
Best Places to Network
- Expo cafés & lounges – Many deals start over coffee.
- Official after-parties – Events like MosBuild’s gala dinner are goldmines for connections.
- Hotel lobbies near the expo – Many executives stay at the Radisson Slavyanskaya or Hilton Moscow Leningradskaya.
Warning: Avoid discussing politics or sanctions—keep conversations professional.
4. Post-Expo Follow-Up: Turning Leads into Deals
The 48-Hour Rule
- Send personalized follow-ups within two days while you’re still fresh in their minds.
- Use a mix of:
- Email (formal)
- WhatsApp/Telegram (for quicker responses)
Sample Follow-Up:
“It was great meeting you at [Expo Name]. As discussed, I’m attaching our product catalog. When would be a good time to continue the conversation?”
Advanced Follow-Up Strategies
- Invite key contacts to a webinar or product demo.
- Share a relevant article or market report to stay top of mind.
- Schedule a call within 1-2 weeks to discuss next steps.
5. Common Mistakes to Avoid
❌ Not bringing enough business cards (Russians still rely on them).
❌ Assuming everyone speaks English (have a translation app ready).
❌ Skipping the expo app (missed meetings = missed opportunities).
❌ Delaying follow-ups (Russian buyers move fast—don’t let them forget you).
Key Takeaways
- Prepare aggressively—research exhibitors, book meetings, set goals.
- Network strategically—Russians value direct, professional interactions.
- Follow up fast—48 hours is the golden window.
Which tip will you use first?