A conference that became a market
Web Summit started in Dublin in 2009 as a small gathering of a few hundred people from the Irish tech scene. It moved to Lisbon in 2016 and has been held there every November since, in the MEO Arena and the halls of the FIL in Parque das Nações. The organisers now run sister events elsewhere, but Lisbon remains the main one, and the one most exhibitors mean when they say "Web Summit".
The format is unusual for a trade show. Most startups do not book a stand for the whole week: they exhibit on one day, in a programme that rotates the floor, and spend the other days in talks, investor meetings and side events. Large companies take the bigger stands and partner spaces. Attendees range from founders and investors to marketers, students and public officials, so a stand sees very different profiles in the same hour.
Planning your participation
Decide early what you are there for, because it changes everything else. A startup looking for investors needs a short list of funds and a way to book meetings; a company looking for customers needs a stand day that matches the audience it wants, and a form that sorts buyers from the curious. Write that one qualification question first, then build the rest of the plan around it.
Lisbon fills up in November. Book accommodation near a metro line that reaches Oriente, and plan for the team to cross the city at night for side events. If several people go, give each of them their own link to the campaign before you leave, so the contacts they make apart are attributed from the start.
On the floor
Conversations are short and often happen while people walk. Keep the QR code visible from the aisle, on the stand and on each person's phone, and let the contact fill the form on their own phone: it takes less time than spelling an email address in a noisy hall. When someone hands you a card, photograph it in trade show mode and add one line about what they need. That line is what makes the follow-up possible a week later.
Note the side events in the campaign as well. A contact met at a dinner on Tuesday belongs in the same register as the one met on the stand on Wednesday.
After the show
Web Summit contacts go cold fast: everyone comes home with dozens of new connections. Send the follow-up within a few days, mention what you talked about, and give one clear next step, a call, a demo or a deck. Contacts who answered "investor" and "customer" should not get the same email; sort them with the answer to your qualification question before anything leaves.