INSIDE Stellar - Episode 2: To exhibit or not to exhibit? That's the dilemma

For 9 out of 10 industry events, going as visitors is better than exhibitors.

That’s the conclusion we reached in the second episode of the INSIDE Stellar podcast.

Industry events are a big part of how Stellar grows. They’re where we meet new partners, spot trends, and hear directly from the people shaping mobility and smart city infrastructure. But they’re also a test of focus. With over forty events behind us this year, and more than sixty planned for next year, every attendance at one event means saying no to another.

In this episode, we talk about how we decide which events to go to, when it’s worth exhibiting, and why we spend most of our time walking the floor.

Smaller events, it turns out, often bring the biggest impact. It’s easier to reach decision-makers, easier to spark real conversations instead of quick handshakes. There’s something human about the kind of connection that doesn’t happen at a massive exhibition where everyone is rushing to the next meeting.

Of course, not every event hits the mark. Some are pure trial and error. We’ve learned to treat them that way: go, observe, test, and decide whether it’s worth returning next year. Sometimes that means leaving early, and sometimes it means never going back.

When we do exhibit, we often bet on joining a pavilion, like with Région Nouvelle-Aquitaine or Business France. In those setups, the energy multiplies: organizers help bring press and prospects, nearby companies share leads, and there’s a real sense of community.

In the end, being strategic and staying flexible beats having a booth everywhere we go. It’s better to attend two focused events than to crew one oversized stand. And sometimes, the best conversations happen when you least expect them like in the line for coffee, on the train ride home, or while searching for your teammate in a matching denim jacket.

🎧 Listen to Episode 2 to hear how we make those choices, what mistakes we’ve learned from, and what we think event organizers could do better for companies like Stellar.

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