Seven takeaways from this conversation.

Actionable for Retail Tech Builders founders

1. Think Beyond The Booth as "Anchor, Not Focal Point"

   While many companies over-invest in elaborate booths, Simbe treats their booth as an anchor point, not the centerpiece of their event strategy. They think creatively about how to show up larger than their physical footprint, strategically partnering with others to secure multiple placements, and focusing event resources on creating connections rather than just aesthetics.
2. Approach Events Through Three Strategic Lenses

   Simbe filters all event decisions through three strategic priorities: establishing market leadership in core verticals (grocery/supermarket), expanding into adjacent segments (home improvement, farm supply), and elevating their existing customer relationships. This framework prevents reactive event participation and ensures all investments align with company objectives.
3. Leverage Creative Partnerships to Multiply Your Presence

   At major industry events like NRF, Simbe secured presence in three different booths - only one being their own - by strategically partnering with complementary companies. This allowed them to appear on the main floor without paying the premium typically required, significantly amplifying their visibility while managing costs.
4. Create Event-Adjacent Experiences That Match Audience Mindset

   Instead of forcing traditional sales conversations in environments where executives aren't in buying mode, Simbe creates adjacent experiences matched to attendee priorities. Examples include hosting a spa day for retail executive award winners and converting half their booth into a podcast studio featuring industry thought leaders - attracting exactly the right audience without interrupting their primary reason for attending.
5. Transform Events into Multi-Channel Campaigns

   Simbe's most successful events are treated as omnichannel campaigns spanning weeks, not days. For their NRF announcement, they created an "echo chamber" effect through podcast placements, earned media, partner amplification, and targeted outreach before the event, followed by at-event amplification and structured follow-up campaigns. This integrated approach ensures maximum impact from each event investment.
6. Implement "Blitz" Philosophy for Maximum Visibility

   For marquee industry events, Simbe deploys a comprehensive "blitz" strategy - combining strategic pre-event announcements, VIP preview events, omnichannel activation, and coordinated on-site presence. This approach creates an impression of omnipresence that helps them compete with much larger companies who have significantly larger budgets.
7. Certify Every Team Member as an Event Ambassador

   Simbe requires every event attendee across departments to complete an "elevator pitch certification" before representing the company at events. This ensures everyone can effectively communicate the company's value proposition, maximizing every interaction opportunity regardless of the team member's primary role.