CHICAGO — The power of personal branding when it comes to impacting a professional’s career is becoming a hot topic in the events industry, where face-to-face and authentic interactions are not only expected, but the norm.
A personal brand helps to establish credibility, showcases expertise and increases your exposure — so it comes as no surprise that personal branding can be an invaluable tool to sales professionals in the events space.
To find out more about how professionals can leverage their personal brand in sales, Trade Show Executive (TSE) talked with Richard Smith, Senior Sales Manager at Informa Markets — also known as “Mr. World of Concrete” on LinkedIn.
“Sales has always been a natural fit for me. Even in college, I was drawn to connecting with people, hearing their stories, and solving problems collaboratively. I thrive on helping others succeed, and sales provides the perfect platform to build relationships, make an impact, and deliver results,” Smith said.
Why Personal Branding Matters
“In sales, trust is everything, and a personal brand helps you build that connection with your audience. My approach is rooted in the belief that people are looking to be educated, inspired, and entertained — and I approach my personal brand with those goals in mind. By establishing myself as a resource, I’m able to demonstrate the value I can bring to their business, all while creating relationships that go beyond a transactional level,” Smith said.
Smith says he has always brought an enthusiastic, people-first approach to his work, but he really began honing in on his external and internal presence two years ago by ramping up his LinkedIn activity. That activity led to him earning the attention of customers and colleagues, opening new doors to connections and opportunities.
“My approach has continued to evolve as I’ve explored new tools and strategies to engage audiences. Internally, it’s helped me strengthen relationships within Informa, making me a more familiar face to colleagues across different teams,” Smith said. “Externally, I continue to find new ways to use the tools on LinkedIn to engage my audiences and get in front of new audiences. I love that my enthusiasm for World of Concrete has earned me the nickname “Mr. World of Concrete” — a title I wear proudly!”
How to Successfully Utilize LinkedIn — Internally and Externally
Consistency on LinkedIn is critical for building a strong brand because it keeps a person visible and relevant to their audience, Smith says. He does this by posting regularly and sharing a variety of content with his connections.
“In sales, relationships are everything, and LinkedIn lets me showcase who I am as a person, not just a salesperson. Sharing a mix of educational content, industry insights, and lighthearted posts lets me show people who I am at heart and creates a multi-dimensional presence that resonates with different audiences. I think that helps me stay top-of-mind and allows my customers and prospects to see me as someone who is both knowledgeable and approachable,” Smith said.
Another tool Smith leverages in his LinkedIn presence is asking his audience questions to facilitate engagement and get insights.
“I learn the most when I ask for my audience’s opinions or insights on specific topics. Whether it’s discussing challenges or brainstorming solutions, the feedback I receive helps me better understand my customers’ needs and perspectives,” Smith said. “I also believe that when individuals feel empowered to give their insight, it opens dialogue and encourages the community to come together, to ask questions, seek advice, and give insight to one another. These conversations build community and give me a clearer picture of how to support my customers effectively.”
Personal Benefits
“The most rewarding aspect has been the connections I’ve made across the construction industry, the trade show industry and beyond. We are in the face-to-face business, and I feel very strongly that in-person connection is critical, but there is also tremendous power in building a brand online and establishing a broad professional network,” Smith said. “Building that strong presence online has expanded my professional network and opened doors I couldn’t have imagined. It’s been incredible to see how my efforts on LinkedIn translate into real-world opportunities, and I’m grateful to be part of such a dynamic, supportive community.”
Hard-Earned Success
In 2024, Smith was recognized with the IAEE Outstanding Marketing & Sales Award for his impact on World of Concrete. Last year, he achieved a significant company milestone — selling more than any salesperson had ever sold in the history of the show — and surpassing the previous year’s record-breaking numbers by almost $1 million, with 4.5 months still to go until the 2025 show opened.
“I am pleased to say, it was only up from there! I credit this success to my relentless work ethic — I will work harder than anyone else, my deep belief in the value of World of Concrete, and a strong focus on customer relationships,” Smith said. “I also utilize LinkedIn as a 24/7 selling tool, engaging new audiences through the channel, which has definitely contributed to my success, and keeps things fun. Winning the IAEE Outstanding Marketing & Sales Award was an incredible honor. It’s humbling to be recognized for the hard work and dedication I pour into this role, and it motivates me to continue delivering for my customers and team.”
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