Europe’s €108B events paradox: A full band but no amps

The founders behind NUAGE, the sugar-free cotton candy rated Nutri-Score A, share their playbook for event strategy, budget, and pipeline ROI. If you’ve walked the aisles of a French food trade show recently, chances are you’ve seen — or tasted — a small cloud of the impossible: cotton candy with zero sugar and a Nutri-Score A. Behind it is Re.Snack, a startup founded in 2023 near Dijon by Vanessa and Florian, on a mission to reinvent confectionery. Their first product, NUAGE, is built on Sucr’A, a proprietary sugar substitute developed with AgroSup Dijon that uses plant fibres (isomalt and inulin) to recreate cotton candy’s signature melt-in-the-mouth texture — without sugar, allergens, colourants, or preservatives. The traction speaks for itself: revenue up from €200K to €7M in two years, distribution from 100 to 5,000 points of sale, more than 15,000 online orders, national TV exposure on M6 — and a reported acquisition offer from Lindt that the founders turned down. They’d rather build a brand than become a subcontractor. A sugar-free, fat-free popcorn is next. But what caught our attention is how they grew. For Re.Snack, trade shows aren’t a marketing expense — they’re the core of the sales machine, with a dedicated budget, pipeline targets, and hard ROI thresholds. So we sat down with the team and asked the five questions every founder should be able to answer about their event strategy. Sesamers: Let’s start with the basics. What role do events play in your sales motion — sourcing net-new pipeline, accelerating open deals, or closing? Re.Snack: Events are our number one growth channel. They generate new business, strengthen relationships with existing customers, and accelerate ongoing opportunities. In the food industry, people buy products, but they also buy the team behind them. Face-to-face interactions build trust much faster than emails or calls. That’s a big claim — number one channel. Does the budget reflect it? What share of your sales & marketing spend goes to events, and what target does it carry? Around 25% of our sales and marketing budget is dedicated to events. We consider them a strategic investment rather than a communication expense. Our objective is that every euro invested generates multiple times its value in qualified commercial opportunities over the following 12 months. Twelve months is a patient window. When you look across the whole portfolio of events, what does the blended pipeline ROI actually come out to? On average, we generate between 8x and 12x pipeline ROI across our major trade shows. Some flagship events, such as SIAL or ISM, can significantly outperform that because they concentrate the world’s key retail buyers in one place. Meetings are easy to count, revenue less so. Which events actually convert — not just into conversations, but into business? The events that convert best are those attended by decision-makers with active buying projects. For us, SIAL Paris, ISM, Snack Show, and major retail buying conventions consistently generate tangible business. Success isn’t measured by the number of meetings, but by the quality of follow-up and execution afterwards. Last one on the numbers: at what point do you decide an event has earned a bigger budget? What’s your threshold for scaling up? We increase investment once an event consistently delivers at least a 5x pipeline ROI and proves it can generate repeatable business over multiple editions. We look at long-term customer value rather than immediate sales, because retail cycles can take several months. Before we let you go — for the food founders reading this, what would be your top 5 events? My top five would be: What founders should take from this Beneath the answers sits a playbook any startup can copy, whatever the industry. Events have a job description. Re.Snack doesn’t attend trade shows to “be visible” — events source new business, deepen existing relationships, and accelerate open deals. If you can’t name the job an event does in your sales motion, you have travel expenses, not a strategy. The budget is an envelope with a target attached. A quarter of sales & marketing spend, set deliberately and measured against a pipeline expectation over 12 months. No target, no budget. ROI is measured blended, on a realistic clock. Individual events fluctuate; the portfolio number — 8–12x pipeline-to-cost in Re.Snack’s case — is what tells you whether the channel works. And the attribution window matches the sales cycle: judging a trade show by orders signed on the show floor would kill investments that pay off two quarters later. Conversion beats meetings, and follow-up is where ROI is made. The filter is decision-makers with active buying projects — not badge scans. The event budget implicitly includes the week after the show, not just the days of it. Budget growth follows proven return. A 5x floor, plus repeatability across multiple editions, before a single extra euro flows. One great year doesn’t unlock more spend; a pattern does. Run this way, events stop being a cost centre with nice catering — and become a growth channel with receipts. Company background via nuage.resnack.fr, France 3 Bourgogne-Franche-Comté, and Traces Écrites News.

This week I read about a hackathon claiming 6,000 attendees over a single weekend. The venues hosting it can’t accommodate more than 1,000 people. Nobody in the comments asked how the math worked. That gap between the claim and the room is what this article is about. For most event organizers, event metrics are marketing, not measurement. Once you understand how attendance numbers are built, why ROI stays a black box, and why matchmaking is often bad on purpose, you’ll read every post-event press release differently. Here’s a decoder. The vocabulary nobody explains to you The event industry has precise definitions. It just doesn’t advertise them. UFI, the global association of the exhibition industry, publishes calculation standards and auditing rules for all of them. Independent bodies like ABC audit against them. Here’s the short version. Visitor. One human being who came to the event. If I attend all three days, I’m one visitor. Visit. One entry through the doors. My three days now count as three visits. UFI accepts both figures in its audits, defines visits as visitors plus repeat visits, and requires the term used to be clearly indicated on the audit certificate. Guess which number ends up on the homepage. Attendee / participant. No standard definition. These are the marketing words. They can mean visitors, visits, registrants, exhibitor staff, speakers, press, students or the organizer’s own team, in any combination. When you read “50,000 participants,” you’re reading a number with no agreed method behind it. Registrant. Someone who signed up. Free registration events love this one, because no-show rates of 30 to 50 percent are common and registrations cost nothing to inflate. Exhibitor. Elastic too. UFI distinguishes direct exhibitors, who contract with the organizer, from co-exhibitors, who are part of a shared stand (think country pavilions). Both count. Daily exhibitor. A company present for a single day, typical in startup zones and rotating programs. A startup using a shared booth on day 2 only counts as one exhibitor, exactly like the anchor brand that paid for 400 sqm across the full show. Pavilion / delegation. A block of space booked by one entity, usually a national export agency, a region or a corporate, then filled with smaller companies. One contract, one invoice, 25 logos. Pavilions are how organizers cluster small booths into themed areas, and how “1,200 exhibitors” can describe wildly different realities. Net vs. gross exhibition space. Net is the square meters actually rented. Gross includes aisles, catering areas and that giant entrance arch. As a rule of thumb: net space is 50% of gross space at an average show.  The prosumer padding One more layer on the attendance side. Many events count audiences that are professional on paper only. Student groups bused in for the afternoon. Employees of a corporate partner who run one workshop on day 3. Startup founders’ plus-ones. Locals with a discounted badge. I’m not saying these people have no place at events. Some of the best energy on a show floor comes from them. But if you’re an exhibitor paying for access to buyers, a headline number that mixes procurement directors with second-year students is not relevant. Ask for the audience breakdown by profile. If the organizer can’t produce one, that tells you something too. The ROI black box Here’s the uncomfortable part: almost nobody wants to know if an event actually performs. CEIR, the research arm of the U.S. industry association IAEE, paused its exhibitor spend research for years and only resumed it in late 2025. Its 2026 Marketing Spend Decision Report finds that management evaluates exhibition ROI mainly on lead volume and post-show closed deals, and documents a gap between what practitioners track and what leadership actually cares about. The industry’s reference dataset on exhibitor spending had not been refreshed since 2017. Read that again: the largest B2B marketing channel went eight years without updated benchmarks. The exhibitor side confirms the fog. Vendelux’s 2026 B2B Events Survey of 120+ marketing and events leaders found that 86 percent can’t accurately attribute ROI to events, and 98 percent struggle to justify event spend to leadership. Yet 80 percent are maintaining or growing their sponsorships anyway.  Organizers benefit from this fog. Some only release their data points after the event is over, when your booking decision for next year is already locked in early-bird pricing. Others share nothing beyond the headline number. Try asking for the seniority breakdown of last edition’s visitors, or the ratio of buyers to service providers walking the aisles. I wrote before that founders systematically underestimate what events cost them, hence my 2:1 preparation rule. The other side of that equation is just as broken: they can’t estimate what events return, because the data to do so is withheld. The GDPR excuse When pushed, some organizers invoke GDPR as the reason they can’t share more. Let’s be precise. GDPR restricts sharing personal data: names, emails, badge scans tied to individuals. It says nothing about aggregated, anonymized statistics. “42 percent of our visitors have purchasing authority” contains zero personal data. An organizer who can’t tell you that either doesn’t know it or doesn’t want you to know it. Neither answer is reassuring. If startups are solving it, ask why organizers aren’t A whole category of companies now exists to answer a question organizers could answer themselves: was this event worth it? Full disclosure: at Sesamers we’re building mytradeshow.ai on this exact gap, so I have a horse in this race. Here are five others working the same seam: Sit with the logic for a second. Organizers gather and process the registration data, the badge scans, the floor plans, the exhibitor contracts. They are the best-placed actors in the world to measure event performance. If third parties have to reconstruct that picture from the outside, it’s because the people holding the data have decided that transparency isn’t always in their interest. Bad matchmaking is a feature One last thing, and it’s my favorite. Whenever an event’s matchmaking is mediocre, don’t

The second half of 2026 is packed. Between July and December, there are more than 30 confirmed events worth your time across Europe, the US, and the Middle East, covering everything from AI infrastructure to retail tech, cybersecurity, developer tools, and the full founder-investor circuit. This is not a list of every conference. It’s a selection built around a single filter: does this event put you in a room with people who can move your company forward? Use it as a planning tool, not a bucket list. A mediocre event on the right date still costs you more than three days OOO. GITEX AI Europe 2026 📍 Berlin, Germany  |  🗓 30 Jun–1 Jul 2026 GITEX AI Europe returns to Messe Berlin for its second edition, bringing together 25,000+ tech and business leaders, 1,400+ global enterprises and startups, and 600+ investors from over 100 countries. The event runs four co-located programs: AI Everything Europe for real-world AI applications, North Star Europe for startups with a €50,000 equity-free pitch prize, GISEC Europe for cybersecurity, and GITEX Quantum Expo for quantum commercialisation. The first edition in 2025 drew 21,650 attendees and 755 startups.gitexeurope.com RAISE Summit 2026 📍 Paris, France  |  🗓 8–9 Jul 2026 RAISE Summit 2026 brings together 9,000+ AI leaders, founders, investors and policymakers at the Carrousel du Louvre in Paris, with 350 speakers, enterprise AI discussions, a startup competition with a €10M+ prize pool, and an AI hackathon drawing 7,000 developers. The 2026 edition adds an invitation-only CxO Summit for Fortune 1000 executives, with closed-door sessions featuring executives from Mercedes, AXA, and Capgemini. Speaker lineup includes Yann LeCun, Mark Cuban, and representatives from OpenAI, Anthropic, and NVIDIA. raisesummit.com Love Tomorrow Summit 2026 📍 Boom, Belgium  |  🗓 23 Jul 2026 The fifth edition of Love Tomorrow Summit takes place on 23 July 2026 at De Schorre in Boom, Belgium, the same site as Tomorrowland, on the Thursday between its two festival weekends. The 2026 theme is the future of intelligence: exploring how AI, leadership, and human resilience interact as technological systems accelerate. The Summit brings together 7,000+ attendees across six programming pillars: Impact Entrepreneurship, Natural Intelligence, Science & Technology, Socio-Economic Perspectives, Health & Mindfulness, and Entertainment. There is no equivalent format anywhere on the calendar: a serious impact investing roundtable that ends with a festival. lovetomorrow.com LEAP 2026 📍 Riyadh, Saudi Arabia  |  🗓 31 Aug–3 Sep 2026 LEAP 2026 takes place at the Riyadh Exhibition and Convention Center in Malham, bringing together global technology leaders, startups, investors, entrepreneurs, and government organizations from around the world. The 2025 edition hosted 201,000 visitors, 1,800+ exhibitors, and 1,900+ investors with a combined AUM exceeding $22 trillion. LEAP has grown into one of the few places outside Silicon Valley and Europe where you access truly deep pools of sovereign and institutional capital. Not a startup networking event in the typical sense. Worth the trip if MENA or Gulf markets are on your roadmap. onegiantleap.com TechBBQ 2026 📍 Copenhagen, Denmark  |  🗓 26–27 Aug 2026 TechBBQ 2026 takes place at the Bella Center Copenhagen on August 26–27, bringing together 10,000+ founders, investors, and innovators from across Europe and beyond. Forbes named TechBBQ one of the hottest startup events in Europe for 2026. The event features dedicated matchmaking, pitch competitions, and a strong life sciences program, particularly valuable given Denmark’s outsized position in European biotech and pharma. The format is known for its deliberately warm, hygge-infused atmosphere: the kind of event where meaningful conversations actually happen rather than badge-scan exchanges. Side events run across Copenhagen throughout the week. techbbq.dk IFA Berlin 2026 📍 Berlin, Germany  |  🗓 4–8 Sep 2026 IFA 2026 takes place at Messe Berlin from 4 to 8 September. In its 102nd year, one of the most established consumer electronics and home appliances trade shows globally draws 215,000+ visitors from 140 countries and 1,800+ exhibitors. IFA Next is the dedicated startup zone connecting early-stage companies with investors, global retailers, and tech media. For hardware founders, consumer tech builders, and anyone touching smart home, AI devices, or connected mobility, this is a commercial platform rather than a networking conference. The distinction matters: you come here to sell and to be discovered, not to collect business cards. ifa-berlin.com Infobip Shift 2026 📍 Zadar, Croatia  |  🗓 13–15 Sep 2026 Infobip Shift 2026 takes place September 13–15 in Zadar, bringing together developers and engineers from around the world. The 2026 edition welcomes confirmed speakers from NVIDIA and Apple, with central themes covering cutting-edge technology platforms, career growth in tech, and practical AI tools. The 2025 edition gathered 5,500 attendees from 40 countries. The format rewards founders building technical products who need direct access to engineering talent and developer community: the conference where a junior developer can have a casual coffee with a Netflix senior engineer. Relaxed Mediterranean setting, serious technical content. shift.infobip.com Big Data & AI Paris 2026 📍 Paris, France  |  🗓 15–16 Sep 2026 Big Data & AI Paris 2026 takes place 15–16 September at Paris Expo Porte de Versailles, held under the High Patronage of the President of the French Republic. The event describes itself as the meeting place for IT and data decision-makers industrialising AI. The 2026 Advisory Board includes Chief Data & AI Officers from AXA France, Suez, and L’Oréal, alongside the CEO of Hub France IA. The program covers enterprise AI deployment, data infrastructure, and an Advanced Computing Village focused on quantum and HPC. Practical, enterprise-first, and with direct access to the senior buyer community in French tech: if you’re selling data or AI solutions into large organizations, the room here is more relevant than most. bigdataparis.com NRF 2026: Retail’s Big Show Europe 📍 Paris, France  |  🗓 15–17 Sep 2026 NRF 2026: Retail’s Big Show Europe returns to Paris Expo Porte de Versailles with more than 12,000 attendees from over 60 countries, 4,200 brands, 525 exhibitors, and 200 speakers across three days. The event includes a Startup Hub spotlighting the newest retail tech companies and a