From preparation to networking: The small event 1x1
Whether at trade fairs, networking events, or online events – there are plenty of opportunities to learn, make valuable connections, and discover current industry trends. But how can you really make such events work effectively for you?
Podcast host Lisa Haak wanted to find out exactly that and brought two real event pros into the studio: Michael Atug, multichannel rockstar, experienced online retailer and organizer of multichanneldays, as well as Daniela Elsner, Head of Seller Initiatives & Events at eBay.
Together, they share their best tips for successful event participation: How do you prepare effectively before and after? And what really makes good networking? The two have answers to these and many other questions for you.
You’ll also find out which exciting eBay events await you in 2025 and how the new “eBay Events” app can help you navigate the event jungle.
Curious? Then listen in now!
**Important links**
- eBay event overview
- eBay event app
- multichannelday 2025
- eBay for Business on Facebook
- eBay for Business on Instagram
- More info on the eBay podcast “Everything top-notch. Again anytime!” and our podcast hosts
** Chapter markers **
- 00:00:00 to 00:03:08: Intro
- 00:03:08 to 00:06:22: How do I find out which events I should attend?
- 00:06:22 to 00:15:00: eBay on tour, eBay Open, and mutlichannelday
- 00:15:00 to 00:20:46: Before and after preparation
- 00:20:46 to 00:23:38: Networking tips for introverts
- 00:23:38 to 00:26:05: And finally: broaden your horizons & make the most of after-show parties
- 00:26:05 to 00:27:22: Outro
Lisa: Whether at trade fairs, networking events, or online events: you have many opportunities to learn, network, and discover new industry trends. But how do you really use such events effectively? How do you prepare optimally? How do you make real connections? That’s exactly what we’re talking about in this episode, and we’re giving you tips on how to get the maximum out of every event for your business.
Michael: Check whether there might be something on the evening before, the evening after the event. You’re just standing around, having a drink. But people are so relaxed. The day is done, and you finally have time to talk in peace. You can take away so much, make so many good connections again. And look, if it’s a bit further away too, book the flight flex, book the hotel flex, and then you can still decide whether you want to do it. That saves serious money. I’m talking serious money.
Lisa: Welcome to “Everything top-notch. Again anytime!” the eBay podcast all about retail and e-commerce. I’m Lisa Haak, and I sound a little different today because I’ve got a bit of a cold. But that shouldn’t bother us at all, because today it’s all about your perfect event strategy. Events can be a real game changer for your business if you use them properly. How that works, my two guests know very well. Many of you may already know Michael Atug as the organizer of multichanneldays, who, with his community Multichannel Rockstars, supports many retailers out there in being successful in the highly competitive e-commerce market. Hello and welcome, Micha!
Michael: Thanks for the invitation!
Lisa: We’re glad you’re here. But I’m also happy that we have a second guest with us. Because we have Daniela Elsner, Head of Seller Initiatives and Events at eBay with us. Daniel, I’m glad you’re here.
Daniela: Yes, thank you very much. Thanks for having me.
Lisa: Our listeners always look forward to our guests’ fun facts. Have you brought a little fun fact about yourselves or an interesting fact from your event history so our listeners can get to know you a bit better?
Michael: Ladies first.
Daniela: Ladies first? Then I need to think for a second. But I actually do have something, because we’ve been doing events here for four or five years now, or rather I’ve been doing them with my team here at eBay. And during that time, we’ve always been represented at multichannelday too – “we” meaning everyone except me.
Michael: I already know what’s coming now.
Daniela: Yes, actually it’s just that I still haven’t managed to go to multichannelday. Because of other activities, which of course are by no means more important, but which mainly relate to illness or actually vacation times. But so far I haven’t managed it. I hope this year...
Lisa: We’re hoping for 2025...
Daniela: Exactly, the premiere year.
Michael: That really is a fun fact. Mine is actually that, well, I’ve been to countless events and innumerable ones, but you don’t really realize that. You only realize it when you start cleaning up and then want to put all the badges you’ve ever had into moving boxes and one box isn’t enough. I think that’s actually a bit crazy and a real fun fact. For me, at least.
Lisa: Hey Micha, as if you’d known it, the fun fact is the perfect segue to my first question. Because it aims at the fact that there are unbelievably many events in e-commerce, in the digital media sector. You can also put trade fairs into that category. As an online retailer, how do I figure out which trade fairs are right for me and which events I should be attending throughout the year?
Michael: It’s not that easy. First of all, I have to say there really aren’t that many trade fairs anymore. It just still feels that way to us. But if I think back ten years, there were three times, four times, five times as many – it’s not quite like that anymore. And as you just said, the categories, so you also have a lot of trade fairs these days that... for example, I’m doing the Eisenwarenmesse now, where I curate the program; they also have an e-commerce stage. A lot goes in that direction too. And otherwise, of course, it’s difficult to pick the right thing out of the jungle that’s left. Everyone has to look a little at what’s important to them.
Lisa: So, see whether what matters more to me right now is developing further in inventory, networking with other e-commerce folks, or meeting other companies that can specifically help me with my business, right?
Michael: Exactly, there are actually three things, and you’ve already touched on all of them a bit. First, there’s the networking topic, we’ll probably talk about that later anyway. Then the agenda, so what do I actually want to take away? Are there talks that interest me? But what I think is mega interesting or also very important, and what people don’t really keep on their radar, is which exhibitors are actually there? That’s what you hinted at at the end, because that’s the key. So if I really go there and just do business at the booth, the people are there, maybe I get a bonus, maintain old contacts, see what the competition is doing, maybe even switch if yours has become too expensive or you feel like it’s not going so well anymore! Those are the three big things, actually. At least for me.
Daniela: What I also think is very important at this point is to think about what you may not even have on your radar yet, because you were just talking about exhibitors. Usually, you go to an event, a trade fair, or something similar because you maybe have a plan and say, I have these questions. Ideally, you’re prepared. But the question is also whether you’re open enough to say, what am I not keeping on my radar right now, what could help me move forward? Should I go to a trade fair with a different format or to an event with a different format that might not be so common for me, to broaden my horizons and see what additional perspectives it gives me?
Lisa: Also to learn again.
Daniela: Exactly.
Lisa: Micha, you’ve been an online retailer yourself for many years. What has brought you the furthest in your retail career at trade fairs or events?
Michael: If you ask me personally, it was probably networking. I mean, there’s no need to talk about it, that’s why I’m sitting here too. I got to know so many people there, all of them, literally, actually. But I also founded the E-Commerce Quartet back then with the three guys. We met at Plenty back then, at the event, and then skyped almost every day for years and moved each other forward. So, I’d attribute it to networking, but of course there were also many talks, because especially at the beginning, when you really take learnings away, everything was still, I’d say, a bit new and fresh. You obviously took a lot with you from that. Oh, you can do that? Ah, okay! That’s how I’d answer it, yes.
Lisa: Okay, very good. You’re both sitting here and also organizing events for e-commerce players, let’s say. Daniela, let’s take a look at the events we’ve planned at eBay this year. What are we doing? Which retailers are these events aimed at, and why should people come along?
Daniela: Yes, exciting question. I’m very, very happy to answer it. What we’re starting with fairly quickly is our tour through Germany, which has now been running for three years. We always call it the eBay roadshow. It’s called “eBay on tour.” We’re going to four cities in Germany and will be on the road from mid-March. Why should people go?
Lisa: No, wait! First the four cities, since we’re already at it.
Daniela: Ah, okay.
Lisa: First we’re in Düsseldorf.
Daniela: Exactly, then we’re in Hamburg, Leipzig, and Würzburg.
Lisa: So we’ve covered the country pretty...
Daniela: Exactly, that’s precisely the point of doing this tour through Germany. Because we said a central event is certainly very, very nice, but of course it always takes a bit of time and manpower. Not everyone can manage that. That’s why we’re simply coming to you. We’re doing that in the first half of the year. In the second half of the year, there’s something old and new coming again. This year we decided to bring eBay Open back to life.
Michael: Yippie!
Daniela: Yippie! Yes, I’m...
Lisa: Big excitement in this room here.
Daniela: Yes, I’m incredibly happy that we have the chance to do that too. eBay Open is just such a special event, such a beautiful event. You meet so many people, we come together, we can talk about strategies, we can network. So it has a very special atmosphere. It’s really a fantastic thing.
Lisa: Yes, I’m so happy that we’re bringing back both our roadshow through Germany. But also our home event in Berlin with our eBay Open. eBay Open is something that has been an eBay tradition for years, also in other countries. It’s not just an event exclusive to Germany, but this year we’re bringing it back to Germany too. And Micha, you know both formats. You’ve been at our roadshow at the various stops over the past few years. But you’ve also been at all the eBay Opens we’ve had, whether hybrid or in person or only digital, always there.
Michael: Even cooler, even cooler. I was even at eBay Open in Las Vegas!
Lisa: That’s right!
Michael: So, let’s...
Daniela: But ours was nicer, right?
Michael: Of course, of course! No, we shouldn’t forget that. Yes... so it’s something special. Sure, now I’m sitting here as a guest, so you could say: well, of course he says that. No, it was just the effort that went into it. You can really, I mean, I also see it from an organizer’s point of view, it was insane. I mean, our legendary waffles on a stick. Yes, the salsiccia sausages, no idea. It was really, it really was something special, I have to say. And of course I’m very happy that it’s coming back. And I’ll be there, colleagues. By the way, I won’t make the roadshow; unfortunately I’m sailing across the Atlantic once. I’m very sad about that, because Düsseldorf would actually have been cool, but it won’t work.
Daniela: Well, unfortunately.
Lisa: Maybe another stop. And I was surprised that it only took five minutes in this podcast, or so long, before you got to food at events. No, but maybe to give some context again, who our events are for. So we started the “eBay on tour” concept mainly because we also heard that many retailers can’t manage to come to Berlin for a full-day event, automatically letting their business stand still for two days or so. And that’s why we come to the different regions. Can you say a bit more about what the differences are, what I take away from an eBay Open for myself, or why I should come to a tour stop?
Daniela: Exactly, you put it very well already. After the pandemic period, when so much had been happening digitally, when Zoom and other video conferencing tools had become established, we also got feedback that it’s simply a very high time commitment. And that, functionally, there could be other ways. People eventually got tired of video conferences and suddenly became aware again that personal contact is much, much more important. But you still have to be able to handle that time commitment, especially in smaller companies. And then we thought: let’s pause this eBay Open for now and really go into the cities. We come closer to you and we’re there especially for the very specific operational questions of day-to-day business. In other words, the tour is primarily aimed at small and medium-sized retailers who really say: I’ve got an issue here and I don’t even know how to deal with it, can you help me? We have workshops, we have very operational topics that have to be handled in day-to-day business. We have a lot of people from our side, relatively speaking, on site as well, who can simply provide feedback in one-to-one sessions, in consultation sessions, or in the respective workshops, and who have prepared the content for that too. Basically anyone can come. I’d say whether it’s purchasing, accounting, warehouse, logistics, or customer service. And eBay Open, by contrast, offers that too, but it offers more. It also offers strategic thinking, visionary ideas: where is this all headed? How can we perhaps work together even more and create synergies? And what both event formats have in common is the networking aspect.
Lisa: Exactly, because for me it’s also three things: first, eBay up close, because we really have a ton of people there, including international colleagues who come. And then the two main points Micha mentioned earlier: networking and learning. Learning from talks by other retailers, from experts who will be there on site. And that’s what both our roadshow and eBay Open stand for.
Daniela: And maybe one more point about these eBay formats. Even if I maybe have a bit of respect for the networking topic and don’t really know what, or with whom, I want to meet there, people always find each other. We have very good food, to come back to the food topic once again.
Michael: Too good food!
Daniela: Exactly, the atmosphere is actually always very, very relaxed, and that creates a very, very good vibe and simply provides the setting for good exchange with each other, whether with us or with other retailers or experts.
Lisa: Micha, you’re also organizing the multichannelday again this year. For those who don’t know multichannelday, in short: what is multichannelday and why should I go?
Michael: For the ninth time already, actually, next year is the anniversary. Yes, I think, well, logically, probably because I’m saying it myself, but it’s an event you basically have to go to, because the name already says it. It’s about multichannel. It’s simply about positioning yourself broadly, looking left, looking right, what else can I maybe do? What am I still missing? And I’m independent and basically all the exhibitors are there, really big names without end. Everything you could somehow need is there, and you can go through it all in one go. There are already 122 exhibitors. It’s just something where you have everything: the networking, the talks, a super cool location...
Lisa: Yes, we’re also there as an exhibitor. Daniela, that’s also part of your team’s work — that we’re also at other industry events. Are there any highlights in 2025 you want to mention?
Daniela: So yes, generally we’re naturally also represented at industry events or events like multichannelday. This year is honestly a bit quieter. There are some events that only take place every two years. So this year will be a bit more relaxed, also for us in terms of preparation. But we were already at the E-Commerce Expo. As mentioned, we’re at multichannelday. Of course there are events where we’ve been present for years already. Things like FIFA, for example...
Lisa: If you want to find out more about all our eBay events that we’ve just listed here with Daniela, so eBay Open and our “eBay on tour” stops. We’ve created an event page for that: ebay.de/events. Of course, as always, everything is also in the show notes. You can read up on all the cities and stops there again.
Lisa: Before we talk about what you should pay attention to when you’re at the event and how our new eBay app can help you with that, we’re interested in your opinion. Which event is an absolute must for you this year? If you’re listening via the Spotify app, you can share your answer directly in the Q&A function in the app.
Lisa: But Daniela, you just said preparation, and that’s a super good segue for me to go a bit deeper into tips for the listeners with you. If they’re looking at events this year, how do they best prepare for the respective events?
Michael: We’re looking at questions right now, and I think we both probably have the same answers. So I don’t know, I’ll start, we’ll do ping-pong. My first thing is, I look at the agenda and of course check what talks are there? Which topics? Though I have to jump in for a second: that’s also not so easy anymore, because yes, you look in, hear the topic, but you also have people saying: Oh, that’s actually beginner level for me, but I’m a pro, or exactly the other way around. It’s obviously very difficult to meet everyone’s expectations. But that’s one point I always look at.
Daniela: I think it’s great that you’re bringing that up. I hadn’t really had that on the agenda anymore. But this whole what level is it, exactly? We’ve already implemented that in our events as well, really saying: is it expert level, or am I a beginner, or even completely new? You can then also tell from the events. You definitely have to register. You have to be sure you’re going.
Michael: That’s true.
Daniela: To be fair, as an organizer or from an organizer’s point of view, it’s always very fair if you register and then can’t come after all, maybe use the cancellation function again, that helps. But I think this point of preparation is extremely important. And this year we’ll also be working with our new event app. I think that simplifies the processes a lot as well. If I’m going to an event myself, of course I can use this event app to create a clear plan of which sessions, which workshops, which discussions I want to attend. In addition, I can of course also use the networking function. That’s a very, very important point. But if I’m also, say, sending my employees as a managing director, then I can of course also steer things a bit through that. What are actually the topics where I want someone from the company to be present too, just to take away a bit of content and learn?
Lisa: A retailer once told me about the way her employee prepared for eBay Open. And I think that’s very symbolic of how you can approach events in general. The employee printed out the agenda beforehand and marked everywhere she wanted to go. And then she noticed that it was all a bit confusing, so she wrote her own timetable for the event, for the trade fair, and she also looked beforehand in the exhibitor section to see which partner was where that she might want to talk to and what the respective questions were. That means the woman had a timetable at the event and then a properly prepared page per exhibitor with relevant questions. Either because I was already an existing customer and wanted to know something specific for my business, or because I was currently in the selection process for, say, a new logistics provider or something and wanted to narrow down my questions. And I thought that was great. And at the back of the notebook, all the things went in that they then wanted to share with the team afterward. I think that’s also an important aspect when you go to these events: you gather so much knowledge that it makes sense for the whole company.
Michael: Then it’s worth going there too, because we mustn’t forget, these are also horrendous costs at times. Travel costs, accommodation costs, the loss of working time itself. Nobody even has that on their radar. So you should definitely be well prepared. That’s exemplary. What was her name? Can I poach her, the lady?
Lisa: I’ll give it to you later.
Daniela: Maybe one more point about this whole structure. From experience: it’s obviously great if I prepare myself very structurally in advance. I think you mustn’t forget that a day at a trade fair, at an event, always goes differently than you imagine.
Michael: That’s true.
Daniela: So basically planning 15 minutes for networking is de facto not possible, because usually it ends up being more. Building in buffer times is always really, I think that’s also a pretty good tip. Or planning in a lunch break on your own, because you can of course use that differently too.
Michael: That’s how I do it too. I really go in, take one look around, and then say: Okay, where do you want to go? And then I make myself a little schedule, but of course it’ll never actually work out. But it’s important, because otherwise you get lost in it.
Daniela: Yes, and the follow-up work topic, which you briefly mentioned. I think that’s especially important, because, well, who doesn’t know it themselves? We go to an event and are full of passion. We want to take everything in, we want to see, hear, and learn everything, and then of course put it into practice afterward. And then you come back to the company and back into the daily routine.
Michael: The desk is full.
Daniela: And just like that, everything’s forgotten. Or let’s put it this way: not everything forgotten, but rather there’s no time anymore. I think that’s an important point that can definitely be expanded on. Maybe even with management support, so that the boss, so to speak, also allocates the capacity for it, provides the opportunity for the learning to first be shared within the company. And then to develop strategies for how I put it into practice accordingly. I can maybe give an example: if I come to one of our events and have asked questions, one question leads to the next. Suddenly you learn something that then does take time to implement. Maybe you even go home and say: wow, now I have a contact person in hand, oh my! Then it also needs to be factored in that I have the opportunity to actually implement all of that, to call the contact person at eBay, and in our experience that takes a bit of time too. But otherwise it doesn’t really make sense either.
Lisa: Otherwise you don’t even need to go.
Daniela: Otherwise you can skip it.
# Lisa: You’re both extroverted types. I think that can be said, otherwise you wouldn’t be so relaxed and easygoing here on the podcast. Now there are many out there who are a bit more introverted, for whom it may be hard to approach others or who also have a hurdle getting started there and asking something. Do you have any tips, or have you seen anything in other people that stood out to you about how to really make good use of events, especially with a more introverted personality type?
Michael: Sounds totally bananas now, I know. But it’s actually true: take a drink in your hand, somehow that makes you feel better, safer. I don’t know why that is.
Lisa: You can hold on to it.
Michael: It’s just, I have no idea. And then, if you see a group of more than four people—just stand there with them, just make the “asshole move,” it works. But what’s really great is. And now I’m really going all out. You’re alone and you want to meet people. But it’s just not that easy, like you just said. Now you go into the talk that interests you and then look around a bit: who else is sitting alone? Who’s in a pair? Who isn’t? And then you check. And then afterwards you casually walk past: So, how did you like the talk? And “bam,” you’re in the flow. And 50%, 60%, maybe 70% of the time, listen, I wanted to check out this talk too... is that something for you as well? Yeah, let’s go together! And just like that you’ve got someone, and then there are two of you, maybe one more joins, and you’re hanging around and that’s how the best things happen.
Lisa: I think that’s a good tip.
Daniela: From our side, we also create the networking opportunities. It’s already separated from the main area, so you can simply say: this is where you can meet people too. And I think that already makes a difference, just standing at the table and listening in. I don’t think anyone at an event or trade fair would say: you don’t belong here. I mean, with a bit of wit and charm, I think you can achieve anything.
Lisa: I keep seeing on LinkedIn and in my social media networks that people post when they go to trade fairs. Is that something you’d recommend, or...?
Daniela: Isn’t that the first approach to networking, though? By the way, I’m here too! Come along!
Michael: Yes, but for me it’s become too much, and I also don’t know whether all of it is still really noticed. It’s just so massively full. I notice and see that interaction has really decreased there, in my opinion. Of course you still do it and say: Hey, who’s there? But now you hardly get anyone saying: Yes, see you there. Then you just know, ah, they’re there, okay. So yes, we’ll see each other, we’ll go for coffee. I see that less now. But sure, that’s basically how you do it. But it’s crowded. Crowded.
Lisa: Probably, if you already have a network, you also look at who reacts to it? Who might be there too, and you can arrange to meet beforehand, right?
Michael: Yes.
Daniela: And that’s where I can recommend the app again. That obviously makes it relatively easy. Plan your day well and choose exactly the people you want to sit at a table with in advance.
Lisa: Before we end the podcast: do you two maybe have any final tips on the topic of events?
Daniela: Actually, I have one important point, which may be for all those who are not yet on eBay or haven’t been on eBay for a long time. In general, it’s always interesting to consider whether there might still be a need and whether such events can offer an entry into exactly a business with us as eBay, for example, but of course with others too. It shouldn’t just be about eBay. I think the important point is that you study the agenda and see what opportunities such an event offers me? As I said, we’ve talked about networking very often now, but overall this whole topic of broadening my horizons — is there perhaps something there that I haven’t considered so far, but which could give me and my company a push? I think that’s very, very important. For example, at our “eBay on tour” roadshows this year, we really have a dedicated path just for new customers, meaning those who want to become customers or who are still undecided, in order to also provide consulting offers there. And maybe that’s the next step for retailers too, to develop further in that direction. I think that’s very, very important, and of course it also applies to others.
Lisa: Exactly, so not just for eBay, but maybe also third-party providers have lots of events, or logistics providers have lots of events, or industry associations have events.
Daniela: Exactly.
Lisa: Even if you’re not invited as a customer, it’s worth checking out these events too, because there are enough e-commerce people running around there.
Daniela: Exactly.
Lisa: Micha, our event expert. Your final insights.
Michael: Go to events, definitely, give it a try. I wouldn’t be here today if I hadn’t done that. Do it, try it out. See whether there might be something on the evening before, the evening after the event. People, at multichannelday we have that too, this after-work party now. Well, “party” is an exaggeration. You just stand around, have another drink, nice and relaxed. But people are so relaxed. The day is over, and you finally have time to talk in peace. You can take away so much, make so many good contacts again. That would be one more thing. And what I do, maybe one last point: if it’s a bit further away too, book the flight flex, book the hotel flex, and then you can still decide whether you want to do it. That saves serious money. I’m talking serious money. That’s it!
Lisa: Anyone who knows our podcast by now knows that we often play a little game with our guests. The “This or That” game. In the “This or That” game, you have to decide on the spot, intuitively, for one of the two answer options I give you. Are you ready?
Michael: No.
Daniela: Then let’s start with you, Micha. Goodies: collect them or not?
Michael: No.
Lisa: Daniela: travel the evening before or on the same day?
Daniela: The evening before, of course.
Lisa: Micha: keynote or panel discussion?
Michael: Keynote.
Lisa: Daniela: notebook or iPad for taking notes?
Daniela: I probably shouldn’t even say it, notebook is more practical.
Lisa: Micha: at events, eat before the event or at the event?
Michael: Before, during, and after.
Lisa: Very good. Daniela, you have a trade fair: sneakers or dress shoes?
Daniela: Sneakers.
Lisa: Very nice. Thank you both so much. I really enjoyed talking with you today about events, trade fairs, and happenings. I hope we see each other at multichannelday in Cologne, at one of our roadshow stops, or at eBay Open or some other industry event.
Michael: Or all together.
Lisa: Or all together!
Daniela: Exactly.
Lisa: Thanks, Micha. Thanks, Daniela.
Daniela: My pleasure.
Michael: Thank you for the
Michael: Check whether there might be something on the evening before, the evening after the event. You’re just standing around, having a drink. But people are so relaxed. The day is done, and you finally have time to talk in peace. You can take away so much, make so many good connections again. And look, if it’s a bit further away too, book the flight flex, book the hotel flex, and then you can still decide whether you want to do it. That saves serious money. I’m talking serious money.
Lisa: Welcome to “Everything top-notch. Again anytime!” the eBay podcast all about retail and e-commerce. I’m Lisa Haak, and I sound a little different today because I’ve got a bit of a cold. But that shouldn’t bother us at all, because today it’s all about your perfect event strategy. Events can be a real game changer for your business if you use them properly. How that works, my two guests know very well. Many of you may already know Michael Atug as the organizer of multichanneldays, who, with his community Multichannel Rockstars, supports many retailers out there in being successful in the highly competitive e-commerce market. Hello and welcome, Micha!
Michael: Thanks for the invitation!
Lisa: We’re glad you’re here. But I’m also happy that we have a second guest with us. Because we have Daniela Elsner, Head of Seller Initiatives and Events at eBay with us. Daniel, I’m glad you’re here.
Daniela: Yes, thank you very much. Thanks for having me.
Lisa: Our listeners always look forward to our guests’ fun facts. Have you brought a little fun fact about yourselves or an interesting fact from your event history so our listeners can get to know you a bit better?
Michael: Ladies first.
Daniela: Ladies first? Then I need to think for a second. But I actually do have something, because we’ve been doing events here for four or five years now, or rather I’ve been doing them with my team here at eBay. And during that time, we’ve always been represented at multichannelday too – “we” meaning everyone except me.
Michael: I already know what’s coming now.
Daniela: Yes, actually it’s just that I still haven’t managed to go to multichannelday. Because of other activities, which of course are by no means more important, but which mainly relate to illness or actually vacation times. But so far I haven’t managed it. I hope this year...
Lisa: We’re hoping for 2025...
Daniela: Exactly, the premiere year.
Michael: That really is a fun fact. Mine is actually that, well, I’ve been to countless events and innumerable ones, but you don’t really realize that. You only realize it when you start cleaning up and then want to put all the badges you’ve ever had into moving boxes and one box isn’t enough. I think that’s actually a bit crazy and a real fun fact. For me, at least.
Lisa: Hey Micha, as if you’d known it, the fun fact is the perfect segue to my first question. Because it aims at the fact that there are unbelievably many events in e-commerce, in the digital media sector. You can also put trade fairs into that category. As an online retailer, how do I figure out which trade fairs are right for me and which events I should be attending throughout the year?
Michael: It’s not that easy. First of all, I have to say there really aren’t that many trade fairs anymore. It just still feels that way to us. But if I think back ten years, there were three times, four times, five times as many – it’s not quite like that anymore. And as you just said, the categories, so you also have a lot of trade fairs these days that... for example, I’m doing the Eisenwarenmesse now, where I curate the program; they also have an e-commerce stage. A lot goes in that direction too. And otherwise, of course, it’s difficult to pick the right thing out of the jungle that’s left. Everyone has to look a little at what’s important to them.
Lisa: So, see whether what matters more to me right now is developing further in inventory, networking with other e-commerce folks, or meeting other companies that can specifically help me with my business, right?
Michael: Exactly, there are actually three things, and you’ve already touched on all of them a bit. First, there’s the networking topic, we’ll probably talk about that later anyway. Then the agenda, so what do I actually want to take away? Are there talks that interest me? But what I think is mega interesting or also very important, and what people don’t really keep on their radar, is which exhibitors are actually there? That’s what you hinted at at the end, because that’s the key. So if I really go there and just do business at the booth, the people are there, maybe I get a bonus, maintain old contacts, see what the competition is doing, maybe even switch if yours has become too expensive or you feel like it’s not going so well anymore! Those are the three big things, actually. At least for me.
Daniela: What I also think is very important at this point is to think about what you may not even have on your radar yet, because you were just talking about exhibitors. Usually, you go to an event, a trade fair, or something similar because you maybe have a plan and say, I have these questions. Ideally, you’re prepared. But the question is also whether you’re open enough to say, what am I not keeping on my radar right now, what could help me move forward? Should I go to a trade fair with a different format or to an event with a different format that might not be so common for me, to broaden my horizons and see what additional perspectives it gives me?
Lisa: Also to learn again.
Daniela: Exactly.
Lisa: Micha, you’ve been an online retailer yourself for many years. What has brought you the furthest in your retail career at trade fairs or events?
Michael: If you ask me personally, it was probably networking. I mean, there’s no need to talk about it, that’s why I’m sitting here too. I got to know so many people there, all of them, literally, actually. But I also founded the E-Commerce Quartet back then with the three guys. We met at Plenty back then, at the event, and then skyped almost every day for years and moved each other forward. So, I’d attribute it to networking, but of course there were also many talks, because especially at the beginning, when you really take learnings away, everything was still, I’d say, a bit new and fresh. You obviously took a lot with you from that. Oh, you can do that? Ah, okay! That’s how I’d answer it, yes.
Lisa: Okay, very good. You’re both sitting here and also organizing events for e-commerce players, let’s say. Daniela, let’s take a look at the events we’ve planned at eBay this year. What are we doing? Which retailers are these events aimed at, and why should people come along?
Daniela: Yes, exciting question. I’m very, very happy to answer it. What we’re starting with fairly quickly is our tour through Germany, which has now been running for three years. We always call it the eBay roadshow. It’s called “eBay on tour.” We’re going to four cities in Germany and will be on the road from mid-March. Why should people go?
Lisa: No, wait! First the four cities, since we’re already at it.
Daniela: Ah, okay.
Lisa: First we’re in Düsseldorf.
Daniela: Exactly, then we’re in Hamburg, Leipzig, and Würzburg.
Lisa: So we’ve covered the country pretty...
Daniela: Exactly, that’s precisely the point of doing this tour through Germany. Because we said a central event is certainly very, very nice, but of course it always takes a bit of time and manpower. Not everyone can manage that. That’s why we’re simply coming to you. We’re doing that in the first half of the year. In the second half of the year, there’s something old and new coming again. This year we decided to bring eBay Open back to life.
Michael: Yippie!
Daniela: Yippie! Yes, I’m...
Lisa: Big excitement in this room here.
Daniela: Yes, I’m incredibly happy that we have the chance to do that too. eBay Open is just such a special event, such a beautiful event. You meet so many people, we come together, we can talk about strategies, we can network. So it has a very special atmosphere. It’s really a fantastic thing.
Lisa: Yes, I’m so happy that we’re bringing back both our roadshow through Germany. But also our home event in Berlin with our eBay Open. eBay Open is something that has been an eBay tradition for years, also in other countries. It’s not just an event exclusive to Germany, but this year we’re bringing it back to Germany too. And Micha, you know both formats. You’ve been at our roadshow at the various stops over the past few years. But you’ve also been at all the eBay Opens we’ve had, whether hybrid or in person or only digital, always there.
Michael: Even cooler, even cooler. I was even at eBay Open in Las Vegas!
Lisa: That’s right!
Michael: So, let’s...
Daniela: But ours was nicer, right?
Michael: Of course, of course! No, we shouldn’t forget that. Yes... so it’s something special. Sure, now I’m sitting here as a guest, so you could say: well, of course he says that. No, it was just the effort that went into it. You can really, I mean, I also see it from an organizer’s point of view, it was insane. I mean, our legendary waffles on a stick. Yes, the salsiccia sausages, no idea. It was really, it really was something special, I have to say. And of course I’m very happy that it’s coming back. And I’ll be there, colleagues. By the way, I won’t make the roadshow; unfortunately I’m sailing across the Atlantic once. I’m very sad about that, because Düsseldorf would actually have been cool, but it won’t work.
Daniela: Well, unfortunately.
Lisa: Maybe another stop. And I was surprised that it only took five minutes in this podcast, or so long, before you got to food at events. No, but maybe to give some context again, who our events are for. So we started the “eBay on tour” concept mainly because we also heard that many retailers can’t manage to come to Berlin for a full-day event, automatically letting their business stand still for two days or so. And that’s why we come to the different regions. Can you say a bit more about what the differences are, what I take away from an eBay Open for myself, or why I should come to a tour stop?
Daniela: Exactly, you put it very well already. After the pandemic period, when so much had been happening digitally, when Zoom and other video conferencing tools had become established, we also got feedback that it’s simply a very high time commitment. And that, functionally, there could be other ways. People eventually got tired of video conferences and suddenly became aware again that personal contact is much, much more important. But you still have to be able to handle that time commitment, especially in smaller companies. And then we thought: let’s pause this eBay Open for now and really go into the cities. We come closer to you and we’re there especially for the very specific operational questions of day-to-day business. In other words, the tour is primarily aimed at small and medium-sized retailers who really say: I’ve got an issue here and I don’t even know how to deal with it, can you help me? We have workshops, we have very operational topics that have to be handled in day-to-day business. We have a lot of people from our side, relatively speaking, on site as well, who can simply provide feedback in one-to-one sessions, in consultation sessions, or in the respective workshops, and who have prepared the content for that too. Basically anyone can come. I’d say whether it’s purchasing, accounting, warehouse, logistics, or customer service. And eBay Open, by contrast, offers that too, but it offers more. It also offers strategic thinking, visionary ideas: where is this all headed? How can we perhaps work together even more and create synergies? And what both event formats have in common is the networking aspect.
Lisa: Exactly, because for me it’s also three things: first, eBay up close, because we really have a ton of people there, including international colleagues who come. And then the two main points Micha mentioned earlier: networking and learning. Learning from talks by other retailers, from experts who will be there on site. And that’s what both our roadshow and eBay Open stand for.
Daniela: And maybe one more point about these eBay formats. Even if I maybe have a bit of respect for the networking topic and don’t really know what, or with whom, I want to meet there, people always find each other. We have very good food, to come back to the food topic once again.
Michael: Too good food!
Daniela: Exactly, the atmosphere is actually always very, very relaxed, and that creates a very, very good vibe and simply provides the setting for good exchange with each other, whether with us or with other retailers or experts.
Lisa: Micha, you’re also organizing the multichannelday again this year. For those who don’t know multichannelday, in short: what is multichannelday and why should I go?
Michael: For the ninth time already, actually, next year is the anniversary. Yes, I think, well, logically, probably because I’m saying it myself, but it’s an event you basically have to go to, because the name already says it. It’s about multichannel. It’s simply about positioning yourself broadly, looking left, looking right, what else can I maybe do? What am I still missing? And I’m independent and basically all the exhibitors are there, really big names without end. Everything you could somehow need is there, and you can go through it all in one go. There are already 122 exhibitors. It’s just something where you have everything: the networking, the talks, a super cool location...
Lisa: Yes, we’re also there as an exhibitor. Daniela, that’s also part of your team’s work — that we’re also at other industry events. Are there any highlights in 2025 you want to mention?
Daniela: So yes, generally we’re naturally also represented at industry events or events like multichannelday. This year is honestly a bit quieter. There are some events that only take place every two years. So this year will be a bit more relaxed, also for us in terms of preparation. But we were already at the E-Commerce Expo. As mentioned, we’re at multichannelday. Of course there are events where we’ve been present for years already. Things like FIFA, for example...
Lisa: If you want to find out more about all our eBay events that we’ve just listed here with Daniela, so eBay Open and our “eBay on tour” stops. We’ve created an event page for that: ebay.de/events. Of course, as always, everything is also in the show notes. You can read up on all the cities and stops there again.
Lisa: Before we talk about what you should pay attention to when you’re at the event and how our new eBay app can help you with that, we’re interested in your opinion. Which event is an absolute must for you this year? If you’re listening via the Spotify app, you can share your answer directly in the Q&A function in the app.
Lisa: But Daniela, you just said preparation, and that’s a super good segue for me to go a bit deeper into tips for the listeners with you. If they’re looking at events this year, how do they best prepare for the respective events?
Michael: We’re looking at questions right now, and I think we both probably have the same answers. So I don’t know, I’ll start, we’ll do ping-pong. My first thing is, I look at the agenda and of course check what talks are there? Which topics? Though I have to jump in for a second: that’s also not so easy anymore, because yes, you look in, hear the topic, but you also have people saying: Oh, that’s actually beginner level for me, but I’m a pro, or exactly the other way around. It’s obviously very difficult to meet everyone’s expectations. But that’s one point I always look at.
Daniela: I think it’s great that you’re bringing that up. I hadn’t really had that on the agenda anymore. But this whole what level is it, exactly? We’ve already implemented that in our events as well, really saying: is it expert level, or am I a beginner, or even completely new? You can then also tell from the events. You definitely have to register. You have to be sure you’re going.
Michael: That’s true.
Daniela: To be fair, as an organizer or from an organizer’s point of view, it’s always very fair if you register and then can’t come after all, maybe use the cancellation function again, that helps. But I think this point of preparation is extremely important. And this year we’ll also be working with our new event app. I think that simplifies the processes a lot as well. If I’m going to an event myself, of course I can use this event app to create a clear plan of which sessions, which workshops, which discussions I want to attend. In addition, I can of course also use the networking function. That’s a very, very important point. But if I’m also, say, sending my employees as a managing director, then I can of course also steer things a bit through that. What are actually the topics where I want someone from the company to be present too, just to take away a bit of content and learn?
Lisa: A retailer once told me about the way her employee prepared for eBay Open. And I think that’s very symbolic of how you can approach events in general. The employee printed out the agenda beforehand and marked everywhere she wanted to go. And then she noticed that it was all a bit confusing, so she wrote her own timetable for the event, for the trade fair, and she also looked beforehand in the exhibitor section to see which partner was where that she might want to talk to and what the respective questions were. That means the woman had a timetable at the event and then a properly prepared page per exhibitor with relevant questions. Either because I was already an existing customer and wanted to know something specific for my business, or because I was currently in the selection process for, say, a new logistics provider or something and wanted to narrow down my questions. And I thought that was great. And at the back of the notebook, all the things went in that they then wanted to share with the team afterward. I think that’s also an important aspect when you go to these events: you gather so much knowledge that it makes sense for the whole company.
Michael: Then it’s worth going there too, because we mustn’t forget, these are also horrendous costs at times. Travel costs, accommodation costs, the loss of working time itself. Nobody even has that on their radar. So you should definitely be well prepared. That’s exemplary. What was her name? Can I poach her, the lady?
Lisa: I’ll give it to you later.
Daniela: Maybe one more point about this whole structure. From experience: it’s obviously great if I prepare myself very structurally in advance. I think you mustn’t forget that a day at a trade fair, at an event, always goes differently than you imagine.
Michael: That’s true.
Daniela: So basically planning 15 minutes for networking is de facto not possible, because usually it ends up being more. Building in buffer times is always really, I think that’s also a pretty good tip. Or planning in a lunch break on your own, because you can of course use that differently too.
Michael: That’s how I do it too. I really go in, take one look around, and then say: Okay, where do you want to go? And then I make myself a little schedule, but of course it’ll never actually work out. But it’s important, because otherwise you get lost in it.
Daniela: Yes, and the follow-up work topic, which you briefly mentioned. I think that’s especially important, because, well, who doesn’t know it themselves? We go to an event and are full of passion. We want to take everything in, we want to see, hear, and learn everything, and then of course put it into practice afterward. And then you come back to the company and back into the daily routine.
Michael: The desk is full.
Daniela: And just like that, everything’s forgotten. Or let’s put it this way: not everything forgotten, but rather there’s no time anymore. I think that’s an important point that can definitely be expanded on. Maybe even with management support, so that the boss, so to speak, also allocates the capacity for it, provides the opportunity for the learning to first be shared within the company. And then to develop strategies for how I put it into practice accordingly. I can maybe give an example: if I come to one of our events and have asked questions, one question leads to the next. Suddenly you learn something that then does take time to implement. Maybe you even go home and say: wow, now I have a contact person in hand, oh my! Then it also needs to be factored in that I have the opportunity to actually implement all of that, to call the contact person at eBay, and in our experience that takes a bit of time too. But otherwise it doesn’t really make sense either.
Lisa: Otherwise you don’t even need to go.
Daniela: Otherwise you can skip it.
# Lisa: You’re both extroverted types. I think that can be said, otherwise you wouldn’t be so relaxed and easygoing here on the podcast. Now there are many out there who are a bit more introverted, for whom it may be hard to approach others or who also have a hurdle getting started there and asking something. Do you have any tips, or have you seen anything in other people that stood out to you about how to really make good use of events, especially with a more introverted personality type?
Michael: Sounds totally bananas now, I know. But it’s actually true: take a drink in your hand, somehow that makes you feel better, safer. I don’t know why that is.
Lisa: You can hold on to it.
Michael: It’s just, I have no idea. And then, if you see a group of more than four people—just stand there with them, just make the “asshole move,” it works. But what’s really great is. And now I’m really going all out. You’re alone and you want to meet people. But it’s just not that easy, like you just said. Now you go into the talk that interests you and then look around a bit: who else is sitting alone? Who’s in a pair? Who isn’t? And then you check. And then afterwards you casually walk past: So, how did you like the talk? And “bam,” you’re in the flow. And 50%, 60%, maybe 70% of the time, listen, I wanted to check out this talk too... is that something for you as well? Yeah, let’s go together! And just like that you’ve got someone, and then there are two of you, maybe one more joins, and you’re hanging around and that’s how the best things happen.
Lisa: I think that’s a good tip.
Daniela: From our side, we also create the networking opportunities. It’s already separated from the main area, so you can simply say: this is where you can meet people too. And I think that already makes a difference, just standing at the table and listening in. I don’t think anyone at an event or trade fair would say: you don’t belong here. I mean, with a bit of wit and charm, I think you can achieve anything.
Lisa: I keep seeing on LinkedIn and in my social media networks that people post when they go to trade fairs. Is that something you’d recommend, or...?
Daniela: Isn’t that the first approach to networking, though? By the way, I’m here too! Come along!
Michael: Yes, but for me it’s become too much, and I also don’t know whether all of it is still really noticed. It’s just so massively full. I notice and see that interaction has really decreased there, in my opinion. Of course you still do it and say: Hey, who’s there? But now you hardly get anyone saying: Yes, see you there. Then you just know, ah, they’re there, okay. So yes, we’ll see each other, we’ll go for coffee. I see that less now. But sure, that’s basically how you do it. But it’s crowded. Crowded.
Lisa: Probably, if you already have a network, you also look at who reacts to it? Who might be there too, and you can arrange to meet beforehand, right?
Michael: Yes.
Daniela: And that’s where I can recommend the app again. That obviously makes it relatively easy. Plan your day well and choose exactly the people you want to sit at a table with in advance.
Lisa: Before we end the podcast: do you two maybe have any final tips on the topic of events?
Daniela: Actually, I have one important point, which may be for all those who are not yet on eBay or haven’t been on eBay for a long time. In general, it’s always interesting to consider whether there might still be a need and whether such events can offer an entry into exactly a business with us as eBay, for example, but of course with others too. It shouldn’t just be about eBay. I think the important point is that you study the agenda and see what opportunities such an event offers me? As I said, we’ve talked about networking very often now, but overall this whole topic of broadening my horizons — is there perhaps something there that I haven’t considered so far, but which could give me and my company a push? I think that’s very, very important. For example, at our “eBay on tour” roadshows this year, we really have a dedicated path just for new customers, meaning those who want to become customers or who are still undecided, in order to also provide consulting offers there. And maybe that’s the next step for retailers too, to develop further in that direction. I think that’s very, very important, and of course it also applies to others.
Lisa: Exactly, so not just for eBay, but maybe also third-party providers have lots of events, or logistics providers have lots of events, or industry associations have events.
Daniela: Exactly.
Lisa: Even if you’re not invited as a customer, it’s worth checking out these events too, because there are enough e-commerce people running around there.
Daniela: Exactly.
Lisa: Micha, our event expert. Your final insights.
Michael: Go to events, definitely, give it a try. I wouldn’t be here today if I hadn’t done that. Do it, try it out. See whether there might be something on the evening before, the evening after the event. People, at multichannelday we have that too, this after-work party now. Well, “party” is an exaggeration. You just stand around, have another drink, nice and relaxed. But people are so relaxed. The day is over, and you finally have time to talk in peace. You can take away so much, make so many good contacts again. That would be one more thing. And what I do, maybe one last point: if it’s a bit further away too, book the flight flex, book the hotel flex, and then you can still decide whether you want to do it. That saves serious money. I’m talking serious money. That’s it!
Lisa: Anyone who knows our podcast by now knows that we often play a little game with our guests. The “This or That” game. In the “This or That” game, you have to decide on the spot, intuitively, for one of the two answer options I give you. Are you ready?
Michael: No.
Daniela: Then let’s start with you, Micha. Goodies: collect them or not?
Michael: No.
Lisa: Daniela: travel the evening before or on the same day?
Daniela: The evening before, of course.
Lisa: Micha: keynote or panel discussion?
Michael: Keynote.
Lisa: Daniela: notebook or iPad for taking notes?
Daniela: I probably shouldn’t even say it, notebook is more practical.
Lisa: Micha: at events, eat before the event or at the event?
Michael: Before, during, and after.
Lisa: Very good. Daniela, you have a trade fair: sneakers or dress shoes?
Daniela: Sneakers.
Lisa: Very nice. Thank you both so much. I really enjoyed talking with you today about events, trade fairs, and happenings. I hope we see each other at multichannelday in Cologne, at one of our roadshow stops, or at eBay Open or some other industry event.
Michael: Or all together.
Lisa: Or all together!
Daniela: Exactly.
Lisa: Thanks, Micha. Thanks, Daniela.
Daniela: My pleasure.
Michael: Thank you for the
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