Prospecting Pathway

Get more from every trade show, build a proven process to turn more leads into customers.

The Prospecting Pathway stream is part of the P3 Pathways program, the anchor commercialization initiative of the Windsor-Essex Regional Technology Development Site (WE RTDS), powered by WEtech Alliance and the Ontario Vehicle Innovation Network (OVIN).

This cohort gives Ontario mobility and automotive SMEs (TRL 7-9) a practical framework for getting more out of their trade show investments. Across three working sessions, participants will build a real plan for selecting, preparing for, and following up on B2B trade shows and conferences, with hands-on workbook exercises and the marketing fundamentals you can put to work right away.

Trade shows are one of the biggest line items in most SME marketing budgets, and one of the easiest to waste. This program is built to fix that.

At a glance

FORMAT	SESSIONS	PROGRAM DATES	INTAKE
Virtual (Zoom)	3 x 90 min	Jun 4 – Jul 9, 2026	Rolling, apply anytime

Who this is for

Prospecting Pathway is designed for Ontario-based small and medium-sized enterprises working in mobility, automotive, and advanced transportation technologies. This includes companies building in connected, autonomous, electric, and smart mobility.

This program is the right fit if you already exhibit at trade shows and want better returns, or if you are preparing for your first show and want to start with a real plan. Founders, marketing leads, sales leads, and business development team members will all benefit from attending together.

What you will learn

Each participant leaves with a practical, repeatable framework for trade show planning, budgeting, marketing, and measurement. The program covers:

Show selection	How to choose the right trade shows and conferences, read show guides, and weigh the components of your investment.
Goals and KPIs	How to set meaningful goals and KPIs for each event, before you commit a dollar to the booth.
Booth and budget	Booth location, size, design, demo space, speaking opportunities, and how to build an annual trade show budget.
Marketing plan	Show specials, on-site materials (print, apps, video, signage), and a marketing framework with examples.
Social media	Pre-show, at-the-show, and post-show social campaigns that compound your investment.
Show staff and leads	Training your staff, setting sales KPIs, capturing lead data, and following up so leads convert.
ROI and benchmarketing	Calculating real trade show ROI and setting benchmarks you can hold future shows against.

Session schedule

Three working sessions of 90 minutes each, delivered live on Zoom. All sessions run 9:00 to 10:30 AM ET.

SESSION	DATE	WHAT WE’LL COVER
SESSION 1	Thursday, June 4, 2026 9:00 – 10:30 AM	Module 1: Choosing the Right Shows The real value of trade show and conference selection Components of your show investment How to read and use show guides Setting goals and KPIs for each event Module 2: Planning Your Booth and Budget Booth location, demo space, and speaking opportunities Booth size, design, and types Building your annual trade show budget Workbook exercise: complete Tab 1 and Tab 2
SESSION 2	Thursday, June 18, 2026 9:00 – 10:30 AM	Module 3: Marketing Plan Show specials, pricing, and promotions Marketing material at your booth: print, apps, video, signage Review the marketing framework with real examples Module 4: Social Media for Trade Shows Pre-show campaign At-the-show campaign Post-show campaign Workbook exercise: complete Tab 3 and Tab 4
SESSION 3	Thursday, July 9, 2026 9:00 – 10:30 AM	Module 5: Show Staff and Lead Capture Training your show staff Setting KPIs for sales staff Collecting client and lead data Follow-up after the show Module 6: ROI and Benchmarking Calculating trade show ROI Creating a benchmark for future shows Framework for ROI calculation and benchmarking Workbook review: Tab 1 and Tab 5

Your facilitators

Susy Kustra	Program Manager, Prospecting Pathway. Susy leads the program and facilitates the trade show planning, booth, budget, staffing, and ROI modules.
Katie Stokes	Digital marketing lead. Katie facilitates the marketing and social media modules, including the pre-show, at-the-show, and post-show campaign frameworks.

WHAT WE EXPECT FROM YOU

This program works because participants show up ready to do the work. Selected companies are expected to:

Attend all three live Zoom sessions and stay for the full 90 minutes
Send the team members who will actually be running your trade show program
Complete the workbook exercises between sessions (Tabs 1 through 5)
Come ready to discuss your real shows, real budgets, and real numbers
Complete OVIN reporting, surveys, and a brief testimonial after the program

Key dates

MILESTONES	DATES
Applications	Rolling, apply anytime
Cohort decisions	Within 2 weeks of applying
Cohort 1	June 4 to July 9, 2026
Session 1	Thursday, June 4, 2026
Session 2	Thursday, June 18, 2026
Session 3	Thursday, July 9, 2026

APPLY NOW

Applications for Prospecting Pathway are accepted on a rolling basis. The first cohort begins Thursday, June 4, 2026. Apply now to join Cohort 1, or apply anytime to be placed in the next upcoming cohort. Ontario mobility and automotive SMEs must apply and be selected to participate.

Before you apply, make sure you meet the eligibility above and can commit to all three sessions plus the workbook exercises between them. Be ready to tell us about the shows you are planning, what you have tried before, and what you want to fix.

PARTNERS

The Prospecting Pathway stream is made possible through collaboration across the Windsor-Essex innovation ecosystem.

PROGRAM LEAD & COORDINATION

PROVINCIAL FUNDING AND NETWORK

QUESTIONS?

Contact our Director of Venture Services & Partnerships, Adam Castle

Connect with Adam