At Bett UK 2026, Skolon was among the top 10 most visited exhibitor stands based on Bett stand-engagement data. 
 
So, what did the team do differently? 
 
For Skolon CEO and Founder Oliver Lindhe-Lundgren, a successful Bett doesn’t start when the doors open at Excel London, and it doesn’t finish when they close. The team treats the event as a campaign spanning months of preparation, three days of conversations and the follow-up that comes afterwards. 
 
We spoke to Oliver about Skolon’s approach and what other exhibitors can learn from it. 
 
From Bett visitor to exhibitor 

 
Oliver first visited Bett in 2014, before Skolon had even launched. He and his fellow founders travelled from Sweden to London to understand the EdTech industry and how the market worked internationally. 
 
“We didn’t even have a company then. We were trying to figure out what this market was about and how it was working internationally.” 
 
They left with an ambition: if Skolon succeeded, grew internationally and expanded beyond Sweden, one day they would return as exhibitors. 
 
After building its presence across the Nordics, Skolon did exactly that, exhibiting at Bett for the first time in 2025 as the company looked towards the UK and wider international growth. 
 
For Oliver, Bett’s international audience was central to that decision. 
 
“You can meet people from all over the world. You can meet Asia, Europe, the UK, the US and South America. You get an overview and can really understand what different markets are talking about.” 
 
But booking a stand was only the beginning. 
 
Before: Don’t wait for the audience to find you 
 
Skolon’s event strategy is built around three stages: before, during and after. 
 
And Oliver believes much of the work that determines the outcome happens well before the event. 
 
“The big part prior to the event is telling the world that we’re going to be there.” 
 
Months ahead of Bett, Skolon starts marketing its presence, pre-booking meetings and planning activities that give people specific reasons to visit. The team uses audience insights to understand who will be at the show and develops its content accordingly. 
 
It also prepares the practical side of lead generation: what information the team needs to capture, how conversations will be qualified and what should happen to those contacts afterwards. 
 
The stand matters. But it’s only one part of the preparation. 
 
During: Give people something worth stopping for 
 

As Skolon’s Bett presence has grown, the team has invested not only in a larger stand, but in what happens on it. 
 
Through its EdTalk programme, Skolon invites educators and industry voices to discuss topics affecting education and digitalisation. Crucially, not every session needs to be directly about Skolon or its platform. 
 
“We don’t only want to show our product, we want to give them something.” 
 
Someone might stop to hear an educator discussing a challenge they’re facing, discover Skolon through that experience and return to the product conversation later. 
 
It’s an approach that also supports one of Oliver’s simplest principles for exhibitions: 
 
“People attract people.” 
 
Rather than only engaging visitors who immediately look like the perfect prospect, Skolon aims to create an open, welcoming environment. More conversations create more energy around the stand, and more opportunities to meet the educators, buyers and partners the team wants to reach. 
 
That thinking also influences who Skolon brings to Bett. 
 
The stand isn’t staffed only by salespeople. The company brings colleagues from across the business who genuinely enjoy meeting people, asking questions and learning from conversations. 
 
Each morning before the doors open, the team comes together to review the previous day, revisit its goals and make sure everyone understands what they want to achieve. 
 
Capture the conversation while it’s still fresh 
 
A busy stand creates its own challenge: remembering what happened. 
 
“When you have hundreds of conversations in a day, two minutes later you have no idea who you talked to,” Oliver says. 
 
That’s why Skolon plans its Connect @ Bett lead-capture process before arriving at the show. 
 
The team decides which questions will help distinguish someone requiring immediate follow-up from a contact better suited to longer-term nurturing. It even tests the process internally beforehand to see how long it takes. 
 
Too little information and the context behind the conversation disappears. Too many questions and staff spend valuable time completing forms instead of speaking to the next visitor. 
 
“If you don’t do that right, you will end up with a lot of conversations, but no value.” 
 
After: Don’t stop when the show does 
 
Skolon’s post-show strategy is also prepared before Bett begins. 
 
Follow-up can start while conversations are still fresh, sometimes on the same evening someone visits the stand. 
 
But Oliver is clear that fast follow-up shouldn’t mean jumping immediately into a sales pitch. 
 
“It’s not about being pushy. It’s not about ‘should you buy something?’ It’s about showing that we value this new relationship that we just made.” 
 
The aim is to continue the relationship created on the stand. Where there is a commercial opportunity, that conversation can follow, without suddenly changing the experience from a valuable interaction into a hard sell. 
 
Measuring ROI beyond the number of scans 
 
So, after all that investment, how does Skolon decide whether Bett has worked? 
 
There are the hard measures: how many contacts the team made, where they came from, the quality of pre-booked meetings, agreed next steps and the commercial opportunities that follow. 
 
But Skolon doesn’t stop there. 
 
Immediately after the event, every team member who attended completes an internal evaluation. They consider the quality and relevance of their conversations, whether they reached the audiences they wanted to meet, what they learned about different markets and whether the experience contributed to Skolon’s wider growth objectives. 
 
The team then comes together the following week to review the experience. 
 
For Oliver, timing matters because the full commercial impact of a conversation isn’t always immediately apparent. 
 
“Two days after the fair, you know how many people you met, but you have no idea what that will end up to. Will that end up being the best deal ever, or someone that will never pick up the phone?” 
 
It means assessing Bett isn’t simply a question of how many badges were scanned. It’s also about the quality of those interactions and where they could lead next. 
 
Building on the experience for Bett UK 2027 
 
Skolon’s Bett presence has continued to evolve. 
 
After establishing its presence in 2025, the team expanded its stand, content programme, staffing and activity around the event. For Bett UK 2027, it’s taking another step forward. 
 
The stand is being redesigned with a stronger Scandinavian look and feel, while Skolon plans to bring more international perspectives into its programme, building on previous discussions involving voices from the UK, Germany, Sweden and Norway. 
 
“We need even more knowledge sharing between countries, not just within countries.” 
 
And visitors can expect something else to remain unchanged: the energy of the Skolon team and its willingness to start a conversation. 
 
Being among Bett UK 2026’s most visited stands didn’t start when Skolon’s team arrived at Excel London. It started months earlier, with audience planning, content, meetings and a clear idea of what the team wanted to achieve. 
 
And it didn’t finish when the doors closed. 
 
Perhaps that’s the clearest lesson from Skolon’s approach: don’t just plan your days at Bett. Plan what happens before, during and after them. 

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