Author: Matt Kelly
Trade shows can be an excellent opportunity for you and your
business, whether you are an entrepreneur or you're
representing the company you work for. Thousands of people set
up trade show booths and trade show displays across the country
at a huge variety of industry events. However, many people don't
know how to take advantage of the opportunities a trade show
offers. Some plan on simply attending, setting up their trade
show booth, and then staying there all day hoping to attract
new business. Manning a trade show display is only part of the
reason you should be attending a trade show. The other vendors
at a trade show can provide you with a wealth of new
information and contacts in your industry; all accessible in
the same room on the same day—this is the unparalleled
attraction of a trade show for your business.
If you plan to attend a trade show, make sure you are not the
only person there representing your company, even if you are a
small business owner with few employees or a sole
proprietorship. You will need at least one person to staff your
trade show booth, and another to walk the floor taking in the
other trade show displays. If necessary, get your spouse or a
good friend to come with you and give them a crash course on
how to handle your trade show booth while you check out the
other vendors – and only do so when it is slow so you don't
miss important business opportunities. When you make
reservations for the hotel you will stay at during the show,
try to find a room as close as possible to the actual
location—preferably within walking distance. That way, you
won't have to bring anything with you to the venue other than
the materials for your trade show display.
Before you attend a trade show, go over the list of vendors who
plan to put up trade show booths. Make lists of the vendors you
must see, the vendors you would like to see, and those you can
live without seeing. You may even be able to schedule
appointments with your top priority vendors. Research the
companies and determine ahead of time what you would like to
find out from each trade show display and what your goals are
regarding each vendor: are they competition, or a potential
contact? If they are a potential contact, how would they
specifically benefit your company? Have questions ready to ask
vendors to save yourself time walking the floor. Another good
timesaving strategy is to obtain a map and a directory of the
trade show when you arrive on location, before the show begins.
Use the map to plan your route, and check your prioritized list
of vendors against the directory to find out whether any
vendors have been added or dropped out.
During the trade show, be active in your quest for information.
Don't feel bad about passing by trade show booths that don't
interest you. Like you, they are attending the trade show to
generate new business, and they don't want to waste time
talking to someone who isn't a potential customer. Visit your
targeted trade show displays, engage in a dialogue with the
vendors, and ask questions. If the trade show booth offers
handouts, samples or other materials, take only those you
actually want to find out more about. It can be difficult to
tote a loose stack of glossy brochures, catalogues, and bulky
product samples around a busy trade show floor. If possible,
arm yourself with an empty briefcase or duffel bag to stow
materials. Use your time wisely to gather intelligence on your
competition and make new industry contacts that will benefit
your company.
When the trade show ends, especially if it is a multiple-day
event, take the time to make notes and organize the materials
you gathered before you leave the event. If you need to mail
reports, brochures or other materials to your colleagues,
prepare the mailings right away while "who gets what" is still
fresh in your mind. Make sure to store your trade show display
safely so nothing is damaged and you can find everything you
need the following day. When you return from the trade show,
remember to follow up with the contacts you have made—and start
preparing for next year's trade show!
About The Author: Mat Kelly is the president of ExhibitDEAL the
Original Exhibit Wholesaler specializing in trade show exhibits,
displays and booths. ExhibitDEAL offers portable trade show
displays at nearly half the market rate and can be found on the
Web at http://www.exhibitdeal.com/.
