Attending a Trade Show

Manning a trade show display is only part of the reason you should be attending a trade show. The other vendors at a 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 on attending 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 attending a trade show, go over the list of exhibitors who plan to put up trade show booths. Make lists of those you want to see, would like to see, and can live without seeing. You may even be able to schedule appointments with your top-priority exhibitors.

Another good time-saving strategy when attending a trade show is to obtain a map and a directory of exhibitors before you arrive on location. 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 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 exhibitors, and ask questions. If handouts, samples or other materials are available, take only those you actually want. It can be difficult to tote a loose stack of glossy brochures, catalogues, and bulky product samples around a busy trade show floor.

When the trade show ends, especially if it is a multiple-day event, take the time before you leave to make notes and organize the materials you gathered from attending the trade show .

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.

This article on attending a trade show was written by Barry Siskind, author of “Powerful Exhibit Marketing.” Contact Barry at barry@siskindtraining.com, call 1-800-358-6079 or visit SiskindTraining.com.

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