Walking a Trade Show
Thirty helpful planning tips
Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows. Author: "Riches in Niches: How to Make it BIG in a small Market" and "Meeting & Event Planning for Dummies." www.thetradeshowcoach.com & www.richesinniches.com
Before the Show:
1. Know what you want to achieve by visiting the show and, if the company is sending you, understand what your boss wants you to achieve.
2. Develop a plan of which exhibitors you want to visit and then organize your list into two parts—"must see" and "want to see" companies.
3. Decide how much time you want to spend at the show and then at each booth. Allow extra time for browsing, distractions, and waiting in lines.
4. Find out who else from your company is going to the show and develop a plan to maximize your visit, especially at large shows.
5. Know what information you need to have from each exhibitor. Research different vendors to find out how they differ and what is most important to you. Then plan intelligent questions to ask them.
6. Design a lead-gathering form to research for specific products/services to make accurate comparisons.
7. Make appointments with exhibitors you really want to meet with.
8. Get a map of where exhibitors are located and prioritize your route.
9. Take plenty of business cards to avoid filling out forms.
10. Pack comfortable shoes and clothing to wear on the show floor. Walking shows is extremely tiring. Try insoles for extra comfort. When packing, remember to leave room for things you’ll want to bring back.
11. Take a light and comfortable "carry-all" for accumulated materials. Plastic bags are often uncomfortable, as they cut into your hands.
12. Make travel and hotel reservations early to maximize on discounted rates.
13. Stay at a hotel closest to the convention site to save on traveling and to give you a place to rest, sort through information gathered, and refocus your energy.
14. Plan the seminars/workshops you want to attend. Split sessions with your colleagues to maximize data gathering.
15. Pre-register for the event and arrive 30 minutes before opening to avoid standing in long lines.
Click here for tips on what to do at the show and afterward.