Your Trade Show Survival Guide
The industry is buzzing with meeting requests, party invites and last minute travel plans. Yes, it’s that time of year again for Ad:Tech NY. While it’s easy to get swept away with the excitement of the show, it’s important to establish a plan to make the most out of each and every trade show.
Preparation. First and foremost, identify your goals and objectives. Why do you feel this trade show is imperative to the growth of your company? What are you looking to accomplish? Map out the tradeshow floor and prioritize with a list of exhibitors. Note those in which you’re very interested in meeting with and those which spark some interest if time allows.
Meetings. Make all crucial appointments in advance. Define your meeting goals: Why do you feel this meeting is necessary? What are you hoping to get out of the meeting? Would the meeting best take place on the trade show floor, or would it be more appropriate over dinner? Schedule a follow-up call at the close of the meeting for when all parties return to their respective offices. This will help to properly execute what had been discussed during the meeting.
Stay Organized. Upload your itinerary to your BlackBerry. Set alerts for meeting times. Take notes during those meetings. And most importantly, devise a system for the business cards you acquire. You can easily walk away with hundreds of new contacts. Simply stuffing these business cards into a jacket pocket will only create more chaos for your return to the office. Create a system that best works for you. It doesn’t hurt to jot down a few notes directly on the card for quick recollection of the conversations that took place.
Comfort. Now ladies, I’m sure those Manolo Blahniks that you splurged on will be the envy of most females on the floor; however, those with a slightly less fashionable approach will be the ones still standing tall on Day Two, while you anxiously countdown the minutes until the time your feet are free. I can’t emphasize this enough, wear comfortable shoes!
Think outside of the box. As an exhibitor, what will make your booth stand out from the crowd? What will motivate visitors who may have had no intentions of visiting your booth require that they stop by? Attendees will typically see hundreds of exhibits over the course of the show. Be open to unique and engaging methods for a memorable exhibit. Get creative!
Follow-up. Be sure to connect with any companies you are interested in pursuing business with during the first week upon your return from the show. Wait much longer and they’ll already be conducting new business with those that beat you to the punch, while attempting to get back into their daily routine. The business card system that you developed will help significantly during this process.
Evaluate. Take some time out to reflect on the show. Did the show meet your expectations? Was there anything you were unprepared for? What changes would you make for your next show? Use this evaluation as a guide for all future shows.
From the time you arrive to the time you depart, trade shows provide you with an endless opportunity to meet new clients. This is a time to get out from behind that computer and really engage in conversation with existing and potential clients. So, most importantly, enjoy yourself!
