Strategies to get the most from your trade show experience

By Josh Vasquez

The number of trade shows is growing in virtually all industries. Why? Because they provide valuable face-to-face contact, information-sharing opportunities and showcase the hippest and hottest product innovations and ideas. Is your trade show game plan effective and productive enough to make the most of your investment of time and money? Here’s the playbook of ins and outs from veterans who’ve logged many miles scouring the floors and can tell you how to get the most bang for your trade show buck.

To get the most out of trade shows, you must be an active participant. And to successfully work one – to make the most of your investment of time, energy and money – you need a plan. But first, a few fascinating facts.

The trend toward more shows isn’t limited to this industry: According to Tradeshow Week magazine, in 1990 there were 3,783 trade shows in the U.S. and Canada. Five years later there were over 4,300. This year there were 4,600. And experts say those numbers will continue to grow.

Why? Because people understand the value of trade shows. "The trade show industry has really matured," says Michael Hughes, director of research services for Tradeshow Week. "This is because marketers and attendees value the face-to-face conferences – the human contact."

And because of that contact, says Hughes, trade shows are "Internet-proof" – meaning they can’t be replaced by Web sites, e-commerce or any other technology. Shows will continue to be a viable business medium, something you can take advantage of well into the future. But just remember that your competition will be doing the same. And if you want to stay ahead of them, you’d best know how to make the most of the shows you attend.

Before you even fill out the registration form for a show, make sure it’s worth your while. Nothing is more frustrating than spending time and money to go to a show and then find yourself wondering why you’re there.

"The first thing you have to do is make a list of goals for yourself," says Kayla Tollen, CAS, president of Kayla Advertising, who’s given industry education sessions on getting the most out of trade shows. "Are you attending to find new products or ideas? Do you want catalogs? Is it an opportunity to network with new or old clients?"

When establishing your goals, make sure the show has the potential to help you achieve them. If you’re looking to concentrate on packaging, for example, you shouldn’t spend time attending a wearables supplier’s fashion show. Setting goals up front could lead to a difficult decision, like skipping a show you’ve attended for years and choosing an alternative.

"You have to look at time and budget," advises Tollen. "Look at how much money you have to invest in a show. See how much time you have to invest. And if you reach your goal, will it give ample return on your investment?"

Budget is perhaps the biggest consideration, both for salespeople paying their own way to shows or the company that pays for its reps to go. Without a solid plan, it’s possible that at a nation show, between the cost of meals, lodging, transportation and time, you could end up shelling out more than you’ll take in via new business.

But writing orders isn’t the only reason to attend a show. There’s another big factor that should figure into your decision – education.

Seminars given at promotional products industry show are specifically designed with the needs of industry professionals in mind. Planning a program is a labor-intensive job. Thankfully, all you have to do to benefit from a seminar is show up and pay attention.

"Education is invaluable because there’s no other way for people new to industry to learn about it," says Natalie Townes, MAS, director of education and training for the ASI Show. Even if you’re an industry veteran, show seminars can keep you up to date with what’s going on in the marketplace, as well as what your competition is up to. "It basically keeps your finger on the pulse of what your competition is doing so you can always get better," says Townes.

Mary Upton, CEM (Certified in Exposition Management) vice president of trade show operations for the ASI Show, agrees: "At the very least, [people] can learn the depth and breadth of the products in the industry. I don’t think most new salespeople have any real concept of what all is out there."

The bottom line: Research the shows, find out who’s speaking and what they’re speaking about, and include this variable in your show decision-making process. "There are a lot of good speakers now in the industry who can help to enhance the professionalism of the individual people who are selling promotional products," says Darrell Marriott, MAS, president of Purple Elephant Promotions.

Now that you’ve decided to attend a show – once you’ve determined there’s productive potential in it – you need to get to work on the most important part of a successful show experience: pre-planning.

Pre-planning isn’t just getting your suits pressed and making sure your hotel’s bar stays open until 2 a.m. It’s about figuring out which suppliers and colleagues you want to spend you limited time with and who to pass by until the next go ‘round.

"In a place like the Dallas Show, there are 1,300 exhibitors," says Bob Lederer, CAS, president of Prime Resources Corp. "Obviously, you can’t stop and talk to all 1,300 of them. But what you should do is make a point to see the most important ones."

Making sure you hit the most important booths is fairly simple. Tollen suggests getting a map of the show floor before you even leave your office and plan your route. This way you won’t get bogged down trying to figure out what’s what on the busy show floor.

Marriott agrees. "It really helps to focus on it ahead of time so you’re not trying to figure it out on the fly," he says. "You know the suppliers you want to talk to and you’ll know where they’re going to be. If you do a good job of routing, you’ll be sure to hit those people first."

But know this: pre-planning doesn’t begin and end with the map. If you want to spend some quality time with an exhibitor, call them a few weeks before the show and see if you can set up an appointment. Just understand that you’re not the only name on their list, and there are a lot of other activities scheduled around most major shows that could get in the way.

When you actually get to the show, you can then spend a few minutes making final adjustments. Check out the show floor with your own eyes, see where the aisles are congested and locate all the biggest booths that will take the most time to visit. If you’re alone, find a place where it’s not crowded and pinpoint your pre-planned destinations. If you’re not alone, you and your comrades need to come up with a strategy.

Even if you’re covering a show with other people from your sales team, you’re probably better off walking the floor alone, Marriott says. More than one pair of eyes looking at the same booths is a waste of time. He suggests each person take a different part of the floor. For instance, have one take the first five or 10 rows, while another tackles the next five or 10, and so on.

And while you’re walking, keep your eyes and ears open so you can take advantage of any networking opportunities. Connecting with the other people will keep you aware of industry news and information and help you be proactive about important business decisions, notes Marriott.

Lederer recommends really listening to the suppliers’ pitches about their products. "Just asking for a catalog is a waste of time," he says.

If you’re not getting a good pitch, ask them what the best selling product in their line is and what are some key selling points. In fact, don’t hesitate to ask for ideas about how to sell any product you’re interested in, Lederer suggests.

But remember, getting the most out of trade shows means realizing that it’s not just about the products themselves. "If people are just focusing on product, they’re going to be obsolete before too long because Web sites can compete and beat you on any price you can charge," says Marriott, adding that you should be after more valuable information like trends, potential markets and specific ideas for clients. Gear up by bringing info about what’s ahead for your clients and the promotions they’re launching.

When you approach a supplier for more in-depth information, consider when might be the best time to get the most from him or her. Lederer recommends staying for the whole show. "I would plan my time knowing there’s a major crunch the first two days of the show," he notes, calling it "rush hour" for suppliers. He says he often sees people come for the first few days only, when just the opposite should be done. In other words, if you only have a few days, go for the last few days. "That’s the best time to talk to suppliers, because you can spend more quality time with them," Lederer says.

And if you want to be remembered by exhibitors, do something different. "Business cards are boring," says Lederer. "They’re largely useless unless they have a specific requirement."

Tollen finds business cards with twist can be effective. Her cards are custom-made for individual shows. Over the years she’s used lots of different tactics – she once handed out postcards as business cards to make contact easier for exhibitors – they just filled them out and mailed them back to her.

Marriott recommends bringing samples of your top clients’ logoed artwork on disks. You may be able to pull off a free spec sample. "Suppliers tend to be freer with spec samples at the trade shows," he says. "Handing over the disk definitely speeds things along. Not just for you and the suppliers, but it’s also going to set you apart from other distributors."

Remember: Proper preparation is the key to getting the most from trade shows. Your plan should reflect you goals, your clients and – most of all – your personality.

Happy hunting!

Josh Vasquez is assistant editor of Strategic Promotional ADvantages.