Plan for a Successful Trade Show Experience

During The Show

Purchase a map of the host city if you plan to attend off-site dinners or other appointments. If you are unfamiliar with the location, this will make traveling easier and may help save valuable time.

Carefully review the trade show directory to determine if you need to update your booth schedule. Some exhibitors may have dropped or added, and seminar times and locations may have changed.

Confirm or schedule important meetings, but don’t lock yourself into too rigid a schedule.

Work the show floor. Industry veterans and first-time owners alike can benefit from learning about new services and products, and the latest industry trends and developments.

Be social and generous with your business cards and smiles, as industry leaders attend trade shows and are excellent business contacts.

Know your inventory needs before the show so you can wisely take advantage of show specials, discounts and sales only if they are bargains and are needed in your store.

Keep track of orders placed so you’ll stay within your budget. Be cognizant of freight costs and make note of delivery dates.

Don’t make the mistake of accepting every bit of literature that is offered. Collect information relevant to the interests of your store and that will help you accomplish your show goals. Collect and neatly arrange important materials for future review.

If you are on a tight schedule and don’t have the luxury of speaking at length with every exhibitor, or if you prefer an e-mail after the show, kindly let the exhibitor know. They will want to help you, while at the same time making the best use of their own time. If there is an instance when the booth’s staff doesn’t have the answers you require, ask whom you should contact at the corporate office and follow up with them after the show.

Don’t be shy about bypassing booths that do not interest you. Exhibitors want to devote their time to potential buyers; however, do not miss valuable opportunities to meet new people and expand your network.

After The Show

Long hours spent on the trade show floor can be exhausting. But before you fall asleep on your feet, take a few moments to organize the materials you’ve collected and notes you’ve taken.

If the information will be distributed later to co-workers, sort and address the materials appropriately. If the information is for your own use, sort according to priority.

Take a moment to note exhibits or displays that were particularly effective. How could you implement them into your own marketing campaigns?

Write a summary of what you saw and learned. Include copies of business cards and photos. Note any insightful information about competitors or trends that you gained as a result of attending the show. Distribute copies of this summary to those who did not attend the show.

Identify whether your objectives were met and if the cost of attending the trade show had a positive long-term effect on your business. Evaluate the cost and time to achieve the same amount of business if you had not attended the trade show.

Assess your performance planning for the show and investigate what specific things you could improve upon next year.

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