Plan for a Successful Trade Show Experience

As a retail owner, your most important business asset is you—not the products you offer or the software you use. Likewise, your most valuable business resource is other people. As such, it’s vitally important to increase your value as a retail business owner and network with others. One of the best ways to accomplish both these objectives is by attending industry trade shows and events.

Trade shows are an excellent way to build your industry knowledge and hone those all-important networking skills. Everywhere you look there are opportunities to learn about recent health developments, ingredients and industry developments, while networking with industry movers and shakers. Not only is it a great way to catch up on who’s doing what, but it also offers the chance to network in a more informal atmosphere and meet people you might not get a chance to meet otherwise.

Proper preparation and hard work can help you achieve a successful trade show experience. Following are tips to get the most out of your trade show experience and accomplish specific business goals.

Pre-Show Planning

Whether you are a trade show rookie or a seasoned veteran, the benefits of attending a well-run, well-attended trade show far outweigh any reasons to miss this opportunity, regardless of the size of your business. Prepare in advance to make the most of your time by having a clear strategy of what you want to accomplish before, during and after the show.

Write down a list of the goals you want to achieve by visiting the show; every subsequent decision you make should put you closer to achieving these goals.

Carefully read the trade show’s promotional materials. Spend some time researching the exhibiting vendors and distributors to get an idea of who you need to see, and what you need to learn from them.

Make a tentative show floor schedule that includes a list of “must-see” booths and “want-to-see” booths, as well as a list of specific questions to ask respective exhibitors. This will help you organize your time efficiently to ensure you meet with everyone on your list.

Be realistic about the time it will take to visit the exhibitors and plan accordingly to spend an appropriate amount of time at each booth. Consider scheduling appointments in advance with your “must-see” exhibitors. This ensures that if last minute obligations arise, you won’t miss the opportunity to meet with your top businesses face-to-face.

Sign up for seminars. This is a great way to expand your learning potential. If you are new to the industry, make it a point to introduce yourself to featured speakers and ask for a business card.

If you plan to take multiple employees to the show, divide show responsibilities—including seminar attendance—to maximize the amount of information gathered by the entire team.

Pack comfortable shoes for walking the show floor, breathable, professional clothing and plenty of business cards. Develop a form to record vendor names, products, contact information and follow-up notes you’ll want to review after the show.

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