How to get the most out of attending a Trade Show

How to get the most out of attending a Trade Show

Even if you aren’t exhibiting, an industry trade event or show is a fantastic chance to research your market, make new connections and gain inspiration.

One of the biggest challenge you will face how to ensure you get the most out of the event. Even for a seasoned pro these events can be overwhelming.

So, have a plan and do your research.

Here are some do’s and don’ts to get the most out of your visit.

DO’s

Plan ahead and set realistic show objectives

The key to getting the most out of a show when you have limited time, is to set your key objectives in advance (sales/lead generation, customer relations, brand building,).

Read on for more about this.

You may aim to visit a particular list of exhibitors, catch up with specific contacts, or collect a certain number of business cards. The more thought and effort you put into your visit, the more you will get out of it.

Pre-register

Not only will you save money by registering in advance (most trade shows charge an on-the-day registration fee), but you will also be on the email list for the latest show news, offers and updates.

You will invariably receive full show previews in advance, plus invitations to possible networking events and details of special show promotions.

Give yourself enough time

If you are visiting an important show for your industry, then you’ll meet a lot of people you should be speaking to. Time will invariably run away with you, and there is a possibility that you will not be able to achieve some of the goals you set out to achieve.

Allow enough time for unscheduled conversations as well as planned meetings.

Take advantage of everything that’s on offer

The closer you are to an exhibition or industry, the more likely you are to fall in the trap of “seen it, heard it, done it and got the t-shirt”.

Try not to be complacent. Look at what the organisers and exhibitors are offering in terms of seminars and conference sessions; you may learn something new. We certainly do when we visit trade shows and events.

Be open to new ideas

One of the great advantages of exhibitions is that you often learn about concepts you may have never considered before. In some cases, when we are stuck with a tricky problem, it’s the idea that we haven’t given due consideration to that offers the best solution. So take a good look around and be prepared to listen.

DON’Ts

Expect to “do” the whole show too quickly

By their nature, exhibitions are places where meeting people can happen naturally – but, equally, you can quickly become frustrated if you keep missing the person you most wanted to see.

If it’s possible and you can, allow for more than one visit – even the smallest of events may need two day-long visits, or at least two half days.

Just focus on the businesses you came to see

You may be surprised by the number of competitors offering similar products and services, or an innovative solution that could be a better fit.

It’s worth considering start-ups and lesser-known companies that have the drive and enthusiasm to win business, and whose teams work hard to keep it. At the very least, it does no harm to stay informed with what’s out there, especially if your current suppliers start to slip.

Book too many meetings

If you plan too much, to the extent that you have arranged back-to-back meetings, you could well be setting yourself up to fail. While you need to make the most of your time at the show, you will stifle opportunities for chance meetings if you book your diary solid. Always allow for some flexibility.

Be afraid of being cornered by an exhibitor

Its sounds basic but keep an open mind about who you might speak to. Make eye contact, smile, and remember that a quick stop to speak with a keen exhibitor could result in an invaluable find or an enlightening conversation.

If the chat really isn’t beneficial to either of you, you can always gracefully excuse yourself by mentioning a pre-arranged meeting.

Waste the information gathered at the show

This might sound obvious, but it is too often neglected. While you will likely return home with a pocket full of business card, if you are not quick on the follow up, then they will never see the light of day again.

Don’t waste these snippets of information and all the time and energy you put into attending the trade show in the first place.

In short, if you put the effort into preparing for trade shows and events you will get so much more out of them.

Do some planning in advance. Understand what you want to achieve, but also make sure you are flexible and on the lookout and open to new possibilities.

And, of course, NEVER forget to do all your follow up.

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