The View from The Aisle: Attending A Trade Show
by Susan Friedmann

How many teams does your company send to a trade show?
Unless you work for the very largest of Fortune 500
companies, the answer is probably one. It's very rare for a
company to send two teams to a show. Instead the same small
group of staff members have to pull double-duty at the trade
show, acting as both booth staff and gathering relevant
information.

You've spent lots of time and effort concentrating on how to
be the very best exhibitor. But are you prepared to be an
attendee? Getting the most out of a trade show requires
careful preparation.

With two important tasks -exhibiting and attending - to
balance, planning becomes even more important. 39% of all
trade show attendees spend less than eight hours visiting a
show - and exhibitors who have a booth to man have a mere
fraction of that time span available.

To get the most from attending a trade show, you have to
have a clear strategy in mind. Knowing what you need to
accomplish before, during, and after the show is the first
step toward success.

Before the show:

Make a list of the goals you want to achieve by visiting the
show. Include your own personal goals and those of your
company. Every subsequent decision that you make should put
you closer to achieving your goals.

Read through the trade show promotional materials carefully.
Use the knowledge you've gleaned to make a plan for
attending the show. Include a list of 'must see' booths and
'want to see' booths. Spend a little time researching the
vendors, so that you'll have a clear idea of who you need to
see, and what you need to learn from them. That way you'll
have useful questions to ask, and will have to waste a
minimum amount of time with small talk.

Decide how much time you want to spend at the show, and then
allot an appropriate amount to each booth, making sure to
schedule the 'must see' booths first. That way if your day
is abruptly cut short, you won't miss the most vital
exhibits. Consider making appointments with those
exhibitors you really want to meet with.

If co-workers are attending the show with you, divide the
show up into sections. Each team member can sit in on
different seminars to maximize the amount of information
gathered by the entire team.

Once you've decided who you need to see, get a map of the
show floor and prioritize your route. Walking a trade show
can be an exhausting exercise, so make it easy on yourself
by securing a hotel room close to the convention center.
Booking your room well in advance will allow you to enjoy
discounted rates.

When you're packing, be sure to bring a comfortable pair of
walking shoes, a lightweight outfit, and plenty of business
cards. Additionally, develop a lead form to record vendor
names, products, contact information, and any follow-up
notes you'll want to remember after the show. You'll want a
light carry-all bag for the materials you gather during the
show. Avoid plastic bags, as they will cut into your hands
and become unbearably heavy after hours of walking.

During the show:

Upon arriving in the convention city, obtain a map of the
locality. It will make your life much easier and save you
valuable time.

The next thing you'll want to do is consult the latest
version of the trade show directory and revise your
carefully made plans. Exhibitors may have dropped out or
arrived unexpectedly, or seminar times may have changed.
Check your coat and bags before stepping onto the show floor
- you won't want to lug them around for hours.

Don't just grab every brochure that's offered to you.
Collect the information that is of interest to you or that
could be valuable to others in your company. Many
exhibitors will gladly mail literature and samples, which
relieves you of having to carry them around the exhibit
hall. Use your lead forms or a small notebook to record the
most vital information.

Let exhibitors know that you are on a tight schedule. They
want to make the best use of their time as well, and will
gladly cut to the chase with you. You might have to push a
little bit to get the answers for questions you really want.
Sometimes booth staff simply do not have the answers you
require. In that case, ask who you should contact at their
firm for follow up.

Trade shows are the ideal opportunity to gather information
about what your competitors are doing. It's often the first
glimpse you'll get of new product releases, special
programs, or fresh marketing initiatives. Make a point to
talk with the booth staff, but don't ask overly technical or
pointed questions. More likely than not, the exhibitors
won't be prepared to answer them, and you'll be tipping your
hand as a more-than-casually interested attendee. A simple
"So, what do you guys have in the pipeline?" may reward you
far more than any carefully-worded queries about technical
specs.

Don't be shy about by-passing booths that do not interest
you. The exhibitors won't mind. They want to devote their
time to potential customers.

At the same time, keep your eyes open for networking
opportunities. Industry leaders haunt trade shows, and
they're great people to know. Be social at workshops - now
is the time to hand out some of those business cards you've
brought along.

Take regular breaks to hydrate and make notes. The notes
will help you write your trip report, and the water will
keep you healthy and moving. Convention centers are
notoriously dry, hot environments - be prepared.

After the show:

Long hours on the trade show floor are enough to wipe
anybody out. But before you flop down on the bed for forty
well-deserved winks, take some time to organize the
information you've gathered. If it's for co-workers back at
the home office, sort it into envelopes and address them to
the relevant person. If the information is for you, sort it
by priority, affixing sticky notes to jog your memory after
you've returned from the show.

Take a moment after the show to make note of any exhibits or
displays that you thought were particularly effective. What
did they do that you could implement in your own company's
marketing campaign?

Be sure to follow up with new contacts and vendors after the
show. Having a clear plan of action will make sure that the
time you spent at the show was a worth-while investment.

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake
Placid, NY, author: "Meeting & Event Planning for Dummies,"
working with companies to improve their meeting and event
success through coaching, consulting and training. For a
free copy of ExhibitSmart Tips of the Week, e-mail:
susan@thetradeshowcoach.com; website:
www.thetradeshowcoach.com