Creating a Time Saving Pattern

If you are like me, you might wake up the morning of a trade show and dread standing or walking on concrete for several hours. It can be a daunting task to navigate the pattern of booths trying to find the companies you are interested in seeing. Booth managers have a show planned several months to a year in advance in order to ensure they are putting on a good show for the attendees. Preparation includes evaluating the booth structure to see if it will be salvaged for the next year or determining the cost of creating an entirely new space. This is important to attendee’s because the space is what shows off their product the best. Imagine a narrow walkway that is full of guests, or a dimly lit corner. It doesn’t scream ‘buy me’ on the product.

These decisions affect the message of the company and outcome of the show. If you see a booth from the back of the hall because it reaches over all the other displays it grabs your attention, you are drawn to it, like a bee to a beautiful flower. It may veer you off the beaten path but if you follow some of these tips to prepare you for the show it might help on your quest.

Before the Show:

1. ‍Determine your budget. Evaluate how many people and what disciplines you might want to send. More people = more money. Understand which disciplines might go and for what purpose. For example, you might want to send an engineer to learn about the interworking of different product; or marketing to better understand product features.
2. ‍Develop a plan of attack. Most shows will have an exhibitor list. You can organize your list by people that you ‘must see’ or some that are on the peripherals. Several trade shows are utilizing app-based technology to provide detailed maps, appointments, and more!‍
3. Understand your time limits. According to the Center for Exhibition Industry Research, it is reported that attendee’s spend on average 8.3 hours of time at a show. It will help to know how much time at each booth and that extra time for browsing.
4. ‍If you don’t know, do a bit of research. Once you see the exhibitor list, you might not know a vendor. Spend a few minutes to look up their website or ask others in the industry to determine if that should be a stop on your list. ‍
5. Once you have a list of exhibitors make appointments. Some exhibitors will have a schedule, ensure you are on it. ‍
6. Get a map. The trade show websites will have a map of where the exhibitors are located. Ensure that your route makes the most sense depending on the amount of time you have throughout your day. No sense in back tracking. ‍
7. Take plenty of business cards. If you are not able to stop by a booth because of your time, you can always drop off a card and ask for more information. ‍
8. Be comfortable. This stretches from the shoes you are walking in to the bag you might carry with you. Several exhibitors will have giveaways, water or business cards. A plastic bag cuts in to your arm after a while, so be sure it is something you don’t mind carrying. At some trade shows they hand these out while you walk in.
9. ‍Plan the seminars or education sessions in advance. There might be trainings, seminars or networking sessions. Check out the list and pre-register so you can be sure you are up to date on the latest information. ‍
10. Hotel Accommodations. This one might fit under budget but I simply put this to make sure it is a place that is close, may have a shuttle or skywalk and for the foodies – good restaurants nearby.

During the Show

1. ‍Be light on your feet. Sometimes you may need to revise your schedule while at the show. Understand these things may happen and work with vendors on how long you have with them. ‍
2. Look for networking opportunities. If there is something at your hotel, or a happy hour with exhibitors. It is a good chance to mingle with industry experts and ask questions that will pertain to your business.‍
3. Review COVID/Mask Policies. Understand if the show requires patrons to wear a mask or other protective gear while on the show floor.
4. Check coats or other bags. To avoid some of the hassle, carry only necessities. ‍
5. Take a break after a few hours. It is important to stay hydrated, have food and re-organize any parts of your day. Normally there is a food court or terrace that you can grab some fresh air to rejuvenate. ‍
6. Take note son the back of business cards. I use a sharpie (because some cards these days are fancy). It will help if someone said something interesting, or you need to call them back about a specific topic. You meet so many people over the course of the show and it helps to set reminders. Smart phones work too – if you are a tech savvy person. ‍
7. Leave about 30 minutes before the show ends. The taxi line generally gets a bit long and can be tiring after a long day to wait in.

After the Show:

1. ‍Determine what information you might implement. If there is a new product or procedure, be sure that your staff knows of the change and how to incorporate in your business. ‍
2. Follow-Up. If there are questions you are dying to know the answer, follow up with the right company representative.

Know that the show is for you as the customer. Companies are wanting to show off their brand and product and want to help incorporate it into businesses just like yours. Go in with an open mind and willingness to learn and you will have a successful trade show experience.

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