I have attending trade shows in Los Angeles, San Diego, San Francisco, New York, Chicago, Las Vegas, Orlando, Toronto, Hong Kong, Taipei, Shanghai, and other places. I have attended several types of trade shows including Magic(Apparel), KBIS(Kitchen & Bathroom), Global Pet Expo, Housewares, HH Backers (Pets), COMDEX (Computers), and many others.
A. Arrival
When you arrive at the airport, not the trade show venue, I like to do a couple of things. First, I would like to get a bite to eat and slow things down just a bit. Often times, when you are at the hotel, there may not be enough time to eat. Often times the restaurants might be crowded or overpriced. In addition, the convention center food is even worse - even more crowded and overpriced, on top of not being good at all. At the airport you can sit down and gather your thoughts without hassling over the rush to get your baggage and wait in the taxi or rental car lines. In addition, I like to, also, open up my laptop or notebook and refresh your plans while you are there.
In addition, I also will get a couple bottles of water at the airport as well. I know food and drinks at the airport maybe a bit higher than regular prices, but the airport offers convenience. You may not find bottled water at the hotel or at the convention center either.
B. Walking around
At the trade show, I will walk around with my shoulder bag with a pen and small notebook in hand. My shoulder bag is more comfortable, with a shoulder pad, than the regular trade show bags. Trade show bags are not easy to carry, when you need to lug around samples and brochures. With my pen and small notebook, I am able to readily jot down info about the vendors and such. I often keep a mini stapler, in my bag, to readily attach business cards to pages in my notebook with notes.
The other items I keep in my shoulder bag include bottled water, an additional notebook, extra business cards, pens & pencils, and a mini stapler. I will also have my company's brochure, creditor's list, and additional company information.
Optional: I usually leave my laptop computer in the hotel. But I know some people might need their laptops at the show. I usually try to print things out that I need so that I don't have to bring the laptop. But if you need to access more information and also access corporate emails, then it is understandable.
C. Appointments
With current vendors and new vendors, you have your ready questions about current business. At the trade show, the opportunity is for the vendor to try to up-sell new lines, complimentary products, and even substitute lines of your current vendors. You can often tell the seriousness of their intentions by the investment of their trade show booth. Looking at the booth, you can tell if the key upper management personnel attended, the quality of trade show booth fixtures, and physicality of the personnel manning the booth. I know the lack of professionalism is accompanied with the "looks" of booth babes, but they certainly draws people to your people and your booth.
D. Samples
Make sure in your set of questions that you inquire about samples, price lists, catalogs, and line sheets. Look to try to get anything from the vendors and exhibitors.
The more you can do at the trade show, the more the trip will pay for itself. You are at the trade show because you are a decision maker. Ultimately, you should be able to write Purchase Orders at the trade shows. But if not, you should be able to get catalogs, line sheets, and samples.
If you are a small company, you might want to make sure you have prepared your Creditor's list and perhaps a company credit card for purchases. Most often, vendors and exhibitors will require you to purchase their samples on the last day, if available.
E. Brochures and other giveaways
Don't try to grab every single item that you see. You don't want to be bogged down with unwanted, useless, or non-pertinent reading material. You really don't need everything you see. I remember going to a car show when I was a kid and grabbing all the brochures and pamphlets - and realizing later, at home, that you probably won't read any of it. Use your body wisely in this case. Your shoulder and arms will thank you later.
F. Research
At trade shows, you often find your competitors in attendance or exhibiting. You can often find out about industry trends, competitors strategy at trade shows. Shows are a great opportunity also to find talent. You can find industry experts at these shows. Sales people. marketing, specialist, as well as upper management all attend these shows. Poaching and Networking can be done productively at the trade shows.
G. Conferences and Seminars
I know that some of these conferences or seminars might not be cheap to attend. They often charge to attend, since the trade shows have to pay the speakers to come. You might be able to save a little by just purchasing the materials that they sell, outside the seminar. Or you can download or purchase the recordings, soon after the trade show is over.
In addition, these are also great events to meet and network with people and industry experts.
H. Parties and Events
There are often parties held by the trade show or a larger company exhibitor at the trade show. These are great opportunities to network. It give people time to relax and unwind.
I. Managing your time
Keep an eye on the amount of time you have at the trade show with the number of booths you have appointments with and the total number of booths available. You want to make sure you hit your meetings but also, more importantly, see all the booths at the show. Time management helps here. You want to make sure you saw all the exhibitors. You might just find the new vendor/exhibitor that is featuring a product or service that is game-changing for you.
In order to cut some appointments short, you can tell the vendors/exhibitors that you are on a tight schedule with additional appointments.
J. Reporting
Make sure you do reports about the show on a daily basis. I like to do reports right before I sleep while it is still fresh in my mind. Gathering all the contacts, meeting appointments, and new business development on paper (or on your computer) helps keeps you organized.
K. The Next Show
Often times you can find out about other related shows as well as next year's show at the current show you are at. Here, you can register in person and take care all of the required details. Related shows or off-shoots of the current show might offer registration on-site.
Attending a Trade Show - Part 1, Preparation
Attending a Trade Show - Part 2, The Event
Attending a Trade Show - Part 3, Follow Up
Exhibiting at a Trade Show - Part 1, Preparation
Exhibiting at a Trade Show - Part 2, The Event
Exhibiting at a Trade Show - Part 3, Follow Up
A. Arrival
When you arrive at the airport, not the trade show venue, I like to do a couple of things. First, I would like to get a bite to eat and slow things down just a bit. Often times, when you are at the hotel, there may not be enough time to eat. Often times the restaurants might be crowded or overpriced. In addition, the convention center food is even worse - even more crowded and overpriced, on top of not being good at all. At the airport you can sit down and gather your thoughts without hassling over the rush to get your baggage and wait in the taxi or rental car lines. In addition, I like to, also, open up my laptop or notebook and refresh your plans while you are there.
In addition, I also will get a couple bottles of water at the airport as well. I know food and drinks at the airport maybe a bit higher than regular prices, but the airport offers convenience. You may not find bottled water at the hotel or at the convention center either.
B. Walking around
At the trade show, I will walk around with my shoulder bag with a pen and small notebook in hand. My shoulder bag is more comfortable, with a shoulder pad, than the regular trade show bags. Trade show bags are not easy to carry, when you need to lug around samples and brochures. With my pen and small notebook, I am able to readily jot down info about the vendors and such. I often keep a mini stapler, in my bag, to readily attach business cards to pages in my notebook with notes.
The other items I keep in my shoulder bag include bottled water, an additional notebook, extra business cards, pens & pencils, and a mini stapler. I will also have my company's brochure, creditor's list, and additional company information.
Optional: I usually leave my laptop computer in the hotel. But I know some people might need their laptops at the show. I usually try to print things out that I need so that I don't have to bring the laptop. But if you need to access more information and also access corporate emails, then it is understandable.
C. Appointments
With current vendors and new vendors, you have your ready questions about current business. At the trade show, the opportunity is for the vendor to try to up-sell new lines, complimentary products, and even substitute lines of your current vendors. You can often tell the seriousness of their intentions by the investment of their trade show booth. Looking at the booth, you can tell if the key upper management personnel attended, the quality of trade show booth fixtures, and physicality of the personnel manning the booth. I know the lack of professionalism is accompanied with the "looks" of booth babes, but they certainly draws people to your people and your booth.
D. Samples
Make sure in your set of questions that you inquire about samples, price lists, catalogs, and line sheets. Look to try to get anything from the vendors and exhibitors.
The more you can do at the trade show, the more the trip will pay for itself. You are at the trade show because you are a decision maker. Ultimately, you should be able to write Purchase Orders at the trade shows. But if not, you should be able to get catalogs, line sheets, and samples.
If you are a small company, you might want to make sure you have prepared your Creditor's list and perhaps a company credit card for purchases. Most often, vendors and exhibitors will require you to purchase their samples on the last day, if available.
E. Brochures and other giveaways
Don't try to grab every single item that you see. You don't want to be bogged down with unwanted, useless, or non-pertinent reading material. You really don't need everything you see. I remember going to a car show when I was a kid and grabbing all the brochures and pamphlets - and realizing later, at home, that you probably won't read any of it. Use your body wisely in this case. Your shoulder and arms will thank you later.
F. Research
At trade shows, you often find your competitors in attendance or exhibiting. You can often find out about industry trends, competitors strategy at trade shows. Shows are a great opportunity also to find talent. You can find industry experts at these shows. Sales people. marketing, specialist, as well as upper management all attend these shows. Poaching and Networking can be done productively at the trade shows.
G. Conferences and Seminars
I know that some of these conferences or seminars might not be cheap to attend. They often charge to attend, since the trade shows have to pay the speakers to come. You might be able to save a little by just purchasing the materials that they sell, outside the seminar. Or you can download or purchase the recordings, soon after the trade show is over.
In addition, these are also great events to meet and network with people and industry experts.
H. Parties and Events
There are often parties held by the trade show or a larger company exhibitor at the trade show. These are great opportunities to network. It give people time to relax and unwind.
I. Managing your time
Keep an eye on the amount of time you have at the trade show with the number of booths you have appointments with and the total number of booths available. You want to make sure you hit your meetings but also, more importantly, see all the booths at the show. Time management helps here. You want to make sure you saw all the exhibitors. You might just find the new vendor/exhibitor that is featuring a product or service that is game-changing for you.
In order to cut some appointments short, you can tell the vendors/exhibitors that you are on a tight schedule with additional appointments.
J. Reporting
Make sure you do reports about the show on a daily basis. I like to do reports right before I sleep while it is still fresh in my mind. Gathering all the contacts, meeting appointments, and new business development on paper (or on your computer) helps keeps you organized.
K. The Next Show
Often times you can find out about other related shows as well as next year's show at the current show you are at. Here, you can register in person and take care all of the required details. Related shows or off-shoots of the current show might offer registration on-site.
Attending a Trade Show - Part 1, Preparation
Attending a Trade Show - Part 2, The Event
Attending a Trade Show - Part 3, Follow Up
Exhibiting at a Trade Show - Part 1, Preparation
Exhibiting at a Trade Show - Part 2, The Event
Exhibiting at a Trade Show - Part 3, Follow Up
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