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What a Trade Show Can Do For You

By Sohini Mitra

What is it exactly about trade shows that get people buzzing? Maybe it's the networking opportunities or the possibility of writing the biggest order of the year. It's a different reason for everyone. Participating in trade shows can boost your business through observation, education, trend spotting, specialized seminars and more. Trade shows vary in size and nature, but no matter the size of the show, there are always benefits to exhibiting and attending.

Many people do not realize how educational a trade show can actually be for them. First of all, you can learn from other exhibitors around you — observation is key. See what works for them. Are they doing anything in particular to entice the media and gain recognition for their product(s)? Can you offer tasty tid bits to visitors? Perhaps this is a great opportunity for you to offer exclusive show specials.

Paying attention to your surroundings at a trade show also can prove to be quite beneficial in learning from other people's mistakes. Observe what costly blunders others may have made in order to keep yourself from doing the same thing. But remember not to focus all of your energy on others. As an exhibitor, your main goal is to impress the attendees. Make sure your exhibit space offers an inviting feel. After all, you need the attendees to first come inside before they can do any business with you. Once you get them in the booth keep them occupied with such things as interaction with actual products, video loops of your product in action, food and beverage, or giveaways. The longer they stay in the booth, the longer you have to captivate them.

Sometimes new ideas, products or even companies are born from trade shows. Maybe you spotted someone who has a product that compliments yours. It is not unheard of for two separate companies to band together to take on an industry. Do you want to know the golden rule of trade shows? Talk to people. Don't just use this opportunity to catch up with old friends. This is a great time to converse with people you don't see regularly or people you have met for the first time. If someone peaks your interest you can always offer to meet with them after hours.

For attendees this is a great time to learn about new trends appearing in the market place. This could be your chance to nab one-of-a-kind items your competitor might not yet know about. Writing one good order for quality products could mean the difference between barely getting by or being wildly successful.

Many trade shows now offer seminars to help attendees and exhibitors learn about hot industry topics. Attending one of these seminars arms you with knowledge that comes in handy later on when sealing the deal. Seminars are offered on topics ranging from product safety and lobbying to international developments and so much more. Visit the organization's web site or read through the registration materials to find out what kinds of seminars will be offered.

Here are a few tips as to what every attendee and exhibitor should know:

• Know when there are special activities designated for new attendees and exhibitors. Some shows offer special receptions and exclusive networking opportunities.
• Carefully read any materials sent to you prior to the show. Many times people overlook important details that could help while on-site.
• Familiarize yourself with the show floor plan/layout. Know ahead of time some of the places you want to visit to cut down on wasted time at the show.
• Don't forget to pick up copies of resource materials such as on-site programs and directories. Often, these materials can be used all year long.
• There is usually an abundance of free literature available, so don't be afraid to help yourself. Be sure to make proper arrangements to ship back all the materials you pick up.
• Take advantage of the media possibilities and keep press kits handy in your booth as well as in the pressroom.
• Wear comfortable shoes. Get enough sleep. Be well rested so you can be at the top of your game.
• Pack enough business cards for the entire show.

Your trade show experience should be positive if you do your homework ahead of time. Do research on the show/industry in order to set expectations. Is this more of a networking or order writing show? Have a plan of attack, but always be flexible. The economy and world climate can impact the show. Unexpected events might alter your day – just go with the flow. Remember you are there to conduct business and network. Follow up with the people you meet, so your name and face remains familiar to them.

Trade shows are a great way to see what's out there in the industry, and you never know what pleasant surprises will arise. You should never judge trade shows in general. Take the plunge. You'll never fully know what a trade show can do for you until you experience it yourself.

Article provided by Jennifer Szwalek, VP of Communications at JPMA.