Trade shows are a norm for anyone looking to extend their career. They are an excellent opportunity to expand your circle of influence. So, it’s no surprise that every single industry has its own line of trade shows, both big and small. The same goes for manufacturing and selling promotional products.
In terms of size, you can visit small trade shows, hosted by local towns, cities, or regions. These shows don’t cover a lot of ground, but are perfect for regional growth and networking. On the other hand, you have national and even international shows, which are huge and somewhat pricy. The biggest benefit of these big trade shows is that you can find a lot of potential business opportunities, plus there’s more of a chance to find exactly what you need.
Naturally, before you visit one of these trade shows, you need to get prepared. Think of it as going to a comic book convention or a massive book fair. In this article, we will go over some of the most useful tips for attending any trade show and getting the most out of it as an attendee.
Attending a Trade Show the Right Way: Our Top 11 Tips
Do Your Research
Even small trade shows tend to have multiple booths and exhibitors. The key to these events is variety; after all, no two attendees have the same tastes. And while variety is definitely a net benefit for both the organisers and the attendees, it can also be a bit of a setback. After all, you can’t really just show up at an event and start scouring for random interesting exhibitors — that would be a huge waste of time.
Instead, make sure to research the venue beforehand. Focus on all of your favourite exhibitors first and map out where their booths are. In addition, seek out any potential business partners and see where their booths are. That way, you’ll have a defined goal in attending the trade show, which gives you an advantage over the majority of other attendees.
Make Appointments with Suppliers
Product suppliers have booths open for all visitors during a trade show, but they also set some time aside to discuss future projects with their current (or potential) partners. These one-on-one sessions will be extremely vital to you, so you will want to take advantage of that opportunity.
The best thing to do is to contact your current exhibiting suppliers in advance and discuss the potential meeting during the trade show. If you have a close enough relationship, you might even get additional time beyond what the supplier allows new partners. And speaking of new partners, you will also want to book some time with some future suppliers that you find interesting. Simply contact them before the show and discuss the best time to have the session, and make sure to present yourself in the most professional light possible.
Keep Other Distributors In Mind
Naturally, suppliers are not the only ones that attend these trade shows. As a matter of fact, you will be merely one of many distributors visiting the event, as your potential competition will definitely find its way there. But don’t see this as a moment to panic. In fact, quite the opposite — get in touch with as many distributors at the trade show as you can.
Trade shows are an excellent ‘neutral ground’ for industry professionals to relax and fraternize. By mingling and chatting with other distributors, you can actually learn a few trade secrets and pick up on a couple of industry tricks from veterans. That will definitely benefit your own business moving forward.
However, there’s also a different, less professional aspect of this tip. In talking with these distributors, you can make some genuine friends and future colleagues. These bonds will be beneficial for you on both the professional and personal levels. Having friends in the industry helps you grow and gains you additional support, which is crucial during the riskier times for your business.
Be Careful with the Scanning
Modern trade shows provide attendees with a personalised name badge with a bar code. The exhibitors can then use a scanner to go over this badge and automatically download your name and relevant business information, including your email address and phone number. Once again, it’s a convenient way of keeping in touch and it streamlines a lot of elements into one. But it comes with an intrinsic problem that you can notice if you’re reckless with the scanning.
Let’s say that you attend every single booth and get your badge scanned all over. In the following weeks, and later months, you will be receiving both packages and frequent emails from all of the exhibitors you’ve spoken to. That’s incredibly annoying and wasteful, not to mention counter-productive.
Instead, make sure to limit yourself to only visiting the booths you need or are genuinely interested in. Once you ascertain how involved you want to be with these suppliers, you can allow them to scan your badge. That way, you will only receive emails and packages from the people who benefit you or whom you care about. It also saves all other exhibitors money they would have otherwise spent sending you promotional gifts you don’t want or need.
Educational Sessions as Primary Focus
Learning from fellow distributors is not the only way to improve while you attend a trade show. As a matter of fact, you can greatly sharpen your skills and increase your knowledge by attending booths which offer educational sessions.
While planning what you want to visit during a trade show, explore each individual booth thoroughly. Then ask yourself ‘how can this help me expand and grow my business?’ During attendance, take notes and swap them with your colleagues and fellow visitors, and don’t be afraid to ask questions. The knowledge you pick up on these sessions will be just as valuable as any new contact or partner.
Business Cards
Networking at these events requires tools of the trade. And what better tool than the business card?
Bear in mind, no matter how many panels you intend to visit, and even if you think you have a set number of people you want to talk to, always consider bringing extra business cards. The more you can carry, the better. After all, you can always run into a potential partner even outside of a panel during a trade show. And the last thing you want is for them to see you fumble about and say ‘apologies, I don’t have a business card on me at the moment’ — professionals are always prepared, even during non-business hours.
Moderation Speaks Louder than Grandiosity
Nobody likes a braggart loudmouth. Not only do they often exaggerate and lie about their accomplishments, but they also tend to sound extremely unprofessional. Furthermore, they give off a vibe of someone who’s desperate for a partner.
So, when talking to potential suppliers, never talk in grandiose terms and don’t brag about your business’ success. What you need to do is actually show them the results. Have your company’s numbers at the ready and let the supplier see an objective overview of what you’re doing. Transparency and moderation will always get you a secure partner, one that can trust you even before you sign a single contract.
The Table Scrapper Phenomenon
Bragging about one’s success is not the only excessive type of behaviour some distributors exhibit during trade shows. Another, more irritating trait is that of the table scrapper.
Table scrappers are individuals who come to trade shows and pick up catalogues as well as sample goods from every single booth. You will recognise them, as they often carry several shopping bags’ worth of sample items at every event. Not only is this a strain on your arms, but it’s unseemly and, to some extent, poor business etiquette.
Just like with everything else, you will need to do your research and approach each booth with a moderate mindset. Some gift items will be repeated, so you have no need to pick all of them up. Instead, focus only on getting the items from the exhibitor you’re genuinely interested in. That way, you will give them a non-verbal cue that you’re committed to considering them as a business associate and partner.
Socials and After-hour Events
The opportunities to learn don’t start and end with trade shows. Are there are interesting spots close to the venue of the event, such as pubs, bars, or restaurants? If so, you can bet that some of the exhibitors and other distributors will host a get-together after the official program is done. These social events might seem meaningless, but they are just as crucial as the booths and panels themselves.
By attending these events, you can show your relaxed, less inhibited side to your potential partners. In addition, you have the perfect opportunity to meet your potential partners on a whole new level. During a social event, you can figure out whether this partner is someone you’ll want to work closely with or if you might want to take a pass for a better opportunity.
After-hours Supplier Hangouts
Of course, you don’t really need the supplier to host an event to get to know them. You can just as easily approach them at the bar once the event is over and have a quick chat. You can do the same with a distributor or an event organizer.
One key aspect of these informal meet-ups is getting to know the person behind the company. That level of closeness is vital in understanding how a business runs and how it can benefit you. But more importantly, it helps you form new bonds. And if nurtured right, they will be an excellent boost to your company’s growth.
Trend Hunting
Trade shows are not just for trade — they’re also ‘for show’. In other words, if you pay close attention to each booth and each supplier, you can gauge certain patterns. Maybe they are all carrying a certain type of item, like a printed USB flash drive, a custom thermos cup, a branded power bank, a customised phone case, promo tote bags, or something else entirely. Maybe each of those items comes in a set selection of colours, or has a particular pattern that’s popular.
Every season, businesses make use of a few new trends, and you can see those trends in action at trade shows. By noting what’s popular and what sells, you can implement those ideas to your own business. In fact, if you’re innovative, you might set a few new trends of your own.
Related content:
Trade Show & Exhibition Tips
The Importance of Trade Shows, Summed Up
Trade shows continue to be an excellent source of information and a great learning experience for anyone, be they a seasoned veteran or a newcomer to the business. Sure, you can learn a lot about current trends and reach some spectacular new partners through online interaction. But it’s the live-action, people element that makes trade shows stand out. If you apply the tips listed in this article, you’re bound to come out of every single trade show richer in experience and with plenty of new ideas on how to grow your business.
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