Frontline Perspectives

I have to go to many trade shows every year.  Some because clients are exhibiting,  some because clients want to determine if they should exhibit, and some because they are where our business prospects are.

I don’t really like going to trade shows because they take a lot of time.  But because most only come around one time a year and because trade shows are generally an expensive line item in our clients’ marketing programs, I take walking these show very seriously.

To get the most out of my time, I spend a fair amount of time prepping before I go by reviewing the show manual (online) and determining the companies and people I want to meet there:

1. What publications are there – I make it a point to stop and meet the editors, and key sales people for all the pubs at a show.
2. What client competitors are there: I make it a point to scope out what their competition is doing:  booth (size, look, feel) and materials handed out.
3. What clients are there- many times I have more than one.  We handle the trade shows for many of our clients, and often we have our own staff on-site for the duration of the show.  If we do, I’m checking to see that all is going well.  If we don’t handle a particular client’s trade show activities, I will often make appointments before the show to let contacts know I will be there and make sure the timing is good for them. I like to meet everyone working the booth, see how the show is going for them and what’s working and what isn’t.  This often relates to other marketing campaigns we are doing for the client (or should be doing for the client).
4. Who is advertising with new/breaking products or services.  This lets me see and hear what’s new and hot in the industry so I can be thinking of how this relates to our clients, or prospects.
5. What industry associations are there. I like to meet the key people at the Industry Associations.  Sometimes our clients belong, and sometimes it is something we need to encourage them to join.  The associations are great sources of information on the industry, and often have member lists that can be rented for direct mail campaigns, and eNewsletters that can be used for client lead generation activities.

Personal notes:

1. Map out the booths you want to visit before going. Many trade shows provide this capability for you online.  This will save you a huge amount time, particularly for shows located in more than one building, or more than one floor.
2. Wear comfortable shoes (I bring more 1 pair if I am there more than 1 day)
3. Drink lots of water – keeping hydrated keeps your energy level up.
4. Don’t try to make cell calls in the show hall- the reception is  usually terrible.
5. I take a break every 2 hours, step outside the hall to get some fresh air,  check messages and return calls.  It keeps me focused on the show when I’m inside, and still connected to the rest of the planet.
6. Bring a huge stack of business cards- I’ve only forgotten these one time in 20 years, and I still regret it.
7. Get a card for every person you meet.  One the back of the card write the show name and year, what you talked about, and any next steps that need to happen.  Put the name and information in your contact management program that evening while you’re at the hotel.

After the show:

1. I send follow up emails or voicemails to ALL the people I connected with, and others that I just got contact information for.  I do this exactly 1 week after the show.  Not any longer.  This gives them time to get home, but doesn’t let them forget me.
2. I follow through in those communications with any items I promised to produce (information, samples, contact info for others, answers to questions)….and look for ways to establish ongoing contact.
3. Put next year’s show date on my calendar.

One last note:  I take a list of local restaurants around my hotel with me in case I need it (although the front desk or concierge is always a great resource).  I also look up any local sights that I might want to check out in the evenings if I don’t have dinner with a customer- from a great museum, to a local landmark.

Any other ideas for making the most of your trade show time?