Here are some tips for doing just that: Tip #1: Prepare To Win After The Show (CONT’D FROM PAGE 1)
allowed.) “Six to eight weeks in advance of the show, bring your people together to make your expectations known,” says Heiman. “Tell them how you expect them to dress and to conduct themselves. What kind of notes should they take and what reports will they be making? Suggest that they consider recording sessions and taking photos of the visu- als that speakers put on the screen, and that they pick up any interesting handouts that would help their team learn.” Bonus tip: Have experienced attendees brief novices on the best techniques for getting the most from a trade show. Tip #2: Set Specific Goals General goals are important. But translate them into specific actions. Define your game plan in detail and be able to answer the key question: What do you intend to achieve? “Develop specific answers in advance to critical ques- tions,” says Nancy Drapeau, Vice President of Research, Center for Exhibition Industry Research (ceir.org). “How many booths will you visit, and which ones? Are there spe- cific educational seminars you will attend? And how about networking events? How will you track your activities?” Plan your time in concrete terms. “Get an advance copy of the exhibitor list from the show sponsors,” says LoCas- cio. “List the products and services you are looking for and draw up a plan to visit the booths of the relevant exhibi-
The best follow-through begins before you leave the office. Each person attending the show must plan in ad- vance to take the right steps after returning. That means having an answer to the question: How will I maximize the contacts I make with show exhibitors and other individuals I meet? “Trade shows provide the chance to communicate with the entire industry under one roof,” says Peter LoCascio, a Salem, Oregon,-based consultant (tradeshowconsul- tants.com). “Each attendee should assume accountability for the time spent away from the workplace and for travel and hotel expenses. There needs to be a personal com- mitment to spending the money well by following through on new contacts.” Some organizations are cutting back on expenses by sending fewer people to each show, notes LoCascio. That makes it more important than ever for each person to get the most out of attendance. Every attendee needs to exercise the best techniques for maximizing their time. Maybe that means collecting business cards, having their badges scanned to receive product literature, scanning QRC codes in booths, or tak- ing smart phone photos of new and interesting products (but check the show rules to make sure photography is
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24 September 4, 2023
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