While it may be tempting to throw caution to the wind and breeze through a trade show without any preparation, it’s not a wise choice. Trust me, at the very least, your feet will thank me.
Seasoned veterans of the trade show begin their preparations several weeks in advance. It’s a common consensus that the shows are definitely worth the expenses to get and stay there, but that doesn’t mean you have to break open your piggy bank. By planning ahead, you can take advantage of better airfare and hotel deals.
Chris Hartley, of MCM Productions and an elite iPROMOTEu Affiliate, also reminds us that even though you may be away, trade shows “are a great time to reconnect” with your customers. Since you’ll likely be informing your regular customers of your plans, why not ask them about future projects? Get a sense of what they’re looking for and find ideas on the trade show floor! Give them a call, write a letter, send a carrier pigeon, just keep the lines of communication open.
Once you’re on the floor, you’ve got your work cut out for you. Ladies, I can’t stress this even, ditch the heels and tie on those sneakers. Literally everything will be better with rose colored shoe laces. These shows can be massive, so don’t underestimate the usefulness of a map. Take the time to highlight the vendors you absolutely must see, maybe circle the ones you’d like to see, and put a nice big old X over anyone that have left you wanting. You don’t need that kind of negativity in your life. Once you find your preferred vendors, don’t be afraid to let them know upfront that you only have a few minutes to talk. Time is money and money is precious. That being said, if you absolutely, above everything else, need to meet with a certain vendor, it might behoove you to call and make an appointment to see them at their booth. Yeah, they do that. Because I’ve never been one for strict structure, I’d recommend giving yourself a few extra minutes for unexpected vendors that just may catch your eye as you pass by. Oh, and if you’re tech savvy, some shows have apps you can download that help you plan your vendor strategy.
If you’ve been to trade shows before, you’re probably well aware of all the swag. Bags. Bags of swag. Swag bags for miles. Don’t get sucked into the glitz and glamor of it all, though. According to Theresa Gonzalez of Stay Visible LLC and another well-respected iPROMOTEu Affiliate, she never weighs herself down with free samples, but “if [she] really feels there’s something [she] can pass along to [her] clients, [she’ll] either ship it directly to them from the show, or ask the supplier to ship it directly to [her] so [she’s] not carrying anything.” According to Gonzalez, “when you’re bogged down, you can’t think very clearly.” When your shoulders begin to ache from the weight of your bags and your fingers throb with regret, you’re not going to be thinking about how to satisfy your clients and build your business. You’re going to be thinking about a hot bath and a class of vino.
Food tends to be tragically overlooked at these shows. Trade shows can offer a variety of foods that you may not typically eat, which could cause your energy to plummet and your entire experience to suffer. Pack a granola bar, some almonds, anything to stave off the hunger pains and exhaustion. Food is fuel, but not all fuel is created equal.
One of the most important aspects of any growing business is networking. Places like iPROMOTEu, offer events that offer a non-competitive atmosphere where people can share successes, failure, upcoming projects and their wealth of product knowledge. If you happen to be slightly more introverted than most, first of all, congratulations on making it this far in a social career without letting your awkward social skills and desire to hide comfortably away from the world burden you. Secondly, try opening with simple questions like: where are you from? What do you think the best item on the floor was? What are the best vendors to work with? Most people are pretty friendly and eager to help the newbies.
Melissa Ingram is the Digital Content Manager for iPROMOTEu – A Woman’s View, a program specifically designed to support women distributors in the promotional products industry. Contact Melissa at mingram@ipromoteu.com.