Stephanie Cooper
The moment has come! Your new management team has made the decision to send you to a trade show. You're eager to find out what all the excitement is about, and you're also motivated and interested. But there are some issues you should consider: How can you maximize the outcomes? What are the traps you ought to avoid? Fortunately for you, we've compiled the best advice and strategies to help you have a great first trade show.
Take with you a pair of comfy shoes, as a lot of walking is involved. Be prepared to walk at least 20 000 steps, so choose a loose-fitting pair made from natural breathable fabrics.
Try not to overdress. Choose timeless, simple attire that makes you feel good. You want to come across as crisp and confident. Avoid shiny, synthetic suits, or wrinkled and tattered clothing - both provide a negative image. Your clothes should make you feel more confident rather than uncomfortable or embarrassed.
Keep the contact information and a map of the hall nearby. It will be really helpful to keep track of forthcoming events and find your way around after multiple meetings. If you don't want to carry the map on paper, you can load the PDF into your smartphone or tablet. Find the notice boards that describe each hall and zone.
Make sure you've registered beforehand and secured entry tickets or passes. Bookings made in advance typically come with a sizable discount. Sometimes you can even get a parking spot, so be sure to look through all the options and pick the best deal.
Book smart - you need to arrive at your hotel a day before the start of the trade fair to avoid suffering from jet lag. Your trade fair accommodation agent should have this in mind when reserving your business lodging. You have to be well-rested, fresh, and at optimum performance levels.
A mini suitcase on wheels is ideal for storing all of your presentations, marketing materials, flyers, gifts for special clients, etc. Compact luggage for all of one's belongings while on a business trip is a staple of the stereotype of the corporate traveller.
Always carry a notebook with you. Keep brief notes about each meeting. Do that during or just after each conversation. Otherwise, you run the danger of losing crucial details, and after a few similar events, everything starts to blur. If you wish to use the circulating data in your future commercial endeavours, having a notepad on you is a necessity.
Avoid wasting time with unplanned meetings. Usually, everyone at the fair has a busy program. Most likely, the responsible party will be too busy to schedule time to meet with you. That being said, you should seize the chance if it presents itself to speak with a significant client or business partner. Just don't go out of your way to set up a meeting that won't be helpful and will ultimately be a waste of your precious time.
If, at some point, you end up at a stand without an appointment, turn the table around. Obtain as much information as you can. Use more than simply your business card. Actively interact with the audience to find out what they think and anticipate from your business, products, and services. You should spend every minute of your time gathering information because a trade show presents you with the ideal opportunity to collect intel.
Make branded company gifts for partners and special gatherings. Ask your marketing department to create unique, intriguing, and space-saving branded presents for your valued customers and business partners. The idea is to leave a lasting impression so that when someone sees their pen, notebook, or ashtray, they will be reminded of the positive impression your company made on them. Use the fact that everyone enjoys getting free things to your advantage.
Prepare your breaks and treat your taste buds to something energizing and tasty. Step outside the artificially lighted hallways and take in some fresh air. Your productivity will quickly reach zero if you're overworked, exhausted, and stressed. If you overbook yourself and neglect your rest, you run a serious danger of burnout.
