A trade show is a great place to network with industry professionals and business prospects. But the events are often big and busy, with thousands of people and exhibitors. If you don’t plan carefully, the time can just evaporate. Having just experienced my first FIBO in Cologne, the largest fitness convention in the world, I was amazed how quickly the days just disappeared in a blur, even with a detailed plan of action! If you want to get the maximum benefit of a trade show, you need prioritise your time. Here’s a few tips to help you.
Make a plan
It may sound obvious, but if you just turn up at your trade show and hope for the best, I can guarantee you will not get a lot of value. Carefully review the exhibitor list and make a list of the top brands and businesses you want to see. Schedule time to visit their stands around any client commitments. Make a list of their stand numbers and keep it handy for easy reference. Be sure to allow yourself time to have a look around and walk the show floor, you never know what may catch your eye.
Book as many meetings in advance as you can
While many people will want to remain flexible during the event, endeavour to book as many meetings as you can before you go. Having a pre-determined time to meet people will help ensure the meetings happen. Prioritise meetings with people that would otherwise be hard to see and try to keep meetings to 30 minutes maximum to ensure you see as many people as possible. Do also factor in getting from meeting to meeting. In the case of FIBO, it’s a long way from hall to hall!
Have backup charging options
Try as you might to have a detailed agenda leading into the show, plans will inevitably change. People will be running late, or caught up in other meetings and typically, the easiest way to communicate is by text. With all the coordinating, your phone battery can be quickly drained. Make sure you bring a backup charging option as power outlets will be in high demand or non-existent and you don’t want to be stuck somewhere waiting for your phone to charge. I like the Pebble Explorer charger. This little device is lightweight and can charge a phone from dead to 100% at least twice.
Don’t eat lunch with people you know
It’s tempting to use lunch time as a time to unwind with a colleague or friendly client but if you’re only at a trade show for a few days, try to use lunch as another networking opportunity. Lunchtime is when people are a captive audience and it’s often quieter and less likely to be interrupted than a meeting on the show floor.
Follow up
If you’ve done a good job at a trade show, you will probably walk away with a pocket full of business cards. All of that is futile if you don’t follow up promptly. Be sure you send a friendly follow-up email to anyone that is likely to be a good contact, either as a fellow professional or a new business lead. Try to do this within 48 hours of the trade show ending for maximum impact. Better yet, try to follow up with people you’ve met the following day at the show itself. It’s a good idea to try and meet someone you’ve met the day before the next morning so they remember you and your conversation stays fresh in their minds.
The Action PR team will be at several shows in the coming weeks. We’ll be at Elevate, BodyPower, The Balance Festival and the Allegra Summit. Will you be there? Let us know! We’d love to meet up!
