Make Your Next Tradeshow An Event!
Are You Excited About Print13? You Need To Be!
You book a flight, a hotel room and make sure you register for the free exhibit hall pass. You even sign up for a few conference sessions. Where are you going? To a tradeshow!
If you are in your mid-20’s you are absolutely pumped. A trip out of town, a few days away, most likely to a new city, all expenses paid. It doesn’t get any better than this. If you have been around the industry for 20+ years, you are either truly excited or saying “oh, boy another trade show,” with a great deal of sarcasm in your voice. Young or old if you are not excited get out of the industry and go do something else.
Two Types of Tradeshow People
Primarily there are two types of tradeshow people: the buyers and the sellers. Buyers attend to look at new products and services, get a little education and expand their network. Sellers attend to show the buyers their products, share their knowledge and hopefully become part of their network. The buyer/seller relationship can and should be a beautiful thing.
Young or Old Tradeshows Present a Unique Opportunity
I have been attending tradeshows for over 35 years and I still get excited going to one. Why, because I MAKE IT an event. I plan for it, I set expectations and I make sure my investment in time and money will pay big dividends and you should be doing the same thing too.
If you are a buyer tradeshows are a great opportunity to visit with a lot of vendors without being “overwhelmed” shall we say. My suggestion is to:
Put together a show plan:
• Write a list of any technology that your company is considering and cross check it with the exhibiting vendors on the tradeshow website. Do your homework on the vendor companies and visit their booths. Do some preliminary qualification.
• Allow blocks of time for “new stuff”. Large tradeshows are a mecca for new product announcements of products you may not be aware of. Make sure you look on the event website, onsite publications etc. for new technology announcements. The more you know, the better you can stay on the leading edge.
• Look at the available conference sessions. Pick a few that would expand your knowledge base and make you more valuable to your customers and company.
• Get on your social network and find out who is attending and meet up.
Work the plan and plan to work!
As a seller, where else can you hook up with dozens of customers and prospects without flying city to city going through security, eating airport food and getting back home grumpy and tired. Tradeshows can be a sales bonanza IF YOU PLAN!
• Contact ALL of your customers and prospects to see if they plan to attend. If you can, offer them free exhibit passes, an invitation to a company event, etc. Even if they do not plan to attend they know you were thinking of them. It is a point of contact!
• Schedule appointments with your customers and prospects. If you have a booth, take them through the latest product announcements and/or new features.
• Check out your competition. (Get some free tchotchkes )
• Allow blocks of time to walk the floor and look at “new stuff” in your product category. The more you know, the better you can stay on the leading edge.
• Look at the conference sessions. Pick a few that would expand your knowledge base and make you more valuable to your customers and company. Learn a couple “techie” phrases. Goes a long way.
• Get on your social network and find out who is attending and meet up.
Work the plan and plan to work
Whether a buyer or seller expand and share your knowledge, meet new people and have fun. It should be.
My next tradeshow is PRINT 13 in Chicago September 8-12. Let me know if you will be there. We can hook up.
