Make the Most of Attending a Trade Show

Posted July 23, 2007 by Margie Zable Fisher

When I told a friend that I would be attending a trade show next week, she said, “What are your goals for attending the trade show?”.

Umm, didn’t think about that before. I’ve been to several trade shows, and I never really outlined goals. But of course it makes sense.

So I researched how to prepare to attend a trade show. I came across a great article by Susan Friedmann, the Trade Show Coach. Here is the full article: http://www.buzzle.com/editorials/7-27-2005-73752.asp

Here are a few useful tips:

- Make a list of the goals you want to achieve by visiting the show. Include your own personal goals and those of your company. Every subsequent decision that you make should put you closer to achieving your goals.

- Decide how much time you want to spend at the show, and then allot an appropriate amount to each booth, making sure to schedule the “must see” booths first. That way if your day is abruptly cut short, you won’t miss the most vital exhibits. Consider making appointments with those exhibitors you really want to meet with.

- Once you’ve decided who you need to see, get a map of the show floor and prioritize your route. Walking a trade show can be an exhausting exercise.

- Don’t be shy about by-passing booths that do not interest you. The exhibitors won’t mind. They want to devote their time to potential customers.