Visiting Exhibitions is an important, even vital part of your job and its important to make the most of a show. Exhibitors too could oftrn learn much from playing role reversal and putting themselves on the other side of the aisle playing tradeshow attendee.
According to a CEIR (Centre for Exhibition Industry Research) study, 39% of attendees spend less than eight hours visiting a show. As with exhibiting, planning and preparation are essential to maximizing time on the trade show floor. The following 30 points will help simplify the process next time you find yourself playing visitor:
Before the Show:
1. Know what you want to achieve by visiting the show and if the company is sending you understand what your boss wants you to achieve by attending the show.
2. Develop a plan of which exhibitors you want to visit and then organize your list into two parts - "must see" and "want to see" companies.
3. Decide how much time you want to spend at the show and then at each booth. Allow extra time for browsing, distractions and waiting in lines.
4. Find out who else from your company is going to the show and develop a plan to maximize your visit, especially at large shows.
5. Know what information you need to have from each exhibitor. Research different exhibitors to find out how they differ and what is most important to you. Then plan intelligent questions to ask them.
6. Design a lead gathering form to research for specific products/services to make accurate comparisons.
7. Make appointments with exhibitors you really want to meet with.
8. Get a plan of where exhibitors are located and prioritise your route.
9. Take plenty of business cards to avoid filling out forms.
10. Pack comfortable shoes and clothing to wear on the show floor. Walking shows is extremely tiring. Try insoles for extra comfort. Remember to leave room for things to bring back in your pockets your bag or your car. If flying remember that you may need to arrange for samples and literature to be forwarded.
11. Take a light and comfortable "carry-all" for accumulated materials. Plastic bags are often uncomfortable as they cut into your hands. Many shows provide great goody bags so grab one!
12. Make travel and hotel reservations early to maximise on discounted rates.
13. Stay at a hotel closest to the show site to save on traveling and to give you a place to rest, sort through information gathered, and refocus your energy.
14. Plan the seminars/workshops you want to attend. 15. Pre-register for the event and arrive 30 minutes before opening to avoid standing in long lines.
At the Show:
16. Revise your plan at the show. The show directory and schedule often changes several times before a show.
17. Collect information that is of interest to you or that might interest others in your company. Request literature and samples be mailed instead of having to carry them with you.
18. Obtain a map of the city and know how to get to the venue.
19. Tell exhibitors you are on a tight time schedule to avoid casual chatter and get straight down to business.
20. Look for networking opportunities. Network with industry leaders. At seminars introduce yourself to people around you - hand out/collect business cards. Meet up with new contacts at mealtimes for added information
21. Do not wait at overly crowded booths and plan to come at end of day when traffic is slower.
22. Leave coats and bags at the cloakroom so you don't have to drag them around with you.
23. Carry a pad and pen to jot down important notes, or have small tape recorder for note taking.
24. Take a break after a few hours to refresh and get some fresh air. Air in exhibition halls is dry, stale and draining. Drink water regularly to avoid dehydration.
25. Write a visit report as you go along and summarise your notes every evening.
26. Be prepared to push for answers to questions exhibitors are not prepared to answer.
27. Avoid conversations with exhibitors in which you have no interest.
28. Leave the show about 10 minutes before closing to avoid long lines for busses and taxis.
After the Show:
29. Plan how you are going to implement information gathered.
30. Be prepared to follow-up after the show for literature and samples requests