Trade shows have expanded over the years to mind-bending proportions. The irony is that people seem to being spending less quality time at the shows as the list of exhibitors (and the trade show floor) grows larger. Without adapting to the current reality that is trade shows, neither the attendee nor exhibitor benefits. The key to making the most from your investment in time and the expense of trade shows is to simplify your strategy. It is more important than ever to plan ahead, delegate to key staff members, and schedule review of materials and ideas collected from your visit. As an owner or manager of a small business, trade shows properly prepared for can help you accomplish many things at the same time.

TIME FOR A TEST

There is much to do. Networking with your peers can be invaluable; connecting up with vendors is important, and successfully serving your customers begins with keeping abreast of trends and products. While it is tempting to try to see it all, consider a more purpose-driven plan that prioritizes the objectives for your visit. This short list might be condensed to a few key categories: business, structure, and products. Business objectives relate to financial, marketing, and sales; structural concerns include improvements to facilities, fixtures, signage, and merchandising. Finally, products are the life blood of your business. Keep an eye out for products that might fit into your strategy for seasonal selling. Remember WIFS! Creating a seasonal schedule of promotional events allows you to buy with purpose. The important thing is to look closely at your needs in order to create a punch list of items that will address current opportunities for growth, or remedies for items you’d like to improve.

Never go grocery shopping on an empty stomach…

Likewise, scurrying through a show picking up everything that catches your eye might result in a stomach ache (or financial pains) come spring. If you haven’t done it yet, establish Open to Buys (OTB) for yourself, or anyone that you authorize to buy on your behalf. This should provide you with the financial discipline that will keep you from purchases you might regret later, or realistically cannot afford to make in the first place. This requires preparatory planning in the form of an annual budget, with projections for departmental sales and relative cost of goods sold. Consult your accountant, business planner, or consultant for help in creating a plan that is right for your business. Like Ben Franklin once put it, “a penny saved is a penny earned,” or sometimes what you don’t buy could be the most profitable move you make. Plan ahead and profit more for the experience.

Two heads are better than one…

If part of your trade show budget includes bringing key staff members to local, or out of town shows, make sure that your goals become their goals. Delegating a portion of the trade show responsibilities will encourage staff buy-in to your objectives (People Sell What They Like). It also helps you cover twice as much territory with more quality time. If you have to manage more staff, then scheduling a pre-show meeting is mandatory. This can be done in the trade show lobby with handouts for direct assignments, or more appropriately a shop meeting before heading out. Staff will always function better with direction and clear tasks or objectives. It also helps you organize the review period.

What do they do with all that stuff?

While it is true that the mind can only absorb what the seat (or in this case, the feet) will endure, there is also a threshold for the amount of material that you can collect and properly process from a trade show booth. Be a responsible attendee. While it is tempting to stop and grab any catalog, promo sheets, and sample product from the hundreds of booths you might pass in a day, consider restricting it to material that supports your short list. While it is tempting to go dish diving at every candy bowl that is offered, the result is the same – a stomach that feels as bloated as those bags you drag along with you. This is not to say that you don’t collect important information, just be a bit discerning. Since part of your new trade show regimen will include a period to review all show ideas, some of the material might be important. With that said, you might want to do an initial edit in your hotel room, or on the drive home. This will keep your review period more manageable and on track to accomplish your pre-established objectives.