Trade Shows

I am a big believer in trade shows, although some people think they are diminishing in popularity.  Many large shows are disappearing, COMDEX being a good example.  However, trade shows still remain a great place to both evaluate a potential market as well as recruit new customers or representation.  Smaller more focused shows are popular, including regional shows. 

When entering a new market it is important to identify the appropriate trade association and the trade show most appropriate for your needs.  I suggest first attending a trade show, not exhibiting.  Walk the show, see who is there, what are they exhibiting.  Is there decent traffic at the event, speak with people staffing different booths and see if they think the show is worth the time, or do they just show up because it's the thing to do.  Look closely at your competition and see what they are doing.  Take pictures, get literature and attend presentations.

Remember, up to 50% of eligible costs associated with attending trade shows may be reimbursed by an EMDG grant.  Be sure to talk to your local Austrade office before attending an event to ensure you know the requirements for reimbursement.

Attending a Trade Show

If your company name is familiar register under a fake company name.  That way you can circulate and booth staff may be more likely to open up to you.  Many shows are free to attend the exhibition with fees for participating in the panels, keynotes and training events.

Before you go know what your objective is.  Have a plan to meet that objective.  While walking up and down aisles is sort of productive hitting a targeted list of booths is far more efficient.

Get literature and take pictures.  How does your competition present themselves, what are they saying.  Are their booths busy?  Talk with them and learn about the usefulness of the show. 

Tips for a Successful Trade Show

Like attending a show, you need to have an objective for your booth.  Are you showing off a new product, are you recruiting representation.  Whatever the objective your booth layout and organization should support it. 

If you are looking for representation be sure anyone coming by can see that in an instant.  Have application forms and information about your requirements available.  Make sure your information makes it clear what's in it for the prospective representative.

Let people you know you are from Australia (or elsewhere).  Americans have a strong affinity for Australians and will come into the booth simply to chat about Australia.  Once in the booth you can engage them with your messaging.

Consider renting the card scanner from the show management.  Your leads will be captured electronically for use on return.  Also, many people either forget or run out of business cards.  If you want to track various data points (interest in certain products for instance) be sure to program the device, train the booth staff to enter the information and stick to the process throughout the show.

I do not believe in giveaways.  Too many people simply show up to grab an item and leave.  Save your money!  If you want to give something away then have a drawing.

If you expect to go the show again next year be sure to know when the selection time period is.  If the show is popular and you miss a chance to pick for the next year you could be out of luck.  Many shows have a seniority list, and if you miss the selection then you go to the back of the line.

After the Trade Show

Follow up! Follow up! Follow up!  I have been to hundreds of shows, left who knows how many business cards and have had my badge scanned endlessly.  I'll bet there has been less than 25 times there has been a follow up email, postal contact or phone call.  Why capture the information if you are not going to use it?

Try and contact everyone who visited the booth within one week after returning.  Send an email with an overview of what you presented.  Send literature if requested.  Are there companies interested in representing you?  Then call them!

After returning from the show sit down with everyone who went and outline what went right and wrong.  Did you meet your objectives?  How can the show be better the next time.  Save the information and use it when you start preparing for the next event.

Articles
LookSmart's FindArticles - Don't blow the show: make the most of your first trade show by breezing past these 5 common blunders
Entrepreneur, Dec, 2005