Trade Show season is upon us! While the whirlwind schedule whips us to and from meeting customers and vendors while wearing holes in our shoes, we thought we’d highlight a few key ways that our team makes the most out of these experiences. You’ll see a theme of “quality interactions” throughout many of these, hammering home that PEOPLE will always be the #1 reason to make the effort to attend or exhibit at a trade show.
Understand the Why
From walking the floor as an attendee, to putting forth the great effort and cost to exhibit at a show, you must have a continuously pinging version of the question of “Why?” in your head. Before the show, ask the basic question to yourself and your team: why am I attending/exhibiting? Make sure you have at least 5 specific/actionable answers, or don’t go.
When walking around or standing in a booth, think ‘why’ are my competitors here? Why is that seemingly random company here? Or why is that individual customer taking the time to come walk around? Why was this person invited to be on a panel? Why did the show organizers choose this theme? Thinking of answers to these should help inform next steps or talking points of future conversations.
Additionally, preparing a 30-60 second introductory pitch of why you’re attending the show, including information about your company and your role, is a valuable exercise to help kickoff more productive conversations.
Quality and Quantity
Really, this would be better said as, be intentional. Take the time to schedule and carry out deliberate, intentional conversations with specific individuals. On the flight or car ride to the show, have a plan of specific booths you have to make a lengthy visit to prior to leaving.
Prioritize these quality to-do’s over all other distractions. In between those, however, we find it’s still productive to walk the floor, embrace the small talk with other exhibitors or attendees even if there are no immediately apparent connections between your businesses. Who knows what you may turn out to have in common, and the act of introducing yourself and explaining your business provides valuable low-risk reps to hone your pitch and your stories.
Attend the Happy Hours and Dinners
After a grueling day on the show floor, heading back to the hotel room to call it an early night will always be so tempting. However, again highlighting quality human interactions, happy hours and dinners are often where relationships evolve, and the more memorable conversations occur.
Even if you don’t drink, grab a club soda and lime and head over to that big wig you’ve been meaning to introduce yourself to, or finally complement the marketing folks wearing the bright colored tennis shoes you’ve been seeing all day. Once folks naturally lower their guard from the bright lights and countless unfamiliar faces of the trade show floor, genuine interactions that could even make the whole trip worth it are much more likely.
Be Intentional about Rest Breaks
Don’t be afraid to grab a water and find a place to sit down, outside, if possible, for 5 minutes. Take deep breaths and let your eyes close for a few extra seconds. Almost like a casino, trade show floors can overwhelm the senses and a reset can really extend your stamina to push through the mid-afternoon slump.
Be Curious
Again, in line with the “Be Intentional” theme from above as well as quality interactions, take some time to let your curiosity drive your next interaction. If you see something that catches your eye, or a new technology that you don’t quite understand the application for, strike up a conversation. Exhibitors will most often enjoy talking about what they spent so much time preparing for the show.
Satisfying that curiosity is a healthy way to stay engaged in the show and again can provide quick but quality blurbs of industry knowledge for your professional toolbelt.
ISS Material Handling
We hope that this guide to trade shows helps you the next time you find yourself walking a trade floor show or setting up a booth. Remember to enjoy the show and make meaningful connections!
Interested in an automation solution to increase efficiency in your daily operations? We’ll discuss bottlenecks in your facility and find the best solution that will help with your day-to-day tasks. Reach out to our team at 833-754-2164!
About the Author
John Fontaine
Automation Sales Lead
After a 9 year career as an officer in the US Navy Submarine Force, John developed vital experience in the advanced manufacturing and unmanned systems with business development roles at two major defense contractors. In directing the growth of ISS Material Shelving, a division of Industrial Shelving Systems, John’s mission is clear: to remain thoroughly customer-focused, ensuring that businesses who partner with ISS Material Handling seize the right opportunities for automation adoption, fueling responsible growth amidst challenging economic circumstances. When not in the office, John enjoys all things music, cooking, and fitness.