How to Get the Most Out of a Trade Show Trip

Attending a trade show is no small feat, but the opportunities they offer businesses to network with others in the industry and grow sales are unmatched and make the expenses well worthwhile. Most events are short, so make the most of your precious time and money by considering these five tips to maximize your trip.

1. Determine your goals ahead of time.

Understanding your motivation for a decision helps you stay committed to it. Before attending your next trade show, ask yourself exactly what it is you want to get out of it. Trade shows are not only a time commitment, they’re a financial commitment. To avoid costing your company a lot of money, resources, and time, clearly define what you are trying to achieve by attending the show. Are you trying to make a specific purchase? Change vendors? Are you focusing on networking with peers? Knowing your goals beforehand will help you determine how you spend your time at the show and make the most of your attendance.

2. Do your homework before you get there.

Managing your time effectively at a trade show is a critical component to meeting your goals. Trade show floor plans can be massive and you can waste a lot of time and energy wandering around aimlessly trying to meet your objectives. Consider your goals and identify the companies, products, and brands of interest to you that are exhibiting at the show. Look at the trade show floor map and plan your schedule around prioritization. Who do you absolutely need to see? Where is their booth? Make your list and see them first. Put these events on your calendar prior to the show so your time is blocked off.

3. Set appointments.

This is important if you have specific people you want to meet with. Before you get on that flight, set up an appointment. Companies don’t bring everyone on a team to a trade show, and for those that do attend, not everyone stays at the show the entire time. So you don’t miss out on an appointment with an exhibitor you want to meet, reach out to them beforehand and see if you can work out a time that works best with them.

4. Look out for pre-show marketing emails in your inbox.

Companies usually have to shell out some cash to exhibit at a trade show so you best believe they’ll be wanting to get the word out about their attendance. At least, we would hope. Look out for emails from exhibitors as many will send out marketing correspondence with info regarding their booth location, scheduling meetings, and show offers you could cash in on.

5. Dress the part.

While trade shows are one of the more fun aspects of business, maintaining an image of professionalism throughout the entire event should always be top of mind. After years of experience, we know that professionalism doesn’t look like nursing your blisters in a convention hall while trying to network with your industry peers. Your dogs will feel it after walking around on concrete convention center floors all day, so pack a comfortable pair of shoes to maintain your productivity.