For the Business of Apparel Decorating

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Invest in Your Business

ATTEND A TRADE SHOW TO GET AHEAD

b y J ay b u s s e l l e

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A s a trade show veteran, I can’t tell you the exact number of events I’ve attended, but I know it’s more than 200. The first

trade show I ever attended was an apparel decoration show in 1992. I remember the excitement of seeing what new products were available and the opportunity to gain industry knowledge first-hand.

Besides these two benefits, trade shows also expose attendees to new trends, such as decorating techniques, design strategies, and hot apparel styles. To get the most from attending any trade show, it’s best to have a clear strategy in mind. Know-ing what you need to accomplish before, during, and after the show is the first step toward success.

BEFORE THE SHOWMake a list of what you want to accomplish and understand in clear terms why you’re attending. Are you buying or shopping? Are you researching new styles? Are you looking

for new solutions? Are you prepar-ing to invest in new machines or software and want to compare op-tions? Work backward from what you perceive as your top-three big-gest challenges. Write down what’s bugging you about your business. This is not intended to be scary or keep you up all night, but rather to help prioritize your goals for taking the time to attend a trade show.

With your plan in place, it’s time to situ-ate and familiarize yourself with the show city and surrounding area. You don’t want to get lost in a new town, so figure out where you’re staying and the distance be-tween the convention center and your ho-tel. Walking a full-size trade show for two or three days is often exhausting. It’s worth the money to stay at the hotel closest to the convention center. Also, book your room well in advance to enjoy discounted rates.

If you preregistered for the trade show (and you should), you probably noticed an

increase in email marketing from the show and its many exhibitors. Review any offers or specials that were sent your way. Look for ideas, offers, and specials that connect with your goals.

Now that you have a plan and have reg-istered for the show, here are some consid-erations.

•Expect long hours. Ten to 12 hours of scheduled activities is common.

•Find out where the registration area is and what time it opens. That’s where you pick up your badge. Yes, you get to wear a promotional lanyard with a plas-

For more than 20 years, Jay Busselle

has worked in the design, production,

and sale of advertising, decorated

apparel, and promotional products.

He possesses industry-specific ex-

perience, business ownership, and a

graphic design background. Busselle

is in business development for Idea Custom Solutions.

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TRADE SHOW TIPS

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tic badge for all the world to see. That’s how exhibitors know your name.

•Determine when the exhibit hall opens and closes.

•Get a map of the show floor and prior-itize your route.

•Create a list of must-see booths and want-to-see booths.

•Research the exhibitors online, so you’ll have a clearer idea of who you need to speak with and what questions to ask.

•Consider making appointments with those exhibitors. They are often busy and appreciate your consideration of their time.

•Attend a continuing education session and invest in your professional develop-ment.

•Bring plenty of business cards. It’s bet-ter to have 100 extra than not enough. It’s also a subtle sign that you take your business seriously.

•Set aside some time to explore and see what’s new. You could discover a help-ful solution for your business.

•Be organized and create a simple fol-low-up system for any notes, product recommendations, pricing information, and business cards from suppliers and other people you meet. Don’t shove everything into a promotional bag that you picked up on the way into the ex-hibit hall. Thousands of other people carry that same bag.

DURING THE SHOWSoak it all in—including any keynote speak-ers or welcoming sessions before the exhibit hall opens. Treat every minute as a learning opportunity, and remember to review your plan. Also, check out the trade show direc-tory because it will have the most up-to-date info. You can do that online, or sometimes a happy trade show staff member passes it out with an event guide. Grab one—you need it. Exhibitors may have dropped out or reg-istered at the last minute, or seminar times or room numbers may have changed. This guide also highlights networking opportuni-ties and any after-hours networking events.

Don’t know exactly what to do at the show? Here are some suggestions:

• If this is your first time attending a show, consider walking the aisles and perimeter to familiarize yourself with the layout.

•Don’t grab every brochure exhibitors offer. Be selective. It may seem like one catalog now, but multiply that by 100 booths.

•Collect information that’s of most in-terest and importance to you. Many exhibitors will gladly mail catalogs, lit-erature, and samples. Also, ask if every-thing you need is online.

•Stop at the end of the aisle to think about key conversations and products. Record the most vital information in a small notebook. I like the kind that has built-in pockets for business cards and receipts.

•Bring a light carry-all bag for the ma-terials you gather during the show. If possible, avoid plastic bags with thin

plastic handles, which tend to cut into your hands and become unbearably heavy after hours of walking.

•Let exhibitors know that you’re on a schedule. They want to make the best use of their time, too, and will gladly cut to the chase.

•You might have to push to get the an-swers you really want. If the booth staff doesn’t have the answers you require, ask who you should contact.

•Be more than an adult trick-or-treater. Don’t swing by booth to booth, scoop-ing up promo items and catalogs as if they were candy.

•Keep some over-the-counter pain re-lievers with you.

Don’t be intimidated by the event. Ev-eryone was a newbie at some point. Don’t be shy about bypassing booths that don’t fit your plan. Be polite if the exhibitors ask a question, but be prepared to say you have an appointment and need to keep walking. At the same time, keep your eyes open for networking opportunities. Industry leaders, speakers and seminar presenters are often available during the trade shows and are great people to know.

Stop and talk to the exhibitors. They have tons of answers, insights, and experiences. Make the most of your time and ask smart questions. It’s okay to say, “What do you guys do?” However, there may be better ways to get information. Here are a few im-portant questions to ask instead.

•How will your service or product help me sell or save more?

•Who is the best target audience most likely to buy this product, service, or style?

•What are your best sellers? Why is it so popular?

•My target audience is ________. Do you have any sales or marketing strate-gies to help me with this niche?

•My clients’ number one challenge is ________. Do you have anything that solves this challenge?

•My number one headache is ________. Do you have any solid ideas or free

TRADE SHOW STATS Do you need more reasons to attend a trade show? Here are a few attendee facts.

1. According to a 2012 report from

Exhibitor Magazine, an average of 38

percent of attendees are first timers.

2. 90 percent of trade show attendees

have not been called upon face

to face by any exhibitors in the 12

months prior to the event.

3. 92 percent of trade show attendees

come to learn about what’s new in

products and services.

4. 77 percent of executive deci-

sion-makers find at least one new

supplier at the last show they at-

tended.

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training on how to help make that problem go away?

•Do you offer special financing, terms, or discounts for buying at the show or within a certain time frame after this show?

•Do you have any self-promotion pro-grams or discounts?

•Are there any new or special marketing programs?

•What is your service policy and product guarantee after the sale? Is it in writing?

Take notes and get that person’s business card. When you’re at education events and workshops, be social. If you’re normally shy, this is the time to fake it. Introduce yourself and pass out some of those business cards you brought. Don’t be too worried that you’re walking the same trade show as your competitor. Get over it and meet other attendees. They have connections and sources, too. They also may have more ex-perience and the exact answer to your most challenging problem. For the price of a coke, coffee, or a smile, they may be willing to share ideas and solutions. Industry col-leagues can turn into business partners and lifelong friends.

Pay attention to the exhibitors’ marketing strategies, including preshow marketing. Look at their exhibits and displays. Is the message clear? Was the message memora-ble? Did the exhibitor share any examples that you thought were effective? Think about how you could implement these strategies into your company’s future mar-keting campaigns.

AFTER THE SHOWAttending a trade show isn’t easy, and it isn’t a vacation. It’s enough to wipe out anyone. But before you pass out on your bed and certainly before you head for home, take some time to organize the information you’ve gathered. A clear plan of action and knowledge of who you will follow up with, how you will follow up with them, and when you will follow up helps ensure the time and money spent at the show was a worth-while investment.

Always be sure to:•Organize your information and fol-

low-up activities by priority.•Follow up with new contacts and

vendors after the show.•Connect on LinkedIn and other so-

cial media platforms where possible.•Be gracious. If you think you invest-

ed a lot to attend the show, imagine spending thousands more to exhibit. Write a short note or email thanking a new contact for taking the time to help you find answers and solutions.

Remember your purpose and why you wanted to attend. This is an event with activities to help with professional devel-opment as well as business growth. This is where ideas and solutions flourish if you know where to look. You may find those solutions in the education room from an industry-specific trainer. You could find the answers in the middle of a presentation or demonstration in an ex-hibitor’s booth. The answers to your big-gest questions could be found in a chat over coffee at the food court with event staff or even a stranger who is now your new best friend.

Trade shows are an effective tool to help you and your business grow. By following some of these suggestions, it should help you maximize your experience, have a positive outcome, and gain the most from your attendance.

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