Trade Show Strategies: A Survival Guide

To maximize your visit at Mid Am, plan ahead to profit from the benefits the show has to offer.

• Before Mid Am starts:
• Start planning now. The sooner the better. Decide what you want to gain from the show, and then prioritize. What is your main objective: to see a new product line, gather leads , find two more suppliers, or get three great ideas?
• Target your market. Make your goals with your target audience in mind, and then plan a strategy to achieve your goals that is in keeping with your company's marketing strategy.
• Place your reservations. By making your travel and/or hotel arrangements as early as possible, you can take full advantage of available discounts.
• Arrange your business commitments. Make sure everything at the home office is covered, so you won't have to deal with a crisis while you're at Mid Am. Avoid scheduling other business commitments that might conflict with the show.
• Draft a tentative schedule. Which days do you plan to attend? What education offerings will you take advantage of? Decide who is going to do what.
• Be prepared. Be familiar with the list of exhibitors and schedule of events to get an idea of who and what you want to see; you might want to contact an exhibitor prior to the show to arrange a meeting so he or she may gather appropriate materials for you.
• Visit this website often. It's the best way to obtain the latest show updates.

 

• While you are at Mid Am:
• Take your time. Rushing through the show is risky in that you may overlook the most important potential discovery of your visit. Exploration takes time, and a leisurely stroll amongst your friends is far more enjoyable than a breathless dash.
• Focus your efforts. Set realistic expectations and focus your efforts on those. Don't try to do too much or nothing will get accomplished. Three goals is a good rule of thumb.
• Divide the work. If you attend with a colleague and have many booths to visit, assign yourselves different sections of the exhibit floor or divide the work by area of interest or expertise.
• Have a shopping list. If you have specifications of upcoming projects or planned inventory, bring along copies to share with potential vendors. If you can hand out a spec sheet or a wish list, you stand an excellent chance of getting the response you're looking for.
• Share your business cards. You should have an ample supply of business cards to share with people you meet. This easily overlooked item can really help make your visit successful.
• Stay organized. Use tote bags or a pocket portfolio to organize literature and samples you may accumulate during the show. Organize as you go to save time once you get home.
• Take care of yourself. Wear comfortable shoes, remember to eat breakfast and lunch, and take frequent breaks. Visit the convenient Mid Am Garden Café. Most of all have fun! Mid Am is a great way to meet new friends and nurture long-term relationships.
  
  
• After Mid Am
• Follow-up on leads. Contact any companies you would like to do business with.
• File literature. Organize any handouts that you would like to keep on hand.
• Forward information. Pass along any information that may assist your colleagues that did not attend the show.
• Evaluate your experience. Make note of what did and did not work to maximize your experience at Mid Am.