Finding the value in a trade show. (Managers' Corner).

Industry participants and attendees alike spend resources, time, and funds to attend a trade show. Each has expectations of getting value for their investment.

How do you, the trade show attendee, maximize the value of your attendance at a show? First and foremost, you prepare a plan for attendance. The preparation process to attend a trade show is similar to preparing for an event at your facility. Your first step in this planning process is to write it all down: What items do you want to purchase? Which suppliers do you want to meet? What items would you like to have more information about?

Next, prioritize your requirements and set goals. If you are going to make a purchase, this should be priority number one. Product information for immediate use would be priority number two and information for future use would be priority number three.

Your basic plan is in place. Now tentatively schedule your time at the trade show. The first step in this process is to determine how many hours the show is open and how many of those hours your schedule allows for show attendance. It is not uncommon for attendees to have requirements that conflict with trade show attendance. This is one reason why planning and priority of purpose are important to maximizing value during show attendance.

Working Your Plan

Next, contact the suppliers you desire to meet and, based on your established priorities and time allotted, set up appointments with those suppliers. The arrangement for an appointment may be as simple as: "I will be at your booth on Monday morning," or as exact as, "I will be at your booth at 10 a.m. on Monday."

When you contact a supplier, set the time and purpose of the appointment (purchase, product demonstration, or product information). This information allows the supplier to determine if they need to arrange for a specific item to be available for you to see, have a particular person present for you to meet, or have specific product literature available to review with you. Remember, at a trade show the supplier has requirements for his or her time just as you do. The goal of a supplier at a trade show is to insure that your requirements are addressed quickly, competently, and professionally. An appointment at the show with the supplier provides the supplier time to adequately prepare to address your needs.

After you have met with the supplier and accomplished your business, both you and the supplier should review a checklist that at a minimum confirms the following points: 1.) If a purchase was made that all the specifications, terms and conditions, point of contact information and shipping information are complete and understood by both parties. 2.) If follow-up is required on either an order or a request for information, it is important that both you and the supplier understand who is to follow-up with whom, what the follow-up requires, when it will take place, where it will take place (sometimes and on site visit may be required), and how this follow-up is to be accomplished (via mail or in-person). It's in the Cards

Your trade show plan should include a note to remind you to take a sufficient amount of business cards so that you do not run out of business cards prior to the end of the show. Review the contact information on your business card to insure it is accurate and complete.

If you will require shipments or delivery of information to you at your facility, make sure your card contains a valid street address. If you have an e-mail address, it should be on the card. Today, email is a major factor in the exchange of business information. Remember, your business card is part of your professional image. You want your business card to convey this image when you exchange it with suppliers, friends, and associates.

Trade shows are a wonderful place to learn about products and how they can improve your operation. They are also a place to explore new ideas and to exchange information with friends, associates, and suppliers. You will only gain value--and accomplish your trade show goals--if you properly plan and prioritize your trade show time. If you do not plan ahead and forget to prioritize your time, you will find you did not maximize the value of your attendance nor did you maximize the opportunities to learn, purchase, and socialize that a trade show presents.

Plan your trade show trip in advance, coordinate in advance your meetings at the show with suppliers, bring your business cards, and remember to factor in time for the unexpected.

by John S. Frank CCM, CFE
Director,
Government/International Sales
Gasser Chair Company, Inc.