Whether you’re a seasoned professional or just starting out in the green industry, a trade show can enable you to get much needed information, supplies and equipment in a convenient setting. However, like anything in life, taking full advantage of the situation can be easier said than done.
Before spending your time, money and resources, step back and plan. Having a strategy for what you’d like to accomplish at the Green Industry & Equipment Expo, Oct. 23-25 in Louisville, Ky. – or any show – can give you and your company the biggest bang for your buck. While the temptation to view a trade show as “a party with displays” is always present, the reality is that in today’s competitive environment you should be looking at your attendance as a must for company growth and added industry knowledge.
Here are some tips on deriving the most out of your trade show experience while demonstrating the leadership qualities necessary to help your company, and those who will be attending the show with you, achieve your objectives.
1. Prior to the trade show, read industry magazines and look for companies that will have show booths. The Green Industry & Equipment Expo Web site, www.gie-expo.com, can help you see who is going to be attending, exhibiting and sponsoring the show. Make a list of companies and individuals of interest.
2. Decide who goes to the show and who stays in the office. Sit with team managers, and other folks you deem necessary, and ask them who should attend and why. This will give you the feedback you need to make a rational decision. Many of those who stay behind should still be in your feedback and strategic planning sessions.
3. Meet with your team once you have an idea of what you’d like to achieve at the show and review the strategy in full. Getting everyone’s buy-in will give them ownership of the process.
4. When you’ve made your choices as to who will attend, each person should be assigned tasks and responsibilities. Print out a general itinerary (including the tasks everyone needs to accomplish) for you and your team. Make sure everyone knows what they should bring with them to achieve what your strategy session designed. This list should even include items like cell phones and cell phone chargers
5. Make sure your team doesn’t always walk the show floor together. It’s better to have your team split into groups (even if there’s only two of you) so you can compare notes and decide which booths are worthy of a return visit.
6. Set up a schedule when everyone will get back together to compare notes a few times each day. Make sure each person brings their cell phone with them on the show floor and that every member of your team has a list of cell phone numbers.
7. Networking is a major part of any trade show. Schmoozing with colleagues, competitors, vendors, presenters and association representatives both on the show floor, as well as at cocktail parties and other events, will enable you to get some powerful information.
8. Think of the above planning as though you were having your sales team prospect for new customers or your production team minimize windshield time. If you treat your team’s attendance at a trade show as an opportunity to maximize what you need to do to grow, you’ll soon see you must be effective and efficient in your approach.
9. “Partying ‘til you drop” won’t help any of you get the next day’s information in a manner you’ll be able to readily process. Get plenty of sleep. Since most trade shows start early each day, stick to your plans to help you get the most out of each program.
1o. Unless one session is extremely important for everyone in your group to attend (and the concurrent workshops don’t provide relevant information), have each person in your group attend a different session. Make sure everyone gets all of the handouts their program provides and that they take notes for later discussion.
11. Always make sure you have enough business cards. The frustration of not having your business card when that person you’ve been hoping to meet asks for one should be the motivation to bring along more than you think you’ll need.
12. Dress for comfort. Since you’re going to be walking miles, wear comfortable shoes and clothes.
13. Don’t overeat. It will hinder your ability to make the rounds in comfort.
14. Leave some flex time to enjoy your surroundings. Taking yourself and your team out-on-the-town is a great morale booster and a superb bonding opportunity (especially if you brought new employees).
15. If you plan on getting to the trade show a few days early or staying a few days afterward, having your family along for the adventure can be fun – that is, if they understand you’re attending the show for the benefit of your business and not as a vacation. It may be better to have them leave once the show begins (if you’ve arrived early), or join you once the show has ended (if you plan on staying late). If you have young children, it’s a good idea to find out whether or not the hotel has day care accommodations in advance. Having to “work” the show and entertain your family can create a stressful situation.
16. Trade show discounts on equipment and supplies can save you thousands of dollars. During your research, check to see who is offering discounts and budget your company’s expenditures accordingly. Also, at the show you’ll realize there are deals to be made on items exhibitors would rather not have to transport back.
17. Through your entire trade show experience don’t forget to enjoy yourself. Displaying a strategic approach and demonstrating leadership qualities doesn’t mean you can’t have a good time.
Dan Goldberg, MBA, is president of Dan Goldberg Consulting L.L.C., a training and business development firm located in Philadelphia, Pa. Goldberg is the author of Lighten Up and Lead and co-author of The Entrepreneur’s Guide to Successful Leadership, among others. He is an adjunct professor at the Fox School of Business, Temple University and the Smeal College of Business at Penn State University. You can contact him at dg@dangoldberg.com, 215/233-5352 or visit his Web site at www.dangoldberg.com. Join him at The Professional Landcare Network’s Breakfast with Champions at this year’s show. Check PLANET’s listings for topics and table numbers.