Suppliers’ Side: Making the Most of Trade Shows

Trade shows are an investment, and following a few guidelines can go a long way in justifying the expense.

Written by Steve Katz, Associate Editor

Exhibiting at a trade show is a big deal. It’s a major investment–an investment in time, company resources (including personnel), and of course, money. The costs can add up quickly. There’s travel, which can be extensive depending on distance involved; lodging, which can be awfully pricey depending on the locale; and daily expenses such as food, ground transportation and more. The expense can wind up well into the tens of thousands of dollars, and that’s before taking into consideration the cost of the booth itself, or materials that will be featured in the booth. Depending on the company and the show, there may be equipment or large quantities of samples that need to be shipped. And there are also booth furnishings and decorations to consider, because after all, you want visitors to your booth to be both comfortable and impressed. After all, the reason why you’re there is to make an impression.

But of course, it’s not really about making an impression. It’s about growing your business–boosting sales, relationships, and your presence within the industry. And trade shows do offer companies a great opportunity to reach a host of different people–new and existing customers, industry partners, the media, and even potential new hires. So, taking a look at the right ways to go about exhibiting at a trade show is an invaluable exercise, and on the heels of Luxe Pack New York, it’s also timely.
Connie Jankowski, partner, FredericPR, a California-based public relations firm, is a seasoned marketing and public relations specialist. She has organized, attended and promoted major trade shows across a variety of industries, and she provides some keen insight and advice that can lead to trade show success. She urges that in order for a company to achieve all it can get from a show, it’s paramount to appoint one person to take the lead on the endeavor. She says, “In order to reap the benefits, someone must take charge of organizing show efforts, and monitor the tangible and intangible results of trade show activities. If your responsibilities include managing these events, you must realize that your efforts reflect on your company’s image and its sales.”

Jankowski also offers a number of distinct tips for trade show success, and she says that following these tips will go a long way in maximizing the return on your trade show investment.

Simply sitting down and setting clear goals is a great place to start, Jankowski says. “A trade show’s goals will include product sales and lead generation–but don’t stop at immediate gratification. Are you focusing on a current promotion or launching a new product? Look at how ancillary activities affect corporate image, your marketing program and future sales. Your goals should include sales measures and other valuable things, such as finding customers and influencers who are fans of your company, landing articles in the trade media, learning about upcoming trends in your industry, booking speaking engagements for your company spokespersons, becoming involved in industry organizations and enhancing staff members’ marketing skills,” Jankowski says.

Discussing and evaluating what types of people will be at the show is important to keep in mind, and Jankowski suggests making a list of categories of people who might attend the show. This list may include prospective clients, competitors, product users, organizations, vendors, the media, and even one’s own staff. Understanding how each group can affect goals is key to developing and accomplishing objectives.

Once specific objectives have been set and the people involved have been evaluated, Jankowski stresses that it’s now time to monitor the show’s agenda, and look for ways to increase your company’s presence. There are a series of questions you should ask yourself, she says. “What are the information draws for the show? (What do attendees hope to discover?) Who will be speaking, and what are their topics? How do these presentations relate to your product or service? Would the speaker be willing to mention your company within relevant text? When you discover plans for a topic of special interest to be presented at a conference or trade show, consider contacting the author to offer support or information,” she says, adding that this exercise could prove tricky. “You must be careful to avoid putting the speaker in a compromising position. Your public relations executive or another seasoned member of your research or marketing staff should handle these sensitive discussions, but the effort may be well worth your time.

“A speaker may welcome new data, products for demonstration or other assistance preparing his or her presentation. In addition to presenting information to the target audience in attendance, your messages could repeat in transcripts, publications and discussions among attendees. Any mention of your company in a positive light could put you on the industry map of ‘who’s who,’ or could help you maintain your status,” she says.

Reviewing each show’s brochure for events and programs of interest is paramount, Jankowksi emphasizes. “Many shows launch their activities with a kick-off event for exhibitors and/or attendees. Be sure that your company is well represented at these informal events. This is a time to meet and greet without a set agenda; it is less threatening than walking into a booth, and you could initiate relationships with customers and others that result in sales and other valuable outcomes.

“Be sure that major events are attended by all of your on-site staff. Check that properly schooled individuals attend technical or industry business meetings. Understand that even the line for coffee in the morning, or an elevator ride in the host hotel provides opportunities for important networking.”
And the host hotel plays a role as well. Jankowski stresses that regardless of price, staying in the show-sponsored hotel allows you to network throughout your stay. “Considering the cost of travel, a few extras spent on convenience and strategic placement of your staff can pay off in spades! You can make a friend by holding an elevator, waiting in line at the coffee shop, or hitting the treadmill in your hotel’s fitness center. These casual meetings can turn into valuable friendships that could come in very handy,” she says.

Of course, what’s going on in the booth is also of great importance. Jankowski emphasizes keeping things lively with presentations, demonstrations, “celebrity” visits, autograph sessions, entertainment and giveaways. “The traditional logo-crested bag continues to be a show favorite because people using the bags become walking billboards for your products, but don’t limit yourself to the old standbys. Look for items that relate to your industry, especially useful tools that will be carried back to the workplace and used for years.

“People will pass by your booth if nothing’s happening there. People are attracted to high-energy situations where others are engaged in stimulating conversation or having fun. Well-orchestrated publicity stunts really get attention, but you should be sure that they fit with your image objectives. Simple promotions often produce great returns. Consider a drawing for a sample product by collecting business cards in a fish bowl, or keep refreshments available; even mints with your company logo on the wrapper will make a major impact. Make sure that your booth is inviting and non-threatening. Have a little fun–or just look like it! Plan activities that engage your visitors, but remember to focus attention back to your products.”

Industry shows draw the top names in trade journalism, so be sure to meet with media representatives at the show, Jankowski advises.

While the above advice should resonate, there are some other tips that Jankowski offers that may be obvious to show veterans, but are so practical, that they’re worth reiterating. Comfortable shoes are a must, for example. “Long hours of standing on concrete floors and repetitive trips from hotel to show floor tire the fittest individuals, so shoe selection is critical for withstanding the grueling hours spent standing on the trade show floor,” she says, adding that establishing clothing guidelines within the trade show team is not something to be overlooked. “Should booth members wear business suits or business casual clothing? Consider logo-embossed polo shirts or oxford-style shirts to unify and identify your team.” Pockets provide obvious value for storing cards, pens and the like, she points out, and “make sure that all items are clean and pressed, and a back-up outfit can come in handy.”