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 whom 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.