I see it happen time and time again, and I’m guilty of it myself. There is so much business value in doing this one thing right, and we’re all falling short of its potential.
We say “we’re too busy, ”or “it’s too much work.”
We’re so busy running the hamster wheel, that we rarely stop to think about why we’re running the wheel to begin with.
This missed opportunity is costing us and our organizations money. Money spent to connect with new clients and prospects, and money that we’ll never see because we fail to do this properly.
The missed opportunity I’m talking about is industry tradeshows.
Yes, my friends, we all show up to the show, but rarely are we prepared for what lies ahead, and rarely do we take the time to digest what just happened when we return to the office. I continually wonder where the ROI is for partners and suppliers who spent thousands of dollars to be there, and what planners take back as tangible education to their organizations.
Whether you’re a planner attending a tradeshow, or you’re a partner manning the booth, there are simple things we can do to maximize our time spent in the great big hall.
Before the show:
Connect online – Want to make the most of your 10-minute appointment? Let’s cut through some of the small talk by connecting before the show through social media and other online communities. Yes, our tradeshow booth time is about building relationships, but it’s also about talking brass tacks and business. Let’s cut to the chase by forming relationships before the tradeshow doors even swing open!
Do your research – Both planners and partners alike have access to the delegate and exhibitor list. Let’s maximize our time by meeting with people that make good business sense for us. Create your “hit list” and ensure that you connect with those individuals before the show ends.
During the show:
Take notes – I’m constantly amazed at how many people I see at a tradeshow without a notebook or note-taking app! How can anyone possibly retain the sheer volume of information coming at them? If you prefer a paper notebook, ensure you have a proper filing system back at the office, or scan the notes into online storage. If you’d prefer to go paperless, use a robust note-taking and picture-taking app like Evernote or Google Docs.
Ask good questions – Want to set yourself apart from every other person that your connection has met with that day? Ask better questions. Dive deep into their motivations. Here are a few I always keep in my back pocket as a planner that meets with multiple destinations and hotels:
- What sets you apart from your competition?
- What feeling do you want delegates to have as they leave your hotel/destination?
After the show:
Effective follow-up – This step is time-consuming, I get it, but taking the time to personalize each and every follow-up email/phone call can return on business exponentially. Planners, this is on us as well, especially when we’ve found products and locations that could fit well into our plan. Staying top of mind with partners ensures we’re also top of mind when incentives and space opens up.
Friends, it’s on all of us as industry professionals to make the most of this opportunity. We all invest incredible time and money to take part in these shows, don’t lose sight of the opportunity at hand, and be as present as possible when preparing for, attending, and following up after an industry tradeshow. Here’s to seeing you thrive on the floor!
PS. Want to start leveling up your tradeshow skills? CMEExpo is coming up in a few short weeks – start to connect with fellow show attendees today, and get your questions ready. I’ll see you there!
Leanne Calderwood, CMP, is a personal branding and LinkedIn trainer for the meetings, events, and hospitality industry. She believes our industry is built on experiences, and that experience should start with our professionals.
She serves hospitality professionals and teams through her online courses and consulting services to help guide #eventprofs out of the shadows and into the spotlight using their branding strengths and stories.
When she’s not talking shop, you can find Leanne drinking tea, making jam, and gardening at her home in Kelowna, B.C. with her husband, two teenage sons, and her dog, Farls Barkley.
You can learn more about Leanne over on her blog at www.leannecalderwood.com
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