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Putting on a good show
February 2007
Joseph Baron, International Trade Today
There are literally hundreds of books detailing the art of successful exhibiting, covering areas such as how to increase stand ‘stickiness’, provide the best giveaways, and avoid a trade fair becoming just a big haemorrhage of money and time.
Interestingly, though, there isn’t very much information on the flip side of the coin: on the art of how to make visiting a trade show a success. And this is despite the fact that, if it isn’t done properly, it can lead to similar levels of financial loss for a company, especially in far-flung destinations.
So I talked to Susan Friedmann, based in Lake Placid (NY), about how visitors to a trade show can maximise their time and money, as well as avoid falling into some common traps.
As well as being a consultant specialising in the trade show industry, Susan, who is originally from London, is a successful author whose books include the three volume Secrets of Successful Exhibiting, and her latest, Meeting & Event Planning for Dummies.
‘The main thing is preparation,’ she said. ‘When you go to Olympia, the NEC, or some of the bigger shows in Chicago, Las Vegas, or Frankfurt, you really have to do your homework because the size of these shows can be overwhelming. A common mistake is not planning enough, and ending up trying to make up for this lack of preparation.
‘The result is that visitors overcompensate and attempt to do more than they physically can, working 25 hours out of 24.’
Lack of preparation can also lead to the increasingly frustrating tramping up and down of endless rows of aisles in the hope that a familiar name or familiar face – preferably one that belongs to a VIP – will jump out of the crowd and justify a visitor’s existence.
And let’s face it, trade fairs exist on a different reality plane. Without the basic pre-show planning it feels as if you are in limbo and disconnected from what others are doing (however artificial it may be), leading to paranoia – an irrational belief that everyone else is getting that vital business and you are not.
Compound that with the fact that you don’t speak the language, you don’t understand the transport system, let alone the culture, and a trade fair can be a lonely, insecure place.
That’s why appointment-making is a crucial part of pre-show preparation, said Susan, ‘otherwise there’s every chance you turn up and find the person you need to speak to is either not there or is with somebody else’. And hanging around a stand full of busy people talking to each other just highlights the fact that you are out of the picture.
Of course this is a slight exaggeration, but, if the exhibition is abroad, then it may not be that far-fetched. Go on, admit it! Making an ice-breaking, light-hearted attempt at humour in China represents a bigger challenge than in Birmingham.
Visiting exhibitions abroad presents a whole raft of challenges above and beyond the logistics of travel and accommodation. ‘Understanding the cultural aspects – especially if you’re going to Asia – is even more important. You cannot expect people to behave as you do, and they have very different approaches to doing business. Getting a third party involved can pay dividends. You can save yourself a lot of hassle if you have an interpreter who is local, and who can give you an idea of how to work successfully in that culture. Embassies should be able to help in this respect.’
Interestingly, Susan said that there is a homogenising effect taking place in the character of trade shows. ‘In the US, the trade shows used to be a way for people to catch up, like an old school network, while in Europe trade shows have always been a selling environment – especially in Germany, where shows are organised around buying cycles. But in the US, certainly, the European model is increasingly being adopted and shows are regarded as a serious business opportunity. The key is finding the right people to speak to while you’re there.
‘And remember that first impressions count, and you don’t get a second chance to make a first impression. People say you should not judge a book by its cover but it’s part of human nature. If you don’t look the part, then trust becomes an issue and business is all about trust.’ The trend in the US is gradually moving from casual to formal with regards to exhibitions, but Susan says that, as a visitor, the emphasis should be on being smart. ‘I always tell exhibitors, you dress one notch better than your attendees.’
Post-show activity is also vital. ‘It is crucial you follow up on leads and report appropriately to your co-workers. But this, too, should be part of pre-show planning.’ So remember, if you don’t want to find yourself in the ‘trade zone limbo’, prepare, prepare, prepare.
Susan’s top show tips are as follows:
- know what you want to achieve by visiting the show, and, if you’re an employee, understand what your boss wants you to achieve
- decide which exhibitors you want to visit, and then organise your list into two parts: ‘must see’ and ‘want to see’
- get a map of where stands are located and prioritise your route, having made appointments with exhibitors you really want to meet
- pre-register for the event and arrive 30 minutes before opening to avoid standing in long queues
- tell exhibitors you are on a tight schedule so that you can get straight down to business and avoid casual chatter
- look for networking opportunities by getting invited to exhibitors’ hospitality receptions
- carry a pad and pen – or a small tape recorder – to note important points
- avoid conversations at stands in which you have no interest
- leave the show about 30 minutes before closing to avoid long queues for taxis
- always follow-up after the event.
