A friend’s second-grader once wisely shared, “Excitement and anxiety feel the same in the body, so I am going to choose excitement!” Going to a trade show, whether it is your first or fifteenth, has elements of both excitement and anxiety. Feeling prepared makes it much easier to “choose excitement.”

If the world of trade shows is relatively new for you, or you want a great refresher on the fundamentals, Sandi Rosner’s article from a few years ago holds very valuable and timeless information. Sandi approaches the subject in a timeline manner that is both logical and easy to process. So instead of repeating that information, I am going to focus on specific personas who will attend the show and tips and tricks that will be helpful to them. Keep in mind you might be attending as one persona or have elements of all of them.

Buyer

The buyer persona is the primary persona at a vendor market. Although the majority will be associated with a retail environment, some might be distributors, makers or others purchasing wholesale quantities.

Buyer Tip #1

Focus on visiting, making appointments and creating relationships with the vendors you don’t already know but are interested in building a relationship with. Although it is tempting to visit your vendor “friends”, the in-person time is valuable and may be the only way to see and touch product in real life. It also is easier to begin the relationship while you are in the same physical location. If there is still time, then connect with your established vendors.

Buyer Tip #2

Set a dollar budget LONG before landing on the show floor. In the retail world, this is called an open-to-buy. Be conservative when you are setting the budget. Understand how much can be allocated to various categories. Where appropriate, also allocate when it will be spent based on delivery dates. And set a reasonable amount aside for the surprise find that you “can’t miss” adding to your inventory. 

Buyer Tip #3

Only make purchases at the show when there is a compelling reason. Although vendors would love for you to buy while you are there, the real objective is (or at least should be) to develop a long-term relationship – buying many times over many years. Show specials can be enticing, but evaluate if they are truly a benefit to you and your objectives. Buying a “full line” to save 20% when you really only want about half of the options limits what you have to spend elsewhere.

Student

The student persona is the person who is there to gain new insights and knowledge. Typically these folks are registered for a few formal classes, but also can be audience members of keynotes and other informational sessions.

Student Tip #1

Plan on arriving a few minutes early and staying a few minutes afterward for any scheduled session. Arriving early means you can find the best seating and get the maximum from the presentation. Ensuring you have a few minutes after allows you to connect with the presenter or other participants if you are so inspired. In both cases, it will allow you to be more present and gain the full benefit of the information being shared.

Student Tip #2

Know your best method for processing and retaining information and come prepared with the tools to maximize your experience. Typically a notebook or tablet are going to be the best choices given the space and type of seating. Phones are an option, so long as it doesn’t also become a distraction for yourself or others. Also remember your favorite writing instruments along with where and how you like to store and retrieve information. The more usable it is, the more valuable it will be in the long-run. Make it fun, easy and natural.

Student Tip #3

Review any notes within a day of the conclusion of the event. This is a great use of travel time. The notes will have the most value while the ideas are fresh. Create a summary page of the most important ideas and/or actions for the immediate future. Remember you will get more value from implementing 1-3 ideas now, than allowing yourself to be overwhelmed by all the amazing information.

Connector

The connector persona is the person who is wanting to create or deepen relationships. Hopefully this applies to everyone attending at some level or another.

Connector Tip #1

No matter your favorite way to exchange information, make sure you have a non-digital option available as well. Although digital exchanges are efficient, being able to hand someone a card, a note, or a quick piece of information without having to fully engage them or their digital device can save you and them a ton of time. If you have business cards, bring a stack. If you don’t, an index card for a quick note can be more than sufficient. For authors, designers, makers or influencers, a one-sheet media kit could be the answer. Paper may be old-school, but it still works.

Connector Tip #2

For folks you want to meet in-person, but won’t be easy to find (i.e. non-vendors), take time a couple of weeks before the event to schedule your meet-up. Having lunch together, taking an afternoon break, or grabbing coffee in the morning are all great opportunities to meet without pulling you away from other focused time. Certain relationships really benefit from an in-person conversation. But be selective so your time isn’t completely engaged in meetings (unless connecting is your primary purpose). 

Connector Tip #3

Block out time on your calendar before you leave for the event to complete any follow-ups after you return. Without a focused task and time to do it, follow-up will likely get pushed and pushed until weeks or months have passed. The more time passes, the more likely key information (who they were, why you wanted to stay in touch) will fade or get lost. Give yourself a minimum of 2 hours. If you need more time, schedule another block until it is done.

Trade shows are fun and exciting and a small amount of preparation can go a long way. Whether Buyer, Student, Connector or any combination of the above, implementing just one new tip can greatly enhance your experience and increase the return on your trade show investment.

See you at the show!

Gwen Bortner

contributor