What's the best way to learn from trade show exhibitors and attendees?

Having recently attended trade shows for one of my clients, I find the most effective way to get to know the attendees is by joining them for lunch! At a recent show, I listened to conversations in the booths as the vendors spoke with prospective buyers, with most conversations led by the vendor. It was when I joined the buyers at the lunch tables that I heard the real items of interest. There was talk between buyers regarding hotel accommodations, vendors at the show, and even specific products they recommended based on their experience. It was a wealth of inside information that neither the show organizer or vendor may never hear.

Expos are all about the more you put in, the more you get out. Be realistic. Exhibitors will most likely see thousands of people over the course of the event and will have their own objectives to achieve. How can you be sensitive to this? 1) Plan multiple interactions based on the time you can spend with someone. a 3 second elevator pitch to something more in depth. 2) Is your business card doing you justice? QR codes offer a quick way of getting information into the hands of potential clients with sales kits, social media connects or simply dropping your contact details. How can you stand out, be memorable whilst not being a burden on your prospect. 3) Look at the exhibitor list and target your priorities.

Trade shows are an opportunity for business. 4-8 weeks before the show invite and book your best clients. Your very best and largest clients are at the show to do some serious business. Invite these clients to your booth for lunchtime and have good food catered in. Each half hour to hour should be filled with your appointments. Using this approach instead of just walk-ins will allow you to book a year’s worth of future business surpassing your ‘futures’ goal and your ‘at once’ goal. Fill your ‘ghosted’ times with walk-ins.

I recently exhibited artwork at my first trade show and the whole 3 day event was a huge networking opportunity! The event exposed my artwork to an international audience, corporate companies and many others who wouldn’t have had the chance to see my art. For me, the chance to engage with other exhibitors was worth its weight in gold!

Add session participants to your resource network. They are a good source of advice on products that work and on new applications. Find out who vendors depend on to work through product challenges & sales. Ask about the best “new thing” they’ve put into play over the past year.

Be careful how you capture information. With all of the automated tools connected with events, it is easy to fall into the void of treating everyone in the same way, which limits your ability to offer a personalised engaging follow up. Note something unique about every conversation that can be leveraged when you reengage. Be memorable!

Keep the attendees in the loop when improving procuts or services so that there is a constant contact with potential customers. The relationship with your attendees should be a long term one.

Focus on attending experiential activations and demos rather than just chasing swag and badge exchanges on exhibit floors that don't offer anything new. These activations provide valuable insights because they showcase what's resonating with attendees and offer a glimpse into industry trends. Opt for the busiest activations, as they often highlight what's grabbing people's attention, and opt for the not-so-busiest so busy to see the challenges. This allows us to learn from industry peers, customers and competitors, going beyond the traditional give-and-take of freebies and badge scans. Trade shows become true learning opportunities when you engage with the experiences rather than the transactional exchanges.