7 TIPS FOR WALKING TRADE SHOWS TO NETWORK

It’s been forever since I’ve just walked a show to connect and network. Usually, I’m at shows to sell a specific brand, while building a booth and manning my booth for the entire show. This will be super fun for me, but it’ll present some new challenges to figure out the best time to connect with folks while they are there to sell to retailers and write paper.

In thinking about my strategy and after 25 years of exhibiting at an average of 9 shows a year puts me in the expert category, I thought about 7 tips that might help a newcomer to walk a show.

1.     Figure out whom you want to meet - Depending on how long the trade show is, create a priority list of three to four people you’d like to contact while there. If you already know them (say, they’re a current client or friends in the industry), reach out before the expo so you can schedule a meetup. If you don’t, strategize a way to meet them, such as going up to the booth or a speaker after a panel or seeking out a potential partner’s booth during a quiet period when you can talk.

2.    Maximize your schedule - Look at the trade show’s schedule and plan out your itinerary before you head to the expo. Make sure client meetings are on the plan as well. You might also want to schedule some additional “office hours,” where you work in a nearby cafe and interested people can drop by at their convenience. Don’t forget to leave time for meals and stay hydrated while walking the show.

3.     Know your pitch – Make sure you and whom you are speaking to have a clear idea of what your marketing message will be for new contacts at the show.

4.   Be authentic – Just be your genuine, joyful self. This is about creating new relationships and find interest in each vendor showcasing their goods.

5.    Don’t be too transparent - No one attends a trade show for the sake of just being there. Everyone has some type of objective: meeting new customers, launching a new product, growing their own personal network, etc. Everyone knows you have some kind of agenda, and they have their own as well, but there’s no need to leap into it straight away—this isn’t door-to-door sales. Coming on too strong and selling too quickly is a real turnoff, so chill out and focus on getting to know speakers and fellow attendees.

6.    Relax and be approachable - A lot of trade show networking success comes from attitude, so coming into every interaction with optimism and genuine interest in the other person will go a long way—even if you don’t walk away with a new customer or expo BFF.

7.    Know your audience + wear comfy shoes - In networking interactions, many people are focused on what they can get out of the other person: a trial of their new product, introductions to more people, industry tips, etc. Instead of only focusing on what you need, think about how you can help other people at the trade show as well. Do you have a lot of industry connections you can introduce trustworthy new contacts to?

Excited to see all my old friends at Outdoor Retailer as well as having the opportunity to meet new friends in the eCommerce| Marketing space.

Travel safe everyone!

See you on the road!