A ChE's Trade Show SURVIVAL GUIDE

Trade shows, also known as industrial exhibitions, have their roots in the ancient bazaars - vendors gathered in a central location to display their wares for prospective customers, who could conveniently learn about many sellers' products in a short period of time. While today's trade shows are a bit less chaotic than those of ancient times, they can be overwhelming to both first-time visitors and seasoned veterans. These tips can help you not only survive your next trade show, but also make effective use of all that such opportunities offer.

Think of the exhibit hall - with its aisles of booths stretching from one end of the building to the other - as a huge educational opportunity beckoning you. With so many resources under one roof, a trade show is an efficient way to spend your limited time. In a matter of a day or two, you can make many face-to-face contacts, which are often more valuable than phone calls or e-mail for the exchange of technical information.

Do your homework

To evaluate whether it is worthwhile for you to attend a particular show, review its promotional literature. If you received any brochures in the mail or invitations via e-mail, read those. Also read the relevant trade magazines many publish show previews. CEP, for example, typically covers the Chem Show, Interphex (see the new product preview on pp. 17-19), Powder & Bulk Solids Expo, Air & Waste Management Association Annual Conference, and ISA Expo. Exhibitors often advertise (and include their booth numbers) in these show issues as well.

Visit the show's website for additional information and updates. You can usually find a schedule of events, list of exhibitors, show floor plan, typical attendee profile, registration form, travel information, etc.

Learn what else the show offers in addition to exhibits. For instance, there may be continuing education courses, workshops, technical presentations, refreshment breaks for networking, hospitality events, job or career fairs, awards ceremonies, early-morning "fun runs," and various other activities. These provide opportunities to gather information as well as network.

Find out what companies are scheduled to exhibit, and what products and services they will display. Review the exhibitor list to identify any firms with which you currently do business, and those whose offerings might be of use to you now or in the future.

Do further research on the exhibitors that most interest you. Visit their websites to find out what new products they have developed recently. Browse through the online technical information (such as brochures, data sheets, drawings, etc.) for products that are relevant to your work. Look at the projects featured in case histories or customer testimonials. Read the articles and technical papers written by company personnel. Perform an online search (e.g., via Google or Yahoo) to learn about the firm from an outside perspective, such as what industry and business publications have written about it.

Set some goals

Define your objective in attending the show. What do you expect to get out of it, both for yourself and for your company? Are you looking for potential bidders for an upcoming project? Do you need help with a specific problem? Do you need technical data about specific equipment? Are you simply "window shopping?" Do you want to explore career possibilities?

A trade show is an excellent place to learn about industry trends by observing who is exhibiting, the products and services they are promoting, the new products they are introducing, who else is attending the show (job functions and companies), and so on. Many companies send employees to trade shows to gather intelligence about their competitors. You can pick up valuable information by keeping your eyes and ears open, speaking to a wide range of exhibitors and attendees, and absorbing what's going on around you.

A trade show is also a chance for you to learn about new technologies and equipment, and obtain information for making purchasing decisions. Many manufacturers use major trade shows as forums for introducing new products or breaking into new markets. They often demonstrate the actual equipment in operation (or a small model of a large unit). They usually display a wealth of literature in their booths, most of which is available for you to take.

Are you having a problem with a particular piece of equipment at your facility? Many companies staff their booths with technical experts who can help you solve problems. Take advantage of the opportunity to pick the brains of these individuals. Even if you purchased the equipment from a competitor (perhaps especially if that's the case), most exhibitors will gladly speak with you. They understand that if they help you solve your current problem, you might turn to them for your next purchase.

Use the trade show as a chance to talk to many different people and , benefit from a variety of different perspectives.

Plan your tneary

Once you have identified your goals, make sure they are realistic based on how much time you have available for your visit. Then devise a plan to make the most effective use of that time.

Compile a list of the companies whose booths you plan to visit. If there are specific individuals you want to speak with, make a note of that (by position title or function if you don't know names). Also note any specific things you hope to accomplish at each booth. If you want to discuss a problem, make a list of questions you would like to have answered.

Separate the list into "must-see" booths and "want-to-see" booths. If your time will be extremely limited, prioritize the lists.

Make appointments with the must-see exhibitors to ensure that you don't miss any of them. If you haven't had previous contact with the company, contact its marketing department and ask to speak to the person who coordinates the trade show participation so you can set up an appointment to visit their booth. Most representatives are glad to set aside a specific time for your visit.

Review the exhibit floor plan, and schedule your meetings based on the locations of the booths. Try to arrange appointments so you can proceed up and down the aisles rather than repeatedly criss-crossing the floor. Allow some time before your first appointment to familiarize yourself with the floor plan and any last-minute changes to the program.

Vstng the snow

Begin with the booths where you have scheduled appointments. Arrive a few minutes before the appointed time.

When you arrive at a booth, glance at nametags to identify the person with whom you have an appointment. If the booth personnel are all busy with other visitors, browse through the company's literature and look at its displays until your appointment time arrives, then politely make your presence known by introducing yourself.

If you have specific questions, start the conversation with those. Ask if any of the materials on display address your concerns or provide background information that might be useful. Help yourself to the available literature, but take only what you think you or someone else in your company will actually use. Many exhibitors will gladly mail information to your office after the show so you can avoid toting around an unnecessarily heavy bag.

Particularly if the show is very busy, it's important to get to your point quickly. Exhibitors want to have good conversations with as many visitors as possible, so respect their time and need to move on to other potential customers.

Take good notes about each exhibit. You will meet many people and see numerous products, which after a while may tend to blend together.

Exchange business cards at each booth. Pack twice as many business cards as you think you might need (and then throw in a few extras as a contingency factor). Make sure they have your correct contact information. It's surprising how many seasoned professionals run out of business cards or have cards with outdated information that they must cross out and correct by hand don't let that be you.

Jot down quick reminders (including the name of the show and date) on the back of the individual's card either before you leave the booth or just after you step outside of it. Keep your own business cards separate from those you acquire from others to avoid handing out someone else's card (and your notes) instead of yours. Some people keep their own cards in one pocket and the cards they collect in another pocket.

After you have finished your appointments, move on to the "want-to-see" booths. You can also stop at those if you have spare time between appointments, but be sure to keep track of the time so you aren't late for your next scheduled meeting.

If you have time before you leave the show, take a final stroll through the aisles looking for anything useful or interesting you might have missed.

Later, take time to write in your planner or daybook any more-extensive thoughts you may have, additional questions requiring follow-up, or information you will share with others. At the end of the day, organize the materials you have collected. Separate them according to the action required - request more information, investigate further, pass along to someone else, file for future reference, and so on.

Don't forget the follow-up

When you return to your office, don't get so busy catching up on your work that everything you brought back from the show falls through the cracks.

Take the appropriate action on each item. Make follow-up inquiries if you have additional questions. Share what you learned with your colleagues. Review your notes and add anything else that has come to mind.

Be sure to send thank-you notes (e-mail is acceptable) to those who helped you.