What to Consider When Attending a Trade Show

Regardless of your industry, there is probably at least one major trade show or industry-wide convention each year.

Large companies can easily send a representative to a show without disrupting their operations, but for a small business owner, choosing which events to attend can be a difficult

If you plan carefully, however, the opportunities to learn, grow, and connect with other businesses can outweigh the lost time and expense. To determine whether or not you should attend a show, first review the event's schedule. Consider everything from the location of the show to the after-hours parties.

• Location. If any of your clients are located in the same city as the trade show, maximize your travel dollars and schedule additional meetings or a visit the client's office before or after the show.
  
• List of exhibitors. Scan the exhibitor list for both potential business partners and for competing firms. A trade show is a great opportunity to connect with new companies and review your competitions' products and services.
  
• Classes and seminars. Most shows offer a variety of workshops, forums, and seminars. Look for learning opportunities to help you acquire new skills or to run your business more effectively.
  
• Keynote addresses. Guest speakers and other big-picture sessions can provide insights into the trends and market forces that will shape your industry and the future of your business.
  
• Size. At huge shows, it is more difficult to navigate the floor or to meet with other business people; at a small show, you may not have as many opportunities to learn and network. Review the list of exhibitors before you decide whether or not to attend. Going to any show — big or small — will give you a chance to meet and talk face-to-face with key companies.
  
• Parties and socials. Networking is a main reason to attend a show. Look for dinners, cocktail hours, and other opportunities to connect with your peers and potential business partners.
  

Before you register for a trade show or convention, weigh the potential gain against the travel expenses and registration fees. Then develop a list of goals for the show that includes everything that you hope to accomplish, such as making new contacts, signing a deal with a partner, or learning about new products to use in your business. Once you commit to attending, it's up to you to maximize the return on your investment.