Trade shows provide an excellent opportunity to uncover new leads, network with others in your industry, and spread the word about your business. But with thousands of attendees, limited booth space, and steep competition, you may not feel as if you are getting the most out of the event.
Six entrepreneurs from FounderSociety (FS) share their best practices for making sure the next trade show you attend is a worthwhile venture.
Q. What is one tip for making the most of attending a tradeshow?
1. Get everyone's contact information and take note of why they matter
Many trade shows now offer a badge scanner. They're expensive, but so worth it as they allow you to quickly capture someone's information and make a note of why they're important. Alternatively, there are a plethora of apps that allow you to take pictures of business cards and quickly turn that information into an Excel file. Our goal is to get an Excel file of 400-plus people from every tradeshow. – Lisa Curtis, Kuli Kuli
2. Connect with prospects beforehand
Stand out from the crowd by doing some research on the exhibitors you'd like to connect with and sending them a quick note prior to the show. Send them something that can help them in the weeks leading up to the trade show. They'll be much more likely to remember you when you show up to their booth—and more likely to reply once you follow up after the show. – Nailah Blades-Wylie, Wylie & Co.
3. Stop giving out business cards
The follow-up after handing out business cards is often low. When I ran out of cards at C2 Montreal, a recent event I attended, I said, “Give me your card, and I’ll send you an email right now." I wrote a quick message referencing something memorable about our connection, and before I left Montreal, my inbox was full of replies suggesting further discussions. I got more business as a result! – Laurie Davis, eFlirt
4. Do your research ahead of time
Pick a few people (individuals, not just companies) who you know will be attending, and make it your goal to meet with them. Trade shows can be an expensive, overwhelming waste of time or a great opportunity to connect with customers or partners. A handful of key meetings can produce a great return and justify the trade show expense. Additional connections beyond that are just gravy on top! – Michael Rheaume, SnapKnot Inc.
5. Have a great business card
While business cards may not be used as often as they used to be, they can still bring in a lot of business. A great way to gain attention and not be forgotten is to have a business card that leaves a great first and lasting impression. Make it thick, fancy, have your picture on it—whatever you can think of to make it stand out from the crowd. – Zac Johnson, Blogging.org
6. Prepare not for opening, but for closing
Trade shows are useful for two things: walk-up customers who are new to your business and closing existing conversations. If you go to a meeting to introduce your business for the first time, your meeting is likely to disappear into glut of meetings and follow-ups. Use the time between scheduling and meeting to advance the conversation as much as possible to close business deals when you meet. – Tom Chalmers, IPR License
