Making The Most Of The Trade Show

Maybe you can’t forecast the future, but you can set the stage for your success by spotting important trends. “An entire industry comes together for a trade show,” says Francis J. Friedman, a trade show specialist and president of the New York City based consulting firm, Time & Place Strategies. “Even a regional show is a slice of the industry. If you are aware of that you can become more knowledgeable about industry trends and get an insight of what’s ahead for your market.”

Friedman suggests doing these things:

• Converse with booth staffers. Don’t just stop by and say “hi.” Watch for slow periods and introduce yourself for a chat. “Remember they talk with everyone,” says Friedman. “You’ll be surprised what you hear.”
  
• Establish networks with peers. Build a community of like-minded, non-competing business owners in various towns, then follow up with them regularly through the year. Include people in other industries, because trends tend to migrate.
  
• Benchmark. Are you up to speed or ahead of the curve in management practices and equipment? Keep asking this question as you attend seminars and visit exhibitors.
  
• Meet the press. Few attendees think of interviewing business editors who are at the show, but Friedman highly recommends it. “If you can meet with an editor, spend a moment finding out what that person sees as the key trends in business.”