The floors of an industry trade show can offer up a dizzying array of new products, trends and colours and it’s easy to get overwhelmed. Before you head out to a show, it’s essential you go in with a plan or risk overbuying, underbuying or missing out on the next big thing:
- Research shows in the industry – Compile a list of industry shows. Talk with people who have attended various shows to gauge the value of their experience.
- Find out who’s attending the event – Browse the list of exhibitors that will be present at the show – are there new ones you haven’t heard or familiar suppliers in attendance?
- Check out the seminar lineup – Many trade shows offer a seminar schedule that attendees can sign up for and sit in on. Look at the list of speakers and the topics covered and decide which sessions you’d like to attend.
- Staff your trade show – Evaluate if you need to bring a few staff members to help you see all you want to see. Your staff will think it’s a fun perk and since they’re the ones on the retail floor every day, they’ll have a great idea of what your customers are looking for.
- Look at your inventory – Dig around your backroom and retail area to find out what’s been selling with your customers. Read up on industry trends and make a checklist of products you need to find at the show.
- Devise a plan of action – Print out a map of the show and mark out your exact route. Estimate the amount of time you want to spend with various exhibitors. Don’t forget to schedule in your seminar time as well.
- Network with other industry professionals – Come to the show armed with your business cards to hand out to suppliers as well as other florists. After exchanging cards, try to make a note of who the person is on the back of the card, so you’ll remember why the card is important.
- Do a midday check at the show – Look at your inventory checklist – what are you missing? Are you buying too much of one product segment? If you’ve strayed from your original plan, take a minute to get it back on track.
- Take a photographic memory – Whenever possible, take photos as you walk around the show. Document how products are displayed to inspire new display ideas for your shop and to get a sense of the trends showcased at the show. Take note that some shows restrict photography so be sure to check with the show office to see if cameras are permitted on the show floor. It’s also a good idea to ask exhibitors’ permission before you start snapping away.
- Make note of your experience when you get home – Evaluate how important the show was to your business. Did you find some great new products? Were the seminars informative and helpful? Did you discover new suppliers? File away your notes for next year so you can compare other trade show experiences.
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