I can’t even count how many trade shows I’ve attended as an attendee and vendor.  I LOVE trade shows!  I love the excitement, energy, and networking opportunities.  I remember my very first IAAPA trade show.  I had no idea what I was doing.  I was exploring an idea I had to start a Family Entertainment Center.  I recall seeing some speakers and attendees on the show floor who were extremely happy and friendly with one another.  It was like a huge family reunion.  There were hugs and smiles. 

THAT show and THOSE people made me realize that I never want to do anything besides be in this industry.  It got in my blood, and that hasn’t changed.  It’s more than a job for me.  It’s honestly my passion.  I still get excited every year to attend the IAAPA Expo.  I can’t sleep the night before, and it feels like Christmas Eve. I love seeing all my old friends every year and meeting new ones.  Here are my trade show success tips and the Do’s and Don’ts List.

Trade Show Success Tips

Do – Networking

Connect with fellow attendees and industry experts.  Share your experiences and learn from others.  Show up to meet someone new each day.  Make a new friend.  Meet someone you can call when you aren’t at the show.  Break away from your group and sit with and talk to strangers. 

I know it can be uncomfortable, but do it!  This industry is among the most kind, welcoming, and sharing industries I’ve seen.  Don’t hesitate to ask vendors and peers for advice, recommendations, referrals, or introductions.  If you are shy, come say “hi” to me!  I’m also nervous, but I would love to meet you.  Perhaps we can learn from one another! 

Do – Explore New Products And Technology And Evaluate Suppliers

Explore new developments and seek inspiration and innovation, such as new games, attractions, and technologies.  Gather ideas for enhancing customer experiences, streamlining operations, updating your facility, and retaining rockstar team members.  Don’t forget to evaluate suppliers.  Many suppliers will offer you ongoing support, so you will want to find someone who provides a good product and offers good assistance.  Build partners with your suppliers.  Most suppliers genuinely want you to be successful, not just sell you something. 

Do – Attend Seminars And Training Sessions

You will not only learn during the sessions but also have the opportunity to network and meet new people. This industry boasts a wealth of knowledge, and most people are more than willing to share it with you. Learn from the teachers AND the other attendees. Don’t hide in the back of the room. Sit in the front, ask questions, and get involved.  

Do – Budget And Plan

Discuss pricing, financing, and discounts with suppliers to ensure optimal pricing and cost-effective solutions.  Ask for references.  Don’t just talk about price but about Return on Investment (ROI).  The quicker something can pay itself off, the quicker you become profitable.  Ensure you ask about warranties, ongoing costs, freight and installation costs, licensing costs, and other relevant details. 

Do – Ask Questions – Learn And Share

My favorite sayings are “Rising Tides Lift ALL Ships” and “Rise by Lifting Others.”  Make sure you come prepared to share and help others, but use the two ears and one mouth rule and listen twice as much as you talk.  Even if you have been in the industry for a long time, show up with an open mind, and you will pick up something new to help your bottom line.  Don’t dismiss the new blood in our industry, which may bring a fresh perspective.  Don’t be that old crotchety person who says, “If it ain’t broke, don’t fix it,” or “We’ve always done it this way”.  We must continue to grow, learn, and reinvent ourselves. 

Do – Take Notes And Plan To Follow Up

This show is a grind!  It’s fun but a grind, nonetheless.  It’s busy, and you will talk to hundreds of people.  Take good notes of vendors, games/attractions, takeaways, and ideas.  Take pictures.  After the show, don’t hesitate to contact the vendors and people you want to do business with and solidify the relationship.  They will likely reach out to you, but it’s best to be proactive and remind them of your conversation. 

Vendors speak with hundreds of people throughout the week, and although they try to remember everyone’s situation, it’s challenging to recall all the details.  When following up, briefly recap what you discussed to jog their minds and help them find their notes.  If it’s someone you know you want to do business with, set up your follow-up appointment/call right at the show so you aren’t lost in the shuffle. 

Do – Attend After-hours Events And Parties

I know you are tired after a full day of the show!  We are all tired!  But if you’re invited to an after-show party, dinner, or gathering, go!  This is where genuine networking occurs.  Don’t bail out, go to bed, or hang out with your group.

Do – Plan Ahead

Events and sessions sell out!  Plan, prepare, and sign up, but don’t be so rigid with your schedule that you can’t pivot.  Be flexible if you plan to be in one place, but get a networking opportunity you didn’t plan for.  If you are with a group, divide and conquer and come together to discuss what you saw and learned.  Know your goals and what you are looking for and hoping to achieve.  Many vendors are so busy that they book their entire week with customers ahead of time.  If you want to talk to someone, try reaching out first. Book an appointment with them. This way, you will know they are available. 

Do Not – Forget Your Business Cards

There is just something about a physical business card.  When you visit a large booth with many people, scanning your badge may not help you find the right person quickly. Exchanging business cards can be faster for follow-ups.  This is also helpful when networking.

Do Not – Wear Uncomfortable Shoes

After days and miles of walking, you will thank me for this.  Your feet will hurt, even in comfortable shoes.  Forgo the fashion statement and go for comfort! 

Do Not – Be Rude Or Dismissive 

It may seem like a large industry, but it’s very intimate, and everyone knows each other.  Don’t burn bridges.  Don’t talk negatively about others, their business, or anything else.  If you aren’t interested in a product or service, please let them know.  No one likes being ignored.  From a sales perspective, it’s much better to hear a rejection than to keep following up with someone who misses you.  Just be friendly and honest.

Do Not – Forget To Eat And Drink

Stay hydrated, and make sure you eat.  This will help keep you going.  It’s okay to suggest meeting with vendors over lunch so you can conduct business and enjoy a meal.  They may appreciate the break.  

Do Not – Overload On Swag

There are so many free pens and goodies! By the end of the week, you will need a second suitcase to take home all the free stuff. Businesses spend a significant amount of money on this. Don’t take the property if you aren’t interested in the product or service. Don’t be a “stuff grabber” who comes into booths and loads up on free things they likely won’t use. 

Do Not – Be Distracted

Being on the phone, checking emails, or social media will keep you from being present, and you might miss something important.  You spend too much time and money to take advantage of the opportunities you could gain from being present.  Enjoy the show, be current, and save those distractions for another time. 

Those are my trade show success tips.  If we aren’t already friends, let’s change that!  Teach me a new tip or trick.  I want to learn from you!  I’ll be the one with crazy, different shoes and earrings each day!  If you see me walking by, stop me to say “hi” and introduce yourself!       

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