GUEST
ARTICLE - Barry Siskind
Hidden Opportunities at Trade and
Consumer Shows
With increased competition and
uncertainties in the economy, those exhibitors who take
advantage of every opportunity a show has to offer
clearly have the edge. Those who wait for business to
come to their booth and never venture out into the show,
will end up wondering how they got left behind. It all
boils down to one word - networking.
Many shows are tied into larger events
such as conventions, educational conferences and annual
meetings - all filled with opportunities to network.
Here both buyers and sellers converge for two or three
days of wheeling, dealing, introducing new products,
learning new trends in the industry, meeting the experts
and being compared to the competition.
Since shows attract specifically
targeted groups, networking opportunities become
valuable whether you are a buyer, seller or onlooker.
Here is a list of the eleven best places
to network at a show:
1. Educational Programs
To attract as many visitors as possible,
many shows include educational programs on their agenda.
There are workshops and keynote presentations on
industry related topics as well as general business
information.
Attending these sessions can be fruitful
not only from an educational point of view, but they can
also lead you to new contacts.
2. Exhibitor's lounge
Most shows provide a place where
exhibitors can escape from the noise and confusion of
the show floor. Here you can carry on a quiet meeting or
just take your shoes off and enjoy a well deserved
break. The exhibitor's lounge is a good place to meet
other exhibitors in relaxed surroundings.
3. Buyer's lounge
Here is where buyers meet and do their
show planning, compare notes or simply to escape from
the pressures, noise and excitement of the show floor.
The advantage of a good show is the quality of people it
attracts and the one place to meet these people is in
the buyer's lounge.
4. Media Room
Most large shows provide a place for the
media to meet, pick up brochures and orient themselves
to the show and what it has to offer. As an exhibitor,
you have the right to display a press kit or samples in
the press room. It is a place to trade impressions and
information with willing journalists.
5. Registration area
When the show first opens the
registration area is bedlam. People are waiting in long
lines to register. Here an astute networker can find
interesting people with time on their hands to talk to.
The registration area is also a good
place to arrange to meet people. Shows can be confusing
and this is a clearly identifiable, easily found meeting
place.
6. Participating hotels
Often show promoters publish the names
of hotels that offer special rates or services to
exhibitors and delegates. Delegates are easy to spot
because they wear badges. Look for them in elevators,
the lobby, the bar, gym, shuttle buses, restaurants and
at the registration desk.
7. Hospitality breaks
At conferences there will be times
between educational sessions where visitors will
congregate at organized hospitality areas. Spending time
mingling during these breaks can be tremendously
rewarding.
8. Food lines
People waiting to eat are easy to engage
in conversation. The food lines will attract visitors
and other exhibitors so take time to find out who you
are talking to and keep the conversation light.
9. Designated smoking areas
A great place for smokers. After all,
this is the only place you can indulge while forming a
bond with other smokers, so use it and network.
10. Exhibitor programs
These programs are designed and hosted
by your show manager or industry association. They take
the form of, pre-show sales briefings or meetings held
well in advance of the show to help exhibitors deal with
show logistics. These are events designed specifically
for exhibitors to help them use the show better. They
are usually packed full of useful information and offer
you a chance to meet fellow exhibitors.
11. Social gatherings
Shows are filled with events. These
could take the form of awards banquets, golf
tournaments, city tours, theatre nights, dinners,
receptions or parties. Read the show guide and the
promotional information prior to the show to learn of
these opportunities.
Shows offer many hidden opportunities to
meet people in a relaxed and fun environment. So.....
relax and have fun and keep networking.
 Barry Siskind is President of
International Training and Management Company, a
Toronto, Canada based consulting firm specializing in
helping exhibitors improve their bottom line at shows.
Barry can be reached at www.siskindtraining.com.
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