More thoughts about trade shows:

17)    Recognizing the big-time buyers.  We had the good fortune at our first show to have a booth neighbor who used to be a buyer in the fashion industry.  She gave us several tips.  One was a mini-class on how to identify the bug-time buyers.  Some general points were:  there is usually one or two older buyers with two or three younger buyers in pursuit (look for groups of 3-5).  They will usually be well dressed, and not have their children with them.  The ‘majors’ will also have their hands free.  The in-training buyers will be their pack mules if they pick up literature.  They will also use the in-training buyers to run block for someone accosting them or pitching to them if they were not on their original agenda.

18)  EXCEPTIONS to rule 17:  some of the really big buyers come dressed-down with badges flipped, or no badges at all, so as not to attract attention.  The Walmart buyer for our category this year was dressed in plain shirt-sleeves and slacks, without an entourage.  Same with a few other major big-box retailer buyers.  The secret here:   It’s in the SHOES, mate!  They may dress down, but they won’t be wearing old, worn out shoes.  Likewise, some folks may dress up with their clothing, but there is almost a direct correlation with the quality of their shoes and the level of business they are representing.

19)  EXCEPTION to the EXCEPTION:  there is also an exception to number 18 above.  If you have an older gentleman who has been in the game for many years, they usually wear whatever the heck they want.  We met several buyers outside of our product area at a different conference last year.  Larry, Stan, and David were all buyers and VP’s from the largest toy companies.  I noticed they always seemed to opt for comfortable shoes (sometimes even orthotic) over the latest trend from Italy.  But they were always clean and well kept.  I think it is something they earned over time.  These gentlemen are always very down to earth and straight-shooters with us (perhaps because we are outside of their product category, or because Robyn is such a likeable person).

20)  Make it easy for the media.  We made a  mistake this year in not having media press kits ready ahead of time.  We had shipped a  printer to the show to print media kits and extra order forms if needed, but when we got there I realized I had not packed a USB cable to connect it to the laptop.  So we lost a day or two before I rounded one up, and our press kits were not immediately available for the media.  When we did get them printed, the media people seemed to like our story.  But it is hard for them to get your story and remember which booth had the story if you haven’t written it out for them ahead of time.  Make a dedicated press kit with several headlines with short teasers to cover different interesting aspects of your company and product(s).  Different publications will pick up on different angles, and some will file your kit for later if they are  interested but not currently writing about that topic.

Note:  Vegas At Night used courtesy of pdphoto.org

More trade show tips:

10)  Don’t get tied up.  We enjoyed mixing with other exhibitors, sharing ideas and information, and just socializing.  But we were careful to be respectful of their space, and not to tie them up and hinder them from making a sale or a connection.  Most were likewise considerate.  But there were some people at the show who wore ‘Buyer’, ‘Media’, ‘Representative’ or ‘Guest’ badges who were actually there trying to sell something to the exhibitors.  Know how to recognize these individuals, quickly accept their information, and move them along.  Don’t waste YOUR time (you are paying to be there!) by letting them tie you up with their sales pitch.  You can always let them pitch to you via email or phone after the show.

11)  Protect your trade show help.  Just like #10 above, don’t let your help get tied up with “non-leads”.  Explain who you want them to focus on (for example,  which buyers and which media to concentrate efforts upon), and who you want to keep out of the booth.  Our trade show talent this year were all beautiful young ladies, tastefully dressed, with classy style.  They were polite and pleasant, and they naturally caught the eyes of several young (and even not-so-young) men.  It is important when a young male exhibitor or representative shows a little too much interest or gabs too long to be able to help your talent by stepping in to the conversation.  If they are truly interested in your product, they won’t be offended.  Don’t be afraid to come over and talk about the product or even simply ask them to move along.  It may even help to establish a signal from them or to them to communicate when to politely ‘break’ and move on.

12) The problem with estimates…Last year we brought a couple thousand brochures, and several hundred samples–and wound up carting most of them back home with us, with significant shipping charges.  Based on last year’s experience, we brought several hundred samples, and a few hundred flyers.  Our booth help was so good at drag-netting people in and stimulating interest that we were out of samples in 1.5 days out of a 3.5 day show.  We went through all our flyers, and had to resort to stapling a business card to a product data sheet, as well as asking exhibitors, reps, and media to email us to request a sample.  With major retailers and ‘elite interests’ we gave them actual packaged product rather than samples.

13)  Don’t be afraid! You are there to make connections and sell your product.  You paid a lot and worked hard to make it happen.  Don’t just watch your “dream clients” walk by.  Last year we watched (initially in horror) to one of our booth-neighbors run down the aisle and just about tackle a buyer as she turned the corner.  That is definitely against the ‘rules of decorum’ for the trade show, and is looked down upon by exhibitors.  BUT we also watched that ‘rule breaker’ successfully land that buyer, who happened to be NORDSTROMS!  You have to take a chance and sometimes bend the rules to make the score.  If you don’t take the chance you definitely don’t get the contract.  If you do take the chance the worst thing to happen is you don’t get the contract…hmmm, which odds would you rather?

14)  Strategize and scout…I mentioned earlier the idea of setting your goals and naming your target clients.  It also helps to tell your booth-neighbors (assuming you have a good relationship with them) who you want to ‘land’.  They will help you, and you can help them to keep a heads up for those buyers of interest.  We had other booths direct our ‘favorites’ over to our booth, and we did likewise for them for their favorites.  When our booth talent went on breaks for lunch or coffee, we told them to keep their eyes peeled on badges, and to identify anyone who was a target client so we could know what to look for as they approached the booth.  We also did some ‘scouting’ ourselves.

15) Be ready for the chance encounter.  You never know who you might run into, when and where.  Always have a business card and sample (if your product is small enough) or some form of literature readily available.  Just being friendly and talkative while you are getting lunch, or are on break, or at the hotel, or on the metro can sometimes lead to someone to your booth.

16)  Be yourself.  You don’t always have to be ‘on the product pitch’.  On several occasions we have unassumingly encountered some major entities ‘off the carpet’, and without badges.  We had our youngest child with us, so we had lots of conversations with people about our children, and a few times later encountered the same people to discover they were big players.  They remembered us for the real people we were, and because of that their interest in the product was kindled.

Note:  Paris, Las Vegas used courtesy of pdphoto.org