How
to attend a trade show
(or,
at least, how I do it!)
If you are not
selling, then you are buying. Either way it is a
good idea to arrive with a plan already in hand.
These
suggestions arise my attendance at West Coast Computer Faires,
Wescons, Macworld, NAMM and NAB shows.
Know what you
are interested in learning. There will be more than
you have time to look at even if you are there and actively looking
every minute the show is open. Focus it down.
Do you really
need to watch that demo of "DOOM XXXXX - The End of Life as We Know It"?
Speaking of
Demonstrations, trade shows are LOUD, take some
earplugs. Vendors use flashy displays, loud sound systems,
beautiful women, handsome men and oddly dressed geeks to sell their
stuff.
Ignore them all, you aren't buying. No really, the girl/guy is
NOT
for sale. Vendors will do what ever they can to engage you.
They have two purposes:
1) To introduce
you to their product, which is good.
2) To keep you
from having time to see what their competitors have to
offer, which is bad.
Sitting through
a fancy demo is a HUGE time sink - beware. This
said there may be demos you want to attend.
You say that
you have one day to see it all? Surrender now, it
ain't gonna happen. But, with care, you can see enough.
RULE 1:
Get a great
night's sleep, close to the convention center if possible. Energy
will be at a premium by day's end.
RULE
2:
Wear your
most comfortable shoes and clothing. Layer and have a place to
put the outer layer, tying it about your body will not do. Trade
shows tend to be stuffy, but every once in awhile the convention center
has air conditioning which actually works. Layer...
RULE
3:
Take in
your own food and water. Even if you don't mind taking the time
to sit down and eat, you will likely be appalled at the price of food
and the time wasted standing in line to get it. Drink water. lots
of water. This is a marathon. I suggest at least 2 16 ounce (plastic)
bottles of water. You are going to spend, at least, half of your
day there. 32 ounces is half your normal daily water requirement.
RULE
4:
Carry
little, other than food and water. If you have a cloth briefcase,
use one compartment for the clothing you will need to add/delete and
your supplies. Leave the rest of the bag empty - you are likely
to leave with a ton of paper and possibly "swag" (the junk they give
away). Oh yes, a shoulder strap with a significant pad will be
your best friend!
RULE
5:
Get there
EARLY, before the doors open by an hour. You will almost
certainly be on a long line - don't be at the end of the line.
Don't arrive at opening time and expect to get in quickly.
Registration is usually time-consuming, get an early start.
RULE
6:
There will
almost certainly be magazines and all sorts of paper available as you
enter/register. Pick up only what you will need to navigate the
show. Remember you have to carry that junk all day - it gets
really heavy by about 3 pm! Snag the freebies on the way OUT of
the show, not on the way in to it.
RULE
7: DO
get a map and
exhibitor list. If you get your hands on it before the exhibition
hall(s) open, use this to plan ahead. Find the vendors you are
interested in speaking with/hearing from and mark them on the map.
RULE
8:
This in the
MOST IMPORTANT operational rule. Walk the entire floor, quickly
noting who's there. This is a triage of sorts. Because your
time, energy and brain are limited, pick your focal points during this
walk through. Be careful of the temptation to stop at an interesting
booth.
RULE
9: An
amendment to
rule 8. If you have a "short list" of vendors you would like to
see, and you have identified them on the map, then feel free to make
brief stops - to learn if you can learn what you want to learn from
them. Is this clear? I didn't think so. Stop off at
your target exhibitors long enough to find out if they are featuring
the product
or information you are interested in AND if and when a demo will
be. This will
be a demo to attend.
RULE
10: Plan
to attend
demos, which ARE of interest to you, particularly ones where you get a
chance to SIT DOWN. This is going to give your feet a break.
Enough rules. Hmm ten of em'.... Ah well, commandments they
ain't.
I hope this
helps. Preparation is really important to reduce the
stress of the show itself.
For an
amusing trade show article
by Jay Rose, click here.
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