Trade shows offer a unique opportunity to connect with potential customers, expand your professional network, and showcase your products or services. To make the most of this opportunity, it’s essential to approach the event strategically, focusing on maximizing your time spent in meetings, engaging with ideal customer profiles (ICPs), and building lasting relationships. This chapter provides a comprehensive guide on how to utilize your booth as a home base, efficiently navigate the show floor, and capitalize on networking events to achieve trade show success.

If you have a booth make sure your staff are well trained to man it, because you will barely be there if you want to rock a show. Your time should already be filled with meetings. Go into them prepared with what problem your ideal customer is trying to solve, and the value proposition of your solution, followed by use cases that represent their own uses and testimonials from people like them!

By the time you arrive at the show the floorplan and exhibitor list should be available. Read through all the exhibitors and list the ones that you think are your ICP, make a checklist with any that you don’t already have meetings with and their booth numbers in order. On the first morning of the show when you don’t have meetings, start at booth one and walk to the last booth, looking for people you hadn’t properly considered in your research. When you see one, or you see a booth from your list, walk up and ask if any one from R&D, or Engineering, or Logistics or whatever the terminology for your ICP buyer persona is, when you receive a name, ask what time they will be at the booth or if you could schedule a meeting with them. Add a note of the name and timing, then continue your journey through all booths doing the same. Check off the booths as you engage them.

For the remainder of the show, between meetings, go back to the target booths and ask for the name you received on the first day, engage them explaining your value proposition, your use cases and testimonials, and bring them back to your booth if you have a demo to show.

When you aren’t in meetings, or chasing down ICP’s at their booths, hang around the networking events, especially before and after Keynotes by thought leaders in your ICP’s industry, here you can meet people that might be your ICP, or might know people who are (including the keynote!). In all interactions make sure you get a card, scan their badge, or scan their LinkedIn profile. If anything important is exchanged such as a lead or a date or an ask for collateral, step aside as soon as politeness allows, and log it while it is fresh – you can write on the card, use a notebook, or enter it into your mobile CRM. Send anyone you connect with on LinkedIn a simple message: Great meeting you at [Event Name] John! So you know where you met them! At the end of each day, or the next morning at breakfast, review with your team all the short notes you took and add detail while the information is fresh. It is surprising how quickly details from a card or conversation fade when you are talking to so many people.

Everyone you meet has the potential to know someone else that could use your product or service so be ready to give a high level value proposition (solution you provide, not how or what you do) and listen to theirs, so you can promote them too. Giving value to someone else is a great way to build a lasting relationship. If you run into someone that can use their services, pull them together and then get back on your mission to engage with as many people as possible that have a problem you can solve!

Take notes after every meeting, things discussed and promises made will all be one blur by the end if you don’t! Refine your value proposition as you listen to the people you meet.

In conclusion, trade show success hinges on a well-executed plan that prioritizes meetings with potential customers, targeted booth visits, and strategic networking. By actively engaging with ICPs, taking thorough notes, and refining your value proposition based on the insights you gain, you can create lasting connections and drive meaningful business growth. Remember, trade shows are not only about showcasing your product or service; they’re also about fostering relationships and providing value to others. With a proactive and thoughtful approach, you can effectively turn trade show participation into a powerful catalyst for success.