Entrepreneurs´s Journal

March 28, 2003
Teamsters, Red Carpets, and $500 Light Bulbs — Surviving your First Trade Show
By Emily McHugh

The decision to do my first trade show took a while to make. First of all, the idea of parting with more cash than we were making at the time seemed hard to justify. One of the aspects which made the decision somewhat easier was the location. Mention Florida and I’m sold. But when you have to start filling out labor union requests and electric installation forms, it becomes quickly apparent that this is no vacation.

Exhibiting in a trade show is an exhausting, expensive, and at times, depressing experience. But just like taxes are inevitable, at some point, so are trade shows. It all depends on your industry and what it takes to be successful. This is not a one size fits all recommendation. However, for many companies, participating in a trade show is an essential part of doing business.

The next issue becomes, which show to participate in — there are thousands from which to choose, but only a select few will really make sense for your business. There is no guaranteed result for any show; you will have to take the plunge somewhere. Take your time to research, visit various shows, talk to people to get their feedback, then decide if a particular show is worth it to you.

Assessing the value of a show can be quite difficult, especially if it is the first one. Determine upfront what you hope to get from the show and what it will take to achieve the result. Trade shows are not just about sales. That is only one aspect, albeit probably the most important one. Brand exposure, name recognition, competitive research, and finding new customers are all good reasons to exhibit. However, the reasons need to be quantified, for example, if a trade show costs $5,000 total, determine the benefits you hope to derive that is worth a $5,000 investment. These could include: obtaining sales that exceed the initial cost, receiving press exposure that generates future sales, keeping current with your industry, or making contacts vital to your business growth in a short space of time.

Upon reflection on the long and short of trade show participation, here is a list of some "key lessons learned" from my first trade show:

1- Plan well in advance — ideally four to six months before the show to avoid a mad rush (there are exceptions to this rule however, depending on when opportunities arise).

2- Relax more — arrive at least a day before the show starts to give yourself time to unwind and adjust to the locale. Depending on the show’s venue, try to stay a day or two extra before dashing home (basically a must if there is a beach in the vicinity).

3- Keep your cool and perspective — don’t be derailed if everything does not go exactly according to plan. Allow room for spontaneity and improvisation; this helps to keep things fresh and keeps you on your toes.

4- And finally — Don’t be hard on yourself. One thing that is sure is that you will know more about your industry and business after the show than before you went, that in and of itself could make it all worthwhile.

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