Tradeshows can be overwhelming. What advice would you give attendees so that they can get the most out of a large trade show?

Large tradeshows can be overwhelming due to their size, the density of things to see, and the inevitable discussions into which you are drawn. Having a plan prior to arriving is never more important than when walking the tradeshow floor itself. There may be more booths than is possible to effectively visit. Rather than preselecting specific vendors, consider reviewing product categories and plan on doing research from that vantage point. Visit a variety of vendors within the category which defines your most pressing or eventual needs. It will never be more convenient to see side by side comparisons and product demonstrations. Couple this with a set of preconceived questions and data points. Asking the vendors the same questions allows you a more valid comparison and you can avoid simply accepting the marketing speak they are prepared to throw your way.

It’s impossible to see everything at a large tradeshow like the recent Security Essen and ASIS events. You simply must approach big shows with a plan. In order to direct your efforts, it’s useful to compose a list of companies of interest before the show, or at least a list of product categories. Making appointments with individual suppliers can ensure that knowledgeable people are on hand to answer questions. Once the most important goals are accomplished, there may still be time to wander the aisles just looking at what’s available. It can be exhausting, but it’s a good way to stay up-to-date on what’s new in the market, and you never know what you might need in the future. There may also be a pleasant surprise awaiting, perhaps in a small booth in the back of the hall where an entrepreneur has something novel and useful to show.

Preparation and knowing your objectives are the key considerations for successfully attending a tradeshow. Be clear on your reasons to be there, be it a product launch, to meet new dealers, to meet with existing partners/customers - or all of the above! 

It’s vital to do your homework beforehand, find out who will be attending and who you want to meet with and talk to. If you are exhibiting you need to let the right people know about it through the most effective marketing channels, press releases and social media. 

At the event you need to be well disciplined and rigorous with your opportunities. Your conversations need to be well-targeted by person/organisation and the questions you ask. You could spend all day with small-talk, but it’s important to have meaningful conversations which support your overall objectives.

You need to ask yourself one thing: "What do I want to get out of this?" If it’s networking then find a comfy seat at the bar or find out if there are any ‘meet and greets’ scheduled. Alternatively, look out for opportunities that facilitate discussion, like open forums or debates.

If it’s a fact-finding mission you’re on regarding a specific issue/challenge, then make sure you do your homework. Find out who is attending that is relevant to your interest, and take a look at the seminars in advance so you can plan your day around them. 

And if you’re hoping for a flash of inspiration or to just get a general feel of what’s happening in the industry, then make sure you wear comfy shoes! Have a walk around, stopping at stands of interest. Be sure to take notes as you go, so you don’t get overwhelmed post-event.

Pre-planning is key to getting everything you want out of a tradeshow. Setting goals regarding what you want to learn and knowing what your objectives are for your project before the show is critical.  Visit manufacturers offering the products and support systems you need to ensure your project is a success.  Also, be an open-minded problem solver - you may find new technology that greatly helps your business that was targeted at a completely different application or created to solve a completely different problem. Hit your first choices early and manage your time wisely. Have a list of questions ready and don’t be shy to ask more about technology that’s new to you! Record everything you see of interest and take photos. After the show, replay your notes and create a detailed report of what you saw which you can reference as needed and share with your company. Save time to freely walk the floor as some of the best innovatons are found by surprise, many of which are located in smaller booth areas where the startups are. Finally, invest in good walking shoes and choose a manufacturer who supports you throughout your project and beyond with exceptional customer service.