Every serious profession in the world has a multitude of trade shows and conferences catering to the sales, marketing, networking and professional development of its members. While there are always local, regional and state shows, each national trade association has one monster annual show that is not to be missed.
Trade shows and conferences serve a multitude of purposes. They facilitate sales and sales pitches from a wide variety of vendors and businesses. Potential buyers can shop around while vendors get to show off what they have to offer. Attendees are also able to interact with many vendors of products and services in one concentrated location. Vendors also benefit from being in a place with so many potential customers. They have the opportunity to see what their competitors are doing, and if they are being successful at it. They can also gauge if new market trends are worth following. A business can create a new image or reinforce an existing brand. It also provides an excellent opportunity for vendors and attendees alike to gain new knowledge by receiving tips, tools, and strategies. For start-ups, trade shows and conferences are an excellent way for the business to make themselves known and for their leadership to learn more about the industry. Conference attendees are also able to attend a multitude of seminars and roundtables to help sharpen the saw.
That said, it is not enough to just show up at the show and soak up the ambiance in a scattered, haphazard way. To get the most from a conference or trade show, it is important to prepare for the show well and then leverage every opportunity once there. While it is usually clear what a vendor must do to prepare for a show, it may not be so obvious as to what an attendee should do to prepare for an important show Continue reading