Phase 1: Pre-seasonDude, where’s my show?• Planyourtradeshowayearinadvanceandwalktheonesyou’rethinkingofattending

• Takenoteofwhoisthereandwhetherbusinessisbeingdone,someshowsaremarketingoriented

Make a list, check it twice• Makealistofthebuyersyou’dmostliketosee• Cross-referenceyourlistwiththeshows’registeredretailers• Determinewhichshowstoattend

Phase 2: Pre-ShowMake friends in high places• Befriendyourtradeshowrepandaskforalistofbuyersattending

• Requestprimeboothplacementandintheareaofbrandslikelytoattracthighfoottraffic

• Combitforthebuyersyouwanttoseeandscheduleboothvisits

It’s not stalking; it’s being resourceful• Searchonlineforbuyers’picsfromkeyaccountsandbeabletorecognizethem

• Youcan“justhappentobewalkingby”theirboothastheytakeabreakbetweenappointments

• Spotthem,thentrytosnagtheirattention—subtletyiskey

Brand, booth and beyond• Letyourboothtellyourbrandstorywithcreativesignageandgraphics

• Presentyourproductsasifthey’reinaretailsetting• Remember:yourproductlineisthemainattraction:notthepresentation

Human element• Ensureyourstaffiswellversedonyourbrandandproducts• Letthemknowyouexpectthemtobevisibleandengaging—havethemstandinfrontoftheboothandmakeeyecontact

Phase 3: ShowtimeFeet on the floor• Ifyouhavedowntime,walktheshowtogetavibeofwhatelseishappening.Theseobservationscanhelpyoudecidehowtoplanfornextseason’sshow.

Vigilance• Bevigilantaboutgettingcontactinfofromyourboothvisitors.Mostshowswillprovideascannerforasmallfeeorevenforfree.Useittoscanthebadgesofvisitorsandputthatgoldeninfoeggsomeplacesafe.

Phase 4: Post-ShowBe a follower• Followupwitheveryoneyoumet,anddon’tbeafraidtopickupthephone

• Sendvisualfollow-upsviacustomizedlinesheets/catalogs/lookbooks

Discourage not• Didn’tmeetyoursalesgoals?Don’tgetdiscouraged.Bepersistent,consistentandfriendly.Rememberthattoday’snoistomorrow’syes.

Just a Phase: Cutting the Tradeshow Haze

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