Confessions of a Trade

I'm in the target market you never knew you had. I love the lights, the candy, the people and the trinkets. Did I mention the candy? I love a good trade show. Salem has had some great ones for homes, weddings, women, RVs, wine and without a doubt, Show Biz, the upcoming Chamber Business Trade Show (May 8). If it has a display booth, I will be there.

According to industry publications, trade show attendance is increasing. While some companies are downsizing their presence at trade shows, actual square footage is increasing. This means more companies are using "face to face" marketing as part of their promotional portfolio. I'd encourage you to attend a show, especially if you're looking for new vendors or before you choose to be behind the booth yourself.

Now, I've worked a good many trade shows on behalf of my company and my clients. It's important to understand the perspective of the booth staffer. With the hope and expectation of new clients or sales, booth workers spend the day (and it is a long, LONG day designed for the uber-social) on their feet with little food or breaks. Designed by sadistic giants, the cumbersome, heavy tradeshow booth materials are lugged by tiny women in heels to their cars and then to the booth destinations. Table cloths are ironed, electricity is run and the booth is set up. As long as you didn't forget the sign or the brochures, you're ready to go. Finally, with a belly full of Starbucks, you're "on," it's "showtime."

There are a lot of articles, seminars and suggestions for how to work at a trade show booth. Obvious tips include: no reading, eating or scratching while staffing a booth. Marketing tactics, developing sales leads and follow-up are all subjects of training and a standard topic in Trade Show Weekly. But let's take a different view: How can you be a savvy attendee and maximize your time as a participant in the Trade Show Experience?

• Come early: "Showtime" for trade shows is as soon as the doors open. You will get the best out of the show in the early hours where the staff is fresh and the treats are plentiful. The slower show hours will guarantee the best conversations and give you an opportunity to explore future business relationships with new vendors.

• Appreciate their efforts: Exhibitors at trade shows have put out a lot of effort on your behalf. The booth staffers are at work. If they look bored, it's probably because they are tired or hungry. They will appreciate a kind word or opportunity to meet you and answer your questions.

• Don't interrupt unnecessarily: Unless you are seriously inquiring about a business or service, let the staffer explore a potential new client. Make a point to return during the inevitable slow time.

• Don't "suitcase": This is a term for people who are too cheap to get their own booth, but try to sell business in the aisles. You won't be very popular with the event planners and you're taking advantage of legitimate exhibitors.

• Don't take literature you don't need or a freebie you won't appreciate, use or enjoy: Go ahead and price them. Every brochure, pen, mouse pad, stress ball and key chain cost a small fortune. Exhibitors are happy to have you take and enjoy their marketing collateral; it's a form of positive promotion and a way to keep their logo and message in front of you. However, if you end up pitching it after the event, leave it for someone else. Don't get me wrong, I love a good trinket and definitely candy. Just know you don't need to pretend to be interested in "Senior Living" to get a chocolate kiss. If you are really in love with the "give away," go ahead and inquire if you can take it. Teach this etiquette to your children too.

• Take a social risk and be outgoing. Even if you aren't sure you could ever use the services of this company, explore the business. Usually the exhibitor appreciates your candor. You might be surprised that your sincerity makes you a new friend. You might be able to provide a referral or later you may need this contact. Never miss a chance to introduce yourself and learn about a new enterprise in town.