OK, this is Surfaces number 20-something for some of you. As trade show veterans will attest, it isn’t about showing up—it’s about making the most of every opportunity. Developing a strategic approach to shopping the show can transform a routine visit into a powerful experience that drives your business forward.
Here’s how to maximize your experience with a shift in mindset and some actionable strategies.
1. Shift your focus to opportunities. A trade show is a gold mine, and the first step to tapping into it is changing your perspective. See the event as a valuable opportunity to connect with new people, discover trends and expand your network. It’s always a good idea to schedule meetings with potential clients or vendors partners in advance to secure one-on-one time. Approach the exhibits with a curious mindset—every booth, conversation and connection might offer a chance to learn something exciting. Schedule meet-and-greets or pre-show events to set the stage for meaningful interactions.
Also, be sure to check out the seminars. Participate in sessions that align with your objectives and engage actively in discussions to position yourself as a thought leader.
2. Set clear goals. Before stepping onto the show floor, define your objectives. Whether it’s networking, exploring new products or deepening client relationships, clear goals will guide your experience and keep you energized. Research exhibitors and attendees you want to meet and prioritize key sessions and people. A plan will make you feel more prepared.
3. Adopt a growth mindset. Events like Surfaces are rich opportunities for personal and professional growth. Trade shows involve navigating crowds and meeting new people. These represent opportunities to sharpen your networking and communication skills. Observe how successful exhibitors and attendees present themselves. You can pick up valuable tips to refine your own approach.
4. Be engaged and present. Don’t just wander aimlessly around the show floor—actively engage with exhibitors, ask insightful questions and participate in discussions. Your enthusiasm will energize both you and those around you. Stay focused and present. Your level of engagement can elevate the experience for everyone.
5. Pace yourself. Energy and health are key to staying energized and excited throughout the event. Stay hydrated, eat well and take breaks to recharge. When you feel good, you’ll maintain a positive attitude throughout the event.
6. Leverage tools to boost engagement. Technology can extend your reach and enhance connections. Exhibitors are encouraged to utilize event apps and social media to navigate and connect with others. Boost your visibility with event hashtags or by live streaming your booth. Create a “mini-lab” by incorporating live demos, interactive games or virtual tools to engage your audience directly.
7. Have some fun. Surfaces is not just about business; it’s also about discovery and enjoyment. Explore, engage with interactive displays and enjoy the demos and experiences. Celebrate wins, even small victories—such as meeting a new contact or learning something new.
Lisbeth Calandrino has been promoting retail strategies for the last 20 years. To have her speak at your business or to schedule a consultation, contact her at lcalandrino@nycap.rr.com
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