Trade shows are a great way to connect with potential customers and other people within the industry you work. They can sometimes be intimidating if you don’t know what you’re doing, but the more shows you attend the more natural it will feel. Researching ahead of time can help you maximise your time at trade shows and ensure you get the most out of them. In terms of networking, we’ve put together this article on trade show networking tips to help them seem less intimidating. Read on to discover our networking tips when attending trade shows.
Identify Your Customers
Research is key when attending a trade show and often, networking will start before you set foot in the door. Knowing who is attending the trade show will help you identify who to target at the event so you can discuss business related subjects including the services you offer and how you can both help each other out. Already knowing what the potential client offers and how you can fill gaps will prove to them you’re serious about a business relationship.
Business Cards are Key
Ensure your business cards are up to date, including all relevant contact information for your business and make sure you have enough business cards on hand to distribute to potential clients. It’s also good practice to keep all business cards you receive separately to avoid losing them or mixing them with your own business cards. This will help debrief at the end of a trade show and help you organise your follow up meetings easier. If you want to go 1 step further, you can also distribute additional marketing material such as brochures, leaflets, mugs, coasters – the list goes on!
Social Media Connections
In today's digital age, social media plays a pivotal role in networking. Utilise event-specific hashtags and platforms to engage with attendees, schedule meetups, and stay updated on the latest trends and conversations. It’s also great practice to send social media invitations, for example connecting on LinkedIn, to people you meet on the day as it increases the probability of them remembering you. This makes it easier to reach out for follow up meetings.
Guest Speakers and Workshops
Trade shows often host guest speakers and workshops conducted by industry experts. Attending these sessions not only enhances your knowledge but also provides opportunities to connect with speakers and fellow attendees who share your interests. These sessions can often reveal new research results or announcements on upcoming products / services.
Set Time Aside
It’s so easy to get caught up with work and not dedicate enough time to visiting a trade show. One of the best trade show networking tips is to ensure you allow enough time to get round the entire event with additional time for conversations. If you have a tight deadline, or limited window, you can find yourself rushing discussions with potential clients which can leave a lasting impression.
Conversation is Key
Engaging in meaningful conversations is at the heart of successful networking. Effective networking isn't just about talking, it's also about listening and being attentive to others. Show genuine interest in their stories and ideas. This not only builds rapport but also provides insights that can lead to valuable connections. It’s also important to stand out from the crowd by being memorable. Share stories, insights, or unique perspectives that leave a lasting impression. A memorable interaction is more likely to be followed up on.
Follow up on Leads
So, you’ve walked around a trade show and connected with several potential clients but it’s all for nothing if you don’t follow up your leads. The likelihood of them reaching out to you is very small as they’ll probably have solutions or service providers in place. Unless they’re desperate to move away from that service supplier, you’ll need to reach out for a follow up appointment. Before you do all this though, ensure you discuss follow up meetings whilst at the event as you can understand their working patterns, best methods of contacting them to increase the cha success rate.
Tips for following up on leads include:
Sending emails
Making phone calls
Sending brochures or promotional material
Arranging in person meetings or virtual meetings
Regardless of the method you choose, make sure you personalise the invitation as sending templated messages won’t grab their attention.
Keep an Eye on the Competition
Trade shows are a great way to keep up to date with what activity your competition is implementing. This includes promotional activity such as ‘seasonal sales’ and also what new services or products they will be offering in the future.
Networking at AIS Trade Shows
At Associated Independent Stores, we develop the INDX brand to deliver several unique trade shows throughout the year. These trade shows focus on the fashion and home sector and are created by our in house experts for a truly unique experience. For more information on our INDX trade show calendar, get in touch with one of our experts by calling 0121 711 2200, emailing info@aistores.co.uk or completing our online contact form.
You can also find out more about becoming a member or supplier of the AIS buying group.
