Getting Value from Tradeshows

My career in telecommunications has taken me from the role of an end user to that of a vendor. This gives me a unique perspective on conferences and trade shows.

In my current position, I attend quite a few shows every year. One thing that is clear is that attendees and exhibitors participate for different reasons. Of course, you say. My contention is that if they were more cognizant of the other's goals, both would get more from their time there.

End users go to shows for the educational benefits of workshops and other sessions. They may also go to talk to a few particular vendors that will be in the trade show hall. Sometimes they go to get a problem resolved or escalated. They go to network with other customers, creating a group of experts with whom they can collaborate when they get back to the office. Repeat attendees make friends who they don't see from one year to the next, so they like to have some time to socialize as well.

On the other hand, vendors go to trade shows to increase sales. They are trying to grow a business by developing relationships with their customers. They spend a significant amount of money to buy booth space, send staff members to man the booth, etc. This is a large financial investment and they hope to benefit from it.

End users can increase their own benefits by helping exhibitors increase their benefits. Exhibitors will also gain more by increasing the benefits to attendees.

The more end users that visit the booths, the happier the vendor will be. In turn, the attendee gains information, meets new people, hence, increasing their benefits. The end users will get greater benefit from a show with more vendors because there are that many more new products to see, and people to talk to. The purpose of the trade show is for the vendors to showcase their products and services. Attendees will do well to pay attention. The trade show is an education in and of itself.

The vendors will realize greater returns by soft selling to attendees. Remembering that most of the attendees are there for education and networking, a vendor can easily supply both of those things, at the same time they are developing a relationship with a potential customer. Exhibitors should remember that there is value in just being there. Attendees are quite loyal to the vendors who support their shows. Even if they do not buy anything, they spread goodwill, which eventually turns into sales.

Trade shows are an excellent place for both vendors and end uses to realize their goals. End users need to be willing to stop at the booths of those who make the shows possible. Visiting booths and finding out what is available is as educational as any workshop. Vendors, on the other hand, need to be able to make a quick introduction to what they have to offer, hand out a small brochure and let the customer be on their way. The end result will be vendors who see a clear value in participating, as well as customers who get the education and networking they seek.