Time Management

If you think that there is enough time to "do everything," forget it. Jennifer Duzak-Morrisey, TSEA's Education and Conference Coordinator, points out that the main conference hotel, the Marriott, is just a walk over the bridge from the convention center. It's five minutes

(at a very fast walk or jog, not interrupted by conversations with suppliers, customers, friends or whoever.) So figure 10. The other hotel, the DoubleTree, is just a few blocks away, but add even more time. Then there is time in your room to shower and change for later events, and return phone calls and check e-mail and...

Your feet will hurt. You walked the show. You attended seminars. You’re tired. So, it takes longer to get from A to B than we think.

Seminar Mission and Goals

Everybody has general ideas about why they want to attend TSEA and TSē -- but now is the time to get specific. Make up a schedule by day, time and location. Leave lots of slack time.

In addition to the general, what specifics do you have to accomplish? Cross check with your program to get the times and room numbers of the seminars most important to you. If there are conflicts, rank their importance to assist your decision making. Note all of these on your personal day plan calender.

Trade Show Mission and Goals

Again, you have customary objectives. Everybody is on the lookout for what is new to them. And you might want to have a talk with a current supplier away from the office -- a compliment, a complaint or whatever you need to discuss that is best talked about away from the day-to-day hubbub.

Many show visitors like to cruise the show floor on their first trip, making at least mental notes about the exhibits they want to visit later. This is when you first might spot the "what's new" for you. It’s the time to get oriented to who is where on the show floor.

There are three steps. First, go through the program exhibitor listings and check off those on what will be your "must see" list. Second, but at the same time, mark a small "x" over the booth space on the show floor map in your program. Lastly, write their company names and booth space numbers into your day calender. On your first show floor visit keep you map handy. You can pre-spot the location of companies on your ‘must see’ list. You can also add companies, with their location, that fall into the ‘what's new’ category.

On your second visit, you should try to call upon all the exhibitors of particular interest, just to get a better feel for what is offered. (Help them by indicating the reason for your interest. That will help them tailor presentations.) You may or may not feel comfortable giving these companies a lead at this stage.

The third, and perhaps last show floor visit, should focus on the few that appear to be best suited for your needs. Plan to spend a little extra time with each of them on in-depth discussion to share information. At this point, you need to decide whether you want them to call on you after the show or not. This benefits everyone.

Serious Meetings

After each booth visit, and during seminars or private meetings, write notes. It helps to carry a small notebook into which you can attach business cards to the note pages. (Bring paper clips or a small stapler.) Another option is to carry a hand-held tape recorder on which to record relevant data. You will end the show with a neat packet of information that means something to you and not just a half pound of literature you’ll probably never read.

Slack Time

Plan what small amount of extra time you have to meet with friends -- breakfast, lunch or wherever. Maybe you can sit together at the Gala. Also, it is good time to drop by the booth of a current supplier with nothing on your mind but to say "thanks" for past services.

You can also help TSEA with fast "thank you visits" to exhibitors who have helped the show. Both Atlas Van Lines and North American Van Lines shipped association freight at no cost. Galaxy registration provided the interactive product locators and survey stations. Sho Aids sponsored morning coffee breaks. TWI and Exhibit Marketing Magazine provided registration material tote bags. A show is a great place to meet new people, even if you won't always do business.

Candle Burning

Try to avoid burning the candle at both ends. Enthusiasm is great, but you do need good rest every night so you are up and running the next day. And as for foot care, it is important. You know the drill -- low heels, older dress shoes that are comfortable. There are some other hints.

Pick up a good foot powder and use it every day at the start. Another: When you change to go out in the evening, use a good foot soak for about 15 minutes. You might ask about support hose. Three podiatrists I interviewed said "No, not without your doctor's permission." For some people they can create circulation problems that could be dangerous.

Saving Money

There are lots of ways to save, and maybe this one is too late for you. Business air fares are going up as we speak. TSEA opens on Monday, July 28th. Instead of flying in on Sunday or early Monday, fly in on Saturday on an advance fare ticket. The cost will be far less than an extra hotel night, or maybe even two. Spend the down time with friends or sight seeing. You always thought it was hard work being an exhibit manager or working as part of a booth team. It is equally difficult being on the other side of the aisle.

Desperately Seeking Suppliers

As the annual convention draws near, you will soon - hopefully - be inundated with mailings that invite you to visit various exhibitors at the upcoming show. Why "hopefully?" As a buyer of products and services, the exhibitors have a responsibility to reach their target audience among all the visitors to the show floor. Conversely, you - the attendee - are charged with the job of supporting those vendors. They subsidize the show, the events, and keep your costs to a reasonable amount. Yes, they are searching for new prospects, or to increase sales to existing customers, but this event is put on for your benefit.

Trade shows exist to reduce the time, thought and confusion related to purchasing decisions - in other words, just for you. When you decide to make a purchase, generally you’re inspecting three or four companies - also known as the ‘short list’ - and the exhibition venue provides a simple way to compare these apples to apples.

How do you go about using the show floor to maximize your time? It’s all in the planning. Just as the vendors create a marketing plan to reach visitors, you need to create a plan to make the most of your show time.

Studies by the Center for Exhibition Industry Research in Bethesda, Maryland says that attendees visit suppliers for products and services that will be needed within the next twelve months. You’ve identified certain areas where purchases will be made and want to compare the vendors on a level playing field. One question that need to be answered start with "how do they treat you when you enter the exhibit?" You also want to know if they discuss specifications with clear explanations rather than technical terms that only make sense to the original design engineer. Do they welcome you and treat you with respect? Do you get the sense they’ll do whatever it takes to make the purchase process go smoothly?

Visitors also seek pre-purchase information on needs that will arise within the next two years. In simple language, that translates into collecting information on potential future purchases. For instance, a contract with a vendor expires in eighteen months. This is the time to comparison shop to see if your current vendor is still the best choice. Then, at next year’s show, you’ll be able to narrow the choices down to that ‘short list’ mentioned above.

Last, you need to take a hard look at the seminars being presented. Titles and subjects reflect your needs. Remember, you drive the whole trade show program. So look to see if there are classes on topics that will elaborate on your specific current operational problems. Maybe you’re considering an expansion. Is there a class that will ease the planning process? Or you need to streamline your computer systems. Is there a course that will explain the sticking points so you don’t waste money?

Creating Your Plan

Once you know why you’re attending the convention, it’s easier to decide what to do while you’re there. Given the expense connected with this trip, few people go just to renew old acquaintances. This time away from your office should be planned more carefully in order to get the most out of it. Blocking out a rough schedule in advance - even if you do it on the flight to Minneapolis - makes what could be a stressful schedule more manageable.

Allocate time for the seminars based on the show program you received in advance. Plug in any committee meetings or appointments you’ve set up. Add the special events in which you want to participate and last, time for visits to the show floor.

The show floor visit plan that works best is one where you walk through once just to see what the exhibitors are offering. Read their signs. Are they answering the question "what’s in it for you?" Make a note of those booths where you’d like to spend some time. The average show attendee visits with 30 to 40 exhibitors. The visits should include existing vendors to see if they have anything new and those who could be potential suppliers.

Then go back and walk the floor again, this time stopping to talk. It will help if you carry a note pad to take down salient points during discussions. Before the sales presentation, did the vendor really listen to why you stopped? Did the staff person ask you some questions first? Suppliers you want to work with should put your needs ahead of theirs.

Don’t pick up lots of paper. Sixty to 85% is trashed anyway.

Do you really need that brochure or did you take it just to get out of a conversation? When I walk trade shows and someone says "would you like a catalog?" I just say NO. Most of the time, it’s not something I needed anyway. If you really need a brochure, ask for it to be sent. It’s another way to measure how responsive the vendor is to you. Did the company follow up in a timely fashion - do what they promised to do? If so, the odds are good they’ll react to problems in the same manner. Your objective is to find suppliers who truly listen.