In the fast-paced world of technology, trade shows are the vibrant heartbeat of industry innovation and networking.
These dynamic events offer a unique stage for companies to showcase products, build brand presence, and forge valuable connections with potential customers, partners, and even competitors.
As the Brand and Marketing Manager at IMS Evolve, a trailblazing Internet of Things (IoT) company, I’ve found myself attending and showcasing at events all over the world. Each event is a treasure trove of insights and so it is just as important to soak up the experience and immerse yourself in the latest tech trends as it is to have an engaging, memorable, and effective exhibition stand. For more on this topic, explore Diverse Journeys in Cybersecurity.
Drawing from these experiences, I’ve crafted a quickstart guide packed with practical tips and strategies to help you navigate, maximise, and leave a lasting impression at your next tech trade show.
07:00 – Early Edge
While there’s a lot to gain from industry events, they can often be overwhelming as a visitor let alone as an exhibitor, due to the packed schedule and expansive venues. Although planning would have already been your bestfriend in the lead up to any event, it’s important you don’t forget to plan for the event days themselves.
Have tickets downloaded, directions logged, meeting points and times organised – and comfortable shoes on! Arrive early and fueled for a full day. Your booth will be your home throughout the event so leave time to familiarise yourself with your team, surroundings, display, and any tech demonstrators you have. This will help you feel confident and settled, ensuring you’re well-prepared when attendees start to arrive at your stand.
08:00 – Pitch Perfect
Once set up, you can focus on your visitors needs, wants, and challenges.
A perfect pitch starts with listening and understanding. Who is infront of you and what challenges are they trying to address? Be flexible and ready to tailor the conversation to explain how your product can tangibly help them to address the requirements they have expressed – there is nothing quite like the rush of realising you have the solution to their problem!
To do this effectively, you need to be prepared to field a variety of questions and know your product inside out. It helps to do your homework. Find out who has signed up to attend the show and who fits your target audience. However, always be prepared to welcome everyone and to answer a wide range of questions – you truly never know who you may meet and what doors this may open.
12:00 – Market Mastery
Effectively managing a stand is incredibly demanding, but even show superhero’s need a break every once and a while. It’s not every day you’re in a room with both your target audience and your competition, so make the most of it! Leverage downtime as an opportunity to gather valuable market research. Insights gathered at events can prove invaluable when fed back into the business, helping to shape future marketing activities and product evolution.
When walking the floor, be sure to connect with other exhibitors and attendees. Exchange contact information, discuss potential collaborations, and explore new opportunities. Networking is key to maximising your presence at these events.
Also, take the chance to grab some swag from fellow exhibitors. It’s always fun to check out other marketing ideas, especially if they involve snacks! For your own stand, consider how giveaways can promote your business and attract your audience effectively.
15:00 – Curiosity Corner
There’s no perfect time for this one as it all depends on the shows schedule and which workshops, seminars, or keynotes are most suited to your specific learning goals. Review the agenda in advance and identify the live sessions that will provide the most value to you. Make it a priority to fit these into your day where possible.
Often, the thought leadership discussions at these events can provide deeper insights into emerging technology, best practices, and new challenges. It’s one of the best ways to absorb as much as possible and really feel inspired.
18:00 – Fast Follow Ups and Success Stories
After the event, don’t hestitate to follow up with new contacts quickly. While it may be frowned upon when it comes to dating apps, at trade shows, it’s never too soon to reach back out to someone. Have a well-thought-out lead capture process and follow-up plan ready to initiate quickly. This approach helps to nurture leads and foster relationships after the event.
It is also important to share all event information and leads with your internal teams. This facilitates further discussion and action, ensuring that you capitalise on the event’s success and drive continued growth.
Bottom Line
At the end of a long trade show, you should feel a mix of exhaustion and accomplishment. When done correctly, these events can be incredibly rewarding. By meticulously planning your days, crafting a compelling pitch, and fully engaging with the wealth of research and learning opportunities available, trade shows provide a unique platform to showcase products, share knowledge, and discuss technological innovations. Additionally, these events offer invaluable chances for personal growth. My networking, creativity, and pitching skills have undoubtly been refined from attending these events.
Bottom line: maximise every moment at the trade shows you attend. I hope this guide will help you make the most of these invaluable opportunities!
