Trade Shows – Are they worth the Expense Report?

I try to think of it as: A fact finding mission, a source of information, a way to find new leads, and a networking opportunity – even all of the above! I always have tremendous fun at Trade Shows – I make oodles of contacts, meet connections, make new friends and, even once, I ran into a relative!

Trade Shows and exhibitions can seem daunting. However, if you have a plan and an idea of what you are looking to achieve from your visit, it’s much easier to focus. I am quite strict in my approach as I know how much space I have to cover and that time is a very precious commodity.

Many events now have handy (obviously written in LiveCode) apps to help you navigate the show floor, view an up-to-date list of exhibitors, experience theatre sessions and workshops, and often schedule appointments. I like to download this in advance and see if there is anyone I really want to check in with. If that’s the case I schedule all my appointments for Day 1 of the Trade Show and do a “Blitz,” setting all the appointments back to back. This way I know I have spoken to my “Top Line” contacts and can make additional appointments and sessions as needed throughout the rest of the show.

When scouting at a Trade Show, I find it easiest if I take the Supermarket approach. This means I literally walk up & down each aisle focusing on one side at a time. I like to keep my distance (and most people are respectful of personal space) – although every once in a while I will meet someone who is a little more enthused about their product or service than I am. In that instance, I smile and listen, but I rarely hand over my business card unless I know this is someone I could actually have the chance of working with moving forward.

Once I have explored the floor and attended any workshops and seminars I feel may be beneficial, I take the time to go back and review anyone that could be a 2nd or 3rd tier contact (dividing contacts into tiers helps me prioritise whose product I am most interested in and who I need to follow up with after the show). I confirm I have the cards and information for anyone I would like to follow up with and if I know I am going to be visiting their city, I make arrangements for a catch up when I am in town.

It will be no surprise to any of you that, yes, I do attend the evening events! I think that this can offer an even better chance to network and suss out others that might be a good contact for you. Most Trade Show Pros are more relaxed at the evening events and, after a day on the show floor – where they’re having the same conversation 20-30 times – exhibitors and attendees are happy to leave their sales tactics in their hotel rooms.

For me, a good example of a successful evening event happened a year or so back. I was attending a Trade Show in Las Vegas and stopped by to say hello to the Visit Scotland stand. I knew a couple of people who were exhibiting at that booth and it’s always nice to catch up with one’s own. They were throwing the Party to be seen at that evening and insisted I was in attendance to represent Scotland and the UK. Now who am I to say “no” to a complimentary ticket to the hottest event of the show?

Dashing out of a mini-reception so as to be fashionably late, I bumped into a couple of other contacts that I had been chatting to earlier that day and discovered they, too, were heading to the party. They offered to share their ride – which was great as I was in completely unpractical footwear (naturally!) – So we met them at the Taxi Rank. To Mr. JoJo’s delight, a shiny black limousine pulled up, complete with cap-wearing driver who discreetly took my hand and helped me into the vehicle. What an absolutely glamorous “lift” to the cocktail reception!

When we arrived at the venue (Tryst at The Wynn Hotel), we were whisked past the queues and through to a private lounge area, handed a glass of champagne and introduced to two other guests. Imagine our surprise and delight to find that one of them was a former Scotland Rugby player – who I had actually met at events back home. The other – a friend of a friend – was also based in Edinburgh. Yes, trust me to travel 5,000 miles to chat to some chaps who live 5 minutes around the corner from me!

However, what that chance meeting did was officially introduce me to them. We made plans to catch up once we were all home and recovered from any jet lag, connected on LinkedIn, and when we returned to Edinburgh: We did just that. I have now had the pleasure of working with them both on multiple occasions as well as being introduced to their counterparts in other cities – not just across the UK, but Europe and the USA, too.

It’s a small example, but for me even that one meeting was worth the entire trip. These new contacts and friends have allowed me to visit many other cities at a fraction of the cost – both financially and in the time it would have taken me to research many travel aspects. Because Trade Shows connect me with contacts that assist me in business travel and research at a minimal cost, I am convinced Trade Shows are an invaluable resource.

Why do you think we have so many social gatherings and network opportunities at our own annual conferences? Yup – It’s all the same – We want to have you nice and relaxed and chatting to people. Whilst catching up with Kate, she introduces you to Bob – who knows Mary that used to work with Ted – Oh, you also know Ted through the University! You have just quadrupled your connections and given yourself a link to them – Good work!

So Trade Shows are worth the hassle of an Expense Report if you have an idea of your main objective. Before attending an event, ask yourself these questions: Am I attending an event at a secure a venue with a secure product or service? Am I there to meet with specific contacts and help exchange work? Am I seeing what is new and innovative in the current market and field? Or am I even just there to see what everyone else is doing badly – so I don’t make those same mistakes? All of these are valid reasons for attending and can help you take the next step forward in your business.

Trade Shows are worth the effort! Talking of which, isn’t there a pretty big event about to happen? Oh yes – South by Southwest in Austin, Texas! (www.sxsw.com)

Ooooh and guess which of your favourite coding languages is going to be there? Uh-huh, LIVECODE!

More details are coming soon, so if you are a SXSW attendee and want to come meet us, email events@livecode.com. Don’t forget to take your SXSW LiveCode Selfie with CEO Kevin Miller and tag our Facebook Page or Twitter Handle (@LiveCode) with the hashtags #SXSW and #EveryoneCanCreateApps. We’ll see you there!