Trade shows are one of the best opportunities for retailers to connect with new suppliers, customers, and partners. However, attending a trade show without a clear plan can be overwhelming and unproductive. Whether you’re looking to explore the latest industry trends, discover innovative products, or form new business relationships, preparing for a trade show in advance is crucial to making the most out of your time and investment.
Here’s how retailers can prepare, maximize their presence, and make the most of a trade show experience:
1.Set Clear Goals
Before you even register for the trade show, ask yourself: What do I want to achieve? Trade shows can serve a variety of purposes depending on your business objectives. Are you looking for new products or suppliers? Do you want to network with industry leaders? Are you interested in learning about new technology or marketing trends? Setting clear, measurable goals will help you stay focused and ensure that every step you take at the show aligns with your business priorities.
Example Goals for Retailers:
- Find new product lines to offer in-store or online
- Connect with potential vendors or manufacturers
- Stay updated on the latest retail technology or trends
- Strengthen relationships with existing partners
- Discover strategies to enhance customer experience
2.Do Your Research
Once your goals are set, research the event thoroughly. Look at the exhibitor list, identify key brands, products, and companies you’d like to connect with, and note the sessions or workshops that align with your business goals. Prioritize your time around your most critical objectives.
3.Pre-Schedule Meetings
Trade shows are fast-paced, and time can slip away quickly. To maximize your time, reach out to exhibitors or potential partners before the event and schedule one-on-one meetings. If you’re looking to explore specific products, services, or partnerships, securing an appointment ensures that you won’t miss out on these important conversations.
This proactive approach also helps you avoid feeling rushed or overwhelmed, allowing you to allocate your time more efficiently throughout the event.
4.Prepare Your Elevator Pitch
Trade shows are full of networking opportunities, but you may only have a short amount of time to make a memorable first impression. Having a polished elevator pitch prepared is essential. Craft a 30-second pitch that succinctly explains who you are, what your business does, and what you’re looking for at the trade show. Be sure to tailor your pitch depending on the person you’re speaking with!
5.Bring the Right Materials
Having the right materials on hand can make a huge difference when meeting potential partners or clients at a trade show. Be sure to pack:
- Promotional Materials: Bring brochures, catalogs, or a one-page summary of your business to hand out during meetings. Make sure these materials reflect your branding and clearly communicate what your retail business offers.
- Meaningful Swag: If you plan on handing out promotional items, choose swag that’s useful and aligned with your brand. Instead of cheap, disposable trinkets, opt for high-quality items like reusable water bottles, eco-friendly tote bags, or notebooks. This way, you’ll not only reduce waste but also leave a lasting impression with items that people will actually use. Sustainability can be a strong selling point for your business and helps reinforce your brand’s values.
- Digital Tools: Consider using a tablet or smartphone with a contact management app to store and organize the business cards and notes you collect throughout the event.
Tip: Keep it light! It’s easy to overpack with handouts, but lugging around too many materials at a trade show can be a hassle, especially since walking 5-8 miles a day is not uncommon. To stay efficient, consider following up with LinkedIn InMail after the event with examples of your work or sharing business cards with QR codes for quick access to your portfolio online.
6.Engage with Exhibitors and Attendees
Once you’re on the show floor, engage with exhibitors and attendees to learn more about new products, services, and trends. Ask questions, seek out demos, and don’t be afraid to start conversations with others who may have valuable insights or connections.
This is also a great opportunity to gather feedback. If you’re considering new products or suppliers, ask for opinions from other retail professionals on the products you’re interested in. Networking with fellow attendees can provide useful perspectives and ideas for your business.
If you’re in the market for new solutions or hardware, always ask if the exhibitor is running a show special or offering a promotion. Exhibitors want to ensure there is a positive ROI on show attendance and are willing to make a deal.
7.Take Notes and Stay Organized
With so much happening, it’s easy to forget key details from conversations. Keep a notebook or digital device handy to jot down important points, follow-up tasks, or potential opportunities. When you meet new people or see a product that catches your eye, take notes immediately so that nothing slips through the cracks.
8.Use Social Media
Social media can be a powerful tool to amplify your presence at trade shows. By sharing your experiences, insights, and photos of the event, you can increase your brand visibility.
It’s also a great strategy to start promoting your attendance at the event ahead of time. By doing so, you not only generate excitement but also build anticipation among your followers. This early promotion can help you establish connections before the show even begins, increasing your visibility and ensuring you’re top of mind when the event starts. It’s an effective way to amplify your presence and create buzz around your participation.
9.Follow Up After the Event
Networking doesn’t end when the trade show is over. Once you’re back at the office, follow up with the connections you made. Send personalized emails or LinkedIn messages to thank people for their time and reiterate the key points from your conversations.
If you discuss potential business opportunities, reach out to schedule further discussions. Maintaining these connections will help build long-term relationships that can lead to partnerships, new customers, and increased business.
10.Evaluate Your Success
After the trade show, take some time to evaluate whether you met your goals. Did you connect with the right suppliers? Did you gain valuable insights into trends and products? Were you able to generate leads or make new business contacts?
Review your notes, business cards, and follow-up actions to assess your return on investment. This will also help you refine your strategy for future trade show participation.
Final Thoughts
Trade shows are an excellent opportunity for retailers to discover new products, form valuable partnerships, and stay up-to-date with industry trends. By setting clear goals, doing your research, preparing properly, and following up after the event, you can ensure that every trade show you attend is a success.
At RCS, we’re thrilled to announce our participation in some incredible events and tradeshows this year! We’re looking forward to connecting with industry leaders, exploring new trends, and showcasing our latest innovations at the following events:
- Switchback Outdoor Show in Nashville, TN
- The Nursery/Landscape Expo in San Antonio, TX
- The Garden Center Group Fall Show in Kansas City, MO
- Goodwill – Connect Conference in Washington, DC
Be sure to stay tuned, and follow us on LinkedIn, as we reveal even more exciting events we’ll be attending throughout the year. We can’t wait to see you there and share all the exciting things we have in store!
