We’ve all been there haven’t we? Each time you pass an exhibition stand another branded carrier bag is thrust into your arms along with a pen and matching USB stick. At least you can use the plastic bags to put all of those heavy product catalogues in.
Walking up and down the same aisle because you lost your bearings an hour ago; your legs are screaming at you to stop but you must carry on and find a bottle of water before you become even more dehydrated. That will be £4.50 please sir
The truth is if they are left unplanned, trade shows can become time consuming, tiring and an expensive wasted day out for all those that attend. However when approached correctly, exhibitions can be an effective way to unearth potential new supply partners.
So, here are some tips to help maximise your time at the show and ensure sore feet aren’t the only thing you come away with.
As a potential buyer of Electronic Manufacturing Services (EMS), trade shows are specifically designed to overload your senses. Often only run once a year, organisers of such events will have invested a huge amount time and money in getting you to the event. Once you are in, they want to make sure you leave overwhelmed with how useful their show was so that you tell all of your connections. They hope this will lead to an increase in footfall figures next year – which, in turn, they will use to convince new exhibitors to buy up more floor space from them.
Similarly, exhibitors are there for one reason only - to sell you their products or services – which can be tricky for them when they are surrounded by direct competition. Exhibitors will use a variety of tactics to try and stimulate your senses. Glitzy light displays, powerful sound systems, shiny display cabinets, branded goodies, promotional staff smiling sweetly, VIP areas and physical demonstrations will all be used in an attempt to differentiate themselves from neighbouring stands.
It’s important to understand that once you walk through the doors, you become one the many stars of a carefully rehearsed show. During your time at the show you will meet a number of fans that will do everything they can to try and get your autograph. But who will you give it to?
Before attending any trade show it’s important to be clear on your business objectives. If you are outsourcing elements of your manufacturing for the first time, then perhaps you will be looking for an EMS company who can offer practical guidance on the steps you need to take. Alternatively if you are looking to change supplier, maybe you will use your time at the show to benchmark your existing supplier’s capability with others. You need to set clear and measurable goals before you visit, so you can determine afterwards how successful the show was for you.
To make sure you are fully prepared on the day:
Trade shows can be a cost effective way of networking with a large number of potential new suppliers and contacts within your industry. Many of the companies you meet will be able to add value to your business so now’s the time to really find out how - and make sure you enjoy yourself whilst doing so! You’ve seen their website, read their blog, subscribed to their newsletter and now you get to meet some of the team behind the company logo. So how do they measure up? Do they seem like people you could do business with? Do they seem to match the profile you built up before coming to the show? Can they demonstrate how your business will fit seamlessly into their manufacturing environment? In order to really find out you’re going to have to invest a little more of your time and ask lots of questions but that’s OK - because so far you’ve kept to your script and you are right on cue.
Image by LaMenta3