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may 2017 / www.superfloral.com 25
Many hours are spent designing and building the perfect trade
show booth. Thousands of dollars are spent bringing the right
products and the right people to inspire new and current custom-
ers. But how prepared are you to be an attendee?
The exchange of goods and services is a fundamental principle
of business success that has created strong commerce throughout
history and throughout the world. The roots of the trade show
industry began in the ancient Middle East, where colorful bazaars
were built to attract potential buyers. During the 1700s, European
farmers and craftsmen traveled to various locations to sell their
products at open street fairs.
Today, buyers and sellers come together in all forms of trade
atmospheres, from small regional events to multimillion-dollar
exhibition venues. The most modern exhibitions are now engaging
customers through web-based product demonstrations and virtual
reality trade shows. Without a doubt, trade shows will flourish with
many new technologies for years to come.
With two important tasks to balance – displaying and attend-
ing – advance preparation is imperative to the success of both sides
of the business. But the success of a trade show doesn’t start at the
trade show, itself; it starts many months before.
Here are the top 15 planning tips to optimize trade shows and
generate the most financial success for your retail business.
before the trade show1. SELECT A BASIC TIME FRAME FOR WHICH YOU WILL
SELECT PRODUCTS FOR YOUR PROGRAM. You
will find months that are already filled with product
commitments; conversely, you will find months in
which more product is needed to achieve your sales goals. Focus
mainly on reviewing products for the months with the voids so you
can leave the trade show with a relatively strong “straw man” or
workng plan for the entire fiscal year.
2. RUN A FULL CATEGORY REPORT, and assess which
products are growth opportunities, which product
volumes should be reduced, which products should
remain the same and which products should be
deleted from the program altogether. Then, compare
this plan with each month’s financial goals to assess the remaining
dollars that need to be filled from your trade-show visit.
3. LEAVE ROOM FOR NEW ITEMS in your budget by allot-
ting approximately 10 percent of your total budget for
new items. You know the saying, “If you keep doing
what you’ve always done ... .” The biggest benefit of
a trade show is to find new items for your program
that will keep customers coming back and continue to augment the
sales and profit base of your overall program.
4. DON’T SACRIFICE THE TRIED AND TRUE, THOUGH. It’s easy to get mesmerized by all the eye-candy at
trade shows, but remember that your original sales
base is already made up of items that are proven. In
these cases, change to a higher quality or consider a
new vendor, if necessary. But don’t pull out the core essentials and
trade them in for higher-risk new items.
All Parts Working TogetherGetting the most out of industry trade shows.
BY CINDY HANAUER
26 www.superfloral.com / may 2017
5. REVIEW THE EXHIBITOR LIST AND TRADE-FLOOR MAP to create a daily must-see list of booths that will
achieve the previous objectives. Call the exhibitors on
the list, and make advance appointments to visit them
at a time when full focus can be put on your objec-
tives. The exhibitors will appreciate a specific day and time set forth
in advance, and your time as a buyer will be optimized in full. Are
you planning a series of lunch and dinner meetings? A quick call to
the hotel concierge in advance will eliminate a last-minute scramble
the week of the show and avoid sell-outs at the best restaurants.
6. PACK UP YOUR GEAR such as plane tickets, meeting list,
product list, show credentials, ID, calendar, quote
forms, show manual, hotel confirmation, comfortable
shoes, a sturdy bag and plenty of business cards.
during the trade show7. UPON ARRIVING AT THE TRADE SHOW CITY, check into
your hotel, confirm restaurant reservations with
the concierge, secure a city map and determine the
best mode of transportation. Then, check into the
trade show, glancing over the latest directory one
more time to make note of any late additions to the exhibitor list.
8. LET THE WALKING BEGIN. With map and lists in hand,
begin your trek. Depending on the size of the show,
taking a quick one-hour “power-walk” through the
entire show first will save time later trying to find im-
portant amenities such as restrooms, charging stations,
electrical outlets, meeting rooms and snack bars. Highlighting these
areas on your map will save many steps throughout the week.
9. DON’T BE SHY ABOUT PASSING UP BOOTHS THAT ARE NOT ON THE PLAN. Exhibitors are there to meet with clients
who are serious about doing business with them and will be happy
to utilize their time with these specific customers.
Remember, the vendors that are not on your trade-
show plan can be contacted later or included in a
regional show. Grab a business card, and move on
with your master plan.
10. KEEP YOUR EYES OPEN FOR NETWORKING OPPOR-TUNITIES. Industry leaders are ever-present at trade shows and
are a great resource for information. The retail world
is changing quickly, and these leaders are the most
informed over a broad range of topics and industries.
11. MANAGE YOUR TIME WISELY. Take regular breaks,
hydrate and keep your notes current. Out of courtesy,
be sure to inform all exhibitors if you have a specific
amount of time to spend in their booths so they can
plan accordingly, as well. If you have only 15 minutes
for a visit, tell them. They will appreciate knowing if your time is
restricted so that they may optimize their time with you, as well as
with their other customers.
12. MAKE NEW VENDORS FEEL WELCOME. For most
vendors, a trade show is a big financial commit-
ment. New vendors who are exhibiting for the
first time will feel encouraged by a few words
of advice, thanks and recognition. Even with a tight schedule, it
is always courteous and professional to make a quick stop in the
booths of new exhibitors.
after the trade show13. BEFORE YOU ZONK OUT, TAKE TIME TO ORGANIZE
YOUR NOTES AT THE END OF EACH DAY. Entering additional information into the same list
that you prepared in advance will keep everything
organized for your return to the office. Spending 30
minutes at the end of each day to organize your notes and subse-
quent action plans will pay dividends to the business.
14. ENGAGE WITH THE TRADE-SHOW ORGANIZERS by
contacting them after the show or filling out their
survey. Show organizers rely on your feedback to
improve subsequent shows and will appreciate
100 percent honesty. Take time to thank them, as
well, for areas that were true standouts.
15. KEEP YOUR PROMISES by following up on all post-show
commitments made at the exhibition. Research says
that less than 30 percent of follow-up commitments
are kept after the end of a trade show, so you will be
in the top echelon of professionals by following up
quickly and thoroughly. sf
For more floral news and education, visit Cindy Hanauer’s website at www.grandcentralfloral.com. She also can be
reached at Grand Central Floral, 12620-3 Beach Blvd., Jacksonville, Fla., 32246; (844) MYFLORAL (693-5672) or (904) 327-1951; or [email protected].
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