How to profit from a trade show

r!R/6\DE SHOW attendance can I be a valuable experience for a retailer. Even the IRS considers these functions legitimate business. But many retailers fail to make the most of the opportunity.

Preparation is the key to a rewarding experience. Begin bY studying the program and deciding which seminars fit your needs and interests.

If several representatives are going, assign each one to a different session with instruclions to take notes for an idea sharing meeting when You return. Prepare a list of Possible questions to ask speakers and panelists.

Next, review the list of exhibitors and mark the ones which you will want to contact. Make note of the location of their booths. Share the program with buyers and department managers not going,to learn if theY have a special interest that you can check out for them.

Schedule your travel so that You arrive rested and ready to go. Plan to stay at a convenient hotel to cut travel time while attending the show. Needless to say, register early for both the show and seminars, taking advantage of special travel and hotel prices offered in conjunction with the meeting.

Make a list of other dealers, sales reps and association people whom you wish to see during the show. Make notes about ideas you want to discuss with them so that you won't suffer from lapse of memory.

Take along any materials which you need to discuss with these people. Call or send notes setting up appointments.

Prepare your briefcase including the lists which you have readied, phone numbers of anyone you will want to contact in the city you are visiting, writing pads, pencils, calculator, business cards, etc. Leave room for the materials you will acquire.

Spend a few minutes thinking about your wardrobe. A combination of comfort and executive image is essential for both men and women.

Sfory at a Glance

Methods to maxlmlze Your tlme & money Investment In a trade show. .preparatlontlPe. ..wayg to share semlnar knowlcdge.. lollow-up technlquet.

Good walking shoes are mandatorY since you will be on your fect all day. A suit with at least two inside pockets to hold pens, notepads and cards is helpful. Clothing suited to the climate including raingear is advisable although air conditioning may make it winter in the meeting rooms and exhibition hall.

With these preparations, You are ready to swing into action when you get to the show. Verify the times and locations of seminars you are registered to attend. Locate the booths of people and products which you wish to see.

Seminar attendance will be more valuable if you are an active partici- pant. Take notes and attempt to apply what lr bclrU said to your situation. Be opcn to new ideas. Ask quettions. Request additional information on approaches which you can implement in your operation. lf the presentation does not meet your expectations, adapt your thinking and try to gain something from the materids presented. Collect any handouts for future use as well as sharing with thosc who dld not come. Order tapes of speakcrc who zero in on your interes$.

On thc exhibition floor, concentrate firrt on the booths that You know you want to virit to uve time and ener3y. Then survcY the hali, looklng for ncw products. Collect llterature for later consideration. Take edvantage of special prices on Items whlch you need.

Use some of your time to make contacts with other dealers and sales reps as well as keeping the appointments previously scheduled. Take time out once in a while to digest what you are seeing and hearing, taking notes for later sessions at the store. Be sure to take several copies of the program for sharing and reference.

Try to stay on schedule with meals, refraining from eating and drinking too much. Get outside for some fresh air and exercise. Walking an exhibition hall is tiring, but it really doesn't qualify as exercise. Strive for at least eight hours sleep each night.

Many trade shows offer tours of stores in the area. Take advantage of these and be observant of methods of operation. Make note of the signing, displays, decor, merchandise, employee uniforms, pricing, anYthing that you can apply to Your own operation. Be alert for new concepts. Ask questions. Gain as much knowledge as possible.

Make use of the social events to meet people, to extend your contacts and acquaintances. Informal exchanges of ideas can be valuable. Contacts established may be useful in the future.

When you return to the store, schedule time for sharing your information with others. Circulate the literature which you have collected. Send notes of ideas to those involved.

Make a list for yourself of new concepts that you would like to implement. Incorporate into your business as much of the knowledge You have gained as possible. Follow up on any commitments. Make the trade show trip a true business investment.