Trade Secrets of the Trade Show

GET WHAT YOU GIVE As with all business dealings at trade shows your return will correlate with the investment — what you put into it will determine what you get out of it. It’s imperative to start with a good deal of thought and planning

B alloons music contests hands-on demonstrations and lots of free gifts. Sounds like a dream birthday party? A trade show is indeed like a big party for the insiders of a field; for many businesses it’s how they network learn about new suppliers or services and showcase their own products.

“A trade show in many respects mimics the old marketplace environment” says Menachem Lubinsky CEO of Lubicom Marketing and Consulting and founder of Kosherfest. “This includes the noise of people doing business the anticipation of what every vendor is showcasing and the sheer social environment where people from a given trade meet one another. There’s a buzz and excitement that’s unmatched in any other setting.”

Behind the hubbub real work is getting done. In the US trade shows are the most profitable business-to-business strategy. If you’re a business owner — retailer wholesaler or manufacturer — this means that you’d better be there. But it’s easy to make newbie mistakes or miss opportunities if you aren’t prepared. Here’s how to make the most of these sometimes overwhelming often expensive events with tips from experienced vendors consultants and trade- show coordinators.