Tradeshows--Making the best use of your time

I read a blog post written by Andrew Brown regarding Trade Shows. I thought that he did have some good things to say and I'll summarize them here:

1) Set clear goals for your participation. I agree with Andrew about this point. Many businesses go to trade shows and they have no idea what their ROI is on the show. Personally, when I've gone to trade shows in the past, it has been to meet new clients or to obtain new information if it's in my own industry. If you go to meet new clients, be sure to follow up with each lead within a week of returning home. If you don't do this, then the money you spent was wasted. If you go to obtain new ideas, then be sure to bring your notebook with you and jot things down before you forget. Many times trade shows are so big that you will forget much of what you've seen.

2) Do your research. This is especially true if you are going to a trade show to meet new clients. Be sure that your demographic is actually there. For example, if you target business owners, you wouldn't want to go to a show where only HR directors attend.

3) Bring a customer. What a great idea! I've actually never brought a customer along to a trade show because I think that most of my customers would find the trade shows for my industry boring. However, the next trade show I go to to attract customers, if I have a customer who would like to target the same audience, I may bring him/her along.

4) Take copious notes. Andrew states: "If you do decide to attend a trade show or seminar, then we suggest you become a sponge. Have your notebook handy at all times – this is your classroom. How are exhibitors and competitors describing and promoting their products? If you’re in a seminar, make sure that you’re recording down the key points of the session. Take time during the breaks to network with other participants and even the instructor – find out what has made them succeed, what is keeping them up at night and write it down. It’s an educational haven." I agree.

5) Use it as a research experiment. Andrew recommends that you attend the trade show you are looking at exhibiting at before paying the money for your booth. I can't agree more. I've done this in the past, and it has saved me money when I realized that the show I was planning on sponsoring didn't fit my needs for one reason or another.

Andrew had some very good points, and you can follow him at http://www.small-business-guru.com

What do you think?