1. For the Business of
Apparel Decorating
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Invest in
Your Business
ATTEND A TRADE SHOW TO GET AHEAD
by Jay Bu s s e l l e
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A
s a trade show veteran, I can’t
tell you the exact number of
events I’ve attended, but I know
it’s more than 200. The first
trade show I ever attended was an apparel
decoration show in 1992. I remember the
excitement of seeing what new products
were available and the opportunity to gain
industry knowledge first-hand.
Besides these two benefits, trade shows
also expose attendees to new trends, such
as decorating techniques, design strategies,
and hot apparel styles. To get the most
from attending any trade show, it’s best
to have a clear strategy in mind. Know-
ing what you need to accomplish before,
during, and after the show is the first step
toward success.
BEFORE THE SHOW
Make a list of what you want to accomplish
and understand in clear terms why you’re
attending. Areyoubuyingorshopping?Are
you researching new styles? Are you looking
for new solutions? Are you prepar-
ing to invest in new machines or
software and want to compare op-
tions? Work backward from what
you perceive as your top-three big-
gest challenges. Write down what’s
bugging you about your business.
This is not intended to be scary or
keep you up all night, but rather to
help prioritize your goals for taking
the time to attend a trade show.
With your plan in place, it’s time to situ-
ate and familiarize yourself with the show
city and surrounding area. You don’t want
to get lost in a new town, so figure out
where you’re staying and the distance be-
tween the convention center and your ho-
tel. Walking a full-size trade show for two
or three days is often exhausting. It’s worth
the money to stay at the hotel closest to the
convention center. Also, book your room
well in advance to enjoy discounted rates.
If you preregistered for the trade show
(and you should), you probably noticed an
increase in email marketing from the show
and its many exhibitors. Review any offers
or specials that were sent your way. Look
for ideas, offers, and specials that connect
with your goals.
Now that you have a plan and have reg-
istered for the show, here are some consid-
erations.
• Expect long hours. Ten to 12 hours of
scheduled activities is common.
• Find out where the registration area is
and what time it opens. That’s where
you pick up your badge. Yes, you get to
wear a promotional lanyard with a plas-
For more than 20 years, Jay Busselle
has worked in the design, production,
and sale of advertising, decorated
apparel, and promotional products.
He possesses industry-specific ex-
perience, business ownership, and a
graphic design background. Busselle
is in business development for Idea Custom Solutions.
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TRADE SHOW TIPS
tic badge for all the world to see. That’s
how exhibitors know your name.
• Determine when the exhibit hall opens
and closes.
• Get a map of the show floor and prior-
itize your route.
• Create a list of must-see booths and
want-to-see booths.
• Research the exhibitors online, so you’ll
have a clearer idea of who you need to
speak with and what questions to ask.
• Consider making appointments with
those exhibitors. They are often busy
and appreciate your consideration of
their time.
• Attend a continuing education session
and invest in your professional develop-
ment.
• Bring plenty of business cards. It’s bet-
ter to have 100 extra than not enough.
It’s also a subtle sign that you take your
business seriously.
• Set aside some time to explore and see
what’s new. You could discover a help-
ful solution for your business.
• Be organized and create a simple fol-
low-up system for any notes, product
recommendations, pricing information,
and business cards from suppliers and
other people you meet. Don’t shove
everything into a promotional bag that
you picked up on the way into the ex-
hibit hall. Thousands of other people
carry that same bag.
DURING THE SHOW
Soak it all in—including any keynote speak-
ers or welcoming sessions before the exhibit
hall opens. Treat every minute as a learning
opportunity, and remember to review your
plan. Also, check out the trade show direc-
tory because it will have the most up-to-date
info. You can do that online, or sometimes a
happy trade show staff member passes it out
with an event guide. Grab one—you need
it. Exhibitors may have dropped out or reg-
istered at the last minute, or seminar times
or room numbers may have changed. This
guide also highlights networking opportuni-
ties and any after-hours networking events.
Don’t know exactly what to do at the
show? Here are some suggestions:
• If this is your first time attending a
show, consider walking the aisles and
perimeter to familiarize yourself with
the layout.
• Don’t grab every brochure exhibitors
offer. Be selective. It may seem like one
catalog now, but multiply that by 100
booths.
• Collect information that’s of most in-
terest and importance to you. Many
exhibitors will gladly mail catalogs, lit-
erature, and samples. Also, ask if every-
thing you need is online.
• Stop at the end of the aisle to think
about key conversations and products.
Record the most vital information in a
small notebook. I like the kind that has
built-in pockets for business cards and
receipts.
• Bring a light carry-all bag for the ma-
terials you gather during the show. If
possible, avoid plastic bags with thin
plastic handles, which tend to cut into
your hands and become unbearably
heavy after hours of walking.
• Let exhibitors know that you’re on a
schedule. They want to make the best
use of their time, too, and will gladly
cut to the chase.
• You might have to push to get the an-
swers you really want. If the booth staff
doesn’t have the answers you require,
ask who you should contact.
• Be more than an adult trick-or-treater.
Don’t swing by booth to booth, scoop-
ing up promo items and catalogs as if
they were candy.
• Keep some over-the-counter pain re-
lievers with you.
Don’t be intimidated by the event. Ev-
eryone was a newbie at some point. Don’t
be shy about bypassing booths that don’t fit
your plan. Be polite if the exhibitors ask a
question, but be prepared to say you have
an appointment and need to keep walking.
At the same time, keep your eyes open for
networking opportunities. Industry leaders,
speakers and seminar presenters are often
available during the trade shows and are
great people to know.
Stop and talk to the exhibitors.They have
tons of answers, insights, and experiences.
Make the most of your time and ask smart
questions. It’s okay to say, “What do you
guys do?” However, there may be better
ways to get information. Here are a few im-
portant questions to ask instead.
• How will your service or product help
me sell or save more?
• Who is the best target audience most
likely to buy this product, service, or
style?
• What are your best sellers? Why is it so
popular?
• My target audience is ________. Do
you have any sales or marketing strate-
gies to help me with this niche?
• My clients’ number one challenge is
________. Do you have anything that
solves this challenge?
• Mynumberoneheadacheis________.
Do you have any solid ideas or free
TRADE SHOW
STATS
Do you need more reasons
to attend a trade show? Here
are a few attendee facts.
1. According to a 2012 report from
Exhibitor Magazine, an average of 38
percent of attendees are first timers.
2. 90 percent of trade show attendees
have not been called upon face
to face by any exhibitors in the 12
months prior to the event.
3. 92 percent of trade show attendees
come to learn about what’s new in
products and services.
4. 77 percent of executive deci-
sion-makers find at least one new
supplier at the last show they at-
tended.
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6. 2 0 1 5 J U N E P R I N T W E A R || 101
training on how to help make that
problem go away?
• Do you offer special financing, terms,
or discounts for buying at the show or
within a certain time frame after this
show?
• Do you have any self-promotion pro-
grams or discounts?
• Are there any new or special marketing
programs?
• What is your service policy and product
guarantee after the sale? Is it in writing?
Take notes and get that person’s business
card. When you’re at education events and
workshops, be social. If you’re normally
shy, this is the time to fake it. Introduce
yourself and pass out some of those business
cards you brought. Don’t be too worried
that you’re walking the same trade show
as your competitor. Get over it and meet
other attendees.They have connections and
sources, too. They also may have more ex-
perience and the exact answer to your most
challenging problem. For the price of a
coke, coffee, or a smile, they may be willing
to share ideas and solutions. Industry col-
leagues can turn into business partners and
lifelong friends.
Pay attention to the exhibitors’ marketing
strategies, including preshow marketing.
Look at their exhibits and displays. Is the
message clear? Was the message memora-
ble? Did the exhibitor share any examples
that you thought were effective? Think
about how you could implement these
strategies into your company’s future mar-
keting campaigns.
AFTER THE SHOW
Attending a trade show isn’t easy, and
it isn’t a vacation. It’s enough to wipe
out anyone. But before you pass out on
your bed and certainly before you head
for home, take some time to organize the
information you’ve gathered. A clear plan
of action and knowledge of who you will
follow up with, how you will follow up
with them, and when you will follow up
helps ensure the time and money spent at
the show was a worth-while investment.
Always be sure to:
• Organize your information and fol-
low-up activities by priority.
• Follow up with new contacts and
vendors after the show.
• Connect on LinkedIn and other so-
cial media platforms where possible.
• Be gracious. If you think you invest-
ed a lot to attend the show, imagine
spending thousands more to exhibit.
Write a short note or email thanking
a new contact for taking the time to
help you find answers and solutions.
Remember your purpose and why you
wanted to attend. This is an event with
activities to help with professional devel-
opment as well as business growth. This
is where ideas and solutions flourish if
you know where to look. You may find
those solutions in the education room
from an industry-specific trainer. You
could find the answers in the middle of
a presentation or demonstration in an ex-
hibitor’s booth. The answers to your big-
gest questions could be found in a chat
over coffee at the food court with event
staff or even a stranger who is now your
new best friend.
Trade shows are an effective tool to help
you and your business grow. By following
some of these suggestions, it should help
you maximize your experience, have a
positive outcome, and gain the most from
your attendance.
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