All Parts Working Together - Amazon Web Services · customers through web-based product demonstrations and virtual reality trade shows. Without a doubt, trade shows will flourish

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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