Whether you are heading to Lyon, Stuttgart or one of the many UK pool, spa, wellness and leisure events, a successful trade show visit starts well before you arrive at the exhibition venue.
Pre-event preparation is key to success. Be clear about what you want to achieve. Are you looking for new suppliers, products, technology, customers, partnerships or inspiration? Set three to five realistic objectives for each event. A clear purpose will help you avoid simply wandering around collecting brochures.
Study the exhibitor list in advance and identify the companies and people you particularly want to see. Make a priority list: must-see, would-like-to-see and if-time-allows. Where possible, arrange meetings before travelling. Leave gaps in your diary, however, because some of the best opportunities come from unexpected conversations.
Plan the journey carefully. Check flights, trains, transfers and the route to the exhibition centre well ahead of time. For European shows, allow for travel delays, passport requirements and local transport.
For UK events, don’t underestimate road and rail disruption. Arriving the evening before an important show can make the first day much more productive. Choose your hotel strategically. The cheapest hotel isn’t necessarily the best value. Consider its distance from the venue, transport links, breakfast times, Wi-Fi, workspace and somewhere comfortable to meet contacts informally.
Staying close to the venue can save valuable time and energy over several days. Think beyond the exhibition floor. Trade shows are about people as much as products. Take time to meet exhibitors, existing contacts, industry colleagues and potential customers. Have a concise introduction ready that explains who you are, what you do and what you are looking for.
Capture information as you go. Take photographs, make brief notes and record follow-up actions immediately. At the end of each day, spend 15–20 minutes reviewing who you met, what you learned and what needs following up.
Don’t forget to unwind. Several intense days of meetings, walking and networking can be exhausting. Build in time for a good meal, a swim, a walk or simply an evening away from business. Lyon, Stuttgart and other host cities offer plenty of opportunities to recharge.
The real value of a trade show is rarely measured by how many stands you visit. It is measured by the quality of the conversations, ideas and relationships you take home—and, most importantly, what you do with them afterwards.
