I recently attended the 2017 PRSM Mid-Year Conference in Indianapolis. The trade show was over a 3 day period and there were a few things that caught my attention:
- False claims – Nearly every company used verbiage such as “the biggest”, “the leading”, “the most trusted”, “the most reliable” and of course “the best”.
- A lack of knowledgeable and passionate team members – Many of the booths were manned by salespeople, and some even had temporary workers who had just been brought into promote the company for the duration of the tradeshow. Although on the surface their performance was acceptable, they were found out when the tougher questions came out. We had the director of the department in question with us and this was hugely positive with great feedback received from many attendees about the knowledge and passion that she shared.
- Scanning your badge and collecting your contact details – many companies attend these events in an attempt to collect as many contacts as possible who they can then bug with marketing emails long after the show has ended. No effort is made to even make introductions and before you know it you find yourself being attacked by a badge scanning maniac.
- Receptions and happy hours – It’s always nice attending events such as this as they give you an opportunity to meet face to face with existing and potential clients, as well as meeting fellow trade professionals. It’s great to mingle and make introductions, and the food that is typically available isn’t too bad either!
- Education opportunities – These events are normally jam packed with hundreds of classes and workshops where you can learn about latest industry trends, new technologies, things that are in the pipeline and issues to be concerned about.
- Late starts/ missed seminars/ unmanned booths – This event was a little more challenging to evaluate attendance as the event was sandwiched in between the destructive hurricanes, Harvey and Irma, which prevented many people from making the trip to Indy. One thing that isn’t difficult to recognize is when groups of people arrive at the exhibit hall a couple of hours after everything started and spend most of their time sat down trying to drown themselves with black coffee. The biggest disappoint for me is when exhibitors just completely fail to turn up and leave their booths unmanned. This creates a very bad impression of the business in my opinion and definitely reduces the chance that I will work with them.
- Traffic Police – People stood out in the aisles essentially forcing you to move towards their booth where their colleague will go ahead and pounce on you. There are unfortunately many areas where companies will put the hard sale on you without even knowing what you are looking for. Again there is no attempt to find out what you need and provide potential solutions. They instead try to force their product/service down your throat.
- Awkward but useful – The most enjoyable, but slightly awkward, session is typically the buyer-supplier forums where both sides of the table get to drill each other with tough questions. These are very beneficial as both sides are typically closer in their opinions than many would think, and this leads to some great conversations.
- After the show is over – the follow up is crucial. I personally believe that the most important thing is to develop strong relationships and lay the foundation for more in depth conversations at a later date. The face to face time is a great opportunity to explore your counterparts problems and compile a way in which you can bring value to their business. I try to develop the relationship in person, and then talk more in depth in the follow up.
- Services vs. products – At most tradeshows there will be businesses selling both services and products. The challenge here is that many products can obviously be commoditized, but the same is not true for services, which is what my company provides. It makes the conversations a little more challenging to change your audience’s mindset, but this is something that we are expecting and have plenty of experience with!
- Useless junk – The marketing materials that people use to lure you into their booth vary substantially in quality and usefulness. The worst item that I saw at this show was a small booklet where you could store all of your online account details and passwords! This booklet was a godsend for identity thieves as there was room for the website, the username, associated email address, and of course the password! You can’t make these things up! I obviously did not take part in this offer and instead will continue to rely on my memory and the ability to make unlimited changes to my login details when I forget my credentials…. There were however some great takeaways available that I was able to load into bags and take home to my two sons. There were also some useful things for my wife and me including powerpacks, USB adapters, and of course THOUSANDS of pens!
Overall, this conference was a great experience and one where I gained some very useful information. I learned a lot from other attendees, both what to do and what not to do and am truly looking forward to the next event!
What have you noticed about trade shows that you have found useful? Is there anything that has worked especially well for you? Please leave your ideas in the comments below, and as always, Expect the Exceptional every day!