Maximizing Your Experience
at Cattle Industry Trade Shows
By Paul Davis, Ph.D.
As we enter the winter season, many state and local cattlemen’s
and allied industry groups are busy with their annual conventions
and trade shows. The season usually culminates with the Cattle Industry
Annual Convention and NCBA Trade Show in late January or early February.
These conventions and the trade shows associated with them present
cattlemen with an excellent opportunity to catch up with old friends
and familiarize themselves with new information and technology available
to our ever-changing industry.
As I began to prepare this article, I reflected back on my first
experience at NCBA. The year was 1996. I was then an undergraduate
and had a pot load of steers consigned to video auction on one of
the trade show days. Needless to say, all the industry people I met,
the commercial exhibits, and vast amount of information to be gathered,
somewhat overwhelmed me. I spent the majority of three days wandering
around, visiting the exhibits with the most “bells and whistles,” and
trying to learn, and see, and do all that I could. Looking back,
I am quite sure that I would have been much more efficient and much
less tired if I had taken the time to prepare.
According to an online article by Susan Friedmann, it is estimated
that 39 percent of all trade show attendees spend less than eight
hours actually at the show. At trade shows, time is at a premium.
In order to get the most from a trade show, have a clear strategy
in mind. This means knowing what you need to accomplish before, during,
and after the show.
Before you go, try to secure a hotel adjoining or very near the convention
center. While planning, list your personal and professional goals
as they pertain to the trade show and begin to budget your time.
Make use of pre-convention materials for research, and then prepare
a list of exhibitors categorized as “must-visits” and “want
to-visits.” Once this list is completed, think of specific
questions to ask at each stop. This will help to maximize efficiency
by minimizing unproductive conversation. Consider making appointments
with some of your “must-visits”, especially if a business
relationship already exists. If the trade show seems too large, think
about using a “divide and conquer” strategy using friends,
family and/or coworkers. Use a show guide or map and plan your route.
Bring along a light bag to carry all the free “stuff” that
you obtain and plenty of your business cards. Remember to wear comfortable
shoes as trade shows are often large and can be tiring, especially
for us “country folk” not as accustomed to walking on
concrete.
At the trade show, check your coat and bag. As you go along your
planned route, don’t just grab any material that you can, rather
take only what is relevant. Offer your business card and ask that
additional information be mailed to you so you have less to carry.
Use the trade show to comparison shop, research a project or product,
and to gather information about your competition, but don’t
be too obvious. Don’t be hesitant to ask for samples, demos,
trial offers and pricing. If possible, take advantage of any show
specials and become familiar with the latest industry trends. There
are often opportunities to attend educational seminars, symposia,
or workshops held in the trade show area. Seize the opportunity to
meet in person and “put the face with the name” of those
you may already do business with. Before leaving, be sure to complete
the exit questionnaires in order to let the organizers know what
you think.
After the show, categorize all the materials that you obtained and
make notes while the experience is fresh in your mind. Denote particularly
effective displays, concepts, or materials that you encountered.
Be sure to follow-up, where appropriate with any contacts that you
made. If you contact an exhibitor after the show, remind them where
you found out about their product or service. Keep in mind that a
trade show is not just a gathering of representatives and potential
customers; it’s an experience. With some research and proper
planning, your time at the trade show can be much more productive
and pleasant. ©
