Develop a love for Networking
Business Expo’s and Networking Events - what’s the difference?
Business expo’ are also known as trade shows. These events are usually sector specific events, arranged to help companies to showcase and sell their services to companies within their own industry supply chain. Networking events are usually, a means for companies within a certain geographical area or demographic to build connections and raise awareness for their brand and services.
Here are some of my top tips on visiting and exhibiting at networking events and business expos.
Research
It’s always good idea to do some basic homework before booking your place at an event. If the event is held on a regular basis, you can get background data on how well the event has been previously attended and who the attendees were. If possible, checking with previous attendees to get their perspective and thoughts are all options which will give you some insight into deciding whether this event will be the right one for you.
If you’re looking to attend a new event, it’s important to understand how the event is being promoted. Find out where it is being hosted, check the dates to see if anything else is happening at the same time which may affect attendance or other implications such as parking or hotel costs etc. You can even request an attendee list!
Observe
Use the event for competitor analysis and to find out what key players in the industry are offering. No matter which sector you are in, it’s always important to be aware of what’s going on in your field.
Utilise your listening skills; observe what’s going on in your industry, what is getting people excited, and what challenges are emerging and expected in the future. These are all extremely valuable insights which can help with business operations and planning.
Use this opportunity for inspiration and new ideas. For example, is there a new service that someone is offering that you could add to your existing portfolio, or a different marketing approach that you could adopt? Are there any materials, techniques, designs that you can implement?
Building Your Profile
Build connections with other organisations to increase your referral network. Use this as an opportunity to strengthen ties with existing customers and talk to your target market. Always follow up with new connections as soon as you can to establish and maintain a good relation.
Exhibiting Considerations
If the event is international, then from personal experience, it is better to take a trip to visit the event before considering exhibiting. This can help you decide prior to making what usually amounts to a huge commitment, financially, logistically, and other necessary resources. It will also give you first-hand exposure and help you decide if you should exhibit and almost use your trip as dummy run.
Coming away with sales leads is a great outcome, but unless you are exhibiting at a business expo your focus should be less on direct sales, and more on maximising on the wider opportunities of face-to-face engagement. Remembering the age-old phrase “people by people”. Use your attendance to increase brand awareness, profile raising and as a market research opportunity. Prior to attending, promote your upcoming attendance through your social media and marketing channels.
Speak to the event organisers to find out if there is an opportunity for you to give a talk on topic specific to the event. This is again a great way of getting industry recognition and profile for raising a personal or business profile.
If you are looking to exhibit, make sure you have sight of the floor plan, as well as an idea of where the entrance and exits are before booking, so that you have an idea of the footfall passing your stand. Price of exhibiting at a stand can be expensive, so see if another company is willing to share the cost of a stand with you to save on cost.
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