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Trade Show Etiquette
September 25, 2008
Last week I attended the National Black MBA Association Conference here in Washington, D.C. The show was filled with anxious MBA students looking for direct placement opportunities or even summer internships. I was very impressed by the quality of students and their professionalism. What disappointed me was the maturity displayed by some of the companies actually exhibiting. This prompted a thought to offer some suggestions for proper trade show etiquette (just as a reminder for many of us).
-Please don't eat or drink at the booth and reserve gum chewing for the baseball fields.
-Even if the show is slow, please don't read the newspaper that was left under your hotel room door.
-Finally, please don't interrupt another exhibitor to ask to trade one promotional product item for another. You can get that logo marked hat and barter with your fellow booth representatives when the show concludes.
Some additional ideas for acting responsibly while at a trade show include:
-Look everyone in the eye during the length of the conversation. Ask if you can look at their name badge to remember their details and consider the excuse of "being more of a visual person than auditory". Too many exhibitors will only talk to someone if they have the right colored "badge". Spend your time wisely and prioritize, but treat everyone with respect.
-Consider the "two pocket" technique for organizing business cards during the event. Put the "hot prospects" in a pocket close to your heart (shirt or jacket) because you "love" those that represent the most potential for your business. Place the "cold/medium prospects" in your back pocket for later. Perhaps this is where the term "keep it in your back pocket" came from?
-Be thoughtful when deciding the type of information you're distributing at the event. Is it easy for the attendee to carry around? Should you offer to mail it to them instead? Are the promotional gift items (www.dpriceisright.com) appropriate and do they tie in with your theme and business objective? A flashing martini glass might be fun but does it have any relevance to representing your service? At NBMBAA I saw some unique gift items that were truly customized to show the organization's commitment to diversity. One company gave away small wire and bead animals that were hand made by small villages in Africa as part of a partnership to support and enhance certain parts of the world.
With today's economy, the hunt for good business becomes even more competitive. Make your company proud, offer a solid return on the investment, and represent your organization properly.
Happy Hunting!
Posted by Bart Berkey on September 25, 2008 | Comments (2)
In response to: Trade Show Etiquette
Parley commented:
Bart, I love the idea about asking if you can read the details on someone's nametag... there's always that awkward dance between trying to keep eye contact and trying to subtly peek down at their tag to figure out who they are (or who they're with)... great tip.
In response to: Trade Show Etiquette
Michael commented:
I’ve been to two trade shows in the last two weeks and agree 100% with Bart’s comments. Here in Asia, most of the Asian exhibitors are not afraid to ask for your name card, they study it and then address you by name while you speak. Perhaps those of us who are non-Asian need to learn from our Asian colleagues! I was shocked to see how many people eat in their booths or sit there reading and don’t even glance up unless you ask a question. And then there are those who sleep in their booths! Both western and Asian exhibitors were guilty of the above lapses in professionalism. Regarding give away items, at last weeks show, several exhibitors handed out cloth tote bags (branded) so those who came empty handed had a place to put all those biz cards, brochures, samples, etc. As it is rainy season here in Bangkok, a few thoughtful exhibitors handed out (branded) umbrellas … I made use of the one I was given on my way home that evening! All of this is further proof that first impressions really do count … on property or wherever you are representing your brand!