Updated: May 10, 2021

Everyone's heard of them. Everyone has seen the advertisement. Your management team has decided to send you to a trade fair as part of the new strategic management process or as part of the research and development team or simply want to use this as a marketing tool. You are excited, inspired and curious to finally see what all the fuss is about. But there are a few things you need to think about and find the answers to some tough questions. How do you maximise the results? What are the pitfalls you should avoid? Luckily for you, we have gathered the top tips and tricks to making your very first trade fair not only stress-free but successful too. Here are the key points from some weathered trade fair delegates to ease your bundle of nerves and allow you to perform at your peak.

1. The Right Shoes

   A pair of comfy shoes. A lot of walking is involved. You will be surprised to see the figures on your step counter at the end of the day (as much as 27-30 000 steps). So do not make the mistake of taking those new, fancy pair of shoes. Loose-fitting, natural breathable fabrics and comfortable shoes are a must.

2. Proper Clothes

   Do not overdress. Choose classic, simple outfits that you feel good in. Put on light make-up. Crisp and confidence are what you are aiming for. Some attendees arrive in flashy, synthetic suits or the ladies in over-the-top ball gowns or on the other end of the spectrum with creased and crumpled attire. Both ends of the scale give a bad impression. Your clothes should boost your self-confidence, not causing you discomfort or embarrassment.

3. Make Use of the Wardrobe/Cloakroom

   Layer your clothing and hang up your excess garments when not needed. Dress warmly to get to and return from the venue but leave all coats and jackets hanging up in the wardrobes or cloakrooms provided, so you are relieved of these heavy clothes and are left with light, breathable, comfy clothes to work in.

4. Hall Plan

   Keep at hand the hall layout map and contact details. After several meetings, it will be invaluable to remind you of upcoming gatherings and navigate your way around. You can load the file on your smartphone or tablet if you don't want to carry the map on paper. Locate the information boards where each hall and zone is described.

5. Time Management

   Plan your meetings by hall, leaving enough time advances in the process. Logistics can be a nightmare if the distances are vast between the different zones. If, for example, you have arranged a meeting for 10 am in Hall 1 and another for 10.30 in Hall 12. You will have to end your first meeting at 10.10 or run the risk of arriving late for your next appointment. Cleverly managing your time will alleviate unnecessary stress and will ensure you make the most of the time at hand.



6. Pre-arranged Entrance and Pass

   Ensure you have already registered in advance and arranged entry tickets or passes. Pre-arranged bookings usually receive a substantial discount or can be even completely free. Sometimes you can secure a parking spot as well, so make sure to check all available offers and choose the most beneficial one.

7. Visitor's Benefits

   Find out about the visitors’ benefits. Very often, there is a free shuttle, discounted transfers or complimentary local transport arranged to and from the venue. There could also be discounts at nearby restaurants, hotels or spa centres. There is no harm in asking.

8. Mini Suitcase on Wheel

   Having one of these is essential for storing all those presentations, marketing materials, flyers, presents for special clients, etc. The business traveller image always includes a small suitcase for all necessities while on a business trip. Your first visit to a trade fair might include using company materials, samples that might support your presentation. You need the most secure and comfortable one. If you are worried about how to pack so many things in such little space, our travel hacks will help you figure that out.

9. Accommodation

   Book into your hotel the day before the start of the trade fair. This will ensure you don't suffer from jet lag and are in perfect form for the all-important days ahead. Your trade fair allotment agent should have this in mind when booking your business accommodation. You need to be well-rested, fresh, and at optimum performance levels for the rigorous schedule, you have planned.

10. Business Calendar

    Install diary management or business calendar application on your phone. It will make coordinating and managing your meetings much easier. If you are planning to attend lots of networking events, workshops and gatherings, a well-planned schedule is essential. Set alarms to remind you about the important meetings so you won't miss anything.

11. Notebook

    Keep a notebook with you at all times. Record brief summaries of each meeting. Do that during or directly after every talk. Otherwise, you run the risk of forgetting important information, not to mention after several similar gatherings, everything becomes hazy. A simple notebook is essential if you want to use the circulating data in your future business endeavours.

12. Final Day

    Make full use of the final day of the fair when it is far calmer. Based on the experience of the delegates we interviewed, generally, everybody agrees that on the last day, attendance is almost halved. Amazingly, during this time, they have participated in some of their most successful and engaging meetings.

13. Time Out

    Plan your breaks and award your taste buds with something delicious and energising. Take a walk outside of the artificially lit halls and enjoy a breath of fresh air. If you are overloaded, overtired and stressed, your effectiveness will very quickly drop to zero. There is a significant risk of burnout if you pack your schedule and skip on your rest.

14. Don't Waste Time

    Don't waste time on unplanned meetings. Everybody at the fair is usually on a tight schedule. Chances are the relevant person in charge will be too busy to make time to see you. That said, if an opportunity to talk with a valuable client or partner arises, you should grab it. Just don't go out of your way to secure a meetup that will be fruitless, and in the end, you would waste your valuable time.

15. Proactivity

    If, however, at some stage, you find yourself at a stand without an appointment. Swing it the other way. Get as much information as possible. Don't just rely on the business card. Find out who is in charge. Try to arrange an appointment with that person. Engage actively with the audience and learn what the people think and expect from your products, services and company. A trade fair is a perfect opportunity to collect information, and every minute of your time should be aimed in that direction.

16. Branded Gifts

    Create corporate branded gifts for special meetings and partners. Get your marketing team to come up with quirky, interesting, space-saving branded gifts for your important clients and partners. The goal is to be memorable, so when a person looks at their pen, notepad or ashtray, they will be reminded of the positive impression your business has left on them. Everybody loves receiving freebies - use it to your advantage.

17. Energy Food

    Have some energy bars and water packed for each day. You won't believe how intensively you need to work each day. Prepare double the water you think you will need. It is easy to get dehydrated. Also, the food stands at trade fairs usually have long queues, and sometimes you just won't manage to get hold of any food. Energy bars will keep you in top form, plus they are small and fit in your pocket. Make sure to stack on those as well.

    So, whichever market you are in and type of trade fair you attend, these tried and tested tips and suggestions are sure to pave the way to a smooth initial experience at a trade fair or expo.