A trade show is a world of opportunities. Many companies have at least one mandatory expo in their annual agenda - an event which provides them with information, contacts or products they can’t afford to miss. But keep in mind that success during the few days of any given trade fair is unimaginable without months and months of preparation. Follow these 13 steps when planning your next expo visit.

1. Select the Right Trade Show for Your Business

This one could seem difficult if you are new to B2B trade show marketing, but ultimately, it comes down to good research. Remember, don’t rush - especially if you plan to exhibit (in that case it is always best to start with a smaller investment - go to a trade fair as a visitor first and see if it fits your needs). The event you are considering might be popular and praised and still not relevant to your business. Make a list of all industry events and find out which trade shows are preferred by your existing and potential customers, your competition and suppliers. Identify your goals. Do you want to:

• familiarise yourself with the new products, trends and technologies?
• network and create new business contacts?
• meet with investors?
• find suppliers and order goods?
• negotiate business deals and sign contracts?
• make use of the training courses and expand your knowledge?

Once you know what you need, it will be easy to pinpoint the right expos for you. After a show or two, your own experience will guide you.

2. Explore in Detail the Expo’s Website

Once you have your mind on a trade fair, visit its website for additional information. It will confirm if you are on the right path, with details such as exhibitor and visitor profile, testimonials, previous editions’ reports, product segments, themes, etc. The site will contain the expo's dates and venue, schedule and supporting events. Even if your main focus is on the exhibition, these events are important, as each of them represents a possibility to extend your knowledge and business contacts. The website might also include articles on the current industry issues, various tips and other features. Read the information thoroughly before you register.

3. Register on Time

After you familiarise yourself with the trade fairs’ website, and you are sure you want to attend the event, it’s time to register. Do not leave it for the last moment. Some shows offer additional perks to professional visitors like special lectures, meetings and business dinners. Check out all of the offered plans and pick the one that will serve your goals the best.

4. Make Sure to Stay Up-to-date with the Event

Many trade shows have their own app, for example, dmexco and Nurnberg Toy Fair. If the expo you have chosen is among them, it would be beneficial to download the app and keep an eye on anything that might come of use before and during the show. In case there isn’t an app, subscribe to the event’s newsletter, follow it in social media or simply continue to check the website for updates.

5. Make Travel And Accommodation Plans

When your participation is confirmed, it’s time to think about travel and hotel arrangements. Book your tickets and hotel room(s) as early as possible. With thousands of participants (hundreds of thousands, for some trade shows) heading to the same venue and willing to secure accommodation nearby, the best hotel options become unavailable long before the expo dates. Using the services of a B2B travel accommodation company, like Fair Point, will give you access to lower room rates as well as a choice of convenient hotel locations for your expo visit.

6. Arrange Meetings

Industry events are excellent for engaging with established and potential partners, suppliers and customers. Who would you like to get in touch with during the event? Contact the companies and set up meetings. If the trade show provides a business matchmaking service, take advantage. It will help you connect to your target group without losing time and focus in the process. Although it might be tempting to reach out to as many companies as possible, be reasonable with your appointments. If the time at the trade show doesn’t seem sufficient for all of them, the after-parties and business dinners are an excellent alternative.

7. Acquire Relevant Information

Many factors contribute to a productive meeting. Preparation is one of them. Start by identifying your objectives and by setting goals. They could be different for each of the conferences in your schedule. Gather information about the companies whose representatives you’re about to meet - for example, new services, upcoming products, support and so on, anything of professional interest to you. With all this in mind, choose which topics would be best to discuss during each gathering.

8. Get Acquainted with the Hall Plan

Every trade show minute is precious. Knowing where to find the brands and products that interest you is crucial, as it will save you time for the things that matter. Order an exhibition catalogue from the organisers in advance. Usually, you can get it online, or it will be sent to your office. Mark the exhibition areas of interest and memorise them before the event. You probably won’t be able to see everything if you go to the trade show on your own. When attending the fair with colleagues, split up and cover more ground. In this situation, each person on your team needs to have their own schedule for the duration of the entire event, as well as a clear understanding of their role.

9. Don’t Underestimate the Accompanying Programme

During the trade fair, you will be quite occupied with the exhibition and the meetings on your agenda. However, most expos offer more than that in the form of the high-quality event programme. Depending on its scale, it could feature seminars, lectures, forums, workshops, round tables, demonstrations, competitions, awards, etc. Attending is well worth your time, as you can find valuable industry insight, expert knowledge and guidance. Explore the programme before the trade show and register for one or a couple of events you consider beneficial for your business.

10. Prepare Business Cards and Promotional Materials

Everyone will do the same, which is why your team needs to get creative in order for the company to stand out. Don’t be satisfied with bringing just enough business cards and promotional materials to cover the predetermined meetings - they could be insufficient. You can make custom facemasks with your company’s logo and colours. Take with you some branded pens, pencils, papers or notebooks to give out during the meetings or lectures. Sometimes a beautiful pen with your contacts does the same job as a simple business card. After the event, it is more than likely to be approached by some of the people you spoke to in the course of the trade show. On your part, don’t leave anything to chance and be prepared to collect materials and business cards, as well. Do your own follow-up.

11. Create a Business Checklist

The day before you leave, make sure to gather all your thoughts and create a detailed business checklist. It must include all the must-see people and must-attend events during the expo. This way you won’t forget anything important. Share your list with your colleagues and compare notes. Consult with your checklist during the expo and make sure you are all on track.

12. See What the Host City Has to Offer

Undoubtedly, you’ll devote all your efforts to the expo. However, you can still leave room in your busy schedule for sightseeing. You could even explore the city surroundings if you decide to extend your trip. What does the area offer? Is there a historical site you wish to visit, or a cultural event you would love to attend? In case the activities you’re interested in require a reservation or tickets have to be purchased, do this in advance. Let your business trip be a way to enjoy your favourite pastime or broaden your horizon.

13. Check the COVID Travel Rules

Before you pack your bags make sure you are actually allowed to travel. Regardless of whether you are planning to visit a local expo or an international one, you need to carefully research the government rules and regulations. Sometimes even different regions or states in the same country have different requirements. Ensure yours and your team’s safety and take all precautionary measurements. Remember to take enough facemasks and hand sanitiser and follow strictly the social distance rules. Consider attending the trade show online if you are falling in one of the high-risk groups. Read more on this topic on the official WHO page.

Attending a trade fair can be stressful as you will experience a couple of days filled with meetings, lectures and networking. Remember to rest and don’t push yourself too much. The more relaxed you are, the more positive feedback and successful deals you will achieve.