You need to choose the trade shows that will give your business the best return on investment (ROI) in terms of your goals.
Being prepared will help you make the best use of your time. Find out what the particular trade show's objectives are, and investigate and evaluate the show's exhibitors. Remember, you spend thousands of dollars coming to trade shows, and you only have this one shot to get it right.
So what are the best ways to spend your time for the few days while you are at the show? Get the right information and plan your time on the floor.
First, prioritize your needs and outline your best chances for success. Take some time each morning to map out where you will go, find out who will cover which halls, and figure out which companies you'll talk to first. An hour spent planning could save you an entire day walking the wrong hall.
After you know where you are going, it's time to decide who to talk to. Make sure you come to the show with a "qualifications" worksheet -- a list of minimum qualifications that a factory must meet to be considered. As you sit down with each factory, even those recommended to you by others, use your minimum standards to decide immediately if they meet your needs. Don't spend more time than you need to eliminate factories that don't meet your standards.
As you talk with exhibitors about your projects, make sure to ask the right questions. Here are some suggestions:
* Are they an actual factory or a trading company?
* Is the person you are talking with at the fair going to be at the factory after the fair?
* Is there someone that speaks English at the factory?
* Who is going to talk with the engineer regarding the specifics of your project?
* What experience do they have with outside QA?
* Do they have an export license?
* Have they worked with clients in your country/industry before?
* Will they give you any client testimonials?
* Will they give you regular reports on production including photos?
* What kinds of international certifications/training do they have?
While trade shows can provide you with hundreds of options, be careful before you make financial commitments. Be specific, be clear and be patient. And be prepared to spend significant time after the show to sort through, question and investigate each factory that you pre-qualify.
Again, spending time up front in research will save you hours, dollars and headaches down the line. Eventually, this will help you get the maximum ROI from your time at a trade show.
