The following article is the Second article in Exhibit City New’s Show Floor Etiquette Series. Please click here for the first installment. Or Click here for the Second Installment.
A Recipe for Success
by Danelle Dodds, Exhibit City News
Everyone remembers their first taste of the show floor. Like stepping into a bustling kitchen: you’re in a whirlwind of sights, sounds, and sensations. A dizzying blend of Rorschach-patterned carpets and a parade of polyester-clad professionals swirls around you. Your heart beats like a mixer at high speed while your freshly minted badge dances in time with your quickening pace. Blood rushes to your ears, and you plaster on a smile, hoping it hides that you’re unsure of the recipe for success here.
Over 50 percent of tradeshow attendees are first timers. For those seasoned in the art of conventions, it’s easy to forget the jitters of that inaugural dip into this world of business and networking. If you’re one of the thousands attending your first show, the imposter syndrome can stir up doubts like lumps in your batter.
In this third installment of our Rookie on the Exhibit Show Floor series, we serve up a batch of expert advice from Candy Adams, CTSM, CEM, CMP, CMM, VEMM. Affectionately known as The Booth Mom®, Adams has a resume that spans 33 years and includes seven certifications, 400 article references, over 10,000 students, and a whopping 200,000+ cookies. While attending a tradeshow is a piece of cake to her now, she recalls that her first show was “an unmitigated disaster because I didn’t know what I was doing.”
Adams earned her stripes and sweet reputation through dedication and an unexpected twist: cookies. “I started making cookies to connect with people. I call them my ‘friend makers,’” she shares. At her peak, she baked over 44 dozen per show, each batch cementing her status as a beloved figure on the floor. Following her well-earned crumbs of wisdom will be your recipe for success.
Mise En Place: Prepping for the Show: In the kitchen, mise en place means “everything in its place.” Before you step onto the show floor, you need your ingredients prepped and ready. A little prep work goes a long way in ensuring a smooth experience.
Knead to Know “Why”: Establishing Your Purpose: Understanding why you’re attending the tradeshow is like knowing the key ingredient in a recipe. It’s essential for success. Are you there to learn, network, or scope out the competition? Define your “why” to shape your strategy. Remember, attending a tradeshow isn’t just a stroll through a candy store; it’s a serious business investment.
Write a Recipe: Planning Your Goals: Create a written list of goals. Highlight the key contacts you want to connect with, the sessions you can’t miss, and the moments you want to savor. Pro tip: The show’s first day is usually the busiest, so plan accordingly.
Start with an App: Your Digital Cookbook: No, we’re not talking about appetizers. Download the show’s app beforehand. It will be your digital cookbook for the event. With floor maps, exhibitor lists, and event details at your fingertips, you’ll navigate the show floor like a seasoned chef.
Extra Ingredients: Packing Your Survival Kit: Like a well-stocked pantry, you need the staple ingredients to stay on track. Pack hand sanitizer, breath mints, backup phone batteries, and a stack of business cards. Even if the show has a badge scanning system, a physical business card is still your best side dish. Bring more than you think you’ll need.
Join the Show’s Simmering Energy
Presentation is Everything: Dressing for Success: We eat with our eyes first, so ensure your appearance is Michelin-star-worthy. Dress up from your usual attire; you never know who you’ll encounter. And remember, comfortable and presentable shoes are the unsung heroes of the tradeshow floor; they’ll carry you for miles.
Avoid the Heat: Steer Clear of “Suitcasing” and “Outboarding”: In tradeshow terms, “suitcasing” and “outboarding” are the equivalent of unlicensed pop-up kitchens. The terms refer to the act of soliciting business on and off the show floor by non-exhibiting companies. These practices are frowned upon, and the consequences can be severe, including a lifetime ban from the convention. Protect the integrity of the show by sticking to the official menu.
Instead of engaging in risky behavior, create your own serendipity by setting up coffee or lunch dates with clients in advance. Attend sessions and events to stir up networking opportunities.
Cooking Up Knowledge: Attend the Sessions: If your schedule allows, attend as many sessions as possible. These gatherings are hot spots for the latest trends and networking.
Table Etiquette: Representing Your Brand: Remember, you’re the face of your company, so keep your conduct polished wherever you are. You never know who might be watching, so always serve up professionalism, even in the most innocuous places.
Keep the Lid On: Protecting Your Identity: Your badge might be your golden ticket to the show, but off the floor, it can make you vulnerable. Protect your identity and safety by removing your badge while on the town.
Don’t Get Stuffed: Avoiding Overindulgence: Overindulging at a tradeshow can leave you with more than just a stomachache. Whether it’s an open bar or the allure of free swag, keep your consumption in check. Moderation is vital to maintaining your reputation.
Leftovers: Wrapping Up the Event: The days following the event are critical. Don’t let the memories fade like the scent of freshly baked cookies. Complete your post-show report and send any promised follow-ups to the contacts you met within three days of the show’s end.
Sweet Endings: In the grand kitchen of tradeshows, every step you take is a vital ingredient in the recipe for success. With a shake of preparation, a heaping scoop of networking, and a pinch of professionalism, you’ll turn your first show experience into a deliciously rewarding venture. So, roll up your sleeves, preheat your passion, and get ready to serve success on the exhibit show floor.
Do you have additional suggestions to add to the list? Join the conversation by sending them here! Keep following us for our next installments.
