By Diane Crosby

If you have never been to a trade show, it is hard to understand how overwhelming they can be. Even the small ones can tax the brain of the first-timer perusing the offerings of a variety of vendors. My first show was not really related to our workplace. We have a public safety store, and my initial foray into trade shows was a gift market. As hoped, I did find several items related to public safety occupations, but it was a hunt.

If you can find a show that matches up well with your store, you can spend hours walking up and down aisles, comparison shopping, and seeking out treasures. The venture can be exhausting, sometimes taking several days. The big question is, “Is it worth it?”

The costs associated with attending a trade show depend first on how you get there. If it is within driving distance, you may cut out all that goes along with flying. If fly you must, you have to consider transportation to and from the airport, parking fees and getting around once you land at your destination, in addition to the flight itself. There are motel costs to consider. Sometimes a trade show will offer group discounted rates at certain motels connected to the show.

Eating out while out of town is not cheap. A perk at some shows may be a meal or two. The ANME show does a fine job of making sure attendees are fed from time to time. It is not unheard of to grab a few groceries, sodas and snacks from a supermarket to cut the cost of eating out. You can make it more cost effective by eating two meals a day so that you don’t have to pay the premium prices for snack bar food at the show itself.

Other costs have to do with leaving things behind at home. Do you have pets to board? Who will be running the store in your absence, and will extra work hours be required? A few shows, themselves, charge for admission. Often a trade membership is necessary to attend or to receive a reduced cost for attendance.

Those are the fiscal costs. Anytime we go off for more than a day or two, I find myself working double-time to make all the arrangements and do my work and home chores ahead so that I can actually be absent. Likewise, when returning, I am usually tired, but I still must work extra hard to make up for the things I have missed. The “costs” can take a toll!

So, what are the benefits of traveling to a trade show? Like the costs, some are financial and others are professional. You may find that trade shows present many new products you have never seen. At a show, unlike on a flyer or online, you can touch and feel the products. Your sense of value of the items you see is palpable. You can discuss all the particulars with new vendors. You may observe demonstrations.

When in the work setting, it is difficult to have an open mind and time to think. A trade show, while hectic, can provide you with time away from your usual tasks to focus on products that can make more money for your store. If you are sure about trying a product line, vendors are ready to book your order. Be aware that new vendors may require a credit card until you are set up on terms. A sizable percentage of our store shelves contain products we found at trade shows. Some have become staples of our inventory.

In addition to looking for novel items, I carry inventories of products from vendors we are likely to see. Often, vendors will have show specials, either a discount or free shipping, which makes my refill order a bargain I couldn’t get at home. I place a restocking order, then add any new products we may want.

Once registered for a show, you may begin receiving email advertising or requests for meeting times. Most booths do not require a reservation to meet, but it can be a wonderful opportunity to get to know your representative and get some personal attention. Not every booth worker is a lifetime employee of the vendor, but it is good to get to know the ones who come back year after year. You may even be talking to the owner of a small company who hosts the booth. 

In the past, we have been asked for feedback on products as well as for ideas we might suggest on new products. Often, we see these come to fruition in a later year. There can also be workshops and seminars, some free, others not. These can have great information or simply be an advertising moment.

Social hours are offered at many trade shows, a nice time to get to know others who are in a similar business as you are in. If you have the energy at the end of a long day walking the floors, take advantage of the networking get-togethers. 

Now and then, we bring staff members to trade shows. Their perspective can be invaluable! They see items we miss and opportunities where we might not. The inherent value in taking employees to trade shows is that they see everything in the store from a unique perspective. The adventure can be a welcomed break and an intense learning experience.

If you have never tried a trade show, you may want to start with something nearby, but trekking out to places like Las Vegas for shows can be worth your while. Even if you have been before, the industry changes frequently. New products debut. Technology advances. That “cutting edge” moves forward. Going to shows keeps you current, supplied and motivated. Yes, they are worth it!

Diane and Wiley Crosby own Red Dog Outfitters in Forsyth, Georgia. They have been attending trade shows for more than twenty years, learning from each one!