By Jonathon Masters

Earlier in the week, we spoke about the trade show season and how drivers can make the most of these important networking opportunities. We gave the races team and drivers a quick guide to what to do and not to do while attending an event.

However, not every person walking the show floor at the major trade shows in Indianapolis, Des Moines, Iowa; Syracuse, NY; or Springfield, IL; belongs to a race team. A big majority of those attendees are racing companies looking to meet with suppliers, scope out competitors, or see what’s new in the industry.

Just like racers, industry professionals can make some major mistakes when it comes to maximizing their trade show experience. Consider this your "Do and Do Not" guide for attending a trade show as racing company.

DO: Register for the show early and do not lie about your intentions. While restrictions at some shows have eased up in recent years, there was a time when certain shows were overcharging or turning non-exhibiting manufactures or companies away. The last thing you want to do is be surprised with an exuberant non-exhibiting manufacturer fee at the door.

DO NOT: Suitcase sale. This is something that is strictly forbidden at nearly every trade show. Avoiding show staff will not do you any good either, because the exhibitors themselves will turn you in to organizers. In my time working at major industry shows, I ejected everything from embroidery companies to welding equipment suppliers from a show floor for suitcase selling. You can talk about your product and make connections all day long with no problem. The minute you pull that print material or product from that briefcase, you’re outta there. Don’t cut your show short. Make connections at the show, and if you want to show people materials you can make after hour plans to do so.

DO: Make dinner plans in advance with reservations. This is especially true if you’re a speed shop meeting with suppliers. Do yourself a favor and make a reservation for yourself and 3-5 others for each night you’ll be attending the show. Believe me, you’ll fill those seats with somebody you’ll be doing business with during or after the show.

DO NOT: Feel like you need to break the bank on hotel rooms. Downtown hotel rooms are expensive at some of these shows. Getting a room at these shows is sort of like getting a room in Vegas or Disney World. You’re only going to be in there to sleep so don’t feel like you need to over spend. If you really want to save, book a few miles outside the city and Uber to and from the show area.

DO: Try to set up a few meetings in advance. You are not going to see this many companies in one place at any other point during the year. Use these events as your chance to get a year’s worth of meetings done in 2-3 days. Most shows have meeting rooms that you can use free of charge for as long as needed. Make use of the tools the show organizers have provided you.

DO NOT: Take pictures of booths. One of the other major do nots in trade shows is photography and videography by non-media attendees. In some industries and even a few automotive shows it is an offense that could wind you up in legal trouble. A lot of the vendors at these shows are debuting new technology and products. Racing may be a "monkey-see monkey-do" sport, but trade shows draw the line at industrial espionage on their floor.

DO: Try to establish a “home base” on the floor.  If you have a friend or a company that you work close with who is exhibiting at the show, ask them if you can leave your coat, briefcase, or other items in their booth. You’ll also want somewhere to sit down after five hours of continues standing or walking. If you don’t have such a relationship, then find a table or chairs in the halls or food court area where you can return to throughout the show. Some shows have a coat check that you can drop off coats or other items.

DO NOT: Keep to yourself or be unsociable.  Trade shows are a networking event above all else. So stock up on germ gel because you need to shake every hand possible. Talk to everyone you can and make as many contacts as possible. Even if you don’t see any common business ground with somebody at that given moment, you never know when situations may change and that contact could be your new client or supplier.

So go out there and make those contacts and expand your company. These trade shows are there to benefit and grow companies and the industry. Maybe after attending these trade shows successfully for a few years you’ll be ready to make the plunge and exhibit. Next time we’ll give you the "Do’s and Do Not’s on Race Trade Show Exhibiting."

Weekly Columns by Jonathon Masters

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