Trade shows are an indispensable part of the promotional products business. Or are they? Ask 100 people in the industry and you’ll get a variety of answers and opinions on the subject. Some people think that here are too many trade shows, while others think that the existing ones are either too large or should be presented differently. With the proliferation of promotional product trade shows in recent years, distributors and suppliers alike need to know how to effectively respond to the challenge.


A bit of history

When I started in this business in 1981, there were really only two major shows—PPAI’s winter and summer shows. Its large Dallas show was held each January and the summer shows, either held in July or August, rotated between several cities. If you wanted to see everything new in the promotional products universe, you attended the larger Dallas show. Because of its smaller size, the summer show provided a greater opportunity for distributors to spend quality time with suppliers. There were also some regional events presented by associations.


2004 Mania

The show business has certainly changed over the years! PPAI produced as many as three big shows in one year before deciding to offer two large annual shows. ASI is also now in on the act with four shows a year in Orlando, Dallas, Las Vegas and Chicago. Counting the two large regional shows, SAAC and Promotions East, there are now eight different shows that most people classify as significant industry events.

And how about the three companies that conduct weekly traveling tabletop shows across America and all of the regional associations that present some sort of annual tabletop show? Some of these groups even put on two tabletop shows each year! With coverage like this, distributors have numerous opportunities to meet suppliers. As a result, suppliers are stretched to the limit trying to cover as many of these events as possible. How does everyone cope?


One Solution

At a minimum, you should attend the PPAI Las Vegas Show, because it still attracts the largest contingency of distributors and suppliers in the industry. You should also make a financial commitment to take advantage of either an ASI show near you or SAAC in California or Promotions East in New Jersey—whichever is closest to your particular location. In other words, distributors can be better prepared by attending at least two big shows each year. Local association events and traveling shows are convenient extras!


Plan of Attack

Many salespeople attend a trade show without having a plan in mind. You will reap more benefits the experience when you do the following things before arriving at any show:

· Review the show brochure to determine which suppliers will be exhibiting at the show

· Make a list of the suppliers with whom you want to visit

· Take a small notebook that includes a list of your customers’ needs



In the Hall

Once you, the distributor, are at the trade show, you should have two goals: 1) to find new products; and 2) to build supplier relationships. You can achieve these goals by doing the following things:

1. Begin working at the back of the building first and move forward.

2. Visit first-time exhibitors early in the show.

3. Ask the suppliers to show you how to make money using their products.

4. Seek out suppliers with whom you have done business but not met personally.


The Supplier’s Role

One of the greatest mistakes you can make at a show is to walk up to a booth and ask the supplier representative just to “scan my badge.” If you are doing this, then you are missing the opportunity to make more money. Diane Chapman of Flex Systems, a new supplier to the industry, says it best. “Our products are different; and if distributors don’t allow us to demonstrate how they work, then they cannot sell them. Therefore, we do not scan until the distributor lets us show them what we do. If we just send them a catalog from a scan, they will miss out on how easy it is to sell our unique products.” Communication is the key, so distributors need to give suppliers a few moments of their time to explain their products. After all, that’s why they are exhibiting at trade shows!


Common Mistake

Most of us feel more comfortable talking to people we already know, especially at trade shows. We like being in our comfort zone with familiar supplier friends and acquaintances. But by spending too much time with them, you limit your ability to increase your knowledge and profitability. Push yourself to meet new suppliers. As a result, you’ll learn about new products that will keep you ahead of your competition.


2005 is coming!

Start planning NOW for which shows to attend in 2005 and commit to working them properly. If you have only been attending one show a year, maybe it’s time to add one more to your schedule. If you have only been attending a show on one of the coasts, try a show on the other coast. If you have previously attended ASI Chicago, give the ASI Orlando show a try. Regardless of what you decide to do with your time, remember to use it wisely. Don’t just scan and learn to look, listen and explore. And you might just enjoy trade shows!by Don Sanders, 10/22/2004