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Marketing Savvy Seven Dos and Don'ts for Trade Show Attendees By Robyn Davis, Owner of When I Need Help A ttending a trade show can boost your company's bottom line in a big way, but only if you approach it with the proper strategy. In this article, I'll explain my top seven dos and don'ts for trade show attendees, so you can make the most of your time at upcoming events like World of Concrete, CORROSION, and others. 1. Accessing the Event and Its Functions DO: Understand what you've paid for. Most organizations accommodate attendees' varied interests (and budgets) by ofering multiple participation options (i.e., some attendees are only permitted to walk the trade show foor while others receive access to educational sessions, receptions/ of-site activities, meals, and more, in addition to their entrance to the exhibit hall). It's important to verify the package you've requested before you arrive on-site so there is still time to make any necessary adjustments without expensive add-ons, changes, or late registration fees. DON'T: Assume you can sneak into exclusive functions. In the trade show environment, most functions are "invite only" and use security staf to prevent uninvited guests. If you aren't wearing the right color badge at the right time, carrying the right invitation card, or able to prove that your name is on the right guest list, you won't be able to access the exhibit hall, educational sessions, or best receptions. Prepare for this possibility by adjusting your expectations or registration package accordingly. 2. Planning and Communicating Before Your Trade Show DO: Create a plan for your participation. When you are investing so much time, money, and other resources to attend a trade show, it should be obvious that you need to prepare yourself to maximize that investment. 26 JANUARY 2014 COATINGSPROMAG.COM When you are investing so much time, money, and other resources to attend a trade show, it should be obvious that you need to prepare yourself to maximize that investment. However, most attendees can't confidently identify the specific action items they should complete. Put yourself on the right track by printing and organizing your confirmation details for lodging, transportation, and the event itself. Then review the official event website to identify the companies you'd like to meet and the sessions you'd like to attend. Most importantly, before you get to the show, make sure that you have clearly defined your goals, the path you'll follow to obtain them, and how you will be held accountable for your actions. DON'T: Forget the basics. The little things can make the biggest difference in whether or not you enjoy your trade show experience,