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Marketing Savvy and overindulge irresponsibly. Attending a trade show is not an excuse to pretend you're on vacation. You shouldn't be out shopping and then relaxing by the pool or overindulging in the evenings and then sleeping in until noon. In fact, despite what some might think, it is possible to have fun connecting with clients, prospects, partners, and vendors without reliving your glory days. Act like the responsible business professional you are to maintain your positive reputation and maximize your time in the convention city. 5. Interacting With Exhibitors on the Trade Show Floor DO: Approach exhibitors with confdence. For most companies, access to members of its target audience (like you) is its main motivation for exhibiting. As such, you wield great power and should feel confdent in approaching the exhibitors (both in their booths and elsewhere in the convention city), explaining your goals (what you're seeking, what questions you have about their oferings, etc.), and asking for whatever information or assistance you need. DON'T: Feel obligated to waste anyone's time. As soon as you realize an exhibitor's offerings aren't the right fit for your unique situation, it's perfectly fine for you to indicate this (politely, of course) and excuse yourself from the conversation. Just as you want to maximize your time in the convention city, the exhibitors feel the same way. Let them down gently (but honestly), and move on to explore other opportunities. 6. Meeting Industry VIPs DO: Chat up industry experts, speakers, and other VIPs. One of the coolest parts about attending a trade show is the chance you have to personally connect with the most influential professionals in your industry. Outside of the trade show environment, this type of access would be closely guarded and, perhaps, unattainable to the average attendee. Take advantage of your opportunities to converse with the executives and experts you admire because, with hectic schedules like theirs, you may not get a second chance. DON'T: Act star-struck or "too cool for school." Even the top coatings industry VIPs are just people; they are no better or worse than you are as a person and should be treated as such. While it's nice to recognize their accomplishments, you could cross a line and make them feel uncomfortable if you recite their entire bio back to them or fawn over them for an extended period of time. Conversely, if you treat others as if you can't be bothered to talk to them, it will be nearly impossible to convince anyone you meet to know, like, or trust you… let alone work with you or help you in any other way. In the end, you should have confidence in yourself, but show the same respect to others you'd expect them to show to you. 7. Following Up After the Trade Show DO: Evaluate your participation and follow up with new contacts. Immediately after the trade show, revisit your initial goals to determine Immediately after the trade show, revisit your initial goals to determine whether or not your event participation was worthwhile. 28 JANUARY 2014 COATINGSPROMAG.COM whether or not your event participation was worthwhile. Even though a full evaluation may take some time to complete (often as an on-going process), you must put your plan into action as soon as you return. At a minimum, ensure that the necessary resources have been allocated properly, coordinate the involvement of other departments, and assemble any data available to you at that time. Next, shift your focus to follow up by preparing to accept communication from some contacts and reaching out to others. Consider methods such as social media, phone/e-mail, and handwritten thank you notes to personalize your efforts and, within a few weeks after the show, you will have been in contact with everyone you met in the convention city (even those you don't see in your immediate future). DON'T: Wait. Although I understand, and agree, that exhibitors have a responsibility to follow up with their new contacts, if you don't receive the information you need to make an informed decision in a timely manner, you are at least partially to blame. Be an advocate for yourself by initiating the follow-up process with key contacts as soon as you return from your event. This action clearly indicates your sincere interest and motivates exhibitors to prioritize your requests. Te coatings industry ofers a variety of interesting trade shows. After selecting the best ones for you, use these tips to capitalize upon your participation! CP Robyn Davis is a trade show expert who teaches professionals what they need to know about the unique strategies associated with trade show sales and marketing. For more information about Davis's services or to schedule an in-depth attendee training session for your team, contact: (614) 657-7412, info@WhenINeedHelp.com, or www.WhenINeedHelp.com/coatings-pro