Attending a trade show represents a significant investment, especially in today’s environment marked by shifting economic conditions.
As companies look at the cost to send team members to trade shows, it can look like a hard expense to justify. However, participating in industry events can deliver substantial value if approached strategically.
ISC West, for example, represents a unique opportunity for manufacturers to connect with their vendors and partners in person. There is so much to be said about the value of talking face-to-face over a coffee or a meal.
Heading into a trade show, it’s important to prepare yourself for the busy week ahead by reflecting on how to approach the experience with intention—not just for yourself, but for the dealers you serve.
Let’s face it: manufacturers are clamoring for your attention and it can be easy to get swept up in the buzz of everything that is new. Whether it’s your first show or your 50th, there are a few guiding principles that can help you maximize your ROI.
Establish Your Trade Show Game Plan
As the expression goes, a fail to plan is a plan for failure. While it may seem pretty obvious that you need to make a plan before attending a trade show, there are still tons of people that don’t take this step. To make the most of your time at a trade show, you should begin planning weeks before you arrive.
One of best ways to prepare effectively is by bringing together your entire team—those attending the show and those who aren’t— to discuss what’s important from all perspectives. This collective input helps sharpen your focus, ensuring you head into the event with clear objectives and priorities.
From there, build a targeted schedule around those goals, balancing pre-arranged meetings and sessions with some room for spontaneous conversations. While at the show, it’s easy to get pulled in different directions, so stay disciplined yet flexible.
Take quick breaks to jot down insights or key follow-up actions, as this can simplify your efforts afterward. By involving your full team upfront and staying intentional throughout, you’ll not only manage your time more effectively but also significantly enhance the overall value you bring back from the trade show.
Stay Curious
If this week’s ISC West is far from your first rodeo, it can be easy to go in with a certain amount of tunnel vision. Going into a trade show with an open mind can help you uncover solutions you might not otherwise notice.
It’s common to focus mostly on familiar brands or products you already trust, but doing so can limit your perspective and cause you to miss valuable innovations. Take time to explore exhibitors or technologies you’re less familiar with, asking thoughtful questions along the way.
Challenge each member of your team to come back with two new products or solutions that they think would be interesting to add to your portfolio. Don’t be afraid to take this perspective off the show floor. While most people spend hours going from booth-to-booth, ISC West also provides a huge platform for professional development that is worth checking into.
The industry continues to shift and change, so relying on those strategies that have “always worked” may hinder meaningful growth. Staying open-minded isn’t just about being thorough; it’s about positioning yourself—and ultimately your customers—to benefit from fresh perspectives and innovations.
Make the Trade Show Follow-Up Count
Once the trade show ends, it’s tempting to quickly settle back into your day-to-day tasks, especially with the backlog of work waiting for you. But the most critical part of maximizing trade show ROI is timely follow-up.
Set aside dedicated time right after you return to sift through your notes and prioritize the key insights or opportunities you’ve identified.
Engage your broader team early, including those who didn’t attend, to discuss your discoveries. Their input can help pinpoint immediate applications and generate fresh ideas you might have overlooked. Turning these insights into concrete actions quickly ensures that your tradeshow investment translates into meaningful outcomes and lasting value for your customers.
Stay Intentional
At the end of the day, making the most out of a tradeshow isn’t complicated. It comes down to planning ahead, keeping an open mind and taking action on what you learn. If you stay intentional throughout the process, you’ll walk away with insights and connections that can drive your business forward. The effort you put in up front ensures your investment pays off long after you’ve returned home.
Scott Shelander is the president of AlarMax Distributors, Inc.
