Lee

Networking can be intimidating in any context, and especially so at trade shows since you’re already exhausted from looking at all the vendors and staffing your booth. While it may seem like networking comes naturally to some people, it’s a skill that you have to practice, and just about anyone can get better with time. To help you make new connections at your next expo, we’ve gathered our 18 best tips for networking at trade shows.

If you’ve never networked much before, trying to do a trade show right off the bat is definitely jumping into the deep end. You’ll be much less stressed, and your interactions will go much more smoothly, if you can get some practice before the main event. See if there are any local expos relevant to your industry happening in town that you can attend. Chambers of commerce, professional associations and other groups also have regular networking meetups (though you often have to become a member to go). Rather than stressing out about selling your company or yourself, focus on chatting with strangers and having a good time at these practice events.

You should have a good idea of what speakers and vendors will be at the conference as the date nears. Depending on how long the trade show is, create a priority list of three to four people you’d like to make contact with while there. If you already know them (say, they’re a current client), reach out before the expo so you can schedule a meetup. If you don’t, strategize a way to meet them, such as going up to a speaker after a panel or seeking out a potential partner’s booth during a quiet period when you can talk.

Trade shows are already busy enough. Once you add in the networking, the schedule can become truly overwhelming. Give yourself some breathing room by flying out the day before and coming back the day after the expo. This will let you settle into your hotel, set up the booth, check in at the expo and complete other necessary tasks before the crowds get big and the lines get long. It’s also easier to network with potential new contacts when there are fewer attendees around since you’ll have less competition for their attention, making before or after the trade show the perfect time to meet someone.

Take a look at the trade show’s schedule and plan out your itinerary before you head to the expo. If you’re staffing the booth, block off those times, as well as any panels or expo events you want to attend. Make sure client meetings are on the plan as well. You might also want to schedule some additional “office hours,” where you work in a nearby cafe and interested people can drop by at their convenience. Don’t forget to leave time for meals and other breaks!

This should be covered in your staff training before the expo, but make sure you and your fellow attendees have a clear idea of what your marketing message will be for new contacts at the trade show. Practice with each other to make sure you’ve got the main points down, so you don’t freeze up the first time you have to talk to a visitor. If you have promotional materials you’ll be handing out—such as a press kits on a custom USB drive—review those materials as well so you know what’s included.

Networking at trade shows isn’t just about pitching your company or product. Attendees will also want to know about you as a person. Think about how to tell your professional story in a concise but engaging way, covering important points such as how you ended up at your current company and what drew you to the industry. If you don’t like talking about yourself, you can practice giving a short “elevator pitch” about yourself, as you did for your company or product, at your trial run networking events.

It’s pretty easy to tell when people aren’t genuinely interested in what you have to say, or just want to talk about themselves (or worse yet, are trying to lie about their credentials or company!). Focus on being yourself and sharing a bit of your personality (within reason). Trade show attendees are so inundated with canned sales pitches that a bit of authenticity will be a breath of fresh air and make you stand out from the crowd.

No one attends a trade show for the sake of just being there. Everyone has some kind of greater objective: meeting new customers, launching a new product, growing their own personal network, etc. Everyone knows you have some kind of agenda, and they have their own as well, but there’s no need to leap into it straightaway—this isn’t door-to-door sales. Coming on too strong and selling too quickly is a real turnoff, so chill out and focus on getting to know speakers and fellow attendees.

You’ve probably heard the advice “it’s better to overdress than underdress” when it comes to job interviews, but this doesn’t really hold true for networking at trade shows. In fact, dressing too fancy can make you seem unapproachable and intimidating, especially if you’re trying to mingle with strangers on the trade show floor (which is why corporate apparel is a great option). The acceptable dress code will vary from expo to expo, so do some research beforehand and aim to dress in the middle of the spectrum—neither the fanciest nor the most casual outfit there. And whatever you do, bring comfortable shoes because you’ll probably be standing and walking a lot. If the event is in cooler weather, consider sending your employees in a jacket - one that's custom to your brand. Be sure to check out our best work jackets collection for ideas.

If you’re noticeably stressed out, people will be less likely to approach you, so relax and try to enjoy yourself. Smile if you make eye contact and don’t cross your arms over your chest. Beyond that, don’t fret too much over your body language. A lot of trade show networking success comes from attitude, so coming into every interaction with optimism and genuine interest in the other person will go a long way—even if you don’t walk away with a new customer or expo BFF.

It’s less intimidating to approach someone standing by themselves than it is to break into a group who’s already chatting. Likewise, being approached by one person is less overwhelming than having a big group surround you. Even if you’re attending the expo with coworkers, or plan to meet up with contacts there, take some time to go solo and attend panels or networking mixers on your own. And if you were already planning to attend the trade show by yourself, take advantage of the opportunity to make some new friends, even it’s just for the expo.

“So, what do you do?” is the most classic of networking icebreaker questions—and that’s what makes it so boring. Before you go to the event (or perhaps on the plane on the way there), brainstorm some unusual icebreaker questions that will get the conversation started and make you stand out among the crowd. If you can tie your questions into the event—such as asking what brought the other person to the expo or what they thought of the keynote speaker panel—that will open up a natural way to start the conversation without it feeling too forced.

In networking interactions, many people are focused on what they can get out of the other person: a trial of their new product, introductions to more people, industry tips, etc. Instead of only focusing on what you need, think about how you can help other people at the trade show as well. Do you have a lot of industry connections you can introduce trustworthy new contacts to? Are you a subject matter expert on a relevant topic? Do you know a lot about the city where the expo is being held, so you can recommend restaurants for dinner? Bringing value to the interaction like this will definitely make you stand out in people’s memories after the show.

No one likes being interrupted, so choosing the opening moment is key for a successful networking interaction. Approaching someone standing by themselves, looking around, is an obvious choice, but that’s not always an option. Wait at a respectful distance for groups to break up, or for an obvious lull in the conversation, before trying to insert yourself. Don’t forget to smile and have icebreaker questions ready to go so you’re not left staring at each other waiting for someone to say something.

Starting a conversation is only half the equation. You also need to know how to wrap things up at the right time. If the other person is acting distracted, looking around or giving short answers, that’s a good sign that they’re no longer engaged and that it’s time to wrap things up. And if you find yourself doing these same things, don’t feel obligated to continue the conversation. Offer an excuse, such as filling your drink or saying hi to another acquaintance you see, and say your goodbyes.

We may be living in the digital age, but when it comes to networking, good old-fashioned paper business cards are the way to go. Bring plenty of extra business cards so you can hand one out to each person that you talk to. Make sure they include your name, title and company, plus the best ways to contact you. You’ll probably receive a lot of business cards in return, so decide where you’ll carry them and how you’ll sort them. Many people like to make a note on the back of the business card to jog their memories about the conversation, but if you prefer the digital route, you can keep a running document on your phone instead.

Scribbled notes on business cards are just the first step. Have some kind of digital master file where you keep track of all your contacts, whether it’s as simple as a basic spreadsheet or as fancy as a marketing automation platform. Inputting your contacts into some sort of database will make it so much easier to go through them and figure out how to follow up after the trade show. Plus, you’ll have a digital backup in case you lose any of the cards—always a risk at an expo.

You’ve survived the expo, made it home in one piece and slept for hours on end. So, your work here is done, right? Wrong! You’ll still need to follow up with all your contacts, but don’t give in to the temptation to give the sales pitch right away. Send a simple thank you email, reference the conversation you had at the trade show and offer to keep in touch. Using your newsletter or blog is a great way to nurture your leads without going straight for the sales pitch. So, if you have that content, put it to use. Lastly, you might consider keeping a stock of branded corporate gifts on hand to give as thank you gifts after making a trade show connection. 

Networking at trade shows can lead to new customers, yes, but also to great conversations and industry friends. Follow these 18 best practices the next time you attend an expo and all of your coworkers will be impressed with your newfound networking skills.

No company would be successful without a strong marketing team implementing effective advertising and promotional efforts on behalf of the brand. With hundreds of marketing strategies available to you, it can be tough to determine which methods will work best to grow your company.

Though specific techniques, such as direct mail or social media advertising, may work better for some companies than others, using promotional items is an effective and time-tested marketing tactic. Spreading your brand’s name and message is the most fundamental aspect of garnering new leads and customers.  Smart distribution of promotional products can help accomplish this goal.

For decades, companies have used promotional products as a means of getting their brand logo noticed by prospective clients. Using promotional products as a startup is a particularly effective method for introducing your company to your target market by helping them learn and  remember your brand name.

The reason promotional products can be so effective is that they put your logo and what your company represents on useful items that people can interact with daily. When someone sees your company’s name frequently, it is much more likely that they will remember you and hopefully return to you as a customer. Distributing unique and high-quality promotional products can also leave people with a favorable view of your business. Keep in mind when ordering bulk promotional products that you want to give people something useful and not another impractical item that’ll get tossed in the junk drawer!  

Promotional products are extremely versatile in that they can be presented in many different ways. By using promotional items during trade shows, companies can make an impactful impression and stick out in the minds of attendees once the event has ended. Providing people with a physical item that includes your company name can help them associate your brand with your services and goods.

Events of all sizes are great venues for distributing promotional products. Research events related to your industry and try sponsoring or renting a booth at one of these gatherings. If your company is involved with the food or restaurant industry, attending a food festival would be a novel idea. When ordering bulk promotional items for these types of themed events, you may want to branch out from the standard products, like pens or koozies, to provide people with gifts unique to your field such as custom hand sanitizers (for healthcare) or branded car scrapers (for automotive).

Ordering impactful promotional products doesn’t need to break the bank. By playing it smart, you can easily choose affordable branded items that stay within your budget while maximizing your brand awareness. Check out the following budget-friendly options that are sure to delight recipients:

Custom sunglasses are a great item to distribute as promotional products because people typically always need another pair. If you’re giving away products at an outdoor event, sunglasses are useful as some people may want to put their new shades on right away. They’re also a fun accessory to receive and can easily be customized to feature your logo and funky, eye-catching colors.

One of the best promotional products you can give is a custom travel mug or water bottle. People use these objects every day, so this will provide your brand with a valuable opportunity to stand out. When your current or prospective clients are on-the-go, mugs or water bottles can serve as great conversation pieces and generate even more business.

For trade shows and events, customized totes and custom drawstring backpacks can be used to carry around other items from the event while reminding attendees of your company. Look for a bag made from durable material to ensure that your potential new customers will want to continue using this item for months or even years to come. Custom totes are especially great for promoting environmental consciousness. Browse our collection of best work backpacks for women and best work backpacks for men.

Though one of the most common promotional products on the market, custom pens featuring your company colors and logos are extremely effective. As with many of these other items, pens are something that people use every day, so when they reach for one of your pens, they are sure to remember your company name. Pens are very affordable bulk promotional items, so you can distribute multiple products to one person, increasing your brand awareness even more.

Figuring out what to wear for conferences and trade shows can be tricky. On the one hand, you don’t want to look sloppy, but on the other hand, you also don’t want to dress so well that you intimidate trade show attendees. There’s also the huge importance of dressing in a way that aligns with your brand culture and image.

If you don’t know what to wear to a conference, you’re in good hands. Before we give you some trade show attire tips, here is what you need to know about dressing for your next event:

• The best trade show apparel strikes the right balance between comfortable and professional.
• Branded trade show apparel can make your booth staff look and feel like a cohesive unit and may help you attract high-quality leads.
• Dressing for your industry and your brand is essential to looking professional on the trade show floor.

Every seasoned exhibitor knows to check the weather forecast before they get ready for their trade show. If it’s going to be pouring rain all day, you’ll want to dress accordingly so you don’t arrive to the event with mud-splattered pants and wet feet. If you’ve ordered custom umbrellas with your company logo, this is also the perfect opportunity to show off your brand before you even set foot on the trade show floor.

You’re going to be standing on your feet for hours on end, interacting with attendees and handing out trade show giveaways. Unless you want to be grimacing in pain all day, good footwear is essential. Comfortable, yet professional-looking shoes can be hard to find, but they’re worth the hassle and price. At the very least, you can always try using custom insoles to help stabilize and support your feet.

We can’t stress enough the importance of having a cohesive trade show display, from your booth décor to your booth staff. Outfitting your booth staff in branded trade show apparel not only makes your booth look more professional, it also makes your team members stand out from other trade show attendees.

And trust us, your trade show booth could probably use all the help it can get to attract more foot traffic. With the average exhibitor investing 31.6 percent of their total marketing budget into exhibiting, you can expect the competition to be fierce. Wearing branded apparel is just another way to make a strong first impression on attendees and capture more leads.

What you wear at a trade show or conference will largely depend on your industry. For example, those in the financial and banking industry may want to wear more formal attire compared to those in the outdoor industry.

On a similar note, you’ll want to pay extra close attention to your attire if you’re speaking at a conference during the show. For men, a suit with slacks will fit in just fine at most conferences, while women can dress in either a full suit or a dress with closed-toe shoes. If you’re concerned about appearing too intimidating to attendees, consider adding a pop of color beneath your formal attire to make yourself appear more approachable.

Wearing layers at conferences and trade shows can be a huge life-saver. If someone spills their drink on you (which happens often, given how crowded trade shows are), you can simply remove a layer and reveal a clean shirt underneath. Smart layering can also save you money because you don’t need to shop for a new top for every trade show. Just wear the same base layer while switching up your outer pieces.

When deciding what to wear for a conference or trade show, there is more at stake than you might think. You and your fellow exhibitors are investing a significant amount of marketing dollars into your upcoming trade show. In fact, exhibitors spend $24 billion annually on trade shows, according to statistics compiled by HubSpot.

To win your next trade show, dressing the part is a key component to your success. With these tips, you can increase your likelihood of attracting prospects and making a great first impression on attendees.

Sustainability. It’s the buzzword that everyone seems to be talking about right now, but what does it really mean? By definition, sustainability is the “quality of not being harmful to the environment, depleting natural resources and thereby supporting long-term ecological balance”. In reality, being a sustainable workplace means that your company is striving to make changes to reduce your environmental footprint while simultaneously creating an office environment that encourages healthy behavior and employee satisfaction.

It might seem overwhelming when you start to think of all of the ways you could try to incorporate sustainability into the workplace, but that’s why you have us! Right? Right. There are so many easy ways to make small changes that make a big impact in the long run.

Take a minute and think about how many plastic water bottles are thrown away at your office every single day.  Would you be able to guess how many? How about plastic utensils in the kitchen? Or plastic bags that employees use to bring in their lunch?

A great place to start when it comes to incorporating and encouraging a sustainable lifestyle in the workplace is to provide each employee with some branded, reusable products.  By simply providing each employee with a reusable water bottle and lunch bag, you are drastically reducing your waste.  Not only are you encouraging sustainable behavior, but you are also creating the warm, fuzzy feeling for your employees by showing them that they are appreciated.  The best part? They will be carrying around products decorated with your company’s logo for extra impressions – score!

Providing reusable utensils, bowls, plates, etc. in the kitchen area of your office is another great way to discourage wasteful behavior. Instead of using disposable plastic utensils and potentially paper plates or bowls, employees will be able to use and reuse dishes daily.  Some companies even go as far as placing a “ban” on plastic bags and water bottles!

Starting a carpool program or encouraging the use of public transportation or bikes can be easy ways to motivate employees to shift their behavior. Looking for a way to jumpstart this process? Create incentives and awards for your employees if they participate in any of the above options. Happy hours, gift cards or catered lunches all work well as prizes for adopting a more sustainable lifestyle.

Encourage your employees to enable and utilize power saving features on their computers. This one might seem small, but it makes a world of difference and takes less than five minutes to implement. Another small change is to encourage a paperless office. Challenge your employees to print one less document a day and see what the overall reduction in paper is at your office.

Lastly, switch out those inefficient lightbulbs. According to energy.gov, energy-efficient lightbulbs (halogen incandescents, compact fluorescent lamps, light emitting diodes) typically use 25% - 80% less energy than traditional incandescent lightbulbs and can last 3 – 25 times longer.  This simple switch will save you time, energy and money.

If you asked your employees to identify which items out of those they throw away daily are recyclable and which items are not, would they have an answer for you? Do you even have recycling bins in your office? The answer to these two questions must be yes before you can make any sort of difference.

Step one – acquire recycling bins.  Step two – create flyers noting which materials can be recycled.  Once your employees are educated about which items go where, they’ll be more likely to participate in the initiative.

Incorporating sustainable practices into your everyday office life can seem daunting, but it doesn’t have to be.  By adjusting your workplace behavior even slightly, you can create an atmosphere that is healthy for your employees as well as the environment.