AQUATIC | PET GAZETTE | 17
TRADE SHOWS: A FIVE-
STEP GUIDE TO MAXIMISING
BUSINESS OPPORTUNITIES
By Simon Strode, key account manager, Tetra UK
T
rade shows can be a great
opportunity for retailers and
manufacturers to engage
with each other, build new
working relationships, and
explore how their business can grow.
For retailers and manufacturers, taking time
out of your busy schedule to attend a trade
show will not only support your industry and
give you a fresh perspective on new products
and trends, it can also help to improve sales
and boost your motivation and energy.
To ensure you get the most out of your trade
show attendance, I’ve shared fi ve of my top
tips to help both retailers and manufacturers
maximise business opportunities at an
industry show.
Do your research
It’s only through research that you can choose
the most relevant trade show for your brand or
business. Ask as many questions as possible
before you sign up to ensure that the trade
show targets the audience you hope to reach.
Looking at the venue size can give a good
indication of the show’s ambitions in terms of
footfall and manufacturers they wish to attend.
Alternatively, if the show has run before, ask
for historic fi gures to help you decide if it’s right
for you.
Manufacturers typically book space for
trade shows well in advance, so as a retailer
it would be wise to contact the organisers to
fi nd out who will be attending before you sign
up. This will give you an idea of the business
opportunities that will be at the show for you,
and whether it’s worth your time attending.
If the exhibiting manufacturers offer products
you are interested in, contact them in advance
to introduce yourself and fi nd out more
information. This will not only give you an edge
over other retailers, it will also save you time
with less introductions during the show, so you
can get straight down to business.
Be prepared
To get the most out of a trade show, it’s vital
to ensure you are attending the most relevant
show for your business and plan in detail
how you will spend your time during the
event. Thankfully, trade shows are advertised
well in advance, enabling both retailers and
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manufacturers time to arrange their stands
and staffi ng, both at the show and in-store.
This also provides you with plenty of time to
set objectives for what you wish to get out
of the show. For example, are you looking
to promote or identify new products? Or
perhaps your looking to meet or engage with
suppliers? Having a clear plan will ensure
your business benefi ts from your attendance.
Preparation also means that you’ll have time
to plan which other staff and colleagues
you’d like to take along. You may benefi t
from a second opinion and including your
colleagues will keep them engaged and
motivated in the work they do.
Stand out
Trade shows provide brands with a fantastic
opportunity to showcase their best products.
For instance, Tetra attends AQUA and a range
of trade shows every year to showcase our
new and most innovative products, using it
as an opportunity to connect with new and
existing retail contacts. The aquatics industry
has some great new and innovative products,
and trade shows give us a great opportunity
to get these in the retailer’s hand, giving them
a chance to see them fi rsthand.
When planning your trade show attendance,
it’s also important to remember your stand.
What better way is there to showcase your
latest products than placing them on an
innovative and eye-catching stand!
In an increasingly visual world, brands need to
create an experience that will excite, entertain
and engage them. This is especially important
at trade shows, where gaining cut through
to enable you to stand out in a crowded
competitor landscape is key.
Remember, creating a successful trade
space isn’t just about positioning products
in a pleasing way, it’s also about giving your
potential buyers an experience that they will
remember. Try weaving in interactive spaces,
visual aspects and entertainment to really
inspire your customer base. Finally, don’t
forget that, we live in a world where social
media is king. It’s therefore vital for you to
make your retail space as visual as possible to
encourage attendees and potential customers
to take the conversation online, extending your
brand’s visibility beyond the physical space.
Create a good fi rst impression
First impressions are essential when it
comes to building relationships. As a retailer,
don’t be afraid to introduce yourself and
tell the manufacturer about your business.
However, not every brand is going to be of
interest for your company, so don’t be afraid
to politely tell them if this is the case and
move on. Ensure that you’re tapping into
current industry news and themes to keep
things relevant and make you stand out from
competitors.
If there are day to day issues to discuss
try and keep these for another time, a
trade show might not be the right place to
have these discussions. Keep everything
positive and remember both retailer and
manufacturers are making efforts to come
together to create a positive experience
supporting the trade.
Take time to refl ect
Finally, after the show, take time to follow
up on potential leads and assess your
experience.
In hindsight, there may be products you feel
would fi t well in your store or manufacturers
and suppliers you think you should work more
closely with. Prioritise your lead information
and follow up in a timely manner, either by
sending a handwritten note, LinkedIn request
or personalised email.
For manufacturers it can be challenging
to quantify the return on investment from
attending a trade show. Some factors which
can help include keeping a record of new
leads and sales made or new product
distribution gained. Compare your results to
previous years or the outcome of different
shows if possible and you will start to build a
picture of how successful the show was for
your business.
Ultimately, for both retailers and
manufacturers, trade shows are an important
part of growing the business. Not only do
they provide an effective means of reaching
key customers and suppliers to build strong
working relationships, they’re also a great
opportunity to explore how the industry
is evolving and so it’s vital to prepare well
in advance and make the most out of the
opportunities trade shows provide.
October 2018