But with an extensive exhibit area,
numerous exhibitors to meet (last year
alone, more than 200 exhibitors exhibited at the 2011 ISPA Conference &
Expo), and a vast selection of products
to choose from, it is easy to feel like you
are trapped in a maze and uncertain on
how to navigate your way around, especially when buying on the Expo floor
and scouting for potential new vendors
or business partners.
Since every inefficient use of time
equals a wasted investment, good planning is key to ensuring that you use every
minute on the Expo floor to meet your
business goals.
Pre-Conference
It is important to have a plan weeks
prior to leaving for Conference. Consider
your spa’s plans for the upcoming year
and determine what new products and
equipment might make a nice addition
Set up an appointment with exhibitors you'd like to meet at least three weeks prior to Conference.
to your business. Determine which
vendors are a “must-see” and know the
difference between their products and
the competition’s. When searching for
new vendors, research the shipping
costs, import lead times, warranties and
return policies for each vendor under
consideration.
Jane Segerberg, spa consultant and
president of Segerberg Spa Consulting
located in Saint Simons Island, Georgia,
regards the Expo floor as:
1. A learning lab;
2. A way to fulfill documented needs and,
MAKE YOUR EXPO MAP
Spa consultant Jane Segerberg offers
these tips on how to make your Expo map.
● Make your list of goals for the floor and
tick them off during the Expo days to
help you stay on track.
● Rank your list from “must-see” to
“possible opportunities.”
● Create your list of information/
requirements such as: dimensions,
color/design, amounts, amenities, retail needs, etc.
● Bring a list of questions that are important to you for each
product type such as base of product, spas that have been
successful with the product, training offered, etc.
3. R&D (research and development) for
new opportunities.
Whatever one’s purpose may be for
visiting the Expo, she suggests reviewing
the exhibitor list at least three weeks prior
to Conference and studying each product
and service offered in order to plan one’s
time on the floor. Be proactive and maximize your time by contacting exhibitors
prior to Conference to determine the best
time to visit the booth. Let the vendor
know ahead of your product wish list so
they can prepare thoughtful recommendations at their booth. It is also a good idea
to make a list of goals for the Expo floor
with specific and generic product questions for vendors. Know your spa’s needs
and be sure to get the answers you need
to make the right buying decisions.
During Conference
Registration staff will provide you with
an event tote bag upon your arrival at
Conference. Make sure to include in
your bag a few extra business resources,
such as notepads, pens, a calculator for
quick math, business cards, the ISPA
Conference Guide and a bottle of water.
Keep in mind that time-management
is crucial. Know the best times to tour
the floor and visit the vendors on your
“must-see” list first in geographic order.
Segerberg also suggests taking it a step
July 2012
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