Trade shows provide a wealth of information, contacts and services in one location, and spending just a single day at one could amount to a year’s worth of sales and opportunities for both exhibitors and attendees. But at the same time, these shows can be overwhelming and it’s easy to get lost in the shuffle or waste time not knowing what to pay attention to with such an information overload.
Here, industry experts who have a history of organizing shows of all sizes offer advice on how vendors and attendees can sift through it all, focus on what is valuable, and get the most out of their trade show experience.
try, and is one of six events organized by Reed Travel Exhibitions’ IBTM portfolio, part of Reed Exhibitions, the world’s largest organizer of events. AIBTM brings together professional industry buyers and suppliers for three days of focused busi- ness and dedicated educational sessions, having moved from Baltimore after its 2012 show to Chicago on June 11-13, 2013.
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“Every show has the same core brand val- ues that help achieve success for both exhibitors and attendees,” says Mike J. Lyons, exhibition director at AIBTM. “The first is the Hosted Buyer program, which provides pre-qualified top-level buyers with the opportunity to meet with the exhibitors of their choice for one-to-one appointments that are pre-scheduled in advance of the show. This ensures every buyer has a full agenda before they arrive, with no time wasted in meetings with exhibitors that don’t fit their business needs.”
“Secondly,” Lyons continues, “each show has a professional education program aimed at every level of the industry, sup- ported and created by the world’s leading associations for the sector. Multiple con- current sessions ensure there are tracks for everyone: senior planners, junior plan- ners, association planners, corporate
34 November December 2012 he Americas Meetings and
Events Exhibition (AIBTM) is a premier global exhibition for the U.S. meetings and events indus-
planners and more. Thirdly, trade buyers who attend our events are there to do business, but can choose the more flexi- ble option of touring the trade show floor according to their own agenda.
Trade
buyers are those who organize, influence or make budgetary decisions for meet- ings, incentive travel or other events in the U.S. or abroad.”
And the fourth prong to their approach is understanding the value of incorporating appropriate networking time. “Whether this is on site after the show closes or at venues around the city,” adds Lyons, “these social gatherings are known to give addi- tional time to meetings in a more relaxed and fun atmosphere.”
With experience at running such struc- tured shows, Lyons discusses the various ways that attendees can be adequately prepared and get the best value out of attending the show. “Set clear business objectives: define what you are hoping to achieve from the event. Register online to avoid registration lines and save money. Plan your visit - visit the website for a list of exhibitors, networking events and con- ference sessions, and then check back regularly for the latest updates to make sure you know what’s happening.”
“Prioritize your visit,” he continues, “you may not be able to get to everything, so make a list of ‘must see’ and ‘may see’ products and companies. Print an event
floor plan and note the companies you wish to visit,” a service the AIBTM web- sites can do for attendees. “Don’t forget to bring plenty of business cards, wear com- fortable shoes, stay hydrated and always keep a smile on your face.”
Lyons also suggests setting up meetings in advance, arriving early for free seminars, and making sure to add value to your visit by attending Continuing Education ses- sions.
He also describes the tools available through AIBTM via social media. “Social media is a great way for our attendees to connect in the run up to, during and after the show,” notes Lyons. “AIBTM’s social media channels allow attendees to keep up-to-date with the latest news from AIBTM, as well as maintain and create links with people they met on site.”
He also suggests downloading their IBTM app, a multi-event application that covers the entire IBTM portfolio,
including
AIBTM. Uses of this app include: partici- pating in live voting; a full schedule of events; social media information; an inter- active floor plan with navigation; keynote speaker bios; a complete exhibitor list and more.
The Drexelbrook Corporate Events Center in Drexel Hill, PA is a full-service meeting and event facility that hosts hundreds of corporate and association events per year,
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