ISC West, the security industry’s first big show marks the beginning of the 2016 trade show season. Starting on April 6, the Las Vegas event offers a respite from the remnants of winter, as well as a great opportunity for integrator/dealers to learn, network and grow their business.
I look at ISC West as a chance to connect with four main groups — my own out-of-town team members, current and prospective customers, and manufacturers. I also try to make time to meet with a few editors and old colleagues. To fit all that into three days takes advance planning. Here’s how I recommend doing it.
Pre-Show
Long before the show, make a list of the goals you want to achieve. Use them to guide you as you plan the rest of your show activities. If you have someone also attending from your organization, divide the tasks so you can maximize your efforts.
Since many organizations have employees spread across states, ISC West is a great time for face-to-face meetings. This is something phone calls and emails can’t match. But schedule these meetings for the day prior to the show’s opening or at breakfasts or dinners so they do not interfere with other show floor activities.
Check in with major customers planning to attend. Offer to walk the floor with them and point out new and evolving technologies that might benefit their organizations. Identify in advance which booths to visit and map a route limiting backtracking across the hall. If possible, make booth appointments to ensure availability of a knowledgeable product manager when you arrive. Your customers will be grateful for helping them make sense of the chaos.
Schedule meetings with potential customers. You don’t need your own booth, but consider booking a meeting room either on or near the show floor. Still, there is nothing wrong with meeting at a landmark location on the floor. Take a few minutes to learn more about the organization’s needs and sell your capabilities.
During the Show
Keep up-to-date with product partners by visiting their booths. Get demonstrations of new and updated equipment and learn what is in the pipeline. While walking the floor, make note of other interesting booths to visit later. Keep in mind, some of the most interesting, new technology is found in the back or far sides of the hall, among the rows of 10x10 booths.
Shows like ISC West are ideal for networking. If possible, stay at the show hotel or as near as possible. A lot of business takes place in the hotel bar after the show closes for the day. Do not miss out on the opportunity to stay involved and network with people important to your business.
Follow your top vendor partners on social media and keep track of their posts during the show. Many manufacturers offer special events during show hours that might be of interest.
Also, make time to regularly check your email. You do not want to overlook an important message from a customer or co-worker not attending the show.
Also, do not forget the educational sessions. By attending a few you will likely learn something and be able to meet and network with more end-users and manufacturers. If you or a team member has something to offer attendees, consider submitting a proposal for the 2017 show. But plan ahead, the proposal deadline is usually six to eight months in advance.
More Tips
Here are some basic trade show tips that bear a quick reminder.
- Download the show app on your smartphone. It will help you navigate the floor and locate booths — especially if you misplace your schedule.
- Bring more business cards than you anticipate needing. It is amazing how fast they go when meeting new people. Running out of cards makes you look unprepared, Also, if you have business brochures or other printed materials bring them along as a leave behind following meetings.
- Collect business cards from the people you meet. When you get back to the office, follow up with important contacts through a quick email or reach out to them on LinkedIn.
- Gather literature about products you have seen. After the show, it will help you remember what you discussed.
- Dress appropriately. You are not out on a service call, but rather trying to show current and prospective customers and colleagues that you are a serious, successful business person.
- Stay away from booths packed with people if you don’t have an appointment. Come back later in the day when the crowds have thinned — you will have a much better chance of getting attention from the people you want to see.
- You will likely be on your feet for 12 to 14 hours a day. So wear broken-in, yet presentable, comfortable shoes.
John Nemerofsky has more than 25 years experience in the security industry as a manager and owner/operator of security integration and manufacturing firms. Connect with him on LinkedIn at www.linkedin.com/in/johnnemo.
