Become a Home Based Travel Agent

Tradeshow 2.0   Part One – The Attendee
By Cory Andrichuk

In these difficult economic times, many of us are taking extra care when it comes to deciding where and how to spend our money.  We want to get the most out of our already overstretched dollar.  As an independent home-based travel entrepreneur, you are undoubtedly doing the same.  There are many areas where you would like to spend your money, but you have to make tough choices to decide where and how you can get the most “bang for your buck”.  Travel tradeshows can be a great place to spend your money.  In a relatively short period of time, and in a limited space, you will encounter many opportunities for learning, training and connecting. You should consider a tradeshow as an investment in your business, especially if you know how to make the most of your experience there.     

Here are some strategies to help you maximize your tradeshow experience:

Preparation – before you go

1. Define your purpose(s) for attending and write it (them) down.  Many people do not carefully consider their reasons for attending a tradeshow and may miss out on important information or experiences that would have benefited their business.  Knowing in advance what you want to get out of the tradeshow will help you focus while you are there.  Some of the reasons why people  attend include:

        acquiring information
        training
        meeting suppliers
        connecting with like-minded professionals
        motivation and inspiration
        rest and relaxation
        checking out the competition 

Whatever your reasons are for attending, make sure you prioritize them as “needs” or “wants”.  This will ensure that you will focus on the most important items first.

2. Research the schedule of events.  Find out who is giving a keynote address and what their topic is, which suppliers are exhibiting, what FAMs are offered, etc. and determine which of these will help you fulfill your business and /or personal needs. 

3. Check out the times of the events that interest you and make a schedule.

4. Decide how you will take care of your business while you’re away i.e. leave a voicemail or email message to let your clients know that you are at a tradeshow and working hard on your business,  or ask a colleague to cover for you.

5. Pack your bags.  Don’t forget to take something to record your experience (i.e., digital camera) as well as tools for collecting and organizing information.  Make sure you bring clothing that is appropriate and shows your “brand”.  Above all else, bring lots of your BUSINESS CARDS. 

Experience - While you are there.

1. Attend each session that you scheduled.  Try to get a good seat where you can hear and see.  Listen carefully and take notes, keeping your purpose in mind.  Utilize any handouts by following along with them and adding your own notes and observations on them.  Take photos of the presenters to go with your notes.  Make the time to summarize and evaluate the session in regards to how it was helpful.  

2. Make connections with suppliers and other travel professionals before and after sessions, during breaks, at social functions, meals and at the tradeshow.  Smile, introduce yourself, ask questions and listen.  (Being out there makes good things happen.)   Don’t forget to exchange business cards.  Try to remember something special about each encounter and make a note about it after the meeting, e.g.  Jane Smith specializes in honeymoon packages.

3. Check out the exhibits, making sure you see the ones you chose before you left.  Take photos of memorable displays and items of interest.  Gather brochures and handouts that reflect your specialty and interests.  Make note of details that you could utilize in your business, e.g. an exhibitor had a flyer that caught your eye and you want to adapt it for a flyer of your own.

4. Blog or email about your experience and add photos.

5. Gather and organize all your notes, handouts and brochures in a system that makes it easy to store and retrieve that information when you get back.  Start to devise a plan to implement for growing or improving your business based on your experience at the show.   Discard anything that is not useful to you.

6. Have fun!  Reward yourself with some sightseeing, a spa treatment or a round of golf.

Follow Up - When you get back.

1. Review your information and your plan.  Revise and determine the steps it will take to implement your plan. 

2. Sort and categorize business cards you acquired according to and enter them into your database.. 

3. Send emails or, better yet, handwritten notes to people you met to let them know you enjoyed meeting them or to include them in your business plan.  Remember, it’s not who you know, but who knows you!  Also, send notes to suppliers thanking them for training or information you gained from them and ask them for assistance on your marketing plan.

Now that you have some strategies to use at a tradeshow, you will be one step ahead of the competition and one step closer to realizing your goals.