The Giant’s Ladder is the ultimate playbook for science professionals aiming to turn their groundbreaking innovations into industry game-changers. Read a free excerpt from chapter 6, “From Exhibit Halls to Podiums: Navigating Trade Shows and Public Speaking.”
Trade shows are fundamental to most industries, which is why they deserve their own chapter in this book. One of the major benefits is the opportunity they provide to showcase your research or products in a focused setting. Given the inherent complexity of many of these topics, there’s an undeniable advantage in being able to explain and demonstrate in person. Marketers can use trade shows as a platform to illustrate how a product functions and solves customers’ problems while simultaneously highlighting any novel or distinctive selling points that set their product apart.
These events serve as crucial networking hubs. By bringing together industry professionals, academic and nonprofit researchers, funding agencies, and investors, large trade shows can facilitate direct engagement with your target audience. A single show may allow you to reach your potential customers, vendors, and funders all in one convention center. Your team can answer queries, receive immediate product feedback, solicit and nurture business deals, and even discover new avenues for collaboration with others in your field.
Importantly, trade shows are valuable occasions for creating opportunities for your sales team (or nearest equivalent) to generate sales in your booth, in a customer’s booth, or at an after-hours event—perhaps one you host. The cleverer you are in developing and executing a trade show marketing strategy, the more likely you are to make those connections happen.
Finally, trade shows are a treasure trove of industry insight. By attending these events, science marketers can stay updated with the latest research, trends, innovations, and challenges. They help you identify and keep tabs on your competitors. This not only allows marketers to shape their strategies but also helps identify growth opportunities and maintain a competitive edge.
Having planned and participated in a significant number of events, I’ve developed an understanding of the nuances involved in the successful use of trade shows as a marketing channel and tool. There are a multitude of ways to participate in trade shows. This chapter walks you through the most popular options.
WALKING A TRADE SHOW FLOOR
It’s nearly here: the date of your industry’s premier trade show. Rather than elect for a booth of its own, your organization has decided to send you to walk the floor. Your tickets are booked. The exhibit floor is bursting with diverse, exciting exhibits. It’s like a vacation! All you need to do is show up and let the experience wash over you.
Sorry, but I’m going to burst your bubble. If you want to extract any value from a trade show, it’s not all about watching cool demos and finding free happy hours. To get your money’s worth (or your organization’s), more initiative is required. Your strategy starts with preparation before you even arrive.
First, be clear about your goals for this show. Are you there to get customers, find collaborators, or identify component vendors? Review the exhibitor list well in advance and identify which exhibitors align with your needs. For anyone important, find their email or connect with them on LinkedIn to request a meeting in advance. Reconfirm the meeting date, time, and location with them ahead of the show and make sure that you have everyone’s cell numbers. For anyone you didn’t get a chance to connect with before the show, mark their booth on your expo floor map. A clear game plan will guide your time and interactions during the show. Plan your route through the floor each day based on the following…
