A New Level of Trade Show Experience
I have worked for several organizations with large trade shows, but my first experience representing three different CAM clients at the AHR Expo in Chicago took things to a whole new level. My previous experience at trade shows has taught me the value of bringing TWO pairs of comfortable shoes, minimizing my steps throughout the day, and staying hydrated. However, I never could have anticipated the sheer size of this event.
With over 50,000 attendees, AHR Expo is the world’s largest trade show for HVACR and brings together a wide variety of manufacturers, service providers and technology vendors of all sizes and specialties. The scale of this show became even more evident at the end of the day — nearly everyone in our hotel was there to attend, and I even struck up a conversation with a fellow attendee at a restaurant several blocks away!
The Importance of Preparation: Developing a Plan of Action
At any trade show, and especially one of this size, exhibitors need to develop their elevator pitches quickly and be on and selling constantly. AHR has over 1,600 exhibitors, so there is a lot of competition for attention, and you can’t be shy about talking with visitors. Being new to the building management industry, I took a little extra time to be sure I could distinguish our clients’ offerings and that I was clear on their target industries. I was also lucky to be working with experienced colleagues Anna Kosova and Ray Bert.
It’s important to have a plan when going into an expo like this. Because of the size and competition for attention, you can’t just go in hoping that the right company will fall into your lap, or that a certain conversation will just happen. Anna and I made a plan ahead of time, which was very helpful because we knew specific companies we wanted to approach. With so many industry representatives there, though, the opportunity for organic conversations always arises, and you have to be prepared. Even if a company is not a candidate for membership in one of CAM’s clients, they might be a good prospect for the information and training our clients offer, or for partnership with our clients.
Building Connections: The Art of Engaging Visitors
The old saying, “To be interesting, be interested,” is especially true at large expos. When visitors approach the booth, ask them what they do — knowing a little about someone’s background and what they are looking for will help you moderate your approach and show them how they can benefit from your clients’ offerings. I enjoy hearing about people’s businesses, often built from the ground up, and I always learn a lot. AHR Expo gave me the opportunity to see CAM’s clients in the context of a whole industry, which helped me understand them even better as a newer team member.
Another thing I’ve learned is that no trade show is complete without giveaways. Fun or useful items to give away at the booth give you the half second you need to engage with someone, scan their badge and possibly find out more about them. I admit I was doubtful about our stress balls in the shape of hard hats, but they were winners — we gave away hundreds of them, along with lip balm, microfiber cloths, magazines, and other publications. These are a great way to connect with visitors and make your booth memorable.
Continuous Learning and Growth: The CAM Team’s Approach
Trade shows offer opportunities to renew acquaintances and make connections, and AHR is no exception. On the last day, we walked the expo floor and met with other exhibitors. A show like this succeeds because it has a reputation for being where everyone goes, and where you can meet new clients and partners. At AHR, that was certainly the case.
At trade shows and beyond, the CAM team is constantly learning everything we can about our clients in order to help position them for continued growth and success. Contact us today to learn more about how CAM can set your association apart.
