Rock A Trade Show

Here we go again! Next month marks the fall Medtrade show, the HME industry’s premier gathering. Providers, industry powerhouses and experts and many others will descend upon Atlanta for four days beginning October 26. We’re excited; the HomeCare team will be in attendance, and the magazine is also sponsoring the biannual Innovative Retail Product Awards and Provider’s Choice Awards, as well as the New Product Pavilion.

Trade shows are important, of course, because there’s no better place to learn about the latest products and technologies and talk with experts with the potential to impact your business, all under one (giant) roof. And education is one of the most important tools an HME provider can utilize. Heading to a large trade show can be a little overwhelming without a clearly thought-out plan of attack. The expo floor, networking options, conference add-ons and educational sessions are all important. So how do you ensure that you’re covering it all? Start with a couple questions, and then use these five tips to plan your process.

• What are your objectives?

• Which booths and other activities do you need to visit to achieve those goals?

• What will success look like at the end of the show?

1. Map out your activities and floor plan route

The first step in developing a plan is to identify your needs and create trade show objectives based on those. Evaluate the type of products and services you want to offer during the next year, and what type of education you need to arm yourself with as well. You will want to clearly divided your time between the expo floor and conference sessions. Second, develop a list of show exhibitors that offer these products and services, and compare it against a expo hall floor plan to determine each manufacturer’s location. (Find this information in the Medtrade Show Directory, and pick up a copy of HomeCare’s Medtrade Product Guide for information on product exhibitions.) These guides will pinpoint booths and help you map your route.

2. Check the show guide for new products in the categories you are most interested, for any services you want to learn more about and for educational sessions that interest you.

Do a little pre-show legwork by visiting the Medtrade website, familiarizing yourself with some of the exhibitors and then researching some of these companies via their websites. Once you’ve done this, narrow down your list of must-visit booths. Jot down a few questions to ask, such as clarifying product claims, asking for a demo, discussing financing and marketing options.

3. See, Touch, Test

Don’t be afraid to ask for interactive demonstrations and attend sessions, such as the Innovative Retail Awards, where products will be demoed by manufacturers. Test and touch the products where allowed. Ask for a sample if available. When it comes to business services such as software, most booths will have computers available for you to see firsthand how the technology works. Ask plenty of questions, and take notes. By actually working with the products, you can see how the specifications come together to create a final product that will allow you to more confidently compare the performance of various products before making a purchase.

4. Compare multiple brands

Nowhere will you find more manufacturers of the products you offer on a daily basis in one place. Obviously, you can’t line TENS devices up side-by-side to compare features and benefits, but you can easily evaluate information and ask each manufacturer’s representative to articulate the competitive advantages of their products. When you’re looking at so many different products in a short amount of time, product and service features tend to run together. Use a notes application on your smartphone or carry a notepad and pen to jot down notes for reference later.

5. Find new opportunities

Trade shows can present an excellent opportunity to learn about emerging markets, different ways to use your existing products or how you can supplement your current offerings with add-on purchases to expand your business. Use this chance to visit with some of the industry’s leading experts and get your questions answered. Attend the sessions that are offered, and stick around after to ask any questions that weren’t answered. Often during these sessions you will discover practical solutions and creative strategies to improve your business.

The thought of a show floor packed with hundreds of exhibitors and thousands of attendees might make your feet ache before you’ve even left home. But if you take time to develop a plan, trade shows can be one of your best resources for learning more than you thought possible in a relatively short period of time. And, for me, trade shows are always an excuse to buy a new pair of (sensible) shoes.