There are still a few events left on the calendar. Are you prepared to use this opportunity to better yourself and your company?
This column is for those who immediately thought of free beer koozies or mints with a manufacturer’s logo. Do you really need 47 pens that have different company names? I am not saying to avoid the goodies; I am saying to grab them strategically while you focus on more important goals. You ask, what goals? What goals are you talking about?
You may not like what I say, but going to a show to collect tchotchkes and then wandering up and down the aisles doesn’t qualify as a “trade show”. You’ve reduced the value of a trade show to a Dollar General shopping spree.
Harsh? You may think so, but you need to know the history of swimming pool trade shows, their evolution, and why they are important. The pre-pandemic show was a place where manufacturers and pool companies would haggle over pricing, early purchases, and “try me” programs. You may have been buried in the schwag. There was always education and network, and some shows promoted that better than others. But none of these shows focused as much on improving your industry knowledge as they do now.
Exhibitors still want to say “hi” and “bye” to tire kickers. They also hope for the white whale and will continue to include their products in existing customer lists. Attendees like you have changed their priorities and are now looking for a more unique experience. It is the perfect time to attend a “Pool Con”. Some trade show organizers have noticed your inner philomath. They are now focusing more on providing better industry education.
If I didn’t make it clear enough, the tradeshow is about you. But to get the most out of it, you need to do your homework. Don’t worry; it’s not too detailed. I’ve got your six. I’m gonna create a cheat sheet.
Do not choose your trade show solely based on its location. This should not be your only consideration when choosing which shows to attend. You can save money by attending a local show. But don’t overlook expositions held out-of-state, even if you just want to see the host city.
Return on Investment is the goal. Quite often, you will see that your hotel and airfare expenses are paid for ten-fold. There are five to six major conventions in the pool industry each year, and hundreds of smaller regional and tabletop conferences. This makes it difficult to choose.
Do not eliminate regional shows or tabletops from your checklist! I have been to many, and these events offer a unique vibe and more of a ‘hometown feel’ to the entire event — and sometimes even a better educational lineup. I’ve been to a few that were a complete cluster duck. It’s important to pay attention to recommendations from pool players you know.
After you have narrowed down your options, visit the website of each and look closely at their education section. I won’t lie. When I first started in the industry, I didn’t go to the education section. I looked at the list of exhibitors, wondering “Who should I say hello to?” Then I would compare the list of exhibitors to other shows and the educational sessions. Then I reverse the process and give priority to education.
Decide which show offers the classes and speakers that you are interested in, as well as the booths and people you’d like to meet. If it all came together in one show, the decision would be a breeze. Choose the show that you think best fits the criteria we are looking for.
Grab the floor plan and highlighters (print them out). Then, take the list of exhibitor and assign a color to each one. For example, if you have a ‘Must See’, ‘It Would Be Nice To See’, and ‘If Time Allows, I Will See’. After that, mark the booths where the exhibitors are located on the map using the same color. We will now do the same thing with the educational schedule of the event. “Must go”, “It would be lovely to go”, and if I have the time, I will go.
On the last two or two and a half days of the conference, the exposition is open during specific hours. Pre-conference sessions are held the days prior to the expo. Trade Show News Network reports that the average trade show visitor spends 8.3 hrs. visiting displays and booths. It is hard to find statistics about how long attendees spend in class, but I suspect it will be in the same range. The time will fly by, but if you focus on developing and sticking to a LASE plan, then at least, you’ll be able to do the following:
L Learn two to three new skills, and two new technologies.
The swimming pool trade show is a great place to learn about water chemistry, pool repairs, and customer service. It’s a good way to keep up with industry standards and best practice. These expos provide the best opportunity to discover the newest technologies in the pool business. These include new products such as robotic cleaners, AI, automation and drones for pool inspection.
Attend at least two industry networking events and one research session.
Learn about the latest developments in pool technology, including water treatment, safety, customer preferences and more. This knowledge will ultimately help you to grow and succeed in your pool service business. Connect with professionals in the pool business. Participate in discussions with other attendees, presenters and exhibitors. You can gain new insights, learn from others’ experiences and discover innovative approaches. You can meet new people, develop relationships and get referrals and advice.
SStrengthen your relationships with current vendors.
You can get better support and service, as well as get ahead of your competition. New products can offer improved efficiency, performance or features over existing solutions. You can identify the tools and technologies you need to streamline your processes by exploring these offerings. If you feel that setting up an appointment in advance will help you better manage your time, it’s fine to do so. You may be surprised by your rep’s offer to go out for dinner. Take it!
Expose you to two or three new products. New stuff is always hitting the market.
You can play “Shark Tank” in the conference exposition hall by listening to presentations, and then deciding whether you want to be an investor. You’ll still get to see some new cool gadgets.
To get the most out of a trade show, you need to be prepared.
Take all the necessary materials with you to calculate and take notes. You will be able to remember what you learned in class as well as specific topics that were discussed at the exhibitor booths. Do not forget to bring your business cards.
Bring along a friend. Bringing along a friend can be a great way to make the event even more fun. You can gain new perspectives by discussing the products and presentations you see. You can divide and conquer if you attend as many booths and educational sessions as you possibly can. The buddy system is a great way to reduce the feeling of overloading information. You can debrief the event and discuss it together. It increases your ability of retaining information.
Create an elevator pitch. This means creating a short and concise message that explains who you are, your work, and the importance of it. According to the name, you should be able deliver your elevator pitch within 30 seconds to 1 minute.
Do not be afraid to ask any questions. If you don’t get something, speak up. You should practice what you have learned. Practice is the best way to master a new skill. It takes time and energy to learn a new skill. Do not get discouraged if the skill isn’t mastered right away. Bring cash for lunch and wear comfortable shoes. I will see you there!
