t's that time of year again. The industry's largest trade show of the year, Electronic Transactions Association (ETA) Annual Meeting and Expo, will be held April 20 - 22, 2004 in Las Vegas. Whether you're a first timer or an old pro, there are some preparations you should make for this spectacular event-or any other trade show you might attend this year.

Set Goals

When you registered for the conference, you probably had a good reason in mind for attending. Remind yourself of it and then take some time to decide what you would like to accomplish while there.

You can make new ISO contacts, find new equipment vendors, network with your colleagues or become better informed on changes in the industry. If you make a list defining clear goals for the show, you will be able to focus your time more effectively. If your goal is to make contacts with new ISOs, be sure to set up some appointments ahead of time. While you will meet new contacts at the exhibitor booths, you may not have their full attention, or you may not be able to speak with the person with whom you really should be. If you set up appointments ahead of time, you will have the full attention of the right person. It also shows the contact that you are a serious professional.

If you are looking for new equipment vendors, prepare yourself with a list of your needs and some key questions to ask at the show. This will help you eliminate the products that do not fit your criteria and help you focus on the best ones for your customers.

If you have a specific problem with a merchant, you may be able to find a vendor to help you with a custom-tailored solution.

Most people at this tradeshow will want to network with colleagues. While it is a good idea to set up some meetings ahead of time, make sure you leave time available for impromptu gatherings. You never know whom you might run into or meet at these shows.

Read through the ETA's program ahead of time and decide which sessions would be most interesting and beneficial to you. Don't try to cram too much into the day. Pick a few key sessions and go in fresh and ready to assimilate the information presented.

Budget

Before you go, it is advisable to formulate a budget for your trip. Trade shows can be expensive affairs, but they are also a good way to accomplish a lot of business in a few days' time. Preparing a budget can take some of the stress out of spending. If you budget prior to registering, it can also help you to decide if this trip is worth the money you will spend.

Be sure to include the following in your budget:

• Registration Fees: There are fees for the show and also for any special events or extra workshops you may wish to attend.

• Transportation:
  • Air, Mileage, Train etc. - If you plan far enough in advance, you can get a better price on commercial travel.
  • Taxis, Shuttles - Don't forget the trip to and from home and getting around town at the show.
  • Rental Car - You may want to call your hotel and ask if a rental car is a good idea. Some cities can be very difficult to get around in by car and you may be better off in a taxi or on foot.

• Lodging: Find out if the event has scheduled a block of rooms at the hotel. Good rates may be available, but book early because these rooms always go fast. Staying at the same property as the show may offer good networking opportunities, but can also be a more expensive choice. If you stay off property, be sure to stay within an easy walking distance.

• Meals: Make sure you know what is included in the price of your registration. Some events will include a meal. Skipping one meal is fine, but you do need to keep up your strength. The days can be very long at a trade show.

• Entertainment: Keep in mind the number and type of appointments you have set. You don't have to spend a fortune to make an impression. More important than the price is the location. Is it easy to get to? Can you have a conversation without yelling over the outside noise?

• Tips: For trade shows in the United States, it is customary to tip cab and shuttle drivers, bellhops and skycaps; it also considerate to leave a tip for the hotel's housekeeping staff.

First Impressions

Remember, the first impression you make will be a lasting one. Trade shows are business functions, not vacations. Although you typically do not meet with merchants, you do meet with other professionals in your field.

Many trade show brochures include dress suggestions. If you are unsure, call the event coordinator. Most trade shows are business-casual; include something for a dressier occasion, too.

You may want to attend an evening reception or go to a restaurant that has a dress code requirement. Also, don't forget to check the weather of the city to which you will be traveling. Shopping at the last minute for a coat can be expensive.

It's easy to get caught up in the party atmosphere of a large event. However, you do want to remember the people you meet and the conversations you have, so watch your alcohol consumption. By all means have a good time, but pace yourself and make sure you eat.

Business Cards

Before you go to the show, check your business cards. Are they up to date? Do you have enough? Don't underestimate the number you will need to have on hand-they go quickly at shows.

Be sure to collect business cards from every contact you make and every booth you visit. As you collect them, make notes on the back about the company, the product or service offered and any promises you make to the person you collected the card from. This will be invaluable when you return home and begin your follow-up.

Make sure you have a business card file binder or box so that you can organize the cards when you get home. You may want to keep a separate file for each show you attend and label it with the show name and dates.

If time permits, you may want to enter the contacts into your computer address book; most e-mail programs include an address book.

Follow-Up

It is important that you complete your follow-up as soon as possible after returning home. This should include:

• Thank you notes to anyone with whom you had a scheduled meeting. Usually, just a quick note thanking someone for the time spent with you can be enough to make you stand out.

• Phone calls to any contacts with whom you conducted business. These calls can include further discussions or follow-up to assure satisfaction with services or products you may have provided.

• Letters to contacts with whom you have projects. Include a description of what was discussed at the show and the steps you intend to take to accomplish any goals that were set. Also include expectations you have for their follow-through.

Remember all those business cards you collected. Now is the time to sort through them and fulfill any promises you made.

If you promised to send someone a contact name or informational material, do it now. You want to make sure the contact remembers who you are and why you are sending them information.

Evaluation

Finally, you should evaluate your attendance at the show. Did you accomplish your goals? Write down what you achieved and weigh it against the actual cost of the show. Balancing the value against the cost will help you decide if you should attend this show again.

If you do decide to go again, think about any changes in strategy you may want to make. Did you achieve enough or can you do more with some planning? A little time spent before the show can be a great aid in getting the most out of your trade show dollars.