I was at a tradeshow this past weekend for the skincare industry. While it was obviously geared for this particular industry, a lot of what I observed was no different than other tradeshows I’ve attended.

Here’s what typically happens:

  • You meet your competitors, and unless there is a Hatfield-McCoy relationship, you can actually build some goodwill. Whenever you can, do so.
  • You take the opportunity to see where others think the industry is headed. If you’re not doing this, force yourself.
  • You get the scuttlebutt. It’s the only way to know what’s going on.
  • Some use it as a opportunity to copy what they like from other attendees for the next time around. I call it the CASE method—Copy And Steal Everything. But I don’t approve, condone, etc.
  • And you always come across some reps that have no idea what they are representing. You’ll shake your head and predict that that company won’t last very long.

I like tradeshows. If you know what to look for, you will learn more than you expect. If you’re just there for the wining and dining, the most you’ll get out of it is a bad hangover.

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One Response

  1. I think they are great for networking. If nothing else, they are usually fun!

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