Starting with the Consumer Electronics Show which just occurred in early January, several major trade shows relevant to emerging growth companies including ITEXPO, NAB (National Association of Broadcasters), Data Center World, Networld + Interop, and CTIA Wireless to name a few, are being held through the Spring. These events are great opportunities for entrepreneurial companies to:
- Identify, meet, and acquire customers;
- Meet with potential business development partners;
- Scope out competition;
- Recognize developing trends;
- Assess your place within your particular industry ecosystem; and
- Pitch investors.
The ability to do all this at one venue within a few days is a fantastic opportunity. That being said, whether you are an exhibitor or an attendee, you want to maximize your investment.
Here are a few things to consider to help you get a return on that investment.
First, plan ahead. Research and network to find out which shows or conferences are the most relevant in your industry. You need to assess your place in the value chain or ecosystem. Shows like NAB and CES are huge. Depending upon your stage of development you may want to think about participating in a smaller, more intimate event.
Next, get an exhibitor list and map of the venue. Both are typically on the show’s website. This will give you a good sense if you should be an exhibitor or an attendee. If you have a relationship with a larger more established company that has a big presence at the event, you may be able to get free space within their booth. For example, at a recent mHealth conference I attended in DC, Qualcomm had an entire pavilion that housed over 30 much smaller companies that were utilizing Qualcomm’s technology or were portfolio companies of Qualcomm Ventures. These firms paid little or nothing for their kiosk within the Qualcomm pavilion.
Finally, set up your meetings. You need to give yourself plenty of time to network your way to introductions with key influencers and decision makers at your targets. I cannot stress enough how important this is. These are key events on people’s calendars and time slots fill up quickly. In many cases you will rarely see the person you are targeting at their booth – they will holed up in an in booth conference room or a dedicated hotel suite holding back to back meetings. Do leave some time each day to walk the floor to find new potential partners, customers and investors. If you are going to be an exhibitor, make sure the people manning your presence at the show are the best representatives of your company. You never know who might come your way.
Evergreen Advisors
About Evergreen Advisors
Evergreen Advisors LLC is a leading investment banking and corporate advisory firm focused on assisting emerging growth and middle-market companies in the areas of corporate finance, growth and exit strategies, business valuations and advisory services. For more information, visit https://evergreenadvisorsllc.com/