Will You be Attending GlassBuild Next Month?

Over the years, I have attended more trade shows than I care to count, as an exhibitor and attendee. In a few weeks, a lot of you will be heading to GlassBuild in Orlando.

Whether you are attending as a customer or an exhibitor, you will all be asking the same question: Is it worth my time and the expense? In short, yes, and if you do intend to go, there’s one crucial first step: proper planning, which is essential for exhibitors and attendees alike. Exhibitors need to set some goals for the show, such as:

• What products are you going to highlight?
• Do you have a message that you want to communicate?
• Have you set up a meeting with the staff to discuss the show plan?

I have always used the show as an opportunity to do some training with staff. Review all the products on display and make sure everyone knows the features, advantages and benefits of each product that you want your customers to leave with. You may want to write out the talking points beforehand to review with everyone.

Make sure that everyone has taken the time to review the literature that you are handing out so they can explain it to customers. It is a good idea to assign someone to walk the show, to check on competitors, look for new products and ideas. Attendees want the next great product or industry trend, education, new suppliers, or to build better relationships with current ones—all important reasons to attend the show, but none that can quantify the expenses.

Looking back, I don’t know of a show where I could put a spreadsheet together that showed the immediate impact of attending. However, I can look back and identify many critical relationships, products and suppliers that changed our business forever that would never have happened if we hadn’t attended. As you can see, I believe it is important to attend or participate in trade shows.

Companies are busy, but supply chains are still changing, and prices are increasing as many products face tariffs. The show will give you opportunities to expand your supply base and provide you with confidence to expand suppliers. Knowing the glass industry, I anticipate there will be many new and innovative products that companies have been developing over the last year that could change your business forever.

Of course, the most important reason to attend is to strengthen your relationships with customers and vendors. That’s because they keep us all in business. Start by thanking them for their business. Be sure to also keep your eyes open for that product or trend that you will one day look back on and appreciate how it impacted your business.

I hope to see you at the show. Stop by the FHC booth 14022 and say hello.