Coming home from the NCBA Trade Show and Convention, I started thinking about all that went into the trade show. All that the exhibitors, the organizers and even the visitors put into such an effort, and what each receive in return.

Whether it’s an independent show, state cattle organization, or the big national association, trade shows have a lot to offer. And like most things, you get out of it in proportion to what you put into it.

Trade shows are information centers about new machinery, tools, ideas, pharmaceutical products and methods of doing things. They are an excellent place to kick the tires on several brands before you make a decision to buy. You get to see all the bells and whistles and compare prices. Trade shows give you a chance to check it all out then go home and buy from the local dealer who will provide service.

The representatives at the shows are well trained about the use of their products. They are sometimes called “detail men” or “factory men.” You can bet they know all about their product. Trade shows are a place for professional contact, the trading of information and a way of staying current with the science and art of the beef industry. Also the social contacts with friends are very important to maintain. You will probably meet some old friends you haven’t seen since maybe the last trade show.

The time, cost of travel, space fees and other expenses that exhibitors incur to have a booth a trade show is quite extensive. But, it is one of the best methods for them to get exposure of their product to a mass of potential buyers. Each attendee also has time and expenses, so consequently the overall cost per contact is considerably more than one would think. What it all comes down to is take advantage of the opportunity, get your money’s worth and make the trade show a big part of your convention.

Most trade shows are held on cement floors so make sure you wear comfortable shoes or boots. And, take enough business cards with you. If you have a hanging name tag check to see that it’s right side out.
Take your time when you go through the show. Don’t expect to be “in and out” in 30 minutes. Of course, you can, but you won’t truly benefit from being there.

The last booth at the end of the row may have just the information you really need or want, so allow enough time to see it all.