Making the most of your time spent at the Golf Industry Show will require more than just wandering aimlessly up and down aisles on the show floor. Drawing from a vast reservoir of experience from having attended these show for 40 years, I'd like to suggest 10 tips that will make your experience more logical, strategic, efficient and effective.
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1.Set goals
Each individual attendee should have a specific set of goals for the two days of the trade show. Are there certain manufacturers you want to see? Are there pieces of equipment you want to compare and evaluate? What do you really want to get out of your show experience? Make a list of a half dozen achievable goals for your time in San Diego.
2. Devise a strategy
Some people take the first day of the show and move quickly so they can take it all in. The second day then becomes one of focus where you back for conversations with key people in booths you may have marked down for a return visit.
3. Develop a walking plan.
Hopefully you will develop a plan for your walk through. I prefer to start on one end of the show floor and then move my way back and forth traversing the entire trade show floor. A special tip learned from Disneyland in that if you go where the traffic is slower you will likely cover more ground and have more personal access to key representatives from each company!
4. Don't overlook education
Education is available before and during the trade show. Some of that education is on the show floor so mark your daily planner for times and locations. Should you need to find a room for an educational session I suggest you check the many maps and be sure to give yourself time to get there.
5. Schedule time
Make appointments with people you need to see at the show. Most all company representatives who will set aside some time to meet with you. Larger booths have plenty of people that allow for this. Smaller booths that have only one or two representatives may have to meet with you outside of the trade show hours. If people cannot meet with you then it would be best to exchange business cards and have a conversation after the trade show when you return to your golf course.
6. Manage costs
Superintendents are great managers of money and are well known for coming in at or below budget. Trade show attendance is just another sub-line item in the budget. Manage your costs to attend. Housing is usually costly in host cities but if you have a low or moderate budget there are lower priced options available. Some of these may not be a part of the GCSAA lodging options but today if you are a couple of miles away you can take Uber or Lyft to the convention center where it is likely you will spend the entire day anyway. Likewise, take advantage of the hospitality of others. There are several major manufacturers that offer social sessions that have food and beverage. It is pretty easy to have a place to go every night without having to hit 5 star restaurants. Most GCSAA chapters offer hospitality suites for their members. Imagine a networking opportunity and a free or affordable meal to help you stay within your budget.
7. Meet and greets
Networking opportunities are available all week of the education conference and the trade show. You can network with your existing friends, neighbors and classmates or you can meet new people that will broaden your horizon to learn about golf course management globally. Don’t leave home without a stack of business cards. Exchange them with people to open the door for future connection and discussions.
8. Look good and feel comfortable
The trade show is your professional conference. Golf course management is a career and you will be viewed by many on the trade show floor. Dress for success and I would recommend a sport coat and dress shirt along with slacks or khakis. The weather forecast is such you shouldn’t need an umbrella or overcoat as daytime highs will be in the lower 70’s. The one area that might be the most important is the choice of comfortable shoes. If you are going to cover miles on your feet both on the trade show floor and to and from the convention center be sure you have comfortable shoes. This is a must!
9. Search for value
Go into the trade show with the thought of “what value can I bring back to my employer from the GIS?” Take some notes and be able to develop that into a summary you can share with your staff and management when you return home. Remember if there is value to your attendance it will not be questioned when it comes time for budget trimming.
10. Follow up after the trade show
Companies spend a large amount of money to present their products and technologies at the GIS. Social functions have a large price tag. Local distributors chip in to sponsor chapter social events. Take a few minutes and write a thank you note to all those companies that provided these opportunities for you. Appreciation goes a long way. Did you meet new people? Hopefully you did and exchanged business cards. Meeting someone is the first step and the follow up will open the door for a long-term relationship with that individual or company.
