How to Make the Most of Industry Events in 2020
Interior design coach Beth Whitlinger offers tricks for scoping out and attending design trade shows and markets
Many designers wonder if they should devote the time to attend a trade show or market event. Yes, these industry events take a chunk of your billable time and can be expensive if you have to travel out of your area to attend. Sometimes they can seem overwhelming.
But they are still, by far, the best way, in a short amount of time, to see a large number of new products, find new resources and “kick the tires” on items you may be specifying for future projects. If you organize efficiently, you can really make your time at these events worthwhile.
But they are still, by far, the best way, in a short amount of time, to see a large number of new products, find new resources and “kick the tires” on items you may be specifying for future projects. If you organize efficiently, you can really make your time at these events worthwhile.
Make a Game Plan
Download a map of the facility the week before the event. Highlight showrooms or booths you want to be sure to visit, and mark others that you may want to check out. Structure your schedule, but not too rigidly since you’ll want to leave a bit of time to mingle and explore new vendors that catch your eye.
Don’t spend more than a few minutes in these areas, but be sure to give them your contact information so their local rep can reach out to you. Their follow-up, or lack thereof, will tell you a lot about the level of customer service and whether you want to do business with them.
Download a map of the facility the week before the event. Highlight showrooms or booths you want to be sure to visit, and mark others that you may want to check out. Structure your schedule, but not too rigidly since you’ll want to leave a bit of time to mingle and explore new vendors that catch your eye.
Don’t spend more than a few minutes in these areas, but be sure to give them your contact information so their local rep can reach out to you. Their follow-up, or lack thereof, will tell you a lot about the level of customer service and whether you want to do business with them.
Unless you’re attending an industry event for general knowledge, it’s always a good idea to set up a few appointments so you’re sure to have your questions answered without waiting in line. This is especially important for any of the larger, more popular brands — and a must if there’s any celebrity presence.
I always write up my impressions after each day. I then use those notes to compose a review for my clients about the latest trends and tips.
I always write up my impressions after each day. I then use those notes to compose a review for my clients about the latest trends and tips.
Educate Yourself
Always check out the continuing education units (CEUs) and other classes. The keynote speaker is typically a good drop-in — that speech sets the tone for the event and gets everyone geared up for the days ahead. I typically sit in the back so I can dash out if it’s not striking my fancy.
Take advantage of technical classes, especially free or low-cost CEUs. Always read the class description and bio of the presenter and do a bit of research on their topic to determine if you should attend. Be judicious and realistic with your time.
How to Expand or Switch Your Design Specialty
Always check out the continuing education units (CEUs) and other classes. The keynote speaker is typically a good drop-in — that speech sets the tone for the event and gets everyone geared up for the days ahead. I typically sit in the back so I can dash out if it’s not striking my fancy.
Take advantage of technical classes, especially free or low-cost CEUs. Always read the class description and bio of the presenter and do a bit of research on their topic to determine if you should attend. Be judicious and realistic with your time.
How to Expand or Switch Your Design Specialty
Serve as an Expert
If you have experience in the industry, think about sitting on a panel or presenting your own topic. To be involved at this level, you’ll have to reach out to the event planners at least six months in advance, sometimes up to a year. Find contacts while at this year’s event and discuss your area of expertise or interest.
Pay close attention to the attendance at each event to gauge the interest in a particular topic. Listen to what people are talking about and notice any informational gaps. Have a media packet ready to send out within a day of returning to the office that includes your bio, a mini portfolio with professional shots of your work, client testimonials and either a sample article you’ve written or a link to a presentation you’ve made.
If you have experience in the industry, think about sitting on a panel or presenting your own topic. To be involved at this level, you’ll have to reach out to the event planners at least six months in advance, sometimes up to a year. Find contacts while at this year’s event and discuss your area of expertise or interest.
Pay close attention to the attendance at each event to gauge the interest in a particular topic. Listen to what people are talking about and notice any informational gaps. Have a media packet ready to send out within a day of returning to the office that includes your bio, a mini portfolio with professional shots of your work, client testimonials and either a sample article you’ve written or a link to a presentation you’ve made.
Introduce Yourself
Networking is critical at any industry event. Meeting other designers, both locally and from other areas, can have a great impact on your career. I invite designers I meet to join a social media group I started many years ago for the express purpose of networking. The knowledge sharing in this forum from designers across the map has been invaluable.
Having resources for sources, future employees or employers, best practices and just general help and advice has made such a difference in our typically solo practices.
Networking is critical at any industry event. Meeting other designers, both locally and from other areas, can have a great impact on your career. I invite designers I meet to join a social media group I started many years ago for the express purpose of networking. The knowledge sharing in this forum from designers across the map has been invaluable.
Having resources for sources, future employees or employers, best practices and just general help and advice has made such a difference in our typically solo practices.
Be Prepared
Many trade events have smart badges that can be scanned to request information. Even so, bring plenty of business cards. Scanners can go down and not everyone you meet will be associated with a vendor. Don’t forget your cellphone and a battery backup or charger.
Lastly, although fashion is always paramount for designers, wear comfortable shoes. No one will fault you for donning a pair of dressy tennies, and your feet will thank you after all that walking.
Beth Whitlinger has been in the design business for nearly 40 years. When she’s not guiding interior designers through her coaching business, The Interior Design Coach, she’s the principal designer at Beth Whitlinger Interior Design.
Have a question for Beth? Email it to editor@houzz.com, Attention: Beth Whitlinger, or post your question in the Comments. It could be featured in a future column.
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Many trade events have smart badges that can be scanned to request information. Even so, bring plenty of business cards. Scanners can go down and not everyone you meet will be associated with a vendor. Don’t forget your cellphone and a battery backup or charger.
Lastly, although fashion is always paramount for designers, wear comfortable shoes. No one will fault you for donning a pair of dressy tennies, and your feet will thank you after all that walking.
Beth Whitlinger has been in the design business for nearly 40 years. When she’s not guiding interior designers through her coaching business, The Interior Design Coach, she’s the principal designer at Beth Whitlinger Interior Design.
Have a question for Beth? Email it to editor@houzz.com, Attention: Beth Whitlinger, or post your question in the Comments. It could be featured in a future column.
More on Houzz
How to Make Sure You Cover All Your Costs
How to Make Sure Your Project Installations Go Smoothly
More stories for pros
First, think about all your projects, current and future. Which design elements are still unknown? Will you be billing your client for product research, in or out of the office? Your product research while at an industry event should still be considered billable time. Be sure to document your activities related to each project.
Clients always appreciate the fact that you’ve seen a particular item in person, understand how and why something works and can explain to them how it will affect their lives.
Often at a trade show or market, you have access to a sales manager, director of design or development, or other leaders in the company. This ensures that any issue you bring up to them will get attention. Give them all the design parameters and see what options they can come up with for your project. Often you’ll get a fabulous, cutting-edge solution you may not have thought of. Relaying this to your client as the latest technology or efficiency or cost savings can make you a hero.
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