Even though the shows are often in the same cities year after year, each one is exciting and renewed in the energy of the educators, vendors, and attendees who gather at these events. After all these years, I find that the classroom topics are constantly changing, the products have progressively evolved, and the educators grow even more passionate about their trade. These events continue to provide the best opportunity to network and the best opportunity for professional growth.
My biggest priority when attending a tradeshow is simply to get the most out of it. To do this, I make sure to fully examine the program beforehand – it details which vendors will be on the floor, as well as which educators will be speaking and on what topics. After going through the program with a highlighter, I prioritize my time and plan where I should be throughout the day. The generic general session lectures and demonstrations are an attendance must, followed by a few hours learning and absorbing as much as I can on the exhibit floor. My afternoons are typically spent in the classrooms, talking with educators and creating new relationships. By planning my time at the show in advance, it lessens the chaos and helps provide more productivity. At the end of the day, I spend a few minutes in my hotel room organizing all of the pamphlets and samples I received throughout the event. I make as many notes as possible so that I can refresh my mind about tradeshow conversations when I return to work and immediately act on my decisions.
With your upcoming tradeshow, be sure to create a to-do list prior to attendance. And be sure to pre-register for the upcoming International Congress of Esthetics & Spa – in Long Beach, Calif. on September 11th and 12th, followed by Miami, Fla. on November 6th and 7th. Visit our website to get more information. I’ll be there – hope to see you too!

Amanda Strunk Miller
Associate Publisher