Before You Go
The difference between a productive trade show visit and an exhausting waste of time is almost entirely in the preparation. Start by identifying your objectives: are you sourcing new suppliers, checking competitor ranges, gathering CPD hours, or building client relationships? Each requires a different approach. Download the exhibitor list and floor plan in advance. Most shows (Maison&Objet, Salone, Decorex, 100% Design, KBB) publish these weeks before opening. Mark 10-15 must-visit stands and plot a route that minimises backtracking.
Registration and Tickets
Register online in advance. Always. On-the-door registration wastes 20-30 minutes of prime visiting time. Many UK shows (Surface Design Show, Clerkenwell Design Week, Workspace Design Show, Futurebuild, London Build Expo) are completely free with online registration. For paid fairs (Salone at €56-80, Decorex at tiered pricing, Maison&Objet at ~€80), buy tickets early to access presale discounts and avoid door queues. Print your badge at home if the option exists.
On the Day
Wear comfortable shoes. You will walk 15,000-20,000 steps at a major fair. Bring a portable charger; your phone is your notebook, camera, and map. Take photos of product labels (not just products) so you can identify suppliers later. Collect business cards but write a note on each one immediately: what you discussed, what you need to follow up on. The best networking happens early in the morning (before the crowds) and late in the afternoon (when exhibitors relax). Eat before the show opens. Venue food is expensive and queues eat into your time.
International Events: Extra Considerations
For Milan Design Week, book accommodation months in advance. The entire city fills up and prices triple. Use the Metro M1 to Rho Fiera for the Salone, and allow 2+ days for the Fuorisalone events across the city. For Maison&Objet in Paris, buy a Zone 1-4 RER ticket before boarding at Gare du Nord. For Cologne (IMM, Orgatec), the Messe/Deutz station is one stop from the Hauptbahnhof. Book a hotel near the main station for easiest access.
After the Show
The real value of a trade show is unlocked in the 48 hours after you leave. Send follow-up emails to every contact while names and conversations are fresh. Add notes to your CRM. Share highlights with your team or on social media (tagging exhibitors builds goodwill). Request samples, catalogues, and price lists from shortlisted suppliers. The show discount or introductory offer often has a deadline. A trade show visit without follow-up is just an expensive day out.
