A Racer’s Guide On How To Make The Most Out Of Trade Shows

The winter can be just as critical for race teams as the season and it pays to plan out and maximize one’s trade show schedule.

Nov 14, 2017 by Dan Beaver

A Racer’s Guide On How To Make The Most Out Of Trade Shows

By Jonathon Masters

It is mid-November and the racing season is taking its final breaths. On-track action is settling down for the winter, and the “offseason” is once again hitting North America.

Racers across the country are taking apart and going through their 2017 cars. Teams are taking stock of their parts and tools to see what can be used again, what can be sold, and what is damaged beyond repair. Teams and drivers are already calling suppliers and product sponsors to begin the process of preparing for the 2018 season.

And many will be making their annual offseason trips to the major industry trade shows in Indianapolis; Des Moines, Iowa; Syracuse, NY, and Springfield, IL. These shows are pivotal for racers looking to get the early scoop on new technology and get that ever important face-to-face time with their suppliers.

The racing industry trade show is one of the highlights of any driver's offseason.

So why is it that so many of them seem to do all the wrong things when attending these important networking events? Most racers and teams mean well but do not have the knowledge to properly make the most out of their time on the show floor and beyond.

Here is a quick reference guide to the do’s and don’ts of attending a racing trade show.

DO: Take a stack of business cards with you. You are going to be meeting a lot of people, and the vendors you come in contact with are meeting even more. There isn’t enough time for them to take a number down or program it into their phones. A business card with your name, number, and email will work to your and their benefit. When they get back to the shop or office on Monday, they will go through the stack of cards they’ve gotten at the show, and it will be easier for them to remember and contact you if your card is in that stack. If you don’t have a business card for your race team, go to your local print shop and you can get an entire box for around $25. It will maximize your efforts at the show and be well worth the investment.

DO NOT: Take a marketing packet or sponsor proposal. This is pretty much the No. 1 rule at a racing trade show. A lot of trade shows have flat-out banned them due to vendor complaints. Most of these people are there to do business and make sales connections for the future. They do not want their time consumed by people looking for financial support and free products. That doesn’t mean these things do not happen as the result of connections made at trade shows. Focus on forming long-term connections at the show. The relationships you make could result in future assistance.

DO: Plan your show in advance. Nearly every show gives you a map or list of vendors in advance. Go through the list and mark the companies that are your top priority to see. Keep in mind that you may not be able to make contact with your representative from those companies the first time you pass the booth. There are going to be hundreds of people attempting to speak with them at the same time as you. For that reason, it is important to make a list of secondary companies you would like to see as well as connecting with new companies. You can always return to your “must-see” booths later.

DO NOT: Go to bed early. Eighty percent of the business deals done at a trade show are initiated or finalized after hours. So make sure you go to the bars, restaurants, and pubs. Try to make plans with contacts you make at the show to meet up later at the bar. Even if you are not a drinker, this atmosphere is very important to your trade show weekend.

DO: Get the most out of free seminars or education sessions hosted at the trade show. Many shows offer a variety of free education sessions. Most of them are hosted by industry professionals and companies. You can get year’s worth of information in the matter of a couple days on a variety of topics.

DO NOT: Dress like a slob. You are here to meet new people and strengthen existing relationships. Many of these impressions are going to be brief and need to be memorable. Don’t let them remember you are the guy with grease-covered jeans and a T-shirt with welder burns. You do not need to wear a three-piece suit, but putting on tan pants and a polo shirt won’t kill you.

AN EXTRA DO NOT: And I can’t believe that this is something that needs to be said, but I’ll cover all my bases here. Do not ask anyone for an autograph. These shows are places of business. You may see anyone from Scott Bloomquist to Tony Stewart to Mario Andretti at these shows. They are here to do business just like you. Respect yourself. At these shows you are engaging with these guys as your peers. Would you walk into work and ask a coworker for an autograph?

So go out there and make good connections, get educated, and get the technical edge on your competition before next season. Also, have a great time. Remember, when you’re at these shows you’re always among friends, so enjoy.

Next time, we’ll look at the do’s and don’ts for the vendors.

- Jonathon Masters has a lifelong connection with dirt racing. His family has owned and operated MasterSbilt Race Cars manufacturing dirt late model chassis for 35 years. He attended college in North Carolina for motor sports management and has written for various industry publications. Jonathon was an account executive at The International Motorsports Industry Show, founder of the Heartland Auto Racing Show, and has been a racing industry professional for over a decade.