What Happens in Vegas…

In 2011, over 4.8 million convention and trade show delegates came to Las Vegas, generating over $4 billion in non-gaming revenue. 2012 is projected to top these numbers. Between the long hours, the 24/7 amenities, the constant temptations, the intensive walking, and the dry desert climate, staying sane in Sin City requires a special level of commitment. You don’t need the best poker face to have a winning time at a conference here, but high-stakes style preparation is essential, whether the show brings together a few hundred people or a hundred thousand.

1) Be Prepared

Procrastinators could find themselves left in the dust. One of the most common rookie mistakes is the attendee or buyer who finally got around to reading the conference materials on the plane ride to Vegas. Securing the best deals on accommodations and amenities avoids surprising high costs later. Reading the materials ahead of time also provides opportunities to attend unique networking events that usually require reserving a spot well in advance.

Exhibitors should start planning at least half a year in advance while attendees should start coming up with an action plan six weeks in advance, suggests Candace Adams, an event and exhibition management consultant. Such a plan outlines who would be useful to see, what sessions to attend, and a daily schedule detailing the hours on the show floor, in classes, and in meetings. Adams also recommends doing a keyword search on the trade show website to make relevant connections.

Vegas can be incredibly valuable to the bottom line. Creating leads at a trade show is far less expensive than creating them anywhere else, says trade show consultant Joyce McKee. She cites a Center for Exhibition Industry Research report from fall 2009 that found each face-to-face exhibition lead will cost a company $96 while the same kind of lead elsewhere costs $1,039. Exhibitors who plan well and have booth personnel trained to ask the right questions can see an ROI of 12 percent or more. “If you’re not planning,” McKee says, “you’re wasting money.”

2) Surround Yourself With the Best People

Using the company’s database of current and future customers to communicate a product launch in Vegas will keep the target audience engaged and updated, whether they can make it to the show in person or not.

Identifying the right team to attend is another crucial step. For some workers, the temptations in Las Vegas will be too enticing to resist. The effect on a company’s image could be devastating. No matter how great a salesperson’s work, if he or she is battling demons, Vegas should not be the place for that fight. “You need enormous willpower to survive,” says trade show industry consultant Susan Friedmann. She knows of an employee who showed up to
a trade show booth seriously hung over after a night of hard partying and was promptly fired. “There’s only so much coffee you can drink,” she cautions.

3) Stay On the Up-and-Up

In the era of camera phones and lightening-fast social networking, what happens in Vegas definitely does not stay in Vegas. “From the time you get off the plane to the time you get back to the office, you are on display,” McKee says.

Despite the city’s well-known shady side, it is possible to have fun, get work done, and not go overboard around The Strip. Experts recommend setting realistic expectations ahead of time so employees know what the company thinks is acceptable, and what is considered grounds for getting the axe.

Trade shows are work. One way to make that clear is by calculating what the trade show costs the company on an hourly basis and then communicating that to employees. Putting a concrete dollar amount on time wasted puts the show in perspective.

That said, some socializing can be good for your team, and morale. So pick your plan for unwinding in the evening. If you’re going to gamble, have a budget and absolutely limit yourself. Motivate employees to stay on track by offering a reward for coming in under budget. Peers can look out for each other, too. Competitions that recognize the best booth staff encourages positive behavior.

4) Think Like a Distance Runner

Carpet-covered concrete still feels like concrete. Spending hour after hour walking around on it will put the sturdiest footwear to the test. “Make sure you’re bringing the most comfortable pair of shoes*,” says Las Vegas trade show veteran Karen Chupka.

This is the desert. Too much alcohol and too little hydration can be a recipe for an emergency room visit. Drink lots of water; take a bottle with you everywhere you go. Packing lists should anticipate the dry air and include provisions like lip moisturizer, lotion, and throat lozenges.

5) Strategize To Save

The bigger the trade show, the longer the lines will be at the airport for a cab. “If you use a bellhop, for five bucks it’s worth every penny,” Friedmann says. “That’s a tip somebody gave me and ever since I’ve known about it I use it all the time.” Take a moment to find that designated area and then skip the crowds waiting for cabs.

When booking a hotel room, experts suggest staying in the host hotel for the show. As tempting as it is to go with a slightly cheaper hotel option, the show organizer will usually set aside a whole block of rooms and that has its own benefits. You get the interaction with other attendees that you wouldn’t get with other hotels. Then there are the transportation costs incurred by not having access to rides back and forth between the host hotel and the showroom floor.

At the end of the day – or night – Sin City will still be awake, alert, and flush with cash. With smart planning and preparation, so will you.

Excerpted from “How to Survive a Las Vegas Trade Show” by Alyssa Danigelis on Inc.com

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