Q: Steve: I thought you might be able to offer some insights on attending a convention “on the cheap.” Many people who otherwise might attend an important business tradeshow may think they can't afford to take time away from their business or afford the cost of travel and lodging to attend an industry convention or tradeshow. Thank you for your consideration.

Jay

Q: My younger brother is in real estate sales, helping people become owners of duplexes and fourplexes. He has a saying: Property management: It doesn’t cost, it pays. The point is that if these new landlords simply look at the short-term fees involved, then hiring a property manager seems like an unnecessary expense, but if they look at the long-term benefits, the savings in time, expense, and headaches easily outweigh the minimal costs.

That is also the case here. A tradeshow is a great opportunity to make contacts, increase your visibility, promote your brand, find new products, generate leads, solidify existing relationships, build sales, learn new skills, and have a few yucks. Whew! When weighed against the short-term cost of attending, these long-term benefits should easily tip the scale. Remember too: All expenses related to attending the show will be tax deductible.

Yes, you will need to leave your shop for a day or two, and yes, you will have to pay for a plane flight and hotel, and yes, it should be worth it. That said, the question remains: Are there ways to reduce the costs associated with attending? You bet. Here then are some of my favorites:

Book far in advance: People who do not travel on business a lot may be surprised at just how much you can save by booking their travel a few months ahead. If I wanted to fly from San Francisco to Dallas tomorrow, I would have to pay about $800. If I want to fly three months from now, the fee is about $300.

Check also with sites like Expedia, Orbitz or Travelocity. Great packaged deals, especially in advance, are the norm.

Check hotel options: Usually, trade show organizers will reserve discount rooms for attendees, so check and see if this is the case for your show. Yet, very often (depending upon the size of the show of course) the hotel of choice will be connected to the convention center where the tradeshow is being held, so even with a discount, this may still be an expensive choice. Instead, look for smaller hotels a few blocks away. Staying at these venues can save you a bundle, while still being convenient enough to get to the show fairly easily.

If the show is beyond walking distance of the main hotel, there will very often be a shuttle taking people to and from the hotel to the show. You do not have to be a guest of the hotel to use these free shuttles. Simply show up at the hotel’s designated shuttle pickup spot and jump on board. Your convention credentials will be your ticket.

If staying at a hotel is simply not possible, consider simply flying in early one day and out as late as possible; not ideal, but it would work.

Show tips: There is so much free stuff at trade shows that it can become mind-numbing – flyers, brochures, giveaways, drawings, key chains, knickknacks, doodads, and that’s just for starters.

See whether there are any free happy hour receptions that you could attend.

Especially take advantage of the free seminars and classes being offered. The show organizers paid plenty for these experts to come and speak, and they usually have a lot to offer, so pull up a seat and soak it up.

Other free information and advice comes more informally. People are there to schmooze, so schmooze. Seek out the people you need to meet and be bold.

All in all, the benefits of attending your industry tradeshow should outweigh any detriments, and so that is why I say: Attending a trade show: It doesn’t cost, it pays.

Today’s Tip: Here are a few ideas I ran across for making your tradeshow experience more valuable:

• “Start networking prior to the show date: The biggest mistake you can make is waiting until you're at the show to begin networking. Instead, email three people you want to meet in advance, saying, ‘I'm really looking forward to hearing your comments (or seeing your new gadgets). (MarketingSherpa.com)
• “Show your badge: Always wear your nametag high on your lapel, on the right side. Nametags make it easy for people to talk to you. Use a well-placed tag to put people at ease.” (Gaspedal.com’s Damn, I Wish I’d Thought of That newsletter.)
• “Best places to meet people: Look for the natural hang-out places: By the food. By the phones. Waiting in line. Hotel bar. Hotel lobby. Speakers lounge.” (Gaspedal.com’s Damn, I Wish I’d Thought of That newsletter.)