For the past seven years, my company, CWK Media, has made the journey to Indianapolis for the Performance Racing Industry (PRI) Trade Show—a must-attend event for anyone in the automotive industry.
But looking back, there are a handful of things I wish I’d known before diving into the tradeshow scene. From planning to networking, these lessons could have made the process smoother—and even more successful.
1)Don’t Wing It: Plan Your Show Like a Pro
Heading into a tradeshow without a plan is like driving without a map—you might get somewhere, but it won’t be where you want to go. As my dad always says, “You can’t fly by the seat of your pants!”
That’s why our team takes the time to map out clear objectives and set realistic goals for every tradeshow or event we attend.
One of our go-to strategies? Crafting “hit lists” of key people we need to connect with. These lists guide us through the event and ensure we’re laying the groundwork for strong opportunities in the year ahead.
3) Be Brand Heavy: Make Your Presence Unforgettable
Whether you’re selling used cars or launching the latest innovations, strong brand visibility is non-negotiable—and it all starts with consistent color branding.
At every industry event, our CWK team wears hot pink. This bold and consistent choice ensures we stand out in the crowd and stay memorable. Especially if it’s your first year attending, wearing a signature color helps people associate you with your brand long after the event.
3) Prepare Yourself for Unexpected Opportunities
As Lucille Ball once said, “Luck to me is something else: Hard work—and realizing what is an opportunity and what isn’t.”
Opportunities often come when you least expect them and being prepared can make all the difference. Having the right materials ready to go—whether that’s business cards, pitch decks, or product samples—and know them inside and out.
When you’re prepared, you can turn chance encounters into meaningful connections and seize opportunities that others might overlook. Hard work meets preparation—that’s where true luck is made of.
5) Bring Hand Sanitizer by the Barrel
Events like these are a germ’s playground, especially with cold and flu season in full swing. Be smart and bring plenty of hand sanitizer. After shaking hands and networking, make it a habit to use some to keep yourself healthy and avoid bringing any unwanted germs back home with you.
A little prevention goes a long way—stay sanitized, stay safe!
