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Face & Body® Midwest 2013: It’s All About Relationships

By: Mary Richter
Posted: January 30, 2013, from the February 2013 issue of Skin Inc. magazine.

Have you ever attended a trade show? Maybe you are a seasoned veteran and attend a few events each year to see your suppliers and meet up with industry colleagues. Or, perhaps this year will mark your first trade show experience and you don’t know what to expect. Either way, attending Face & Body Spa Conference & Expo Midwest should be on your calendar, taking place March 9–11, 2013.

In December, I had the opportunity and privilege of attending an industry trade show for trade show producers—yes, there is such a thing. Sitting at a luncheon with industry peers I had just met, I found myself nodding in agreement when I heard them discuss their experiences with exhibitors, what they do to keep attendees coming back for more and why they are so passionate about the industry. At the end of the day, I found myself thinking that, regardless of what industry you may be in, it’s all about relationships. Relationships can provide you with guidance and advice when you are looking for answers; strength and encouragement when you are having “one of those days;” and the curiosity, spark and passion to move you forward in your career.

Why go to a trade show?

There are many reasons to go to a trade show, but one of the best answers? The experience can help you build crucial relationships. As an attendee, it is both the relationship with your suppliers and with your clients ... and attending Face & Body Midwest can build your business and strengthen your relationships.

Face & Body Midwest will give you the opportunity for face time with your current suppliers, and to discuss new products and services with potential suppliers. More than 80 companies will be exhibiting in the Skyline Ballroom at McCormick Place West in Chicago to showcase the latest trends and techniques in the professional skin care industry. Take the time to see your favorite existing suppliers and meet with new vendors. Compare product lines, services, prices, applications and ingredients, and ask questions.

Invaluable supplier education

Did you know that Supplier Classes are included in all registration options? Sit next to someone you don’t know and introduce yourself. Build new relationships while learning various topics from exhibiting companies. There are 40 classes to choose from on Sunday, March 10, and Monday, March 11, and peptides, needling and peels are just a few of the topics. At the end of class, you may have just met someone to bounce ideas off of and share client stories with.

More education?

If you are looking for more advanced product-neutral education or need CE hours for your Illinois esthetician’s license, join your peers at the Advanced Education Conference Program sponsored by Skin Inc. magazine on Saturday, March 9. The general session features a legends panel with industry pioneers Rebecca James Gadberry, Christine Heathman, Mark Lees, PhD, and Peter T. Pugliese, MD. Gain one CE hour while asking questions and joining in the discussion on the past and present of professional skin care. Following the panel, choose classes from four different tracks—Career Development, Skin Science, Business Solutions and Treatment Techniques (with live demos). After class, talk with the speakers and maybe find a new mentor.

So, come to McCormick Place West in Chicago March 9–11, 2013. Approach an educator. Talk with an exhibitor. Find commonalities with other attendees. Build relationships and your network. At the end of the day, even if you do not immediately add a product or service to your existing business, you may find a resource, mentor or new way of doing something as the result of a relationship that was started or nurtured at Face & Body Midwest. For all event details, please visit www.FaceandBody.com/midwest.

Mary Richter is the show manager for Allured Business Media, including Face & Body® Northern California and Face & Body® Midwest. She has been a member of International Association of Exhibitions and Events since 2006.