Tips to help optimize your attendance at an industry event
Tips to help optimize your attendance at an industry event
COMPANY INSIGHTS, COMPANY NEWS | NOV 15, 2024
There was a time during the pandemic when industry experts were predicting the eventual demise of in person gatherings. Predictions and polls can be, well, unpredictable. The economy as been in full swing over the past two years. The stock market is roaring along, unemployment rates are low and America has always been great!
Fall is the time of the year when we begin to make plans to visit events across diverse industries and venues. Our diversity in markets has been one of the keys to our success over the past several decades. We attend automotive shows, themed entertainment events, and furniture shows to keep up with emerging trends and technologies. We leverage our research in unique industries across the ideation and concept development phases with client teams. It’s is difficult to calculate the ROI on the investment for tickets, travel, lodging, meals and entertainment. My assessment of the ROI is quite simple: we don’t really know what will come from attendance at any given show. We do know that nothing will happen if we do not show up.
The annual Themed Entertainment event will be held in Orlando from November 18-22, 2024. This show is held in the massive Orange County Convention Center located along the I4 corridor in sprawling Orlando. We have attended this key event since our first project work on themed rides beginning in 2012. The show has morphed, shape shifted and evolved since 2020. You never really know what you will find or who you will meet. There are shiny things, bright lights plenty of other distractions at the show. It is easy to get off track and waste time on non-value-added activities. We’ve found that focused research and a show roadmap are keys to meeting goals for the investment in time and money.
The tendency from an accounting viewpoint is to reduce time on the ground and nights in a hotel in hopes of maximizing the return. It’s also natural to look for the cheapest (most cost effective) mode of travel and lodging. I have a unique perspective on this topic, since we are spending our own money to attend shows. There is no CFO looking over our plans and budgets and our clients are hesitant to contribute to the activities unless we are benchmarking and doing research to support strategic or tactical goals.
IAAPA Themed Attractions Show, Orlando, Florida November 2019. Maury Fredricks and Jhan Dolphin, Prefix Corp.
So then, here are a few guidelines to consider when planning for your next event…
Do it right or stay at home. Spend more where it makes the biggest impact.
I am blessed to be quite comfortable in an economy airline seat. I am always on the hunt for upgrades and preferred seats. One flight is always better than two and two connections are for sure far better than three flights. I have no problem spending more money on an upgrade to arrive well rested and ready to dive into the show. I can count numerous experiences and spontaneous discussions with executives and leaders seated up front of the plane. I usually zone out in the back of the plane and count the minutes from take-off to landing.
The same logic applies to hotels when selecting a room. Book a place where you will be comfortable after a long day of walking the show. The math will work out in the end.
Be generous with your time and wallet with old friends and new contacts. It’s amazing what you can learn over a leisurely dinner. Make reservations in advance of the show dates. Remember, you will not be the only one in town looking for a table during prime dining hours. Be proactive in your planning and get out ahead of the pack to secure reservations.
Always, always, remember your manners and do not be pushy!
A long-time client and friend once shared a story…
He was walking down the bustling corridor of a show years ago when he felt a strong and sudden tug at his elbow. As he looked to his right, he found a sales guy pulling him into a small conference room. The door to the conference room slammed closed as the rest of his group continued walking down the aisle.
The sales guy launched into a fevered pitch about the attributes of his company and services. Needless to say, this approach did not work. On the contrary, the aggressive tactic left a negative and lasting impact on my friend. It is a hilarious example of what not to do at a show or in any other social setting.
Remember to mind your manners, dress up a little bit, wear comfortable shoes and absorb the experience.
Develop an overall plan for the show with daily action items and stretch goals.
Take detailed notes for follow up during a midday break and before going out for dinner.
Snap lots of photos of everything. Take 60-90 second videos of compelling products, show spaces and people (with permission, of course).
Plan sufficient time to explore the unexpected and enjoy the chance encounters with interesting people.
We welcome your show stories and comments on this brief read. We look forward to seeing you real soon!
