So, you really want to go to NAB this year, do you? Budget cutbacks and department reorganizations kept you from going the last two years and you feel out of touch. You really want to get back on top of the newest developments in hardware and software, learn some new skills and techniques, network with some professional peers, and maybe have some fun away from the shop on your employer's dime and time.
Nice ideas, but remember, trade shows are not about what you want, but what your employer needs. You must present a compelling business case detailing how your employer will benefit from your attendance at the show. It's about what's in it for them, not what's in it for you.
Beyond the esoteric value of helping you stay on top of the newest developments in your craft, what vendors do you really need to see so you can make the best possible purchase recommendations for your shop? How many different vendors do you need to see? How much time should it take to accomplish your fact-finding objectives and over how many days?
And here's the deal-breaker: Is there any way to accomplish these fact-finding objectives faster, cheaper, or smarter than attending the show? If the answer is yes, stop right here and unpack your suitcase.
There's a lot more value to a major trade show like NAB or the Government Video and Technology Expo than the vendor booths and product demos. Thoroughly review the list of workshops and seminars available, many of which are short and free. What topics will help you add value to your shop and organization?
Beyond the typical freebies, are there more in-depth sessions that can really make a difference in how well you do your job? Can you accomplish your learning objectives without adding another day off work and additional per diem costs? Again, is there a better/faster/cheaper way to accomplish the same learning objectives other than you attending the show? If you really want to attend the show, let's hope not.
Often, the most important outcome from any major trade show doesn't happen in the exhibit hall or seminar rooms. It's the networking that happens in the show floor aisles and the hotel lounge. Networking with professional peers from around the industry can add significant value to your trade show experience.
Networking is all about the exchange of ideas, information, and resources, as John Naisbitt taught us in Megatrends in the 1980s. And we can all benefit from learning how to do our jobs faster, cheaper, smarter, or better. No matter what challenge you or your shop is facing, a colleague somewhere has probably already solved it (or knows how). Networking can help you make that connection.
You can meet people who do the same kind of work that you do in similar organizations. Talk to people who already bought what you want to buy or are shopping for the same things. Compare notes at user group members. Even network with seminar leaders or other attendees.
You can't make the sale to management solely based on the value of networking opportunities, but it should be another element in your business case. Indicate the kinds of information you'll be seeking from what kinds of people. Don't wing it -- go in with a specific networking plan, kind of like going on a shoot with a specific script or shot list.
The follow up after you return from the show can often make the difference. How will you share what you learn?
Consider delivering a detailed debriefing presentation to management. Summarize key information that supports your purchase recommendations. Offer mini-versions of the seminars you attended. Even consider a presentation for your local professional association if your employer values such positive exposure of its employees.
If all this sounds like way too much analytical busywork for a creative media type like you, well, you're probably right. But how well you answer all these questions will definitely impact your results -- and if you can't present a compelling enough business case for attending the show, don't even try.
Honestly, if it really is all about what you want instead of what your employer needs, then be honest with yourself ... and your employer. Use vacation or personal time for the show. Save up the money to cover the travel and per diem. Then, you can really do what you want at the show and have a whole lot more fun.
If you do go on your own time and dime, consider doing the same follow-up activities when you get back that you would have done had they sent you. Such a selfless strategy of sharing might earn you some quality points and increase your chances for making the sale next year.
Phil Stella runs Effective Training & Communication, Inc. and is a veteran video writer/producer, communication skill trainer & speaker. Contact him at (440) 449-0356 or etcpjs@aol.com.
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