Suriving IBC

Larry Jordan#

Author: Larry Jordan#

Published 1st October 2014

by Larry Jordan Issue 93 - September 2014

I long ago lost count of the number of trade shows I’ve attended -- it runs into the hundreds. From small table-top affairs to massive shows like IBC, NAB, CES, and many others now long forgotten, I’ve attended shows, exhibited at shows, and covered shows as press.

In this article, I want to share my experiences on how to make the most of attending a trade show.

GOAL

Your goal in attending any trade show is not to prove how fast you can walk the fl oor, but to learn what’s new in the industry. Even more importantly, you need to learn what you don’t know. Trade shows like IBC are the perfect location to see an entire industry all in one place. They allow you to discover new trends or new technology that will drive the industry in coming months.

GET READY

Wear comfy shoes. IBC is huge beyond words. You are going to do a LOT of walking. It is impossible to have a good time if your feet hurt. Since the media world has completely redefi ned the concept of casual dress, no one will think less of you based on your shoe style.

And as a note for those of you who have been living solo inside an editing suite for too long, booth staff would be very grateful if you wore a clean shirt and took a bath before arriving.

PLAN

IBC is vast. If you’ve never attended before you can’t begin to imagine how big it is. The best way to maximize your time is to visit the IBC website - http://www.ibc.org - click the Visitors tab and fi gure out the key events and vendors you want to see. Allow extra time to move between booths. The crowds are big, too, and rapid movement is impossible. Plan your sightseeing route.

WHERE TO LOOK

Certainly, the huge booths at the front of the hall deserve your attention. They are showcasing the technology that all of us have heard of, with very slick stage demos featuring professional presenters, and some very cool toys on display.

However, once you complete your “must see” list, its time for serendipity to kick in. The exciting parts of any trade show, for me, are around the edges. These are the folks with great ideas and no budget, who have pooled all their credit cards and bet the ranch that they have a new idea for the industry.

These are the booths that are fi lled with passion, commitment and hope. They are hidden at the edges, in the small corners, sandwiched between the “big boys.” These are the places where you need to spend time.

ASK QUESTIONS

While it may seem cool to stroll the hall, seeing all and asking nothing, this is really a dumb way to work. Every exhibitor has mortgaged their crown jewels to pay for their booth. They are eager for people to talk with about their cool products and ideas. So, unless the booth is swarming with people, stop and ask questions, even if you don’t know what they do. I used to take great pride in “showing how smart I was.” This meant that in many trade show conversations I needed to prove that I knew a lot. As I grew older, I realized that this actually got in the way of my learning.

Your knowledge of the industry will come out in the questions you ask and your understanding of what the booth staff is saying. I’ve learned far more from being humble than from being arrogant. In fact, I generally start most of my booth conversations with “Assume I don’t know very much.” You’d be surprised at how happy the booth staff are to help you understand what you don’t know.

There are two types of questions I ask: one for booths presenting products or technology that I don’t understand, and a second set for booths with products that I either know or use.

If I see a booth with something in it that I’ve never heard about, or in a part of the industry that I don’t normally work, I’ll ask the following questions:

1. I’m not likely to be a customer for this, but I haven’t seen this before. In brief, what is it?

2. Why is this product or technology necessary?

3. Who are potential customers?

In three questions and about two minutes of your time, you’ll learn about a new section of the market with an overview of products specifically designed for it. I have been amazed, over the years, how often I used this information shortly after attending a show.

I once had an outstanding conversation with a rep from a company that makes broadcast television towers; those metal things that stick up thousands of feet in the air. There was NO WAY I was ever going to buy or build one, but I was curious about how they were constructed. What I learned was so interesting that I now tell it as a story in my classes whenever my students need a break from learning about software.

For booths that contain products or services that I either use or know, my questions are different:

- What are you showing that’s new?

- Why did you decide these new features are necessary?

- What parts of the industry/market are hot right now?

- What has surprised you in how your products are being used?

- What features in your product do you think are the least used or the least understood?

I’m a big fan of “Why” and “What” questions because the answers I get often help me get a better understanding of areas of the market that I may not understand fully.

SUMMARY

Use trade shows as an opportunity to discover parts of the industry you don’t know well. Ask questions. Engage in conversations with companies you’ve never met before. You’ll be surprised how often what you learn can be applied in ways that you never expect.

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