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President's Message
Larry Difatta
President of Granco Clark
I have a love-hate relationship with trade shows, and frankly most of the people I’ve talked to share that sentiment. And it’s understandable when many of the most obvious realities associated with trade shows can be interpreted two ways. Let’s look at a few of those:
True. And, especially at busy times of year, that’s the last thing you need. When there are enough things on your plate to keep you there late every day, how can you possibly consider leaving the office for several days, maybe even a week if you’re exhibiting?
On the other hand, the experts argue that sometimes the only way to think broadly about your business and the issues key to its long-term future is to get out of your foxhole for a while and consider the bigger picture. Sure, day-to-day concerns are important, but looking at the street signs won’t help you much if you’re in the wrong city!
True again. It makes for some pretty awkward encounters with acquaintances and even some old “friends” who are now on the dark side. Not to mention your suspicion of that stranger who seems very interested in your booth, but isn’t eager for you to see his name tag, or to engage in an actual conversation.
But customers in our business are intelligent people who generally talk to a number of suppliers fairly often. And if you think anything you are doing remains a secret for long, you’re sadly mistaken. By avoiding the scene entirely, the main one you’re depriving of potentially valuable information is YOU.
Okay, it’s hard to deny that one. It is too expensive. Everything costs a lot more than it ought to, from the space and exhibit displays to the hotel, food, you name it.
But the truth is, most people feel trade shows are an important part of your marketing, especially when they only come around every few years. And if hiding out and counting the money you saved was a valid tactic, you’d certainly have seen it by now from the likes of Coke (or Pepsi), Miller Lite (or Bud Lite), or Verizon (or Sprint/Alltel/TMobile, AT&T/ad infinitum).
I guess my bottom line on trade shows is that they have one huge plus that you just can’t ignore: networking. These days, as technologies are copied almost as soon as they’re developed and price pressures are driving everyone into the same little molds, the equipment itself is only part of the story. The deal often comes down to relationships—the kind that help you breed confidence, build trust, and demonstrate integrity.
Trade shows provide a nice opportunity to do that. Even if one of the things we do when we get together is complain about trade shows!
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