After many years of show size reduction and consolidation, partly due to the economic downturns during the first 10 years of this millennium, exhibition square footage and attendance numbers have recently been on the rise again. If you aren’t yet part of that trend you probably should be.
Even with the long industrial growth pattern we’ve seen over the last several years this reversal may seem unusual to some. Because of the ability to get information about almost any technology from the Internet with the click of a button, why bother?
Well, there have always been compelling reasons for engineers and solution providers to attend their industry trade shows and conferences. Growing shows just helps justify them better than dwindling shows.
Unfortunately, many companies fail to understand the benefits of sending their design personnel to the top industry shows. It’s often considered too costly and the smaller engineering departments most companies now employ are almost always too busy.
Even so, there are huge potential returns for taking a day out of the normal schedule. Here are 5 reasons you should push to attend a relevant trade show.
Gain knowledge and insight into industry trends – If you are involved in the development of your company’s machines or processes it is important for you to understand where your industry is going and what the demands will be in the future. Sure, you can wait for someone to tell you what to do, but working in a bubble isn’t going to help you develop a cutting edge solution that will help drive your company.
Customers are always looking for new ways of doing things and many manufacturers use trade shows to introduce more efficient and flexible solutions for those needs. With some shows only occurring every other year you could be left far behind before you even realize new and exciting things are happening without you.
See what your competitors are developing and offering – No where else than at a trade show are you able to walk right up to a competitor’s machine or system and see exactly what they are doing. And, in many cases, exactly how they are doing it.
That is a key. Your President or Sales Manager may say they can tell you what the competition is doing. But it is likely only a trained engineer will understand the how and why. Seeing that first hand will save you countless hours of research. And better yet, if the competition isn’t offering what you already do, you deserve a pat on the back for staying ahead of the curve.
See new component and system technologies – It is true you can find almost anything you are looking for on the Internet. But how do you search for something you don’t know exists? Component and system manufacturers are at big machinery shows because that is where their customers are. Or so they think. Unfortunately many of those that can recognize the value of new technology are often left back at the ranch. If you are there and your competitor’s engineers aren’t, you have a big advantage in discovering the next big thing.
A lot of these new developments come from smaller companies that don’t advertise and don’t come up on general search engine inquiries. Many of these companies are at trade shows to get first hand feedback and to verbalize the benefits of their unique solutions. Even big companies introduce new products that your supplier salesman isn’t familiar with and doesn’t tell you about.
And maybe you aren’t even looking for the new technology you trip over. But now you know the capability is available for future consideration. And no matter how good a 3D CAD model is, it isn’t the real thing.
Stimulate new ideas – A trade show is a unique environment that is difficult to replicate. It is a gathering and celebration of all that is possible in your industry. The entire experience fosters energy and excitement.
It is a rare show that both exhibitors and attendees don’t return to their everyday work lives more motivated, inspired, and creatively enhanced, at least for a little while. And if you were able to find that one gem that made a process smoother or your machine a little more efficient and productive, the cost of attending is paid back in multiples.
Networking – Your company may not be so excited about this aspect of your trade show attendance, but you should be. If you are a professional looking to educate yourself or to move up within your industry this is where all the doors are standing open.
A trade show is a place to rub elbows with like minded people who are interested in what you are interested in. Meet people. Run into customers. Talk to competitors. Everyone is much more open and willing to share in this setting. You may not be looking for another job, but if you are seen as an individual who pursues personal and professional development and education through active investigation, an opportunity may someday come your way.
Not all trade shows will result in a home run. And I’m not saying you should go to every one of relevance. But you should get out at least once a year to see what is going on outside the confines of your cubicle. You and your company will be much better off because of it.
Chris Popp
President
C.Popp Enterprise