Trade shows and conventions – for many vocations, they’re an integral component to doing business, but opinions can nonetheless vary.
Depending on where your own piece in the industry puzzle falls (and also contingent on your personality type and perspective) such gatherings are either generally valuable, worthwhile expenditures of time and money, or they’re a nuisance that eats up resources that could be better allocated.
We’re in an interesting spot in the calendar with respect to such events: on the one hand, our industry (some of us, anyway. More on that later…) recently convened in Frankfurt, Germany for the now-much-smaller-and-trying-to-re-build-and-find-its-way Musikmesse; on the other, a portion of the MI world will soon be shaking hands and sharing BBQ and beers once again in Nashville, Tennessee at Summer NAMM – a show which, just a handful of years ago, was, itself, deemed by many (most?) to be on life-support, but now has seemingly found a steady heartbeat.
“I try to go to all of these [trade shows]. The shows are all valuable – the value may manifest in different ways, but it’s there,” asserted well-respected industry vet and all around great guy, Hap Kuffner of Kuffner International, when I spoke with him in Germany this April. And plenty share his viewpoint.
The Frankfurt show is unquestionably smaller than in, say, 2006, but “small” brings its own unique set of upsides. Anyone who has battled their way through the cluster&*%^ of humanity clogging up the aisles at Winter NAMM, or braved the brain-jarring cacophony that is walking through the cymbal area at any number of MI trade shows can appreciate Brenden Cohen of D’Angelico Guitars’ take on this year’s Musikmesse when he observes, “The smaller format gave us a bit more one-on-one time with our dealers and distributors.” There’s something to be said for being able to have meaningful (and audible!) conversations with business partners – or potential business partners – over a span of minutes (gasp!) rather than a few shouted words and a rushed exchange of business cards.
Also, “regional” conventions allow targeted interactions with folks you might not otherwise have any opportunity to see face-to-face – an upside that could be said to apply both to the “in flux” Musikmesse and the present-day Summer NAMM meetings.
“My main purpose for this show, here in Frankfurt, is to meet with many of the smaller European distributors… the countries that don’t necessarily come to the Winter NAMM Show, I see when I come to Frankfurt,” explained Levy’s Leathers’ Harvey Levy. And I can’t tell you how many have shared similar sentiments with me regarding the revitalized Nashville get-together since the move to the still-new Music City Center.
None of this is to say that every show – regardless of size, location, cost involved – is worth the effort for every supplier or retailer. It is maybe worth bearing in mind, though, that these types of events don’t exist in a vacuum and what may no longer be worth the airfare, hotel cost, booth rate, hassle, time away from the office, et cetera for you today… well, if history is any indication, there’s a reasonable chance that it’d behoove you to remain open to re-evaluation as events warrant.
For my part, I hope to see you all in Nashville this June!
