Among us self-appointed cool people in marketing and advertising, trade shows don’t really bubble to surface as a priority. The common belief is usually,
“A trade show? Isn’t that where Dockers-wearing sales people wander past pipe and drape booths to collect free stress balls and celebrate a product launch with the members of Honeymoon Suite?”
I was recently named Chief Content Curator for Dx3 Canada, Canada’s largest trade show dedicated to digital advertising, digital marketing, and digital retail. It’s not a full time job or anything – it’s kind of like being appointed a jury head at an award show. I’ll work with the advisory board (some of Canada’s brightest digital minds) to design and deliver a relevant learning experience for all the attendees and participants.
Admittedly, I haven’t attended a ton of trade shows but I know MY business and we need this one badly. Here’s why:
Talk has to be followed by action.
Trust me, I know how valuable conferences are. Hell, I speak at a ton of them and know critical they are. They allow us to pause. They allow us to think. They allow us to hear unique perspectives, brilliant case studies, and people we would never get access to. They can shape our thinking, confirm our thinking, or point out that we really haven’t been thinking.
At some point, though, that talking has to translate into action.
Did someone convince you that digital signage is critical to retail success? Great. Now get off your butt and buy some. Wondering what mobile advertising platform you should use? Talk to all of them in one place and get on with it.
The St. Lawrence Market for Innovation
Sure, the peameal bacon sandwiches and loud vocal jarring between vendors is great but what I like most about the St. Lawrence market is that everything is under one roof.
The web is a market itself but when you want to actually meet people, demo a product, negotiate a price, or show off your stuff, you need to visit a technology market every once in a while. And when all the important players have set up shop at that market, it’s even more valuable.
We are better business professionals when we talk and listen. But we’re best when we turn all those those conversations into action.
See it. Hear it. Demo it. Feel it. Play with it. Compare it. Order it. Buy it. And most of all, get on with it.
I look forward to working with the great people running Dx3 Canada as well as the brilliant Advisory Board. Hope to see you there.
Dx3 Canada takes place January, 2012.