Editor's Letter - Return on Investment

Trade shows and conferences can be considered interruptions to a work schedule, even for people who plan to attend an event well ahead of time.

For company owners and managers, leaving town to attend an event presents the dilemma of being away from the office, from job sites and from key co-workers for one day or part of a week. During the bustling economy of the previous years, this was a particular consideration.

As the 2009 convention season gets underway, a far different set of barriers present themselves for many potential attendees, including declining revenue and tighter cash flow. Perhaps less tangible can be the scrutiny of employees and co-workers who have seen their hours reduced and colleagues laid off and who wonder why the boss is flying down to Florida.

Ideally, the reasons for the trip are numerous and accrue at the bottom line. No two people attend a trade show with identical agendas, goals and degrees of seriousness. But experience has shown me that when one attends an event with an eye on business, the return on the investment of time and money will be multiplied several times over.

Those who attend the C&D World event in Tampa March 22-24 and those who attend the National Demolition Association convention in Orlando April 4-8 have numerous ways to achieve that payoff, starting with the programming and a thorough inspection of the Exhibit Halls.

As someone who has helped organize industry events for this media group, it is discouraging whenever I see a small percentage of attendees filling the session seats at any industry conference.

As in years past, there is no doubt in my mind that contractors and recyclers who listen to speakers and take a few notes will come away with ideas that will earn or save money for their companies. It could be anything from getting a new property and casualty insurance quote to checking into an emerging end market for a recycled product—in some fashion a timely reminder or a new opportunity will emerge.

The exhibit halls of both events present those same opportunities. Either a new type of equipment or the idea to match a piece of equipment with an application is almost inevitable for attendees who keep their eyes, ears and minds open in an exhibit hall.

Finally, but perhaps most importantly, are the conversations with fellow business owners and managers from around the country that will take place at an industry event.

In the past couple of decades, these conversations have been labeled with the business term "networking." Whether one wishes to use that label or simply call it chatting or small talk, the end results from such conversations are ideas for business opportunities emerging markets to look into, new business contacts in other parts of the country, or even referrals and opportunities to bid that would not have occurred without attendance at a trade show.

The reasons to give pause to attending conferences this year are legitimate. But the missed opportunities from not attending are almost certainly just as real. C&DR