How to make the most of your time at industry conferences and sessions.
Attending a trade show or conference can be a game-changer. It’s a unique opportunity to gain insights, forge new relationships, and stay ahead of market trends. However, to truly maximize the cost and time spent, you need more than just a passive presence. Though CEDIA Expo has just passed, plenty of more industry events are on the horizon, including buying group conferences and association roadshows. Here are some essential strategies to ensure you extract the most value from your next trade event.
Photo by John Staley.
Plan Ahead: Stay Informed and Set Objectives
Don’t just go and see where you end up. The foundation of a successful trade event or conference experience is thorough planning. Before you even pack your bags, take the time to:
Stay Up to Date on Industry News: Read up on exhibitor news, recent industry developments, and data-driven trends. Follow relevant industry news sites, blogs, and social media channels, especially LinkedIn, which is a goldmine for current discussions and insights. By understanding what the industry is buzzing about, you can better prioritize your time and efforts.
Set Clear Objectives: Identify what you aim to achieve at the show or conference. Are you looking to discover new suppliers, strengthen relationships with current ones, or learn about the latest advancements? Having clear goals will guide your activities and interactions.
Optimize Your Schedule: Prioritize and Organize
Look at the show schedule and note the talks, sessions, and related events that will help you achieve your objectives. With all the shiny new boxes, blinking lights, and friends stopping to say hi, it can be easy to get distracted and overwhelmed. Here’s how to make the most of it:
Review the Schedule: Examine the conference agenda ahead of time. Identify key sessions and events that align with your business goals and put those on your calendar. Do that sooner rather than later because, as my mom used to say, “in a minute” never happens.
Prioritize and Book: Reserve spots for must-attend, registration-required sessions and mark others as “Tentative” or “Optional.” This ensures you don’t miss critical talks while leaving room for flexibility.
Plan for Networking: Allocate time for award ceremonies, networking events, and social gatherings. These are prime opportunities to build relationships and exchange ideas. Like everything else, put these on your calendar, and be sure to RSVP early for events that require pre-registration.
Engage With Suppliers: Deepen Relationships and Explore Opportunities
Make appointments with current suppliers and those that have sparked your interest. Engaging with suppliers goes beyond casual chats. Schedule dedicated meetings and:
Discuss Strategic Needs: Talk about ways suppliers can better support your business. Address topics like freight programs, marketing funds and assets, demo samples, and showroom support. Although these discussions might not be resolved on the spot, they provide valuable feedback for suppliers to consider and put you in a proactive position to get more of what you need to increase sales and grow your business.
Explore New Partnerships: Seek out suppliers and brands that caught your eye in trade publications as you prepare for the show or conference. These interactions can lead to fruitful partnerships and innovative solutions for your business.
Active Participation: Discover and Learn
Leave time to walk the show floor. The exhibit hall is a treasure trove of innovation. In addition to visiting booths to see brands and products you already know, make the most of your time at events by:
Actively Looking and Listening: Engage with exhibitors, attend product demonstrations, and listen to pitches from brands or companies you don’t already know. This hands-on approach will help you discover new technologies and suppliers that could benefit your business, and it gives you a better perspective on how different brands go to market and support the community.
Asking Questions: Don’t hesitate to ask detailed questions about products and services. This helps you gather more targeted information that can lead to better-informed buying decisions.
Team Involvement: Enhance Knowledge and Engagement
To amplify the benefits of attending a conference and create a more cohesive team environment, try to bring your team along. If bringing the team is not feasible, ensure you capture the essence of the event:
Document Your Experience: Use your phone to take videos and photos during the event. Capture key moments, interesting products, and insightful sessions. Take pictures of your key account reps and others who might otherwise not be seen but are often the go-to for your company.
Share Post-Show Insights: After the event or conference, share your experiences with your team. Utilize post-show coverage from online sources and trade publications, including videos and articles, to keep your team informed and engaged.
Gamify the Next Event or Conference: If possible, think of ways your company can compensate people to attend future events and conferences. This could be a sales incentive program or another competitive initiative that encourages your team to go the extra mile to be entered into a drawing to possibly attend an event in the future.
Maximizing the value of attending a trade event or conference requires strategic planning, active engagement, and effective follow-up. By staying informed, prioritizing key events, engaging deeply with suppliers, actively participating, and involving your team, you can ensure that your investment in attending the conference pays off significantly. Remember, it’s not just about being present; it’s about being proactive and making meaningful connections that drive your business forward.
By following these steps, technology integration pros can transform any event experience into a powerful catalyst for growth and innovation.
Need some structure or ways to get your team involved at events and conferences? Drop me a line ([email protected]). I’m here to help!
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A 25+ veteran of the residential tech & AV integration industries, Katye McGregor Bennett is the CEO of KMB Communications, a boutique communications firm that anchors the intersection of technology + design by connecting brands, buyers, and prospective audiences through creating compelling content and conversation that elevates and amplifies. In addition to co-hosting Design Uncut with Veronika Miller, Katye hosts two popular podcasts, Connecting Tech+ Design and AV Trade Talk. She is part of the DesignHounds influencer group and also serves on the NAHB Custom Technology Work Group, is a strategic advisor in the CEDIA, HTA, and AVIXA communities, a frequent contributor to Residential Systems, Connected Design and founder of the AV Yoga group.
It’s important to remember that the custom electronics and integration industry has many moving, but equally important, parts. The space is constantly growing and evolving, which means bringing in new faces that may not have a strong background in AV. At Thursday’s “Leveraging Technology as an Extension of Your Brand” keynote presentation, a key theme was encouraging budding designers to become more familiar with the AV technology that is becoming increasingly essential in their professional world.Led by Katye McGregor Bennett of KMB Communications, the presentation was followed by a booth tour and a series of networking events to allow attendees to make industry connections. When polled, most designers in the room revealed they had yet to work with a technology integrator. Resources to find partners in the industry are vital to those entering the field, but may seem difficult to track down.
Panelists (from left) Katye McGregor Bennett, Elizabeth Lord-Levitt, and Sarah Dresher discussed the growing importance of AV technology knowledge for interior designers. Photo by John Staley.
Sarah Dresher of LIT encouraged attendees to utilize manufacturer reps as a valuable resource for support, as well as to reach out to organizations like the Home Technology Association and CEDIA. “One thing we can count on with technology is that it’s forever changing,” she said, “so continuing to educate yourself is the best way to start getting involved.”
McGregor Bennett added that the growing number of technology experience centers can help designers learn about options currently available on the market. “Many of the integrators in the community are starting to build really beautiful experience centers,” explained Bennett. “These are often open and available to you in the design/build community to bring your clientele in and see what’s possible with technology without having to commit at the time.”
However, McGregor Bennett cautioned emerging designers that communication with integrators is key. “I want to make sure you understand that the integrators are there to help you, support you, and collaborate with you,” asserted Bennett. “They are not there to take over the project. By all means, if you get that sense, it’s a conversation you need to have, so they can understand the roles in the room and the hierarchy.”
Turning the discussion toward how the design/build community are leveraging technology into their projects, McGregor Bennett asked Dresher and Elizabeth Lord-Levitt of Built4Design Residential Academy to provide insight into how they are seeing residential tech used across projects. “I think what’s really important to understand is that, as a designer, AV integration can be on any level in regards to budget,” explained Lord-Levitt. “There’s a big financial component to it, but not only fancy homes have AV integration. It can be applicable to any project—it may be a smaller investment amount, but it’s still really important.”
Lord-Levitt also reminded attendees that clients don’t know what they don’t know. “Your goal as a designer is to be their advocate and say, ‘Is this important to you? This is a great resource to determine if it is, and if it fits into your budget.’”
In this episode, I’m joined by Daryl Friedman, Global CEO and President of CEDIA, the Custom Electronic Design and Integration Association, to talk about the association’s efforts to establish a Technology Integrator SOC occupational code.
Why is this important? Smart Home Professionals, or Technology Integrators, are currently misclassified as a subset of the electrical trade within the SOC system. In the next revision to the SOC system, our community feels it is vital Technology Integrators are recognized with a separate SOC occupational code. A Technology Integrator’s skill set and training is more diverse than other trades, with specialized skills required to work with technology throughout the home. A vital step for the important work done by Technology Integrators is to establish a separate SOC occupational code in the SOC system revision, which is open for possible revision in 2028.
Tune in to learn more and if you are compelled, our industry would appreciate your support! The link below will open a pre-written/suggested letter that you can submit simply by clicking the button at the bottom. The work this industry does is important and this SOC will make a big difference for those in the field now as well as those coming into it. Thank you for supporting Technology Integrators and the AV Trade Talk pod!
CEDIA Expo 2024 takes place in Denver, CO from Sept. 5-7, 2024. The residential technology industry’s leading event for professionals and brands in the channel, this show is THE place to be if you’re in the audiovisual biz. I’m joined in this episode by Jason McGraw, Emerald Expositions Group Vice President, Event Brand Leader, CEDIA Expo, Commercial Integrator Expo, KBIS, and AV-iQ. Jason shares what’s taking place before and during CEDIA Expo and some of his favorite parts of the show. Of course, I can’t resist sharing my POV, so we discuss that and more in this episode of AV Trade Talk, your source for news, insights, and more. CEDIA Expo is open to the trade only. If you qualify, you can register here, now: https://cediaexpo.com. Thanks for tuning in!
Why “fixing it in post” is never the right answer.
During a recent trade event, a seasoned video production professional asked me how to get people not only camera-ready, but capable of delivering the intended pitch quickly. The story they shared as the basis of their inquiry was all too familiar. They had been hired to capture product videos that would be presented by a C-suite executive who was adamant they knew what needed to be said and how to captivate the audience because they’d presented similar content to people for years. “Just tell me where to be and I’ll be ready, don’t you worry.”The problem was, as soon as their spokesperson saw the red light and heard the word “rolling!” they stared blankly at the camera and then fumbled their lines as they tried to gain composure. After many repeated tries, they still weren’t able to deliver the intended message succinctly and every attempt they made took eight or nine minutes, included awkward pauses, and, worse, noted technical inaccuracies. “You can edit that in post!” is never the right answer. Being prepared is.
Getty Images
Setting the Stage: The Importance of Preparation
Much like a fine cup of coffee, delivering the right message on camera requires confidence, preparation, and a touch of flair. Simply put, a spokesperson should never step in front of a camera without thorough preparation, no matter how experienced they are. Preparation is the cornerstone of a successful on-camera appearance that delivers value for the company or brand.
Here are some guidelines for anyone going on camera that will ensure a more effective, engaging, and actionable video content capture.
Know the Objective: Understanding the message is only part of the equation. What are the key points that need to be conveyed for each particular video being captured? Identify and prioritize the objectives and be sure the spokesperson stays on point when the camera rolls.
Know the Audience: Understanding who the audience is and what their needs are is crucial. Tailor the message to resonate with each target audience. Is the content intended to address prospects, loyal customers, potential investors, or the general public? Each group requires a different approach. Prospects and customers may want to know how a new product or technology evolution is differentiated, while investors might be interested in the market potential or financial impact. Capture separate, short videos for each target audience.
Know the Timing: How long should the video be? That depends on the intended use and where the videos will be published. This is a critical part of the pre-production process, and the spokesperson must be ready to do several captures of the same topic to meet the time length limits of each digital platform. “You can just trim the content down in post” is never an effective (or economical) solution. Don’t go there, trust me.
Crafting the Message: Clarity and Conciseness
Clarity and conciseness are akin to the perfect coffee roast — balanced and robust. When spokespeople talk about complex technologies or initiatives, the message must be clear and they should use simple, straightforward language. Whether it’s an innovative product, a groundbreaking technology, a team achievement, or a new company initiative, clarity is paramount.
Focus on Key Message Points: Break down the information into digestible pieces. Identify three to five key points you want to convey. This helps in maintaining focus and ensures the audience retains the core message. Just as you wouldn’t overflow a coffee cup, avoid overloading your audience with too much information at once.
Hold the Jargon: Limit the use of jargon. Remember, not everyone speaks the same technical language, and acronym soup can be hard to digest. Analogies and relatable examples can bridge the gap between complex concepts and audience understanding.
Practice Makes Perfect: Rehearsing the message and timing the delivery is a pre-production process that cannot be overstated. Practice builds confidence and helps refine the delivery. I also recommend people schedule and record several practice sessions, then review them with others and tweak the performance based on feedback. Just like adjusting the coffee grind to achieve the perfect brew, minor tweaks in tone, pace, phrasing, and body language can significantly enhance the final presentation.
The Art of Delivery: Engaging and Authentic
Engagement and authenticity are the cream and sugar of on-camera presentations. A spokesperson’s delivery should be informative, inspiring, and genuine. Again, practicing the material will ensure the presentation resonates with the audience.
Body Language: Non-verbal cues play a significant role in communication. Maintain good posture, use natural hand gestures, and make eye contact with the camera to establish a connection with the audience. A relaxed, confident demeanor will make the message more persuasive and relatable. We often tell spokespeople to look into the lens of the camera because that is where the people are — which helps humanize the effort.
Vocal Variety: A monotonous tone can make even the most exciting news sound dull. Vary your pitch, pace, and volume to emphasize key points and keep the audience engaged. Think of it as adding a dash of cinnamon or chocolate to your coffee — it keeps things interesting.
Props or Visual Aids: Consider what’s in the background and what the spokesperson is speaking about. Perhaps the audience would benefit from seeing important internal components or might be interested to see the back or side view of the product being discussed. Giving the spokesperson something to hold onto and talk about can provide a more confident delivery and is more intriguing for the viewer.
Anticipate Questions: When preparing spokespeople for on-camera presentations, we suggest proactively incorporating into the script answers to potential questions that might arise. Think from the audience’s perspective, anticipate their concerns or queries, and speak to those topics with just enough detail to inspire follow-up engagement.
Remember, much like the perfect cup of coffee, balance, attention to detail, and a touch of passion make all the difference. Preparing spokespeople to talk on camera is an intricate process that requires preparation, clear messaging, engaging delivery, and confidence in the topic. By focusing on these elements, people can present their company’s products, people, technologies, and initiatives with confidence and authenticity.
Need help getting spokespeople prepared or your team on the right track for a more effective production? I am here to help. Drop me a line and let’s get the conversation started: [email protected].
A 25+ veteran of the residential tech & AV integration industries, Katye McGregor Bennett is the CEO of KMB Communications, a boutique communications firm that anchors the intersection of technology + design by connecting brands, buyers, and prospective audiences through creating compelling content and conversation that elevates and amplifies. In addition to co-hosting Design Uncut with Veronika Miller, Katye hosts two popular podcasts, Connecting Tech+ Design and AV Trade Talk. She is part of the DesignHounds influencer group and also serves on the NAHB Custom Technology Work Group, is a strategic advisor in the CEDIA, HTA, and AVIXA communities, a frequent contributor to Residential Systems, Connected Design and founder of the AV Yoga group.
