PUBLISHER’S CORNER A couple weeks ago I attended a conference in Dallas for an unrelated industry. Nonetheless, it


was a very standard conference that provided a familiar scene. Tere were numerous educational workshops, networking events and, of course, the trade show. As I was walking the exhibit hall, it was obvious that not all of the conference attendees were


There Is More to


Conferences, Trade Shows than Simply Showing Up


By Tony Corpin


there networking with the exhibitors. Additionally, I saw several vendors seemingly ignoring at- tendees as they worked on laptop computers and talked with coworkers. Tey were not engaging potential buyers that were right there in front of them. As the publisher of School Transporta- tion News, I travel to quite a few conferences a year, and I know this scenario all too well. I believe that how vendors and attendees network during trade shows, or don’t, is a problem across all industries. Attendees and vendors both spend a lot of money to attend these events, and I think that both types of participants can get more bang for their buck by modifying their approaches. A very wise and well-known transportation director talked to me about how his goal at trade


shows is to visit every single booth, whether they are a current vendor of his or not. His objective is to see what is new and learn if it can both help streamline his operation and positively affect his bottom line. So many times, I see attendees going from booth to booth to see what free giveaways they can collect without ever discussing the products or services offered. On the flip side, several years back, a vendor at the STN EXPO sponsored a refreshment break


outside of where the workshops were being held. Te company had two employees walking around both of the exhibit halls talking about their product to every attendee possible with flyers in hand, and this vendor also provided attendees a special invitation at the door of their hotel room to come by the booth. At the conclusion of the show, that vendor provided me with a massive contact list


❝ I believe that how vendors and attendees network


during trade shows, or don’t, is a problem across all in- dustries. Attendees and vendors both spend a lot of money to attend these events, and I think that both types of participants can get more bang for their buck by modifying their approaches.❞


of attendees with whom the company met. Lo and behold, company representatives spoke with almost every attendee at some point during the conference. Attendees not only visited this ven- dor’s booth but sat down for a brief presentation of the product too. Kudos for the extra effort marketing themselves on-site! Te simple fact is that industry vendors offer products designed to, ultimately, help save chil-


dren’s lives, get them to school, streamline your operation and save you money. Te NAPT Annual Summit is around the corner, and many of you will be attending or exhibiting. Moreover, a greater majority of you will be participating in your state association show or the 2012 STN EXPO. My chal- lenge to the vendors is to be creative in how you engage the attendees and market your products on-site. Make sure that you talk to every attendee that passes by your booth. For the attendees, set a goal of visiting every booth, discuss each vendor’s products and services and let the vendors know what your day-to-day operational and fiscal challenges are. I am willing to bet that you will find several vendors that will be able to serve a need and make your job easier. ■


82 School Transportation News Magazine October 2011


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