Does that Drill come with AI?

 

My brilliant friend and NYDLA.org member Jon Stark made a post this week that made me pause and reflect. One of his clients was asking about how 'AI' would impact his freelancing business. In the scenario described the customer, armed with AI, thinks they can create what they believe to be the same deliverable. BUT!

The deliverable is not the value. 

The effectiveness of the deliverable is where the real value usually lies. So... If a prospect asked: “Couldn’t I just use AI to do what you do?” Jon would say: “If you think so, give it a try. I’ll loop back in 3 months and see how effective it was for you.” Jon is saying that clients don’t want deliverables.

Clients want results.

For a freelance SEO contractor - if they can get results with AI, then yes, you are in trouble. If they can’t, you aren’t. It made me think about the old joke about "People don't want to buy a drill... they need a hole." 

This past week was InfoComm - 'THE' ProAV show of the year. It was great. Earlier this year, we attended the HIMSS.org event. It also was great. Ah, but WHY was it great? And was it great for just ME, or was it great for everyone? In July, there will be an event in NYC - 'AI in Healthcare' once again from our friends at HIMSS. Because it is right in my backyard (NYC) it will be easy for me to attend. Round-trip for me via train from BOONTON USA to Pennsylvania Station NYC will cost me around $15. So I can attend THIS (or almost any other event) in NYC and still sleep in my own bed at night. Yes, I am spoiled. 

One thing that I noticed from the InfoComm event is that many vendors use this event in Orlando as their annual meeting with their remote staff. Other than events in Las Vegas, if you are going to fly to a venue Orlando is pretty great. This year, we had a staff training event at The Disney Institute parallel to InfoComm. So, being in Orlando this month we were both effective and efficient. 

46,900 folks attended our HIMSS.org event this year in Vegas. 41,300 attended InfoComm LIVE in Orlando. Many times that number attended some or all of these events virtually. All in, it is easy to spend thousands of dollars to attend a trade show LIVE. Hotel, travel, and if you are the vendor a proper trade show booth could easily cost $10,000 to $100,000. I have seen vendors bring 100+ staff to man a trade show. So that is 100 plane tickets, 100 hotel rooms, plus a few days of meals for everyone. 

So this brings me to the point of today's Sunday Blog: are you buying a drill - or do you simply need a hole? When you try to justify the expense to a CFO why attending (or presenting) LIVE at a trade show, what is the criteria that you use to explain the effectiveness of the investment? I still see people attending trade shows simply because their competitors are going. I see people buying plane tickets and hotel rooms with a clear mission - and others are just caught swimming in the current. 

We use Adobe and Dotdigital and Orum (three NYDLA.org vendors) to follow up, Follow Up, FOLLOW UP with all attendees of all the trade shows that we participate. Our rule is this: if we are going to attend a show, we will spend the time and money necessary to properly follow up. There is always another show - just like there is always another bus. And, because we are an 'Association' when our members attend a trade show LIVE, our members can meet other members IRL (not just Zoom). Many times for the first time (the only time?) if it were not for trade shows like InfoComm or HIMSS or ISE or CES (I can keep going) we would never, ever, ever meet each other in real life. I also recognize that my living 30 miles West of the Center of the Known Universe (NYC) I am spoiled. I can wake up, jump on a train from BOONTON USA and be at 11 Times Square or Javits Center by 9:00 AM easy. And I can be back in BOONTON USA to take my dog to the park before dusk. I can use my laptop on WiFi the entire time (usually 90 minute commute, door to door). 

So, I am a big fan of the ROI of trade shows - especially those in NYC. Attending a FREE webinar is nice. But when someone spends real money - spends their after tax dollars - to attend a trade show - or host the Happy Hour - they are going to be looking for an ROI. They are going to be looking for a way to measure the effectiveness of attending the show LIVE. They want the hole from the drill. 

Oh, by the way - the Lenovo | Meeting Owl Happy Hour on Thursday at InfoComm - bravo! It was..... a hoot. 

www.NYDLAatInfoComm.com

There will be pens.....

This week is our big ProAV show InfoComm in Orlando. We already have 41,300+ NYDLA.org members signed up to attend LIVE. I figure around 800 trade show booths. Some will be your classic 10x10 booth with a table, tablecloth, and.....pens.

Others booths will be more like small houses constructed indoors. It is not unheard of to have a vendor spend $100,000+ on their booth. Zoom will have at least 20+ staff attending while vendors like Sennheiser typically send 100+ to such trade shows. 

Hey Grok, how can I get my boss to pay for me to attend InfoComm this year?

Subject: Request to Attend InfoComm 2025 – A Strategic Opportunity for Professional Growth and Business Impact

Dear [Manager’s Name or Management Team],

I am writing to request approval to attend InfoComm 2025, the largest professional audiovisual (AV) trade show in North America, taking place June 7-13, 2025, at the Orange County Convention Center in Orlando, Florida. This event presents a unique opportunity to advance our team’s expertise, enhance our company’s competitive edge, and drive innovation in our AV-related projects. Below, I outline the key benefits of attending InfoComm 2025 and how it aligns with our organizational goals.

1. Access to Cutting-Edge AV Technologies and Trends

InfoComm 2025 will feature over 800 exhibitors showcasing the latest advancements in audio, video, conferencing, digital signage, enterprise IT, security, VR, and live event solutions. The exhibit hall offers hands-on access to emerging technologies like AI-driven decision-making tools, advanced audio systems, and AV-over-IP solutions, which are shaping the future of our industry. By exploring these innovations, I can identify tools and strategies to improve our workflows, enhance project outcomes, and ensure we remain at the forefront of industry trends. For example, sessions like “2030 Vision: The Future of AV” will provide insights into long-term industry shifts, enabling us to future-proof our technology investments.

2. Comprehensive Educational Opportunities

The event offers over 100 sessions across 11 educational tracks, including AI in AV, business and project management, and enterprise IT. These sessions, led by industry experts, provide actionable knowledge to refine our skills and processes. For instance, workshops on AV system monitoring and Certified Technology Specialist (CTS) preparation can directly enhance my technical expertise and contribute to our team’s ability to deliver high-quality projects. Additionally, sessions like Yamaha’s ProVisionaire Ecosystem and Panasonic’s automated conferencing solutions will equip me with practical tools to streamline our operations.

3. Unparalleled Networking Opportunities

With attendees from 125 countries, including AV and IT integrators, enterprise buyers, and industry leaders, InfoComm is a hub for building strategic relationships. Networking events like the AVIXA Women’s Breakfast, the Night at Universal Studios, and guided show floor tours (e.g., Smart Workplace & Classroom) offer opportunities to connect with peers, vendors, and visionaries. These interactions can lead to partnerships, new vendor relationships, and insights into competitor strategies, all of which can strengthen our market position.

4. Market Research and Competitive Insights

Attending InfoComm allows me to observe competitors, engage with industry experts, and gauge reactions to new products. This firsthand market research can inform our business strategy, helping us identify gaps in our offerings and capitalize on emerging opportunities. The show’s Trailblazers Zone, featuring innovative solutions from new exhibitors, will provide a glimpse into disruptive technologies that could shape our future projects.

5. Cost-Effective Professional Development

The show floor is accessible for free since we are a paid member of the NYDLA.org. This makes InfoComm a cost-effective way to gain high-value training and exposure to global AV trends. My attendance can maximize our return on investment by bringing back knowledge and connections that enhance our team’s capabilities.

6. Alignment with Organizational Goals

By attending InfoComm 2025, I can acquire skills and insights that directly support our objectives, such as improving project efficiency, adopting innovative technologies, and strengthening client relationships. The knowledge gained will enable me to contribute to our team’s success by implementing best practices and staying ahead of industry developments.

Conclusion and Request

InfoComm 2025 is a critical opportunity to stay competitive in the rapidly evolving AV industry. I propose attending the event as an NYDLA.org member to participate in educational sessions, explore the exhibit hall, and network with industry leaders. I am happy to provide a detailed cost estimate or discuss how my attendance can be tailored to specific company priorities. 

Thank you for considering this request. I am confident that attending InfoComm 2025 will deliver significant value to our team and organization.

Sincerely,

[Your Name]

[Your Job Title]  

Grok says: This letter highlights the key reasons to attend InfoComm 2025, tailored to persuade your management by aligning the event’s benefits with professional and business goals. Let me know if you’d like to adjust the tone, add specific company objectives, or include a budget breakdown.

Oh, and we shall be giving away 100 $250 TAC-USA.com Gift Cards powered by Tremendous.com to the first 100 NYDLA.org members that shoot our 'QR Code' at our vendor booths. 

And pens. There will be free pens. 

www.NYDLAatInfoComm.com

Partners and Agents and Resellers - Oh My!

The phrase "Lions, tigers and bears" comes from a passage spoken by the Tin Man, Dorothy, and the Scarecrow in The Wizard of Oz.

"Lions and tigers and bears" is an expression from The Wizard of Oz where it symbolizes an unknown danger. Dorothy asks Tinman what might lurk in the woods and he replies "Lions and tigers and bears" even though he clearly has no real, concrete idea.  The Oh My! - It's rare to have lions, tigers, and bears share the same range.

Partners and Agents and Resellers - Oh My!

In my world (telecom and technology) it is common for a major company (Zoom, Microsoft, Verizon, et.al.) to have Partner Programs. They often allow for Agents. Sometimes MASTER AGENTS. And sometimes they allow for entities to RESELL for them (buy wholesale, sell it to customers). We call them Resellers. 

I have been in the telecom and technology game since 1983. I have sold NYNEX Mobile 'Car Phones' in the 80s. I was a Bell Atlantic Agent in the 90s. Over the past 40 years I have experienced life as an agent, as reseller, as a VAR (Value Added Reseller). Every possible combination. And here is my muse for this Sunday Morning, June 1st, 2025:

You got your Lions, you got your Tigers and you got your Bears. And many times you CAN find them in the same range. 

Some programs are AMAZING. From time to time you will uncover a Partner Program and/or an Agent Program that is totally professional. It becomes obvious from the first 'Welcome!' email that a tremendous amount of time and money has been invested in this channel partnership. There are teams of people with a mission to run the program, run the portal, run the show. Other programs, it seems like they are saying, "Hey Joe, do we have a (checks notes....) Partner Program?  Oh yeah, right. OK kid, click here. Call me if you need me. Oh, and try not to need me...

Sometimes Partner | Agent | Reseller programs are activated because the leadership or management of the parent company feels like everyone else is doing it - so we should do it too. Sometimes the parent company is '100% Channel' which means they do not sell direct. If you want to buy their product or service, they introduce you to one of their partners. ( I like that ). Sometimes you will have 'Channel Conflict' where the agent | reseller | VAR is competing against the house. "Why should I buy it FROM YOU when I can get it from THEM, directly?" 

THIS month is one of our largest industry events of the year. InfoComm. If you are in the 'Pro AV' business, you probably know about InfoComm. If you are a buyer of telecom or technology (for schools, hospitals, business, etc.) there is a good chance that you are going to be in Orlando this month. As of this blog, 40,000+ members of our Distance Learning Association (NYDLA.org) have already registered to attend InfoComm. 

I predict that there will be around 800 'Vendor Booths' at the InfoComm event. Some of these booths will look like small houses. Others will be the typical 10x10 trade show booth, with a table, a tablecloth and some brochures. I know for a fact that some of OUR vendors will be sending a small army of people to InfoComm, and will spend well over $100,000 for the show. MASSIVE shows like CES can cost $500,000 for a proper trade show experience. Ahem. 

The main moral of "The Wizard of Oz" is that you already possess the qualities you're seeking (courage, brain, heart) and that "there's no place like home." It emphasizes the importance of friendship, the value of self-discovery, and the realization that things that seem powerful or scary are often not what they seem. 

Partner Programs | Agent Programs | Reseller Programs can seem big and scary. But if you grab on to the right ones, you will find 'your home' with friendship, a chance at self-discovery. You will need to be vigilant and not give up. You will learn that ordinary people (like you) have power. 

Even the most ardent admirers of the Wizard of Oz story often fail to learn its simple lessons: Don't get stuck on the yellow brick road; don't blame others for your circumstances; don't wait for wizards to wave their magic wands and never expect all of your problems to disappear. 

A good, solid Partner Program will remind us that the qualities we seek are often already within us. I hope that you will meet us at InfoComm. I'll be the guy in the Ruby Slippers...

Oh, one of the things that I am very proud of - we are an AireSpring MASTER AGENT. We have been their Master Agent for 25 years. I hope to have 1,000 Sub Agents making $100,000 per year. That is an annual payout of $100,000,000. { Not a typo....}  

There's no place like home.... There's no place like home.... There's no place like home.....

www.NYDLAatInfoComm.com