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.
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. 
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