i3 - January/February 2018 - 106

Business
By Jake Sigal
A DV I C E FO R E N T R E P R E N E U RS

To Go, or Not to Go
more. If you want to follow the herd, this
is a surefire way to do it. I'm not down with
taking the reporter's (or paid sponsor's) word
for what's going on. To spot
new trends, I go to the booth
CES is the place to see
and talk to the product manthe latest tech as well
agers and engineers. I ask
as network with your
peers, customers and
them about their industry
potential partners.
problems and the actual solutions they see coming.
Exhibitor category booth size is another
way to spot growing or dying trends.

5.

Exhibitor list: Related to trend spotting, the list of exhibitors is key for me,
both for trend spotting and pinpointing
networking opportunities. I like to ask
exhibitors what they are looking for at the
conference. For example, exhibitors may
be looking for customers, partners or
vendors. A quality list of exhibitors also
speaks to the event's credibility.

6.

 I 

t's easy to get invited to things these days, and it feels
like everything is a "must-attend" conference, event
or trade show. It's gotten to the point where I created
an actual spreadsheet to keep track of events and prioritize my
schedule. I've been using criteria to score events for years and
recently I've become even more specific. Here are some of the
factors I use to score events and why these things matter to me.

1. Time out of the office: Are there direct

flights? Do I have to fly out the night
before? How many days will this event last?
So much goes into this one calculation.

2.

Total networking time: How many hours
are people going to be looking to network?
Too many shows sell too many panel spots
that reduce the time left to meet new people.
I've also noticed the bad event format trend
to bookend programming and lunch and
more programming between networking
sessions. My issue is this: When networking
is the only thing separating people from
their families at the end of a long day, it's
pretty much worthless.
106

JANUARY/FEBRUARY 2018

3.

Annual face time cadence: Most events
target groups of roughly 500 to 1,500 people
in niche industries. Knowing there are people
I normally don't keep up with regularly by
email or phone, but catch up with at conferences, if 30 percent of those people show
up at an event, I need to cover three or four
a year to see everyone. But it's also good to
make sure the company is represented within
our target group. In other words, I may not
need to be at any specific event, but I should
go to at least three a year.

4.

Trend spotting: I've heard people say
they don't go to conferences because everything they need is online. I couldn't disagree

Signal-to-noise ratio: Events that
support 12 conference tracks equal a poor
signal-to-noise ratio. The best events
have a way of keeping the right groups
together. Look for shows that have multiple
groups that are sectioned off physically
and by programming.

7.

Inspiration factor: Will I leave this
event energized to take on the world?

8.

Heads down mode: As a small
business owner, going heads down is
sometimes needed to execute a product
launch, pivot or strategic deal. When in
heads down mode, shut down everything
that is nonessential to the specific mission. I've had some success doing this by
flying in for only part of an event, even
if it's just for a day trip or one or two key
meetings. I'm transparent with people,
letting them know that we are in heads
down mode until a specific date, and that
I will put a reminder on my calendar to
reconnect the following week.

I'm not suggesting that you develop
a spreadsheet. But knowing why
you're going where you're going is
always a good idea.
I T I S I N N O VAT I O N



Table of Contents for the Digital Edition of i3 - January/February 2018

Contents
i3 - January/February 2018 - Cover1
i3 - January/February 2018 - Cover2
i3 - January/February 2018 - Contents
i3 - January/February 2018 - 2
i3 - January/February 2018 - 3
i3 - January/February 2018 - 4
i3 - January/February 2018 - 5
i3 - January/February 2018 - 6
i3 - January/February 2018 - 7
i3 - January/February 2018 - 8
i3 - January/February 2018 - 9
i3 - January/February 2018 - 10
i3 - January/February 2018 - 11
i3 - January/February 2018 - 12
i3 - January/February 2018 - 13
i3 - January/February 2018 - 14
i3 - January/February 2018 - 15
i3 - January/February 2018 - 16
i3 - January/February 2018 - 17
i3 - January/February 2018 - 18
i3 - January/February 2018 - 19
i3 - January/February 2018 - 20
i3 - January/February 2018 - 21
i3 - January/February 2018 - 22
i3 - January/February 2018 - 23
i3 - January/February 2018 - 24
i3 - January/February 2018 - 25
i3 - January/February 2018 - 26
i3 - January/February 2018 - 27
i3 - January/February 2018 - 28
i3 - January/February 2018 - 29
i3 - January/February 2018 - 30
i3 - January/February 2018 - 31
i3 - January/February 2018 - 32
i3 - January/February 2018 - 33
i3 - January/February 2018 - 34
i3 - January/February 2018 - 35
i3 - January/February 2018 - 36
i3 - January/February 2018 - 37
i3 - January/February 2018 - 38
i3 - January/February 2018 - 39
i3 - January/February 2018 - 40
i3 - January/February 2018 - 41
i3 - January/February 2018 - 42
i3 - January/February 2018 - 43
i3 - January/February 2018 - 44
i3 - January/February 2018 - 45
i3 - January/February 2018 - 46
i3 - January/February 2018 - 47
i3 - January/February 2018 - 48
i3 - January/February 2018 - 49
i3 - January/February 2018 - 50
i3 - January/February 2018 - 51
i3 - January/February 2018 - 52
i3 - January/February 2018 - 53
i3 - January/February 2018 - 54
i3 - January/February 2018 - 55
i3 - January/February 2018 - 56
i3 - January/February 2018 - 57
i3 - January/February 2018 - 58
i3 - January/February 2018 - 59
i3 - January/February 2018 - 60
i3 - January/February 2018 - 61
i3 - January/February 2018 - 62
i3 - January/February 2018 - 63
i3 - January/February 2018 - 64
i3 - January/February 2018 - 65
i3 - January/February 2018 - 66
i3 - January/February 2018 - 67
i3 - January/February 2018 - 68
i3 - January/February 2018 - 69
i3 - January/February 2018 - 70
i3 - January/February 2018 - 71
i3 - January/February 2018 - 72
i3 - January/February 2018 - 73
i3 - January/February 2018 - 74
i3 - January/February 2018 - 75
i3 - January/February 2018 - 76
i3 - January/February 2018 - 77
i3 - January/February 2018 - 78
i3 - January/February 2018 - 79
i3 - January/February 2018 - 80
i3 - January/February 2018 - 81
i3 - January/February 2018 - 82
i3 - January/February 2018 - 83
i3 - January/February 2018 - 84
i3 - January/February 2018 - 85
i3 - January/February 2018 - 86
i3 - January/February 2018 - 87
i3 - January/February 2018 - 88
i3 - January/February 2018 - 89
i3 - January/February 2018 - 90
i3 - January/February 2018 - 91
i3 - January/February 2018 - 92
i3 - January/February 2018 - 93
i3 - January/February 2018 - 94
i3 - January/February 2018 - 95
i3 - January/February 2018 - 96
i3 - January/February 2018 - 97
i3 - January/February 2018 - 98
i3 - January/February 2018 - 99
i3 - January/February 2018 - 100
i3 - January/February 2018 - 101
i3 - January/February 2018 - 102
i3 - January/February 2018 - 103
i3 - January/February 2018 - 104
i3 - January/February 2018 - 105
i3 - January/February 2018 - 106
i3 - January/February 2018 - 107
i3 - January/February 2018 - 108
i3 - January/February 2018 - Cover3
i3 - January/February 2018 - Cover4
http://www.nxtbook.com/nxtbooks/manifest/i3_20190708
http://www.nxtbook.com/nxtbooks/manifest/i3_20190506
http://www.nxtbook.com/nxtbooks/manifest/i3_20190304
http://www.nxtbook.com/nxtbooks/manifest/i3_20190102
http://www.nxtbook.com/nxtbooks/manifest/i3_20181112
http://www.nxtbook.com/nxtbooks/manifest/i3_20180910
http://www.nxtbook.com/nxtbooks/manifest/i3_20180708
http://www.nxtbook.com/nxtbooks/manifest/i3_20180506
http://www.nxtbook.com/nxtbooks/manifest/i3_20180304
http://www.nxtbook.com/nxtbooks/manifest/i3_20180102
http://www.nxtbook.com/nxtbooks/manifest/i3_20171112
http://www.nxtbook.com/nxtbooks/manifest/i3_20170910
http://www.nxtbook.com/nxtbooks/manifest/i3_20170708
http://www.nxtbook.com/nxtbooks/manifest/i3_20160102
http://www.nxtbook.com/nxtbooks/manifest/i3_20160304
http://www.nxtbook.com/nxtbooks/manifest/i3_20160506
http://www.nxtbook.com/nxtbooks/manifest/i3_20160708
http://www.nxtbook.com/nxtbooks/manifest/i3_20170506
http://www.nxtbook.com/nxtbooks/manifest/i3_20170304
http://www.nxtbook.com/nxtbooks/manifest/i3_20170102
http://www.nxtbook.com/nxtbooks/manifest/i3_20161112
http://www.nxtbook.com/nxtbooks/manifest/i3_20160910
http://www.nxtbookMEDIA.com