You want to learn – Trade shows are all about learning, right? See the section above. You will not be learning much once you get to the point where they let you present on stage. In order to be allowed up on stage to present a major program at a major event you really should be the smartest one in the room on your particular subject. You need to be the expert. If you are really good at presenting it is because you have presented this material so many times that you know it inside and out, forward and backward. You know this stuff so well that you can deliver it on autopilot.
You may be sharing what you have already learned. To truly share and teach you must understand it on an entirely different level. Yes. You learned quite a bit to get the position, but, once in the role, you are not to be doing much learning. If you really want to learn, stay home and get online. Trade shows are not the best places to learn in the beauty industry. Today, the internet likely is.
You want to network with the big names – You want your name and face in the show program with the big talent. You want to hang with the big boys. I have appeared in show programs right next to Martin Parsons, Sam Villa, Nick Arrojo, Beth Minardi, Robert Cromeans, and many more. Sure, I have met them all. Are we buddies, pals or friends anywhere other than facebook? Nope.
If I am on a stage presenting they are doing the same thing at the same time. If I am in a classroom at a show, so are they, right down the hall. I might see them at the airport coming or going. I might have a drink with them in a hotel bar. They are having dinner with their team. They are back up to their hotel room early. They are up early the next day. There are at this show to work.
Truth be told, more often than not the only time I do get to say hello to folks like these, and it is never more than a fast hello, is very early in the morning in the hotel fitness center. The true champions of ours and any industry are up early and get in some hard exercise before their day gets started. I almost never bump into show attendees in the hotel gym early in the morning. They were up way too late last night at the party. If you want to see me at a show when I am not on stage, come on down to the workout room, but be early. Or shoot me a message on social media.
You want FREE stuff – Yes. You can get a lot of FREE stuff. That is a real and true benefit of a relationship with a manufacturer. FREE samples are great. They will bury you in FREE stuff. A big piece of this mountain of FREE stuff is in exchange for the fact that they are NOT giving you much money (see first point above). FREE stuff is easy. FREE stuff is cheap.
You cannot pay the rent with FREE stuff. You cannot put FREE stuff in your tank. The kids cannot eat FREE stuff. All those things require cold, hard cash. You are better off being busy in the shop and going shopping for all the STUFF you need and want. It will not be FREE, but it will be what you need and want and what you have worked hard for.
You STILL want to be a platform educator?… see my next blog posting for the how-tos for those who STILL want to do this.