Return on Time
Whenever people talk about exhibitions, the conversation usually centres around return on investment. They're important questions, but after years travelling to exhibitions I've come to think there's another equally important measure: return on time.
Attending an exhibition involves early starts, motorway miles, hotel stays and time away from home. It's an investment that deserves to deliver something meaningful in return.
The visitors who seem to gain the most rarely try to see everything. They arrive with a plan, arrange a few meetings and still leave room for the unexpected conversations that often become the most valuable.
Some of the best discussions I've had happened over a strong cup of Yorkshire tea (Other brands are available, but aren’t as good!) or whilst walking between stands. Those moments are difficult to measure but often become long-term relationships.
If you're travelling a considerable distance to The Showman's Show, staying overnight can completely change the experience, giving you time to continue conversations and build relationships once the exhibition halls have closed.
When I leave an event, I hope to take home a few new ideas, stronger relationships and a better understanding of the industry. If I've achieved those, the journey has been worthwhile.
Perhaps that's how we should judge exhibitions more often. Not simply by what they cost, but by what they gave us in return.