Photography Conference Check-off List

by Skip Cohen

Please note - this list gets better and better every year, thanks to some great friends. Glen Clark commented on Facebook and I've added his two additional points below!

​With IUSA and WPPI coming up in the first quarter of the new year, it's time to share my annual check-off list of things to remember to get the most bang for your buck. This year's conferences are more precious than ever because most of you haven't been to a big convention since before the pandemic. Sure, you've hit the online programs, but nothing beats a live convention for education, networking, and recharging your battery. 

It's time to plan ahead so you're not hitting Nashville or Las Vegas like a deer in the headlights!  It's so easy if you just put in an hour and think through my suggestions.

• Why are you going? This isn't meant to sound sarcastic, but think through why you need to be at a conference. What do you want to accomplish while you're there? And if the answer is you need a break and want to party - that's your choice. I think it's a little short-sighted, but the last few years have taken a toll, and being with friends and associates is important. So I get it - but you have to weight the need versus the expense. I want you to get the very most out of every conference trip!
• Look around your office, studio, camera bag, or the trunk of your car. Isolate every product you use in your business, and put the manufacturer on a list. Now, look at every company whose services you use. Your lab, frame company, web design, album company, etc., should all be on the list. Your first goal BEFORE you get to the show is to isolate every company involved in your business.
• What new products or services do you need for your business? From hardware to software to outside developers and finished goods to offer your clients - what's missing?
• Visit the convention website. Check through the exhibitors and, in advance, get to know who will be at the show from your vendor/supplier lists. Your goal is to meet at least one staff member at every company on the list. This is a critical component of building an effective network. Check out the exhibitor list for IUSA. There are almost 150 companies on the list.
• At the convention - don't miss the print exhibit. This is a terrific time to get a feel for the trends in imaging because you'll see just about everything in the prints submitted for competition.
• Wear comfortable shoes! It might seem out of place this early on the check-off list, but you're going to be on your feet all day. If you're about to buy new shoes, now is the time to start breaking them in.
• Bring business cards and some images. I'm a big fan of pre-printed promotional material. My favorite is a 5x7 or 6x9 collage of a few images with the photographer's address and contact information. Unless you've made an appointment in advance, most exhibitors won't take the time to look at a portfolio, or an iPad or phone chocked full of images. However, leaving a card stock piece or brochure with a vendor and contacting them after the show can be very effective. This is your calling card and if you're stuck for design ideas, check out Marathon Press.
• Never eat alone - Make plans for breakfast and dinner meetings NOW. Reservations don't come easy anymore, and if you're going to be headed out for dinner, it helps to know where and when you're going. Plus, now is the time to set up some advance meals with friends and associates. Don't wait until you get there!
• Lunch is a little harder at a conference, but there's plenty to choose from, and if you grab something off the service on the trade show floor, don't expect fine dining. This is also why God created Pepto Bismol!
• Catching up with speakers on the trade show floor. Pay attention to those key vendors you want to see and what's happening in their booth. For example, Tamron will have speakers in their booth at IUSA, as will other vendors. Many exhibitors have in-booth programming, so it pays to know the schedule in advance.
• You snooze, you lose! Look, I was young and foolish once too, and there are few things as fun as going out with friends and bar-hopping at a convention. However, you're at the show for a reason, and if you need to sleep in late the following morning, your evening out with friends might become the most expensive investment you make in the show. Don't miss appointments or presentations you had planned to attend.
• Look over the programming. Plan which speakers you want to hear in advance. Plus, always pick at least 1-2 programs entirely out of your comfort zone. Growth only happens outside your comfort zone.
• Capture the moments! You want to get images you might want to use later on for press releases, your blog, Facebook, etc. Look for opportunities for pictures with vendors and those speakers you admire. Build a stash of photographs and short video clips of things you do at the conference.
• Talk to the people around you when you attend any program. A photography convention like this is unique because you're all there for the same reasons. Make it a point to get to know the people sitting on either side of you. It's amazing what you can learn by just talking to each other.
• Talk to the icons! I'm always amazed by how many of you are intimidated by your favorite photographers. They're there to teach and meet other photographers interested in their work. Just walk up, introduce yourself, and thank them for whatever inspiration they've given you. Honestly, they don't bite! But - wait your turn. I'm always amazed at attendees who charge in like storm-troopers and interrupt. Just be polite - I know it's basic, but so many people forget.
• Do a summary at the end of each day. Time flies when you're having a good time and there are few things more frustrating than getting home and not remembering specific companies or people you met at the convention. For me, it works best to take 20-30 minutes and make a few notes on the day, sort out business cards I picked up and look at what I missed and can catch the next day.
• Send a few notes or emails after the convention. When you're home after the convention, look through your notes and the exhibitors you met, as well as other photographers. This is about relationship building, and thanking somebody for their time and letting them know you're around if they ever need help on anything is a key ingredient to standing out from the crowd.

And from Glen Clark...

• Plan ahead to take advantage of show specials. Check with each vendor on your go-to list and find out if they are offering a promo. If so, USE it! Many companies judge the success of their huge investment in trade shows partially by the responses they receive to their efforts. And, believe it or not, vendor investments is what makes most shows possible.
• Skip’s already mentioned the importance of taking notes. This may seem obvious but remember, if you’re a professional photographer (on any level), EVERTYTHING involved with a professional show (from planning to getting back home) represents a business write-off. It’s much easier to write down the details as they happen (especially cash expenditures with no receipts) than it is to try to remember it all after the fact. With complete write-offs it may not end up costing as much as you might think. And besides, if done properly it’s all an INVESTMENT in your future, not an expense.

Here's the bottom line - you can't afford to NOT go to as many conferences a year as you can work into your schedule. It's all about education, networking, and growing your business. So, if you're headed to any convention in the next few months, don't miss all the opportunities to raise the bar on your business. Plus, it's the perfect way to recharge your battery!

See you in Nashville!