FROM THE FLOOR ...
Making the Most of Your Time at
The NAMM Show
By Mark Hebert
For most Canadian retailers , attending The NAMM Show is not a small investment of time or money ; however , it ’ s often worth the rewards of opportunities for discounts , the insights into new products , and the relationship building that can happen when the industry convenes in one place for a short period of time .
Cosmo Music employees have been attending NAMM religiously for decades , starting in the ‘ 70s , when my father would drive down to Atlanta with his management team in a Winnebago to catch a glimpse of up-and-coming new gear . ( There was no Internet at that time to catch any sneak peeks .) The North American Mecca of the MI industry is a must-see for everyone who has considered a long-term career in this business .
The trade show floor can be a daunting first sight for newcomers and even an overwhelming task to manage for rusty veterans , but there are some things you can do before and during your trip to help you manage your time and make the most of the show .
1 . Plan , plan , plan ! First and foremost , schedule appointments with everyone you will NEED to see at the show . Configure your appointments as closely together as possible , but keep in mind the size of the show floor and make sure to schedule appointments at booths that are as close together as possible . Vendors are generally organized by product category , but to be safe , refer to the show map when building your schedule .
2 . For both suppliers who you have meetings with as well as those you don ’ t , make sure to bring detailed contact information . You never know what you might hear or need to accomplish “ on-the-fly ” while you are in the middle of NAMM frenzy . Meetings often run late and it can be frustrating when you are running such a tight schedule if things get shifted around .
3 . Take in as many pre-show meetings as possible , both before you leave for the show and in Anaheim ahead of the first day . The fewer appointments necessary on the actual trade-show floor , the more time you ’ ll have to ogle new and amazing products .
4 . Try to limit the length of your meetings in general . Try not to focus on things that can be seen , discussed , or ordered after the show when you ’ re home and resting your feet . There is a time and place for relationship building , and NAMM is it !
5 . If you are able to bring multiple people from you store , break up the tasks and meetings . Cosmo Music sends between 10 and 14 people every year to make sure we can cover all we need to . Tasks are assigned to each attendee before the show and everyone has clear and concise goals they need to accomplish .
6 . Do evening debriefs . Set up short but important evening meetings with your colleagues , family , or fellow show attendees . These help keep everyone excited about what they saw , help you discover what others may have already seen and you ’ ve missed , and help keep everyone on track to meet their objectives .
7 . As tempting as it can be to take part in the all-you-can-drink after-hours parties , keep in mind that you are at the show to do business and make connections . The NAMM U Breakfast Sessions ( which are free , popular , and valuable ) have some pretty amazing speakers and topics that are not to be missed . The only problem is that they start well before musicians were meant to be out of bed !
8 . Keep some time open in your schedule , preferably on Sunday when the floor is less crowded , to scour the show for new and interesting products . Hall E on the lower level in particular has plenty of new and exciting products to discover .
9 . Something I personally aim to do is to pick up as few brochures , catalogues , and swag items as possible while navigating the show floor . Less to carry around , less to pack in your suitcase , and less to go through when you get back to your desk is always an easier approach . Take pictures with your phone or make lists on your notebook app as a quick and easy replacement . This can also be a great tool for your evening debriefs !
10 . Have fun ! Your feet are guaranteed to be sore , even after the first day , so make sure every minute counts . There ’ s plenty to see and do , people to meet , autographs to gather , and performances to hear .
If you follow some of these simple steps , you ’ ll ensure that your time at The NAMM Show is productive , educational , and most importantly , fun !
CANADIAN MUSIC TRADE 9