What's in It for Me?

Be honest, at some point “What’s in it for me?” has crossed your mind. Generally, this question is accompanied with negative, self-serving, narcissistic behavior. It carries with it derogatory connotations and if this was a conversation about generational behaviors, think Boomers, Gen-Xers and Millennials. Then the conversation would spin towards entitlement and the supposition that many people approach the world today with an “I am, therefore I should receive” or perhaps even better, “It’s all about me” mentality.

But before I go too far into opening that Pandora’s box, I want to stop and see if I can convince at least some that maybe it’s not all bad to surmise “What’s in it for me?” I mean, that if you can drop the negative implications that quickly come to mind, it is a reasonable question. From finances to business or personal decisions, what is wrong with asking the question occasionally?

You could even argue that this is one of the most frequently asked questions in our lives. For example, on your way into your office today, most of you made certain decisions regarding which route to take to get from your home to your place of work. That routine activity that you make several times a week may have been impacted by traffic, by a stop you had to make on the way to work, or maybe to drop off the kids or run an errand. You may not have thought about it from a perspective of “What’s in it for me?”, but ultimately you chose your route based on some criteria.

Maybe that stop for one more cup of coffee was to help you wake up and be READY TO FACE THE DAY. A little bit of espresso therapy may have been what’s in it for you. If you are like me, traffic drives you bonkers. Personally, I hate anything to do with having to apply my brakes at any point other than a designated stop, exit or at my final destination. With that in mind, perhaps your decision on your route was to save some time by avoiding an accident or construction on the road. What’s in it for you is not sitting wasting time or getting frustrated before you even get to the office.

So what about attending or participating in a conference, trade show or market? I would submit to you that “What’s in it for me?” should be the number one consideration on your mind. And depending on your position as a potential exhibitor or as an attendee, your thoughts on this are very different.

As a manufacturer/exhibitor the answer to this question may be:

• How many existing customers will be attending?
• How many new potential customers will be participating?
• How many media companies will be attending representing how many different channels?
• Is this the best platform to announce new lines or new alliances?

As an attendee the answer to this question may be:

• How many new products will be available?
• What show specials will be offered?
• Will there be experts attending to answer my questions about new legislation?
• Will service companies be exhibiting that can help me simplify business?

Possibly the question for everyone is:

• Where can I get the maximum amount of business done in the shortest possible amount of time and for the smallest potential expense?

Only you can answer these questions, because only you know the needs of your business. But you owe it to yourself to give any event you’re considering participating in more than a cursory review. Don’t just take the event’s word for it; spend some time and do your research. Check out the trade media, see which of your competitors are or are not participating, compare airfare, lodging and other associated expenses with the destination you are considering.

Because the bottom line is for you to determine: “What’s in it for me?”

About Eric V. Seemann

Eric V. Seemann CEM, CMP has worked directly in the trade show industry for 13 years and in meeting, conference and party planning for over 25 years. As “The Pragmatic Exhibitionist,” he attempts to look practically at all facets of meetings and events for all constituents. He has earned the professional designations of Certified in Exhibition Management (CEM) through the International Association of Exhibitions & Events (IAEE) along with achieving the Certified Meeting Professional (CMP) through the Convention Industry Council (CIC). He is a member of Meeting Professionals International (MPI), the Professional Convention Management Association (PCMA) along with IAEE, where he is faculty for the CEM program teaching and instructing future leaders in the exhibition industry. He is President of the company he founded with his wife, Innoventions Alliance Inc. and is the Promotion and Production Manager for All Baby & Child, Corp.

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