1) Think about what you need most in terms of help with your business.  Do you need more education in marketing and business, a better understanding of photography or more products for providing added value to your customers like frames, canvas prints etc?  Maybe you need a few new focal lengths in your camera bag – maybe you need a new camera bag!   The purpose here is to establish your priorities – at WPPI, for example, there are a few hundred exhibitors and it sure helps to walk in the door focused on where you need the most help.  Otherwise, it’s simply overwhelming, with too many choices to make once you’re there.

2) If you need high ticket equipment – look into leasing if you’re worried about tying up capital.  You’ve got time to establish your credit line with a leasing company before you go, then you know exactly what you’ve been approved for and can work the convention like a pro!

3) Go to print competition judging!  If you’re in early enough for any convention in professional photography with print competition, it’s the best bang for your buck out there!  I went in to observe 10 years ago for half an hour wondering how my own entry was going to do – I stayed all day.  With the comments from the judges, it’s like having class after class in composition, exposure and printing being given by dozens of industry icons!

4) Plan your days in advance.  For example, the WPPI schedule is out and on line.  Think about what classes you want to go to and then be there at least 15-20 minutes early.  Programs fill up fast and you don’t want to be closed out of a program, but if you are, it’s not the end of the world.  Yes, it’s frustrating, but there’s a lot to choose from – so select your programs on where you need the most help, not on the popularity of the speakers.

5) Pay attention to the lineup of speakers at many of the exhibitors.  Here’s a great stop – There are 16 different speakers at the Pictage booth this year!  Every one of them will give you new ideas in creativity and marketing.  Joe Bussink, Kenny Kim, Dane Sanders, Jules Bianchi, David Beckstead, Bob and Dawn Davis, Mike Colon and the list goes on an on – they’ll all be in the Pictage booth.  (It’s easier to just click on that last “Pictage” and see the schedule!)

6) Network, network, network – since you’re there early to get a seat in a program then utilize the time wisely and talk to the people around you.  Try to never have dinner alone or with the same people – bring along a newbie, somebody you’ve just met at the show.  This has always been the coolest part of WPPI for me personally – the friendships you can make just sitting and talking to people.  Remember, everybody is dealing with the same challenges you are – the economy, creativity, growing your business, marketing etc.

7) Diversify – I’ve already written several blogs on the importance of staying diverse, but here’s your chance to really start to learn a new skill set.  Find at least one program to attend that’s completely out of your element – the one that might scare you the most!

8)  Need help with marketing and business?  Check out the Business Institute.  I started it five years ago and thanks to help from Mitche Graf this year, it continues to be the largest and my guess the most fun, business and marketing program in our industry.  And, if you’ve got an interest in school photography, attend All About Schools - you won’t be disappointed.

9) “Working the trade show” is no easy endeavor, but since you’re there, at least do it right.  You don’t need to go straight to that one company you want to see the most – because your tunnel vision will result in missing everybody you walk by on the way.  Literally work the rooms one aisle at a time and do your best to see EVERYBODY.  Yeah, I did just suggest that over three days you need to visit every company there – that’s the whole benefit of the show – there’s so much to choose from.  For example, you might not even be thinking about bringing in some new products, but walking by the GNP booth you’ll see dozens of terrific looking frames you could be offering your clients for that one image that’s so special it deserves that spot of honor over the fireplace!  Your client will be ecstatic, because they’ll think you’re going to do all the work and you can be ecstatic because GNP is going to make it easy for you – they’ll do all the work and you’ll be the hero!

10) Bring some of your own images!  I never understand photographers who come to a convention with access to every icon in the industry as well as every manufacturer and leave all their work at home!  You don’t need to carry around a 16×20 portfolio case, just a book of a dozen or so of your favorite images, or your promotional piece or even a few images in your iphone – but be careful of boring somebody with too many images on your iphone!   This is where I really like paper prints at a convention.  If I’m in a booth and busy, I don’t have time to have somebody try and direct my focus to their i-phone, but leaving me a couple of 5×7’s in a folder with a business card and more information will stay in my memory a lot longer.

11) Take a camera with you!!!!  I’m not talking about the gear you shoot with for your business, but a decent point and shoot.  Get a few shots of yourself at the show interacting with vendors and other photographers.   Do a press release when you get back to the local paper, Chamber of Commerce, post it on your blog or facebook page – nobody is watching out for you but you!  And if you’re stuck on what to write – here’s a free template – all yours to use.

Your city, Today’s Date 

Area Photographer Attends International Photographic Event

In (his/her) continued efforts to expand the broad selection of cutting edge photographic services, (your name) recently attended the Wedding and Portrait Photographers International Convention, an intense educational event for professional photographers. 

“There’s never been a more exciting time to be a professional photographer or, to have images created by a professional.  Digital technology is changing all the time and I want to make sure I’m offering my clients the very best!” said (Your Name).

(Your Name) is the founder of (your studio) and is located at (address).  The studio offers a full range of (commercial portrait,wedding,childrens, etc.) services.    Or, _________ plans on continuing as a freelance photographer…etc.

And if you need more help on what to do with the release, just read the blog it originally appeared in on January 27th.

12) Take advantage of evening programming and special events.  Sure, it’s important to have a good time, but take advantage of the various presentations.  One of my favorites, good buddy Scott Bourne, is doing a program on Social Media and how to turn it into your most valuable marketing tool!  He’s on Tuesday night from 8:00 – 10:00. 

13) Don’t be afraid to talk to your favorite speakers.  Everybody is approachable and everybody is there because they believe in education and sharing.  But, I can’t bring this blog to a close without a few words of caution – show some courtesy.  I know it seems basic and maybe even insulting to some of you, but when you see one of your favorites stay away from the storm trooper approach, especially if they’re already in a conversation.  You might have to wait a few minutes for an opening or you might even need to catch them later, but the toughest thing is being involved in a conversation and having somebody just jump in and interrupt – you’ll never get anyone’s attention or the respect you want and deserve.

Last but not least – have fun!  Seriously, it’s one of those words that’s lost in business today – you’re going to a great convention.  You’re going to see old friends and make new ones.   It’s okay to work hard and party hard!  

Safe travels everybody – see you in Vegas!