We finished 2012 SPE ATCE in San Antonio on Oct 12^th after 3-day conference and exhibition. It was a very good show, especially for drilling software company like ours. This is our booth.

 

 

 

 

 

 

 

 

 

 

I spent one day walking through exhibition areas and attending presentations. Whenever I attend industry shows, I am always amazed by how many resources being put to make them happen. Companies worldwide ship booth, send people, man the booth and bring them back after only 2 – 3 days. One of our clients had 2-story booth. Their manager told me that the huge booth would be dismantle and put in a storage place waiting to be shipped to the next show. Booths like that are expensive and logically should be used more often.

Our booth is standard 10 X 10 ft. one. We try to be cost-conscious. It is not cheap to ship it to Calgary or Amsterdam. But looking the companies with heavy equipment in the shows like OTC, we feel lucky to be small.

Technologies bring us virtually closer. We can instantly connect with someone on the other side of globe. However, neither e-mail, instant message nor web meetings diminishes the essential of face-to-face meetings. Seeing is believing. We have more conference than before.

To measure the exact return on investment on road shows is difficult. Our feelings have being telling us to do it. And we have been participating more shows every year.

After the SPE ATCE, I went to Las Vegas for a short vacation. We took a cab from Las Vegas airport. Seeing large crowds of people coming from terminals, I asked the driver: “So many people! Is there a big conference here?” He replied: “This is normal. We need more exhibitions.” “I thought you need more gamblers.” I commented. ”Exhibition is gambling!” He raised his voice a bit.

I paused for a moment, like being struck by lighting. I had that feeling before: exhibition does not guarantee the return on money, like betting.

As I was amazed by his marketing insights, the cab driver continued, “People come to exhibit. And they go gamble.” I could not help laughing out. Both my interpretation and his explanation are correct.

While enjoying break in Vegas, we watched David Copperfield’s Illustration and Bellagio’s O-show, the other forms of exhibitions. They are so far from ordinary.

We left Vegas on Saturday. That night, MGM Grand, with more than 5,000 guest rooms, was 100% full. People will continue to gamble, watch shows, and entertain themselves.

We drilling professionals will continue to showcase and attend latest technologies.

A good exhibition is definitely not gambling. It is an all-win event: for organizer, exhibitors and attendees.