Time for a Cool Change...

Article titles and content sometimes come to me in the strangest ways. This one came to me as I was enjoying the cool weather outside the Long Beach Convention Center, as the 2013 SAAC Show was about to begin.

Some of you may not be familiar with the Little River Band's classic song Cool Change, but it was a Top 10 hit in 1980. OK, I'm old. This is odd because I haven't thought about this song for many years. It was a hit record. Remember records? If you remember this song, I should probably apologize for the earworm I just gave you.

Earworm: A song that sticks in your mind, and will not leave no matter how much you try. The best way to get rid of an earworm is to replace it with another. Be prepared to become a jukebox.

I truly enjoy the cool weather and peaceful location on the water that hosts the Specialty Advertising Association of California's annual trade show. An hour up the road where I live, it's HOT. At the SAAC Show it's a nice, comfortable 78 degrees.

There are some strange lines in the song that I don't quite get, like: "The albatross and the whales, they are my brothers". ...Really?? I don't have any of those kind of siblings. But another lyric applies perfectly to this trade show and industry involvement in general: "Lots of those friendly people, they're showing me ways to go. And I never want to lose their inspiration."

There are many trade shows in our industry and I really enjoy all of them. As the lyric mentions, there are lots of friendly people in our industry. Through education and networking I've experienced through the years, I'm inspired. Were it not for these relationships developed through industry involvement, I wouldn't be where I am at in by career today.

This year I served on the SAAC Show Committee with a group of passionate people who have dedicated their time to make attending this show a beneficial, productive event. Our efforts paid off. The show is a hit!

Here are short video testimonials from a few attendees at the rocking Wednesday night SAAC Show party that featured the Industry All Star Band.

The SAAC Show featured several interesting education sessions. Here are a few nuggets from Survive and Thrive for the Future presented by Mark Graham and Bobby Lehew. In this short video Kim Newell, president of World Wide Lines, talks about what's cooking in the PromoKitchen. These three industry leaders and Promo Chefs are making themselves available to help you be more successful in your business endeavors.

To build a successful business, you need to be aware of changing trends and new products. Another benefit for attendees at the SAAC Show were Sizzling Supplier Sessions. Here they had the opportunity to showcase products in an intimate setting. Below are links to a few of these sessions that you are able to benefit from. There are some things here that many of you may not have seen:

• Clay Muhlenkamp from Hit shares about eyewear.
• Mark Jenkins from Pioneer Line talks about their innovative pop up banners.
• Gary Schwartz from Earthspun Apparel shows us his very unique apparel line.
• Barbara Forde from Bagmakers helps us understand digital watermarking.
• Kristina Cullen from Clegg shows us cool new products.
• Heather Valle from Logomark presents a couple of new items.
• Steve Weisbaum from Sweda tells us about The Perfect 10.

As to the "Cool Change" title of this Rant, it is time for a cool change. A change in the way we do business and a change in the way we view trade shows. If you are thinking "...I don't need to go ...it's just another trade show," consider changing that mindset.

Think about what you can gain from building relationships with your supplier partners and industry colleagues. Think about going to the shows and really listening and spending time with the suppliers. They have so much information to share that can really help us build business.

Social media and e-mail is a key communication method, but there is nothing quite like personal connections. How can't you be inspired by the education that's being offered? Attendance at these shows offers an incredible value. You don't have to travel far. Find the Regional Association closest to you and go to their events. You won't regret the investment in your time.

In searching for a quote to close this Rant, I found that there are many great quotes on change, but I'll go with this one:

"It may be hard for an egg to turn into a bird: it would be a jolly sight harder for it to learn to fly while remaining an egg. We are like eggs at present. And you cannot go on indefinitely being just an ordinary, decent egg. We must be hatched or go bad." - C. S. Lewis

Jeff Solomon, MAS is affiliated with a Top 10 distributor company. The FreePromoTips.com website and e-newsletters he publishes are packed with beneficial information and exclusive FREE offers from a few forward-thinking supplier companies. Don't miss out on what's happening! Opt in to receive their e-newsletters! LIKE their page on Facebook and follow them on twitter.