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Here is a joke for you. An Englishman, a Bulgarian and a German walk into a bar and they begin to talk about their day. The Englishman says that he has sourced five significant news stories for his business magazine that will keep him ahead of his competition.
‘Congratulations,’ says the Bulgarian. ‘I own a big store and I have had a fantastic day too. I found some great new products that are perfect for my customers, and this too will keep me ahead of my competitors.’
The German smiles. ‘I am a brand owner and I have had meetings with all my most technically advanced suppliers in a single day. I’ve saved time and expense and I am delighted.’
Just then, their Japanese host begins ordering food and beer for the group and they turn to him and… okay, okay, enough. This isn’t the start of a joke at all, and you probably guessed as much.
No, it was actually the start of an evening meal I enjoyed during the Osaka Show in Japan this week. So yes, it was not a bar, it was a restaurant. But everything else happened pretty much as I said. It was four people from different parts of the tackle trade who each had reason to celebrate an excellent day on the show floor that would help their future business prospects.
That same evening we were also joined by an important Chinese buying agent. The night before I was fortunate to enjoy another meal, this time with the senior managers of a giant Japanese tackle supplier together with their team from the USA and representatives of a Canadian buying group.
On my last night, my new Bulgarian friend introduced me to a Slovakian retailer, who gave me some significant information on a rising Japanese trend in the tackle markets of central Europe.
I actually only spent one and a half days walking the show floor at Osaka, but my time spent in Osaka was invaluable, and I know it was the same for the people I met there. I spent time with regular business contacts but also with complete strangers who have now become useful connections in the trade.
Trade shows drive business. Not only in ways you plan, and not only on the show floor. The trick is to be there. In the same place and at the same time as your business connections, and also with their business connections.
In Osaka, I saw slightly smaller crowds and spoke to some concerned individuals. But I saw many more pushing their businesses forward and seeking to take themselves in new directions with potential new suppliers and customers.
We are all very much at home with social media algorithms powering our connections. But there is still nothing like meeting face to face. And clearly nothing like handling products or having them properly demonstrated.
I am heading to China Fish next and expecting more of the same. After that, as you know, I will be deep into the final preparations for our own Angling International LIVE show in June in Bratislava.
Yes, I am biased in favour of trade shows, but there really is nothing that compares to connecting in person – whether planned or unplanned. Meeting people on the show floor or in the city in the evening is a pleasure and a business necessity. No joke.
