Here’s an update to last year’s CDC Gaming Reports article that dealt with some pro tips for attending G2E. Several items are repeats, but with some adaptions and modifications; others are new suggestions send in after last year’s story.
I’ve attended G2E for more years than I care to admit, going back to the earlier version, the World Gaming Congress. And – like many of you – I’ve also been to several NIGA shows and countless vendor customer events and subject-matter conferences. During that time, I’ve learned that some folks seem to get more out of these shows than others do. So, without trying to sound too presumptuous, I’d like to offer some collected tips to those who are already pros, and to those lucky freshmen just beginning their careers.
- Attend All Three Days If You Can – There are four days of G2E in total if you include Monday, which is dedicated to seminars. If you’re lucky enough to be registered, they’re worth attending. For most of us, though, the show runs Tuesday through Thursday. If you can only make it to one day, choose Thursday. You will miss some of the high-level executives, who often escape early, but you’ll learn more. By Thursday, salesmen may be tired, but they’re also armed with better information. They’ll skip the long demos of every single bonus and fast forward to their strongest games and products. You should also make it a point to ask them what else is hot at the show. More than likely, they’ve already talked about this at their daily debriefings or during the evening cocktail receptions. The opposite is also true, too: because many of these folks have been chained to their booths, they’ll likely welcome your opinions about what you’ve seen. This sort of two-way news channel with your vendors is one of the quickest ways to gain credibility in our industry; it’s nice to have a reputation for both receiving and dispensing good info. If you’re luckily enough to make all three days, skip the big vendors on Tuesday. That early in the week, they’ll be too busy and too locked onto the sales pitches they were forced to learn for the show. Spend Tuesday on visits to the little vendors and small booths. Some of today’s most impressive products started years ago in tiny booths, and it’s amazing how many folks I’ve met at minor booths over the years that are now CEOs and GMs. Those early conversations can lead to long-term mutually beneficial relationships.
- Take Notes – I know, this sounds like a drag. It certainly was when I had to haul around a 35mm SLR and a notebook. Today, though, your iPhone or Android device eliminates all excuses. Use them often and consistently, on any product that catches your attention. You’d be surprised how something you thought you’d never forget can completely evaporate after a few nights in Vegas. Your smartphone also has a built-in voice recorder that works well. You should use it. Even better, you can buy a professional-quality voice recorder for under $50 these days. Most reporters don’t leave home without one. They can be pretty handy for anyone in casino ops as well.
- Business Cards and Brochures – Make it a habit to request business cards, and remember to leave one of yours. My freshman tip was always to bring at least 100 business cards (that way, you’ll only be about 100 short). Cards are old school, but at G2E they are invaluable for following up with contacts later. An investment in a card scanner that will populate Outlook or any other contact list is also worthwhile back at the office. And go easy on the brochures. My first few years, I made the mistake of picking up almost every brochure. They’re great, but it’s amazing how quickly a bag can go from lightweight to arm-stretching. Save some pounds and energy and ask the vendor to send the same stuff to your workplace. And don’t forget to take lots of photos. Pro Tip: email your notes and photos twice each day, at lunch and the end of the day, to yourself. More than once, I’ve either accidentally erased my notes or the smartphone gremlins ate them. You can also voice-record notes for later (Tip #1).
- Praise Your Rep – When meeting with your sales rep, his or her boss will probably be floating nearby. If possible, make a point to grab them and tell them in front of your rep what a great job he or she is doing for your property or product. Folks don’t forget these small gestures, and favors have a way of returning in this business. (Naturally, if your rep is worthless, skip this step.)
- Have Fun, But Moderate – I value the information and contacts I’ve made at cocktail parties and after-hour events as much as those established during the show. Often, the data shared, and the relationships cemented, are invaluable and unavailable anywhere else. I would think that the advice to moderate your intake – so to speak – would be obvious to all veterans, but each year I see folks who miss Wednesday morning and can barely function on Thursday because they had too much fun. Most of the old guys like me are still going strong until the very end, because we learned those regrettable lessons the hard way.
- Collectibles – I mentioned earlier that you should try to avoid making the mistake of picking up every brochure offered. But there are some things you need to collect. I recommend doing this at the end of each day instead of hauling them around.
a. Grab multiple copies of G2E’s Official Show Directory. It’s full of vital contact info that comes in handy when you’re sitting in your office months later trying to remember who sells change wallets or radio charging stations.
b. For the same reason, grab a few copies of Casino City’s Pocket Gaming Directory. This one is small, so you can take several extras to give to colleagues.
c. Lastly, don’t forget the promotional items such as cards, pens, rubber balls and anything that lights up. These items are not for you, necessarily, but they’re nice treats for team members in the office who missed the show (or your kids or grandkids, if you’re so lucky).
- Pre-Shows – The pre-show phenomenon began seven or eight years ago and has been a blessing for operators who might be overwhelmed at G2E. Several of the bigger vendors do road shows in all the major venue areas, and a few of them have mobile rigs that they’ll drive to your back door. These pre-show presentations are very worthwhile, allowing you to learn about most of their new offerings in a relaxed setting. Unfortunately, one major goal for most vendors at G2E is to impress the investment community by making a splash, so they tend to hold back some products during the pre-show. Still, these pre-events do allow you to focus on those last-minute items without having to spend time on the new core products.
- Don’t forget to eat – This tip came in last year from a fellow G2E veteran, CDC Gaming Reports publisher Jeff Compton. You can probably tell that neither Jeff nor I have missed too many meals in our careers, but at G2E it’s very easy to get distracted and forget to fuel up properly. The chocolates and mints at vendor booths don’t qualify; make it a point to both have a good breakfast and to eat some real food at lunch. Your days and nights will be far more productive.
- It’s all about the shoes – This really should be Tip #1. While it may seem obvious, trust me: this show is really, really all about the shoes. Every year I see dozens of freshmen, and even a few veterans, limping or nursing sore backs because they wore new, untested shoes. Don’t do it! Start with a pair of proven winners and bring some well-used backups. Thursday is for Nikes. (The Courage Award goes to all the women who have to survive three days in high heels.)
- Follow up – That great new product or sales contract you talked about during the show will probably wind up fairly low on the vendor’s priority list when they return home. They’re probably more concerned with sorting through their notes and recovering from the show. This is the critical time for you to make sure that your requests are not buried behind big corporate contracts or simply lost in the shuffle of G2E salesperson overload. Follow up on your G2E discussions ASAP. This is also a great time to say thanks or to drop a simple “so happy to have met you” email. Want to see future invitations, discounts and comps? Thank those who treated you well this year. Those small gestures mount up and keep relationships growing.
- Write a Report – Check out CDC Gaming Reports’ daily coverage of the show. It will make you smarter. With that info and your notes at hand, I strongly encourage you to write a personal show report as soon as you get home. It is a sure way to gain stature and credibility from your organization. Most executives who attend the show seldom see all of it (see Tip #4), nor do they realize the importance of what they see relative to your specialty, whether it be table games, slots, marketing, IT or finance. Since you’ve taken good notes and photos (see Tips #2 & #3), it shouldn’t be that difficult to assemble a good summary. It will also be appreciated by those peers who were left off the travel team and relished by those just starting their careers. All of us at CDC Gaming Reports have learned that folks think that when we write about stuff, we know what we’re talking about (sometimes we do!) That’s a reputation that you can build with this Tip.
- After the show, let’s hear from you – Drop us a line here at CDC, or write me directly at buddy.frank@yahoo.com, and let us know in a few weeks what worked or didn’t work for you at the show this year. This list could a baker’s dozen next year.
