The Rich Get Richer

There are a few interesting dynamics about the IRgA and its Conventions & Trade Show.

• There’s always a core group of “regulars,” who, not coincidentally, are the most successful companies in the industry;
• There is a group of “non-joiners,” who simply do not see the value and do not attend; and 
• The final group is the “fence-sitters,” who recognize the value and attend based on several factors: Time away from the business, distance, who is attending or some other factor (e.g., current or anticipated economic conditions) related to cost.

One of the few concepts I remember from my Economics 101 class is that of opportunity cost: “The value of the next best alternative foregone as the result of making a decision.” Attending the convention means the business must survive on its own while you’re out. On the flip side, staying home to tend to the business means missing opportunities to gain a broader perspective, seek new solutions and solve current challenges.

After running conventions and trade shows for more than 20 years, I know a few things for sure:

• The “mother ship” will be okay in your absence;
• You don’t learn new things about your business or industry by keeping an inward view from your desk; and
• The IRgA Convention comes but once a year (your business is there every day).

“The Great Recession” – as one reprographer calls it – is real. Our industry has been affected more than most. Companies need to take measures to survive in this economy – the IRgA included. We expect lower numbers this year, which means more value for those who do attend.

There is a pattern after a recession: The companies that prepare themselves best during difficult times emerge stronger than their competitors. While it may be difficult financially (for the short term) to fall toward the convention side of the fence, consider the opportunity cost of not attending the IRgA. Can your business really afford to have you to miss out?

Pittsburgh is a cheap flight. The IRgA is offering some very attractive incentives for full and one-day participation. See all the details listed in the Association News section.