Need For Smarter Trade Shows

     Here once again begins the season of air cargo trade shows and panels.
     But without some smart planning and deep-dish industry involvement to make discussions speak to relevant issues, chances are, content will be the same old song and dance.
     What is needed are some smart people to insist that big air cargo events like Air Cargo Americas next month in Miami, deliver some electricity to cargo discussion rather than a bunch of disjointed company advertorials.
     Expect a luncheon that UPS will sponsor at ACA to be hot and heavy about the greater UPS, providing of course that by October 29, UPS pilots are not on strike.
     Fair is fair when it comes to a sales pitch at a formal meal, especially because the speaker or company is usually underwriting the tapioca pudding dessert.
     Speaking of dessert, I remember the words of my grandmother Flossie, who said:
     “Life is uncertain, eat dessert first!”
     We think, it’s those sessions going on all day at trade shows that for the most part are one big, fat waste of time.
     We were heartened to learn recently that our old friend Isaac Nijankin is back in harness.
Many people still think of Isaac as “Mr. Varig Air Cargo,” because he served at the airline for 35 or 40 years as top USA cargo dog before retiring a couple years ago.
     Isaac is now “Mr. El AL Air Cargo” based at JFK International in New York.
     Anyway now that Isaac is back, maybe he will show up at a few air cargo conferences and help push discussions about things along.
     Most trade shows have panel sessions that appear as if they were put together out of fear.
     Underneath it all, who today isn’t a bit scared with oil at $66 bucks a barrel and airlines (at least in USA) mired in or about bankruptcy, while still posting record losses?
     One of the major problems about discussion panels is that there are not too many executives in air cargo that are willing to say much that is substantive outside of their own special interests.
     Ram Menen, a guiding spirit at Emirates SkyCargo is a notable example of how to get this trade show discussion thing right.
     Sure Emirates SkyCargo has a big media budget and attends many leading world conferences, so you could say that practice makes perfect.
     Although Emirates is not displaying at the ACA show next month, Mr. Menen is a featured first-day speaker and that bodes well for whatever the discussion may be.
     Ram always shows up prepared with either graphics or some other type of visual backup.
     Ram engages and tackles tough issues directly and that is what makes him special.
It’s understandable that you can’t give secrets away for free.
     Also, as you are getting paid from someone to build a product, you must do all necessary to advance that interest.
     But right now in every corner of the world, air cargo has changed as never before, more in fact during the past couple of years, than in the last seventy-five.
     During late 2005 and early 2006 there will be at least a dozen major air cargo trade shows held in various locations around the world with discussion panels.
     We think one way to juice things up these events is to have one or two panel discussions that include at least a couple of the legendary voices of the air cargo industry.
Individuals who are retired or have moved on from one place to another are finally freed up to say out loud in front of people, what they really think.
     Show organizers should seek these people out, pay them a modest stipend, display their attendance with pride and sponsor their travel and expense to attend air cargo conferences.
     It’s commendable that our trade organizations sponsor education and scholarships. But by not allowing the voices of experience to speak to today’s air cargo executives in open industry sessions, these scholarships appear shallow, as though we are just throwing money around for appearances.
     There is probably more to be said about juicing up the gasbag sessions at air cargo trade shows.
     But if you are moved by any of this gentle reader, you need to get in touch with the folks who accepted your money at the next trade show to make the case.
     Money talks.
geoffrey@aircargonews.com.