Screen Printing - October/November 2017 - 44

SHOP TALK

YOU'VE GOT A FRIEND

I've seen friendships break out in the funniest places at
this show. Any of the advance setup crew, those unsung
heroes of tradeshow life, can tell you of epic adventures
SGIA is just around the corner, and it's not
getting machines and booths in place and running. And when
just about money changing hands.
something screws up far from home - and it always does - it's
ANDY MACDOUGALL, ASDPT
not the person who screams at the forklift driver or electrician or technician who moves the booth completion forward;
it's usually the people who work together who get it done.
They do things in a friendly manner, which ends up being
ver wake up at 4 in the morning, your mind buzzing
reciprocal. It makes a show like the SGIA Expo possible.
because it just hit on the answer to some major problem that
For booth monkeys pacing the floor of their cage, and the
had been bugging you in your day-to-day life? A fully-formed
thousands of attendees walking the aisles once the show opens,
solution in your waking dream, laid out in the most logical
the ability to be friendly is the key to everything. You're going to
fashion. Mind pictures in 3D, live action words and chord
have a rough three days if you can't crack a smile or engage with
charts, all there, complete. Of course, you are so happy and
a stranger. A large tradeshow is all about
relaxed after this happens, you fall back
extracting information quickly. For the
into the deep sleep you've been missing for
buyers, with limited time and over 500
the last week as you tossed and turned
booths filled with thousands of items to see,
thinking about the "problem."
they need to know the stats on a particular
My "problem" was this column. And
machine or material, its abilities, the options,
I really did jolt awake last week with a
and the price. The salespeople need to know
theme and a seemingly complete outline
what the potential customer does, what they
in my head. Which promptly evaporated
are interested in, and whether they're even
when I woke up.
"FRIENDSHIPS FORMED
in the specific market. Somebody using heat
I can only remember the main theme:
THROUGH BUSINESS
transfers in a T-shirt shop may have little
friends. The SGIA Expo is about friends.
INVARIABLY LEAD TO MORE
interest in a four-post graphic screen printing
We can read the ads and messaging
BUSINESS. MAYBE NOT
press. On the other hand, maybe they want
from SGIA and visit all the exhibitors, and
AT THE SHOW; SOMETIMES,
to start cranking out transfers by the thoumake the assumption that it's all about
IT TAKES YEARS. BUT
sands. Sometimes there is common ground
business and making a deal. And for some,
IT STARTS WITH A
you don't expect. You only find it by talking,
I guess that's true - companies spend
CONVERSATION."
and you get talking by being friendly. As my
small fortunes to exhibit in the hopes
wife has told the kids when they complain
of driving sales. It has to make financial
they have no friends, you have to be a friend to make a friend.
sense to drag the equipment all that way and set it up to run
Some of my favorite times at the shows take place during
for three days, then pack up and leave. I know this particular
the after-show receptions hosted by sponsors. The days of
hell all too well.
the monster events are probably gone (or maybe I just don't
But it's not so black-and-white. (Nothing is.) For me, and
know the right people anymore), but I remember a classic at
hopefully some of you, the best part of the SGIA Expo experithe Superdome in NOLA, where we got pictures taken with
ence is seeing old friends and making new ones. The business
the Saints cheerleaders, ran around kicking field goals on
side, while important, is secondary to those moments when
the turf, and caught passes from Archie Manning. For a dork
you make a warm connection with another person. Maybe
from Canada who has only seen an NFL football game on TV,
it's an old pal who moved across the country or someone you
that was impressive, although not quite at the level of the one
only see once a year at the expo.
at Atlanta Motor Speedway, where we got to run around the
Maybe it's some random encounter in a booth, or -
banked track in a modified race car at hair-raising speed.
knowing New Orleans - at a bar or restaurant. What's cool
These events are as much about building friendships and
about the SGIA show is pretty much everyone on that floor
good memories with other people as they are about doing
has at least a passing interest in what you do, and vice
business. Otherwise, we'd all be touring virtual booths from
versa. There's ample opportunity to start up a "six degrees
a couch-potato stance by now. So enjoy the show. You are
of separation" talk with just about anyone. And, with the
among friends!
benefit of social media, odds are you might have even
closer connections. It's not a bad thing in the context of
Andy MacDougall is a screen printing trainer and consultant based on
the show, because, surprise, surprise: Friendships formed
Vancouver Island in Canada and a member of the Academy of Screen
through business invariably lead to more business. Maybe
& Digital Printing Technology. If you have production problems you'd
not at the show; sometimes, it takes years. But it starts with
like to see him address in "Shop Talk," email your comments and
a conversation.
questions to andy@squeegeeville.com.

SCREENPRINTING

Table of Contents for the Digital Edition of Screen Printing - October/November 2017