Introduction
As an exhibitor at a conference, you are more than a spectator in the sea of attendees. You’re a vital part of the event, tasked with representing your company, showcasing your products and services, and networking with potential clients and partners. Over the years, I’ve had the privilege of participating in numerous conferences, but the 2023 National Flute Association Convention will impress a lasting memory. Join me on a journey as I share my unforgettable experience from an exhibitor’s perspective.
Preparation and Anticipation
Months before the conference, our team embarked on a journey of meticulous preparation. As the official marketing sponsors of the NFA’s Countdown to NFA, we were meeting with ambassadors of the convention. Inspired by their theme “Beyond Borders,” we designed eye-catching banners, promotional materials, and social media posts.
I held interviews with and created content around those involved. National Flute Association Lifetime Achievement Award recipients Patricia George and Keith Underwood both gave inspiring interviews, as well as the conference coordinator Ali Ryerson and board member Jennifer Grim. These interviews supplied quotes and motivational messages used in event our marketing, as well as valuable insight for teachers, students, and performers. We surveyed and interviewed new and veteran conference attendees, too, to offer their thoughts and suggestions to the masses.
Another team drew layouts for the tables and displays, their placement in our exhibit, and the order of products to be shown. Our booth was meticulously planned, ensuring it would stand out in the exhibition hall, allow intuitive browsing and, most importantly, be useful to the client.
The anticipation leading up to the event was palpable. We were excited about the prospect of meeting potential clients, partners, and even competitors. The thought of networking and sharing our passion for all things flute with a captivated audience fueled our enthusiasm.
A Sweaty Set-Up
The day before NFA, we met early in the morning to set up our booth. Me with my coffee, Mark with his Dt. Mountain Dew, and the rest of the team with their caffeine of choice. Four Flute World employees were joined by 6 volunteers to set up the display flooring, tables, racks, display grids, cash registers – then load them with dozens of instruments (flutes, piccolos, alto flutes, bass flutes, plastic flutes, gold flutes, and even a contrabass flute), 50 boxes of sheet music, and accessories galore. (The new designs of the Altieri Flute Bags were such a hit – and we helped design those!) We wanted to have something for everyone available. Of course, we paused for jokes and snacks – the Sweet Tarts Ropes and dried mango fruit strips tied in popularity by the team.
The exhibition hall buzzed with activity as exhibitors scurried to perfect their displays. It was hot and dirty and fun. “But it’s a dry heat.” By the end, we were rewarded with a prideful display. Our booth, adorned with our company’s branding and product displays, felt like our palace for the next few days.
The First Day
We arrived early to double-check our “flute palace” (maybe it’s not a palace but a “flute world”), to straighten up, to polish the instruments, and most importantly, to remind the team why we were there – to make everyone who visits us feel seen, heard, wanted, and valued.
As the doors opened to the attendees, we welcomed a steady stream of curious conference-goers. It was fascinating to see the diverse crowd, each person with unique interests and goals. Some attendees were seasoned convention attendees seeking the latest industry trends, while others were first-time attendees eager to discover. There was a great mixture of professionals, amateurs, students, and partners (yes, non-flute players can attend, too!). Everyone brings a valuable partnership ready to be developed.
Engaging with Attendees
Engaging with attendees was both exciting and challenging. We had to strike a balance between being approachable and informative. Many attendees had specific questions about our products, and it was our responsibility to provide them with comprehensive answers. But more than an answer, the understanding that we’ve been there, too – we’re also flutists, after all. At all times, our booth had four full-time employees to engage in more specific details, and we were assisted by volunteers that were empowered to engage with the client to be friendly, helpful, and encouraging.
One of the most rewarding aspects of the conference was witnessing the spark of interest in the eyes of those who visited our booth. As we explained our offerings and demonstrated our company values, we saw the potential for fruitful partnerships and collaborations.
Networking Opportunities
Conferences are not just about showcasing products; they’re also about forging connections. Networking sessions, receptions, and after-hours events provided ample opportunities to meet like-minded professionals. These interactions often led to insightful conversations and the exchange of contact information, potentially opening doors to future collaborations.
The Flute World exhibit hosted many interviews and books signings during the event. Those included flutists of various backgrounds, offering insight to inspire just about anyone. We spent time with – and for those not in attendance, live-streamed conversations with:
- Thursday: Ensemble 126
- Friday: Phyllis Louke, MSgt Megan Ensor, Patricia George, Tony Duncan, Ali Ryerson
- Saturday: Nicole Esposito, R. Carlos Nakai, Daniel Dorff, Mike Mower, Nicole Chamberlain
R. Carlos Nakai visits with Matthew and Nathan, discussing Native American flutes and music at the 2023 National Flute Association Convention.
- Sunday: Nina Assimakopoulos, Alexa Still, Peter Verhoyen
We also had a number of prominent flutists, friends, students, colleagues, and fans stop by to chat. Making a sale at a conference is great; making a friend at a conference is invaluably wonderful.
Learning and Growth
While we were tired (exhausted) from standing in the exhibit hall, we also had the chance to attend some conference sessions. These educational talks and panels were enlightening, offering fresh perspectives and industry insights. At this convention, our President Mark Wallace participated in a panel discussion regarding the diversity of careers within music. We watched concerts of some of the greatest flutists worldwide.
The NFA has hundreds of applications each year to present at the conference on music pedagogy, repertoire performance, musicians’ health and wellness, and a variety of other topics – they are able to select and curate a meaningful and engaging experience. We felt inspired and uplifted. The knowledge gained during these sessions was invaluable, and it reinforced the importance of continuous learning in our field.
The Grand Finale
As the NFA annual flute conference came to a close, we couldn’t help but feel a sense of accomplishment. We successfully represented our company, connected with potential clients, and learned from industry experts. Breaking down the booth was bittersweet (sadly, we were out of snacks), but we left with a profound sense of fulfillment.
Being an exhibitor at a conference is an experience like no other. It’s a whirlwind of preparation, engagement, and networking that culminates in a sense of achievement. The memories created at these events are etched in our minds forever, reminding us of the importance of showcasing our work and building meaningful connections in our industry. The National Flute Association convention is one of the biggest in the industry – even more opportunities because of its size – and even more on a whirlwind, but in a good way.
If you ever have the opportunity to participate as an exhibitor – or as a conference volunteer – embrace it wholeheartedly. Your conference experience will undoubtedly be unforgettable, like the friends you will make there.
