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Question: What is the importance of logistics conferences and events, and how can people select the best ones to attend?

Expert: Steven Smith
Supply chain IQ director, IQPC Middle East

Events in the news

Dubai's logistics industry has received a lot of unexpected attention in the past year. Although most people are agreed on the important role that conferences, exhibitions, seminars and trade shows are playing in the growth of the logistics industry, there are some concerns being raised over the quality and volume of events being held in the Middle East. Indeed, Michael Proffitt, the chief executive officer of Dubai Logistics City recently wrote a column in this very magazine advising organisers and delegates on the key criteria to consider when planning and attending these events. This followed a previous editorial by Logistics Middle East's Robeel Haq that questioned whether the region is becoming overloaded with logistics events. With everyone seemingly having an opinion on the issue, how can logistics professionals be expected to choose the events that best suit their needs?

When is a show not a show?

The first thing to consider when deciding to attend an event is the type of information you need to receive. If you are simply interested in finding out about as many vendors as possible then a trade show or exhibition is definitely the best way forward. Packed with hundreds of exhibitors from a host of potential suppliers, these shows are typically best suited to support staff or junior managers who want to immerse themselves in the available industry solutions and technologies. For senior managers and directors looking for information-based learning, conferences usually offer better value. Driven by regional and international case studies, these events typically revolve around a specific issue and are much more targeted in terms of content and attendee profile.

Quality control

As with any purchasing decision, quality needs to be a crucial factor in your selection. Like other booming markets around the world, the Middle East is plagued with fly-by-night organisers whose focus is on profit ahead of quality. Anyone looking to attend an event should make sure that the organiser is established with a track record of producing high-quality events. Judging quality in a conference is a subjective thing, but attendees should ask themselves some or all of the following questions: Is this a niche event or a catch-all? Does it deal with a business-critical issue for me and my company? Are the presentations from companies like mine or are they just vendor sales pitches? Will I be meeting other people of my level or is this event aimed at junior staff?

Why bigger isn't always better

Major trade shows provide a great way of immersing yourself in all of the latest gadgets for your industry. However, surrounded by hundreds of expert sales people with a product to push, and thousands of attendees with vastly different levels of experience, senior logistics professionals may question the value of a day spent out of the office trawling the exhibition stands. If this is a concern, then a niche seminar or conference may be a better solution. A well-researched, professionally presented event of this kind should feature at least a dozen case studies from key industry executives (not product vendors), ample networking time, focus on a specific issue and take place in a top-quality venue. Even within this sector though, be careful that the conference really addresses your needs. In the past year, Dubai has seen more than a dozen conferences on the ephemeral subject of "supply chain management". With so many issues and industries covered by this broad topic, delegates should check the event information carefully to ensure that the presentation titles cover their main areas of concern.

Get more out by getting involved

If you are really looking to gain maximum benefit from an event, make sure that you contribute as much as possible. If you're an exhibitor then get out and network instead of hiding behind your stand. If you're a delegate then come prepared with questions and don't be afraid to ask them. For those who have solid knowledge and experience then why not contact the organiser in advance and offer your expertise as a speaker? A good conference company would be delighted to hear from you.

IQPC Middle East has organised The Supply Chain Risk Management Summit (www.supplychainrisksummit.com), which takes place on 29th-30th October 2007.

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