It's called a choice, and as long as you have a system and resolve to quickly evaluate the choices, more are better. This may seem basic, but when there were just a few conferences, we tended to automatically attend them all. We may not have noticed how many we are now signed up for as they crept up on us one or two at a time over the years. Time for the blasphemy: If the schedule is over-filled, it's time you dropped some. So how do we make it an efficient decision making process? We've gathered some input over the last few decades and are happy to share what's come our way.

Who's writing the story? You don't judge a book by its cover, but by the author, the table of contents, and by what qualified commentators have to say about that book. The best conferences are put on by "authors" (organizers) that have something more at stake… skin in the game, so to speak. That means having core business components that depend upon on the growth and success of the industry. As a 'for instance' we run news and resource sites dedicated to the LED, solid state lighting and compound semi industries. If things turn the wrong way here, we don't have the option to drop the event, buy a list and turn to the paper airplane industry for our next conference. Our objective is to help the industry succeed and grow our business as a result, rather than picking a growing industry because "that's a good place to make some money". PennWell's Strategies Unlimited fits that bill as well. They've been with the industry since virtually day one, generally producing the highest quality market studies you'll find for this industry. And guess what? Studies don't sell in industries that are contracting. No growth, no business for them. That's a big reason we support their annual Strategies in Light event, scheduled this year for February 12 to 14 in San Jose, California.

Once you have a knowledgeable and committed organizer, the next ingredient is the agenda. Does it have flow, or is it a bunch of spaghetti topics that are thrown against the wall to see what sticks in hopes there's at least a couple things that appeal to somebody? (At least there's plenty of time to return the phone calls you're missing while you're wasting your time there!). With a strong agenda, not only do you hear from industry innovators and leaders, but you'll see a progression that builds from one topic area to the next, allowing a complete picture of the technology, market, or (speaking generically) techniques to unfold for the target audience. Sometimes it's bottom-up, and other times top-down (to frame the picture before the details are filled in). Either way, the key is that progression which should take the attendee on a path that spurs new ideas and approaches that will focus their business. If your information needs match a good portion of the agenda, go!

Hunting the contacts… Keep in mind that it's possible you may not need the information, but that you need access to the audience that it will draw. If it's for the contacts, examine the opportunity cost of attending. Is the audience fit strong enough that you are going to get a good number of new or renewed contacts? Keep in mind that just moving some relationships forward a step is more than worth the price of admission. Is the location near areas where you can do some business on either side of the conference? An executive retreat or technical conference makes sense in one of those "fun" places. When it comes to business conferences, it just makes sense that they would be in an area that's either within striking distance of other productive visits, or designed to simplify travel.

A final sort… If you're still not sure on a go or no-go, then it's time to ask what people have to say about this particular conference. (Don't put much stock in the testimonial on the website unless the comment is credited to an attendee of last year's conference, not some generic "past conference"). If the conference is a new one, don't discount it. It may be an ideal replacement for one that is only doing a half-way job right now. Ask what the organizer has done before. Are they specialized in this or a related area? Did you look at the agenda of those related conferences to see how it flowed and if the topics seemed consistent and on-target? If they don't have links to past conferences or information, send a note to ask for some. If the conference has been around in previous years, does it seem that past companies (speakers, sponsors) are returning to support the conference from year to year?

None of the questions are hard, and given how precious our time is these days, it's worth a little homework to save a week if it's the wrong one, or possible put you a year ahead if it's the right one.

Next up… To sponsor, exhibit, or "none of the above"?