# InfoComm 2019 from an Integrator's POV
*By Mark Coxon, Tangram Technology Sales Director*
After five years on the manufacturer side, where walking the InfoComm show floor was nearly impossible due to packed schedules, I found myself in a completely different position this year. As part of the integration team at Tangram Interiors, InfoComm became an optional event—which gave me the freedom to approach it strategically.
## Why Product Hunting Isn't Worth Your Time
Simply wandering the floor to check out new products would have been a massive waste of time. As a professional who takes this industry seriously, I stay current on innovations and product releases throughout the year. An industry veteran friend put it perfectly: **"If you rely on trade shows and industry publications for your product news, you're already behind."**
So if not for products, why attend InfoComm at all?
## The Real Value: Strategic Connections
The answer is connections—both personal and conceptual. I'm talking about meeting new people, reconnecting with industry peers, and identifying links between show floor buzz and potential new business verticals. It's about connecting panel discussions to new methodologies that can drive growth long after the show ends.
This year, I developed a three-pronged approach:
### 1. Targeted Networking Events
I packed my short Orlando schedule with high-value networking opportunities: - Starin Marketing VIP event - AV Karaoke - AV Tweetup - #AVintheAM breakfast
These events brought together influencers and thought leaders from every corner of the AV world—manufacturers, integrators, corporate technology managers, and educational professionals. The conversations went far beyond small talk, diving into best practices and big-picture industry trends.
For an integrator trying to position our company for tomorrow while maintaining profitable customer value, these discussions are essential.
### 2. Teaching to Learn and Connect
On Wednesday, I presented a session on "Using AV to Trigger Biological Responses." There's truth in the saying that if you want to truly understand something, teach it to someone else. The experience reignited my passion for why we use AV technology in the first place.
More importantly, teaching positioned me as a thought leader to potential future clients. My audience consisted primarily of end users, and many approached me afterward for deeper conversations about potential collaborations.
The accompanying "Now What?" workshop later that day created an intimate fireside chat with about a dozen attendees. With such a small group, we formed genuine connections and had meaningful discussions about real project challenges.
**Pro tip**: If you ever get the chance to teach a conceptual AV class, take it. The connections you'll make are invaluable.
### 3. Strategic Manufacturer Meetings
With 950 exhibitors on the floor, seeing everyone would be impossible and pointless. Instead, I handpicked manufacturers based on specific market opportunities where our company is well-positioned to succeed.
I already had a Q3 and Q4 business plan in development, so I used the show to find products and partnerships that could bring that plan to life. My meetings weren't about product demonstrations—I can see my local sales rep anytime for that. Instead, we discussed: - Partnership strategies aligned with our goals - Market gaps and opportunities - Business development approaches
I met with current key partners, explored companies we hadn't worked with historically, and attended a mastermind dinner focused on identifying and filling market gaps.
## The Bigger Picture: Experience Over Products
From an integrator's perspective, InfoComm isn't about products at all. It's about people, business models, and the education critical to building future success. In our highly competitive, commoditized world, a product-centric show simply isn't as valuable as it once was.
This is why I support AVIXA's experience movement around the show. It attracts more end users—the people integrators need to connect with. It provides platforms for addressing real business challenges and developing collaborative solutions.
**Products are just the vehicle that gets us to our destination. Strategic connections and alliances provide the roadmap to actually get there.**
## The Bottom Line
Why did I attend InfoComm 2019? Based on the value I gained, I can't afford not to attend. The connections made, strategies developed, and partnerships explored during those few days in Orlando will drive business growth throughout the year.
See you all in 2020!
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*Originally published on AVnetwork.com*
