Today, I’m wrapping up Day Six in Cannes, sitting on the harbor, reflecting on my experience so far. I wanted to take a moment to share some fresh insights from my trip and the book I’ve been reading—So Good They Can’t Ignore You by Cal Newport.
But more importantly, I want to ask you:
What is your Cannes Festival in your industry?
Let’s explore how key industry events can shape your business’s future and how you can use them to your advantage.
As I’m here in Cannes, it struck me—this is where the film industry comes together every year. The Cannes Film Festival is the event of the year for filmmakers, studios, and creatives to showcase the best in cinema. It's where deals are made, partnerships are forged, and the world sees what's next in film.
So, let me ask you: What’s your Cannes in your industry? What is the one event you absolutely cannot miss? Whether it's a huge conference or a regional expo, there’s always a key industry event you should be attending.
You might be thinking, “Mike, attending expos can be expensive, thousands of dollars for a stand, marketing materials, and accommodation.'
I get it.
But let me ask you this: how serious are you about growing your business and becoming a player in your field?
If you're not attending that major event in your industry, how committed are you really to your growth?
Before diving in, put some budget aside, not just in terms of money but also time.
Start by researching your industry’s key event, the one everyone is talking about. Whether it’s the largest trade show or the go-to expo, you need to know what you’re walking into.
And here’s the important part: If you’re going, you need a strategy. It’s not just about how big your stand is or how flashy your marketing materials are.
I highly recommend that you dig deep. Talk to people who’ve exhibited there in the past, gather feedback, and create a plan to make the most of the opportunity.
For the past few years, we’ve exhibited at the Buy Yorkshire show and the Business Expo in London. Yes, it’s expensive, but it’s an integral part of our marketing budget.
Think about it:
How much are you spending on digital ads, flyers, and other marketing materials that might not even be driving results?
Instead, focus your budget on being at your industry's 'Cannes', the place where you can learn, network, and gain exposure.
When done right, the ROI is far greater than any other form of marketing. It’s about building relationships, making connections, and positioning yourself as a serious player in your field.
As I mentioned earlier, I’m reading So Good They Can’t Ignore You by Cal Newport. He makes a compelling argument:
Don’t follow your passion, become so good that they can’t ignore you.
It’s about putting in the work and mastering your craft, just like Steve Jobs did, not by chasing passion, but by becoming the best at what you do.
This idea ties into attending industry events as well. It’s not just about showing up, it’s about showing up with purpose, strategy, and the drive to learn and grow.
Here’s what I want you to do after reading this:
Buy the Book: If you haven’t already, grab So Good They Can’t Ignore You by Cal Newport. It’s packed with insights that will help you refine your focus and push yourself toward mastery.
Find Your Event: Research the main event in your industry. What’s your Cannes? What do you want to achieve by attending? What’s your strategy? If you’re not sure, ask others who have been there and gather insights on what works.
Let Me Know: If you find your “Cannes,” share it with me in the comments below, and include a link to the event. I’d love to help you fine-tune your approach and ensure you get the most out of it. We’ll even offer a mini strategy for pre-event, during the event, and post-event activities to help you maximize your exposure and ROI.
Being part of the right industry events is essential to growing your business. It’s not just about getting exposure, it’s about immersing yourself in the community, learning from the best, and making the connections that will take your business to the next level.
So go find your “Cannes” and start planning your strategy for success.
Looking forward to hearing about your event and seeing how you leverage it for growth!
Always here to help you start, grow, and thrive. Let me know how I can support your next big move.