EFI Connect 2020 Demonstrates the Value of Users Groups

With the proliferation of trade shows – not only in the printing industry, but across the many different segments printing and display graphics companies are now entering, including textiles, 3D printing and more – many suppliers to the industry are investing, or continuing to invest, in users groups that include an annual in-person conference. Of course, they still participate in trade shows and likely will continue to do so. But they can’t afford to attend them all. With a users conference, they have the opportunity to get a large number of customers and prospects into a single venue to hear about the latest developments in their product portfolio, learn about their partners, and gain quality customer feedback on issues and opportunities.

EFI Connect is one such event. 2020 marks the 21^st year this conference has been held, and the 13^th year it has been held at the Wynn Hotel & Resort in Las Vegas. I’ve attended 20 of them, and I consistently hear from customers that the event is extremely valuable. Yes, they have multiple educational break-out sessions that allow users to pick and choose the content that is important to or interesting for them (120 this year). But even more importantly, they have an opportunity to meet and network with their peers, sharing stories, best practices and more. And they have access to EFI executives and engineers so they can better understand the company strategy going forward, the product roadmap, and dig into the details of particular solutions they have or are thinking about acquiring. One attendee this year told me that he makes a point of seeking out executives, shaking their hand and having at least a brief conversation. Why? Here’s what he said: “This helps keep me top of mind with executives. They take note of who comes to the event and who doesn’t. And if I do have an issue, I know I can call them or request a meeting, and they will make time for me and help me sort things out.”

Networking with peers is also extremely valuable. The printing and sign & display businesses can be complicated, they are highly competitive, and they face accelerating change. What I have seen at Connect and other users groups I have attended is a remarkable openness to sharing among attendees. They help each other think through issues, and they learn from each other – about how to solve mutual problems, new businesses they could enter, and even finding partners that will help them move their business forward.

Pam Richards, President and Owner of Color Gamut Digital Imaging in Las Vegas, participated in a customer panel conducted by EFI Chief Revenue Officer Frank Mallozzi. She shared a unique story about partnerships that could inspire similar approaches by other attendees. She was looking for an East Coast firm that she could partner with to provide incremental service to her East Coast customers, pointing out that in the trade show business, there are always emergencies and you need to be able to respond very quickly. She found a partner, and they developed a close business relationship. That has progressed to the point that they are currently in the process of jointly opening a facility in Denver, with 50/50 ownership. That’s pretty unique! And it is at these types of events where you are able to hear those stories and find those types of relationships. All it takes is one “Aha” moment you can take back to your business to make attendance worthwhile!

There is another extremely important value proposition to these events, especially for a company like EFI that has been through so many changes in the last couple years – retirement of a long-time CEO (Guy Gecht), one short-lived CEO, acquisition by a PE firm and another new CEO (Jeff Jacobson) and movement from a public to private company, all within the last two years. If you own mission-critical products from a vendor partner like EFI, you really need to stay current with their strategies and plans. These events offer a great opportunity to do that.

I’m planning on being back in Las Vegas for Connect 2021, and I would encourage EFI customers and those looking to be EFI customers to consider doing the same. And that goes for other users groups, especially those of companies that provide you with mission critical applications. These events play an important role. Yes, it’s time out of the office, and there are expenses associated with it. But as a business leader, attending these events, and making them available to key employees – and even as a recognition reward for employees that don’t get to travel that much – has a high ROI. Plan them in!