I was a conference goer at the BlogWorld and New Media Expo at the Los Angeles Convention Center last week. It was all those things expos and conferences are supposed to be: Great informative sessions, inspirational, but relevant, keynote speakers, cool new stuff on the show floor, and plenty of networking opportunities (both with and without alcohol).

It was awesome. So awesome in fact that on one of the days, I drove in the rain to get there! (Those of you who have driven in the rain in Southern California know what a nightmare that is!)

While some of the sessions were more b-to-c focused, there were still relevant lessons and tips that apply to the b-to-b world. In fact, I couldn’t help but wonder how many tradeshow companies or associations had sent their marketers to get educated on the newest and latest in the social media world—with an emphasis on marketing and metrics. I bet not many.

For the most part, show and event organizers are used to only attending our own (and competitive) events/exhibitions or tradeshow/event industry conferences. For suppliers, when was the last time you attended a conference specifically to learn new skills?

There are some great conferences and expos we should, in fact, be sending our staff to—or attending ourselves! For example, how many social media marketing classes will be held during the upcoming IAEE or PCMA annual meetings over the course of 3 days? Will the most innovative, cutting technology be present—or only the technology directly related to the exhibition and convention business?

Are we better served by going outside the traditional exhibition and event industry borders by sending our marketing people to BlogWorld or something similar? What about a leading technology conference for our techies? Instead of maybe 3 or 4 classes offered on topic in a 3-day period, why not invest in a 2- or 3-day immersive conference related directly to their field?

Target segmentation isn’t only for your attendee or exhibitor database. It applies to staff education as well.

Stephanie Selesnick, CEM is President of International Trade Information, Inc., a Los Angeles, CA-based boutique international exhibition management and conference company founded in 1972. ITI has always had an international focus—whether launching shows in other countries or bringing foreign exhibitors and visitors into U.S.-based exhibitions  and events. Reach her at stephanie@intltradeinfo.com and follow her on Twitter @StephSelesnick.