Lesson re-learned: Daytime offsite events at a trade show rarely work

BERLIN–I had a decision to make about my schedule Thursday morning here: Would I cut away from IFA to attend a Huawei event on the other side of town from the Berlin Messe, or would I stick with the official show schedule and check out some press conferences that might not prove all that newsworthy?

Huawei Nova phone

I opted for the unusual, thinking that a firm on the scale of that Chinese vendor would have to commit some news–and in any case, the event wouldn’t take too long and I would be able to get over to the Messe soon enough.

I was wrong on both counts. The taxi I shared to the Velodrom with some journalist friends took 25 minutes, after which we needed another 15 minutes to find the entrance to this half-buried arena. Huawei’s event went on for an hour, after which the hands-on area to try its Nova and Nova Plus phones and MediaPad M3 tablet opened and consumed more of my time.

And when I finally walked over to the S-Bahn station and got on a train to the Messe, I had to exit halfway there because of a scheduled closure that Google Maps didn’t warn me about when saying transit would be as quick as a taxi. After failing to puzzle my way through substitute bus service, then taking a different train with an extra connection to IFA’s venue, I finally showed up at 1:30–an hour and a half later than I’d expected in my earlier, delusional moments.

It’s true that attending Huawei’s event did allow me to witness some extended selfie coaching from social-media celebrity Xenia Tchoumi (a few tweets highlighting audience reactions follow after the jump), which yielded some much-appreciated humor.

But if I’d made the more boring choice, I wouldn’t have lost more than half the day to an event that featured no details about U.S. availability of the new hardware. It’s something I will recall immediately the next time somebody suggests I step aside from the daytime schedule of the first day or two of a sprawling show like CES or Mobile World Congress to have a client monopolize my time for what should only be an hour.

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