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The Show's the Thing
May 05, 2008
Trade shows were as much a topic of discussion as the economy at the IMRA Conference in March
By Leo Jakobson
What's happening in the coming year was very much the main topic of conversation at this year's Incentive Manufacturers and Representatives Alliance annual meeting in March, as indeed it usually is. But the unseasonably chilly weather in San Diego matched a more-serious-than-usual tone this year, as the incentive merchandise industry faces more than a few challenges.
"It was a well-attended show," says Joe Gabler, the incoming IMRA president and president of Gabler Sales in Minneapolis. As for the hot topics of discussion, he says, "Trade show changes were on everybody's mind. And, obviously, the economy."
One point Rick Blabolil, president of incentive house Marketing Innovators and the current Incentive Marketing Association president, focused on was that three-quarters of the respondents in last year's Incentive Federation market size study said they considered incentive programs an investment rather than a cost of doing business. "If [corporate planners] see incentive programs as an investment," Blabolil says, "they are more likely to keep them going. If they see them as a cost, they will go." In fact, Blabolil says, he is already seeing this happen in the market.
The future of industry trade shows was a topic of enough interest that the leaders of the three biggest industry shows, The Motivation Show in Chicago, the Promotional Products Association International (PPAI) Expo in Las Vegas and the New York Incentive, Rewards and Recognition (NYIRR) Expo, all trekked out to San Diego for a panel on the topic.
Pete Erickson, managing director of The Motivation Show and president of show producer Hall-Erickson Inc., was forthright in saying that the show has been in decline. Since 2001, he noted, audited attendance has dropped, and exhibitor numbers and booth space are down. (The exception being gift card exhibitors, which have doubled.) "What do we do about this decline?" Erickson asked. "What we do is improve the value proposition for attendees."
The Motivation Show's strategic plan for 2008 through 2010 "provides a higher level of education at the show for end users and resellers to get them out of the office and to [the show]," Erickson says. Other changes will include an emphasis on featured speakers from end-user companies, distributor education specific to selling to incentive programs and pre-show new product announcements.
Another big change is MotivationConnect365, an expansion of the show's smart appointment-planning tool, which matches attendees with exhibitors. Available in May, it will provide corporate planners a smart, year-round connection to exhibitors and their resources, as well as industry Web resources.
But the biggest change is the new IMRA Preferred Buyers program at The Motivation Show. Essentially a hosted buyers program, IMRA members will be able to refer their top customers and prospects, who will be vetted, based on verified buying history and geographical representation. Those who qualify will receive complimentary hotel accommodations, conference registration and several hospitality benefits, if they agree to participate in prescheduled appointments with exhibitors of their choice.
"With IMRA's involvement, we believe we can attract the type of qualified incentive buyer that our exhibitors have come to expect at The Motivation Show," says Erickson. "This program will have an immediate impact on 2008 show attendance."
Applications must be received at the IMRA office by June 30 to be considered. Details are available on www.imraorg.net.
The news from Darel Cook, director, expositions & meetings, of Promotional Products Association International, pro-ducer of the PPAI Expo, was that the 2009 show will feature a new premium incentive showcase in a separate pavilion to highlight branded merchandise of interest to incentive buyers. Noting that the number of brand-name exhibitors has quintupled, to 125 at the 2008 show, Cook says the pavilion will be a show within a show.
As for IMRA, Gabler is reestablishing five standing committees—which are looking for volunteers to help keep the organization growing and effective, he says. These are: Education, Networking Events, the IMRA Annual Marketing Conference, Membership and Publications & Technology.
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