DMIA's Informservices 2002 Conference & Expo (i2002) will be an excellent opportunity for exhibiting manufacturers to meet potential customers. It's up to you, however, to make sure your booth isn't a secret. If your company is exhibiting at i2002--or if you plan to sign up soon--promote your booth to distributors well before the event begins. (i2002 will be held Oct. 15-17 at the Donald E. Stephens Convention Center in Rosemont, Ill.)
DMIA takes well-intentioned steps to increase traffic on the show floor--Print Solutions' i2002 Show Guide™ to be published next month is one of them--but ultimately it's our responsibility to market our capabilities and show presence. Make sure your customers and prospects (especially ones located within driving distance of Chicago) know you'll be at the event. You'll have an ideal chance to meet with them face to face.
You can promote your i2002 attendance in a variety of ways, from simple strategies such as telemarketing to more creative approaches such as online banner ads with special, show-related discounts. I feel one of the most effective marketing tactics is mailing post cards that briefly and clearly state your desire for recipients to attend the show. If you do this, be sure to include your booth number prominently.
This year at Belknap Business Forms Inc., we increased our marketing efforts prior to exhibiting at DMIA Trade Marts, and the move definitely paid off. If you need a mailing list of DMIA members or prospects (a comprehensive list or one that's region-specific), call the association at (800) 336-4641 or visit www.DMIA.org/maillist.html.
Without a doubt, i2002 will be buzzing with activity. It's the industry's most comprehensive showcase of products, services and education. More than 1,800 attendees are expected. Combined, they will account for $12 billion worth of business products and services this year. Distributors will be looking for value-added vendors of commercial printing, labels, forms, promotional products, office supplies, electronic solutions and much more. These folks are decision-makers: The average i2002 attendee will have final purchase authority, show an annual resale volume of more than $1 million and be a company principal. Keep in mind that nearly half of the visitors at i2001 in Philadelphia attended no other industry trade show last year.
If you haven't signed up to exhibit at i2002, act quickly. Exhibit space has grown almost 8 percent annually since 1995, and the show has been sold out for four of the past six years. (For a prospectus that includes a floor plan, an exhibitor list, trade-show marketing data, an exhibit space contract and sponsorship information, go to www.DMIA.org, click on "i2002, then click on "Exhibitor Prospectus." The site is updated frequently as i2002 programs and attendee lists develop.)
In addition to an excellent expo, i2002 will feature a terrific educational program. Conference attendees will be able to participate in roundtable discussions on sales, technology, and CEO issues; listen to speakers on topics such as electronic document processing, e-business strategies and marketing; and enjoy 20 product-specific educational sessions.
Come to i2002 to network, learn and grow. It's an investment you shouldn't miss.
J. Buster Weinzierl, CDC, is president of Belknap Business Forms Inc., Mayville, N.Y., and vice president of DMIA.
