Key to promoting innovative products? Show up!
By Meaghan Ziemba, Associate Editor, PD&D
I appeared at my first show for PD&D at the RAPID Conference, in Schaumburg, IL last week.
While I was amazed at the booth size and exhibitors of the show, I was surprised to learn that attendance was down 40 percent and RAPID was one of the smaller shows in the industry. Although the attendance was low compared to last year’s, some exhibitors were satisfied with the turnout and felt their products were well promoted – due to the quality of the lead.
Some representatives expressed their disappointment in the lack of promotion to a wider range of consumers. Most companies at the show knew of one another and have networked with each other in previous situations, but the overall show seemed to lack a variety of promotional chances – some members felt the organizers of the conference could have brought in a broader audience.
We all are aware of the economic situation, and can understand why certain companies may skip out on certain shows and gatherings, however I think these promotional opportunities are key to sparking economic recovery.
One booth in particular that my colleague and I visited was the GPI booth. GPI, a service bureau, was showcasing their latest products and services, and they discussed how difficult it was getting its name out to the public.
They also discussed the importance of certain editorial content that helped them introduce their latest products to consumers, and although RAPID did not have the predicted turnout forecasted, it did provide a great networking opportunity for those who participated.
Some individuals seem to have this “What’s the use?” attitude.
Why attend something when business is slow and production is down? Why put the time and effort into something when other companies are cutting back? RAPID proved that while certain establishments that invest in their merchandise may be taking risks, those risks can turn into huge gains. Those who missed the event missed the chance of expanding their knowledge base.
All industries are feeling the effects of the recession, but they can’t be resolved with a wait and see attitude. Events like RAPID can help by getting new ideas and innovative products out in the open. If these events are ignored and start losing participants, then everyone loses.