A recent article in the New York Times written by entrepreneur and picture framer Jay Goltz explores this timely question. Most of us in the industry, and in particular our retailers, are wondering if it is worth it to take ourselves away from the business for 3 days, and incur travel costs to attend NAMTA in Indianapolis this year in April.
After all, according to statistics released by the American Society of Association Executives (ASAE) and the Professional Convention Management Association (PCMA), trade shows are suffering an average 15-20% loss in 2010. Jay Goltz makes a compelling case for attending and the core of his argument is that there appear to be two big things things happening in retail. One is survival of the fittest. In our industry, many art stores have closed, and many more will close as leases expire and owners reach retirement, leaving more business for the surviving retailers. The other thing that is happening is evolution. Many shops are adapting, getting into giclee printing, offering classes, getting out of art classes, or expanding their offerings to include more categories such as toys, stationery, framing and gifts. At least this described people going to trade shows. Jay makes the case that it is easy, in this kind of economy, to get caught up playing defense and not know when to stop. You can cut spending too much, or for too long, and the negative consequences will not show up for a year or two. Large companies can cut back on research and development or marketing and look better in the short run. In the long run, they can fall behind the competition. There is a fine line there somewhere.
This quote from the article really grabbed me:
“Trade shows are an opportunity to take some classes, find new vendors, have face time with existing vendors, see new product, and talk to people who do what you do but don’t compete with you. I can’t tell you how many insights I have gotten from casual conversations over the years with people who are standing in the food line, on the trade-show floor or in the restaurant after the show. I have made friends with a couple of people I meet every year and with whom I compare notes, share ideas and brainstorm.”
If you are on the fence or perhaps have already crossed NAMTA off your calendar for this year, it would be well worth your time to read the full short article, put your businesses’ future first and reconsider. (Are Trade Shows a Waste of Time by Jay Goltz).
NAMTA is bucking the trend of sinking trade shows. Here are a list of reasons to put this year’s show back on the top of your “to do” list:
“With 144 exhibiting companies confirmed for 345 booths at NAMTA’s Art Materials World™ 2010 in Indianapolis, we are beating the national trend,” says NAMTA’s Director of Meetings and Convention, Rick Munisteri. “In fact, with the show still seven weeks away, we are only off 7% from last year’s final numbers in both exhibitors and booth sales.”
In addition to the exhibition, NAMTA’s Art Materials World™ will feature five keynote speakers, nine educational sessions and countless peer networking opportunities in Indianapolis, IN, April 14-17, 2010.
Topics covered at Art Materials World™ include:
• Maximizing support from your vendors
• The essentials of paper
• The art of hand-made fine art brushes
• Optimizing the web for your retail success
• How classes can boost profits
• Understanding encaustics
• Creating a cohesive printmaking department
• Profit from fine art and photography
• How to introduce art into an ordinary household
• Straight forward solutions for uncertain times
• Targeting today’s youth
• Academia and the Art Materials Industry
• Embracing new merchandising in the new economy
For more information and to register for Art Materials World™ 2010, visit Namta Show Attendee Info.