PRESIDENTS' MESSAGE

May, 2006  

During the past four months, you have received various communications about FPSA and its primary member benefit, PROCESS EXPO. Last month we focused on how important it is that you, as a supplier/exhibitor, own and manage PROCESS EXPO. This month we’re going to step back and examine not the benefits of PROCESS EXPO, but of the medium itself, the tradeshow, and face-to-face marketing. 

The tradeshow in the 21st Century has many historical antecedents…from the Roman market, to the medieval fair, to the 19th century medicine show. Face-to-face marketing has been around as long as commerce itself. While the growth of commerce and the introduction of various technologies over the years have changed the methods of face-to-face marketing, the need for the human touch has remained constant.  

The introduction of the Internet into our business culture was thought to signal the demise of the tradeshow and shopping centers, etc. Why should anyone travel to an exhibit hall to see machinery and products when it was only a “click” away? We soon learned that for most sales, especially capital purchases, one “click” was not going to work with someone in need of a new processing line. Do you recall the book “Megatrends” by John Naisbitt? It was all about “high tech” and “high touch”.  Consider that face-to-face marketing (high touch) reinforces your “high tech” web site and visa-versa.  

The Center for Exhibition Industry Research (CEIR) continually measures and monitors the effectiveness of exhibitions through surveys of exhibitors and visitors. In a major study by CEIR, they found that “top-level product and service purchase decision-makers, place exhibitions near the top of their most valuable business decision making tools.” When asked to detail the benefits of exhibitions, the respondents said the following:

• 89%    Keeps me up-to-date on the latest trends and developments in my industry.
• 88%    Saves my company time by bringing many vendors under one roof at the same time.
• 86%    Helps my company to make decisions about what products/services to buy.
• 84%    Provides an opportunity to discuss problems/ideas with professionals in my industry.
• 83%    Are relied on by my company to keep up on important trends and new developments in the industry.
• 83%    Allow me to be very productive in a concentrated amount of time.  

When similar questions about the value of tradeshows were asked of exhibitors, they highlighted the following benefits:

• Unique opportunities to close sales
• Finalize negotiations on sales in progress
• Reach new prospects
• Introduce new products and applications to a captive audience
• Demonstrate equipment and specific applications to key prospects
• Demonstrate stability and commitment within the industry.  

It was interesting to note in the top 10 reasons why companies exhibit, “to support my association” or “to support my customer association” did not appear. You will never hear or read anything from us asking for your business based on your “loyalty” or “commitment to the industry”. We will earn your business by giving you the best return on your investment dollar, regardless of the measures you use for your return on investment.  

There is no doubt that the cost of travel and some residual negative effects of 9/11 have dampened the enthusiasm for some tradeshow visitors. That is why we have set our goal to be the best tradeshow experience for the visitor at the lowest possible cost to the exhibitor. If your customer can only go to one tradeshow event, we are confident it will be PROCESS EXPO and PACK EXPO.  

Steve Schlegel, President and CEO
George Melnykovich, President and COO