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New NAGASA Survey Details Trade Show Effectiveness
Washington, DC, July 1998—As a service to its members and the printing industry in general, NAGASA—the North American Graphic Arts Suppliers Association—has released a study of how manufacturers and importers view industry trade shows. NAGASA President and CEO David J. Steinhardt, in announcing the new study, said: "In 1996, NAGASA member dealers spent nearly $1 million exhibiting at trade shows. This new study assesses the trade show plans of 82 manufacturers and importers, and seeks to determine more cost effective means of reaching North American printers. The study will prove especially valuable to smaller manufacturers and to dealers who must carefully allocate their marketing budgets among various
competing venues."
Asked how they view their marketing tactics through the year 2000, 51 percent of responding suppliers of graphic arts materials and equipment indicated they expect their trade show expenditures to remain unchanged, while 36 percent anticipate increases and 13 percent forecast declines. Forecast trade show expenditures generally follow these patterns regardless of show size, except that 59 percent of manufacturers expect international trade show expenditures to increase, probably in anticipation of DRUPA 2000. Asked how they would respond to reduced trade show budgets, nearly half of the manufacturers and importers indicated they would increase dealer cooperative efforts, indicating the importance of the dealer channel and the reliance placed upon it by suppliers.
NAGASA—the North American Graphic Arts Suppliers Association—is the largest trade association in the world committed to representing the distribution channel in the graphic arts, printing and imaging industry. The NAGASA network of dealers, resellers, and VARs sells more than $4.5 billion of traditional to digital equipment and supplies within the total $6 billion industry channel. NAGASA is dedicated to developing a sound and growing business environment for its membership and advancing a channel of value added, quality products and services for channel customers. NAGASA: The Distribution Association for Printing and Imaging
Technologies.