NAGASA-Trade Show Cooperative Initiative

NAGASA members -- both manufacturers and dealers -- exhibit at and support trade shows. One-quarter of the 150-dealer members and one-third of the 170-manufacturer members regularly exhibit at trade shows. In 1997, NAGASA dealers spent nearly $1 million on exhibiting at trade shows. At a 1998 trade show, for example, 110 of the 500 total exhibitors were NAGASA members. As a result members, particularly the small manufacturer and dealer, place trade show concerns year-after-year near the top of the Association's agenda.

Elected leadership and headquarters staff is responding to the membership's need. In 1994 the NAGASA Trade Show Committee was formed and remains one of the Association's most active committees. Today the committee has fifteen members and is co-chaired by Gene Alaura of Olec Corporation and Jack Maltby of Jomac, Inc.

In an effort to assist NAGASA members in maximizing their trade show investments, NAGASA has initiated --the NAGASA-Trade Show Cooperative Initiative--which was developed to be win-win for NAGASA, its members, and trade show managers.

NAGASA does not endorse or recommend specific trade shows. Results and information obtained through its ongoing assessment program cannot be used in any way for promotional or marketing purposes.

1. Inform trade show managers on the needs of the NAGASA membership and the unique perspective and dynamics of distribution and the dealer-manufacturer relationship at trade shows;
2. Develop programs for manufacturers, particularly firms less than $10 million, and cooperative dealer-manufacturer efforts to maximize trade shows dollars, lead generation, and sales;
3. Support members' decision-making to assess and select trade shows.

Assessment
NAGASA has instituted an assessment of trade shows by exhibiting members at select regional and national trade shows. The purpose of the assessment is to provide members and, most importantly, trades show managers an independent look at the shows. Survey results help members look at how their firms' show dollars are being spent and provides show managers feedback on ways to improve. Survey results will be available via the NAGASA web site - www.nagasa.org.

Networking
An exchange of ideas is an important element of the work of the Trade Show Committee. Through its committee work and ongoing seminar and roundtable series members have an opportunity to network and relate opportunities and problems. The Association seeks to facilitate the discussion so that the end results are constructive recommendations and solutions rather than finger pointing and carping.

Training
NAGASA provides training and development programs on making sound trade show decisions, manufacturer and dealer co-operative relationships, effective trade show management and set-up, and promoting and prospecting at shows. These programs are offered in a number of ways including at the breakfast roundtable series with Dealer Communicator, annual meeting, and regional seminars.

NAGASA is seeking to develop long term and productive working relationships with trade show managers. To help define our relationships - responsibilities and expectations - the following lays out the joint effort with trade show managers.
What do trade show managers get for working with NAGASA?

1. Distribute promotional materials on trade shows. NAGASA will promote trade shows in two ways. First, NAGASA will mail a ready-to-use promotional brochure (up to two times) to the NAGASA key list - a list of the 500 decision-makers in the NAGASA membership. Second, provide an opportunity for show managers to distribute materials on their shows during the NAGASA annual meeting which over 70 dealers and nearly 90 manufacturers attend. In addition, we will provide member rates to show managers to attend the annual meeting.

2. Promote trade shows via the NAGASA web site. NAGASA is developing a trade section within its web site. NAGASA will provide a space to advertise on our web site at www.nagasa.org. In addition, we will provide at no charge, direct links to show web pages.

3. Participation in the trade show assessment effort. NAGASA will provide show managers the results of their independent survey of NAGASA exhibiting members. NAGASA will independently and confidentially send an assessment to each exhibiting member. NAGASA will then tabulate the surveys and distribute the results to show managers. In addition, results for all the shows will be available on the NAGASA web site.

4. Support in the development of seminars and roundtables on distribution. NAGASA staff will work with show managers to provide speakers or seminars on distribution. For example, NAGASA has conducted a seminar entitled Keys to Success for Independent Dealers specifically for the small, independent dealer. NAGASA will tailor programs to fit manager's needs such as workshops on the dynamics of distribution or entering into distribution sales.

5. Ongoing communication and feedback through the NAGASA Trade Show Committee. Show managers are encouraged to become active participants on the NAGASA Trade Show Committee. The committee meets throughout the year at regional trade shows. It will provide opportunities to get feedback, develop relationships, and participate in developing NAGASA's trade show efforts.

2. One meeting room at the location of the show to conduct breakfast roundtables followed by one or two committee meetings. Food will be provided for these functions. NAGASA recognizes the need for show exhibitors and attendees to be focused on the floor rather than outside meetings. NAGASA will keep its meetings targeted and no more than 90 minutes in length.

NAGASA welcomes any thoughts or comments from trade show managers. Please e-mail to information@nagasa.org or give us a call at 202-328-8441. Show managers interested in participating in the NAGASA-Trade Show Cooperative Initiative should send show information to:

NAGASA
1604 New Hampshire Avenue NW
Washington DC 20009
Telephone: 202-328-8441
Fax: 202-328-8513
Email: information@nagasa.org