18 replies to this topic

[jimknecht]

Yep, I am. I recently changed my marketing strategy by dropping the big, expensive PPAI Expo & decided to pick up & attend some regionals. I'm in the midst of a 3 show swing. Did the Carolinas Tuesday & Birmingham yesterday. I will be in Atlanta for their show next Tuesday.

So here is my take. Obviously less distributors at each show, but the show is much cheaper. More importantly, the distributors are MUCH more inclined to come into the booth & talk. Matter of fact, the typical distributor that flys down the aisles at most shows, seldom stopping, was not to be seen. I would look down the aisles & they were pretty much always empty. The distributors were actually working the show... stopping by every booth & visiting. I can't begin to tell you how great this was. Talk about ROI!

So for the money I would have spent at the Expo, I can do around 7 regionals. By far & away, I think this is the best marketing I can do. These shows are manageable for all... distributor & supplier alike. Goodness, it was fun to finally get to talk to you folks. To teach you how to sell my line. To explain what sets us apart. It is so much nicer talking to you than feeling the breeze as you rush by.

I did feel bad about missing the Expo & not supporting our organization. However, I do know PPAI is very involved in supporting these regionals, so at least I feel still involved.

Thank you Mark for all you & others do with RAC.

[DBeavers]

Same view, from the opposite side of the equation. I know I can find supplier and reps who will have time to visit with me, compared to my experiences in Dallas - The last PPAI show before they moved to Vegas, and a return visit years later to the ASI version.

I'd much rather attend 3 or 4 half-day or full-day regional shows during the year, than spend 3 days in Dallas, Orlando, or Vegas.

So, I guess we can expect you to return for Texas week regionals in August?

[jimknecht]

DBeavers said:

So, I guess we can expect you to return for Texas week regionals in August?

Yep, I'll be there for all 3 cities. Nolan is doing the Ohio regional in Cleveland & more than likely the Mid-South one in Nashville. I will probably add a few more plus I have been invited to a few Geiger enduser shows.

You do bring up an interesting point... one I've never really considered. Just as I seem to get a far better ROI at smaller regional shows, I can see your point where the distributor likewise does also. I can see where you can learn more at a smaller show & more importantly, retain more at one. No overload.

[DBeavers]

If you really want to cover Texas, remember that San Antonio offers a 4th show - CASA. I don't know if it's set for Thursday or Friday this year.

Dennis

[jimknecht]

DBeavers said:

If you really want to cover Texas, remember that San Antonio offers a 4th show - CASA. I don't know if it's set for Thursday or Friday this year.

Dennis

My understanding is San Antonio is the 3rd show. Dallas is first, then Houston, followed by San Antonio. Did I miss one?

[DBeavers]

jimknecht said:

My understanding is San Antonio is the 3rd show. Dallas is first, then Houston, followed by San Antonio. Did I miss one?

You're correct. I was remembering you skipped San Antonio last year. So, this year you'll be exhibiting at all three instead of just the two you did in 2009.

I look forward to seeing you there.

Any chance you'll have samples - say fried catfish, smoked pork butts, or some of your 'Que?

[jimknecht]

DBeavers said:

Any chance you'll have samples - say fried catfish, smoked pork butts, or some of your 'Que?

I'll have samples but I don't think they will be too tasty. :)

[Allan]

At one regional, some of the suppliers got together and had a grill going outside for free hotdogs and drinks. Jim likes to cook for his employees so I don't see why he doesn't let the sales staff for his company enjoy his skill as well. :D:D:D:D

Also, Jim, I know where you could get some nice stadium cups on the cheap.;)

jimknecht said:

I'll have samples but I don't think they will be too tasty. :)

[FindingPromo]

Jim,

Thanks for the kind words, and the credit should always be going to those dedicated volunteer distributors, reps and suppliers that give up some of their own time and the staffs of the 28 Regional Associations that work so hard, to make everyone's business better. I had worked a couple years on the boards of two of the Regionals and just finished in January 5 years of service on the RAC Board, and there is a great team of dedicated volunteers there, who represent all 5 of the Districts throughout the country.

Every day, many of them are also helping another regional across the country by sharing information on some of the better practices that have worked so that others can benefit.

www.regionalassociation.org.

The Regional Affiliate program where Regionals work cooperatively with PPAI Regional Relations staff, has also been ongoing over the last 5 years that "RAC" has been in existance. Regional leaders also get together once a year at the Leadership Development workshop (midyear in Grapevine, TX.)

Additionally even just this weekend, the RAC Board is volunteering their own time to work on strategic plan to help guide RAC over the next 3-5 years.

Thanks again Jim for your dedication to the Regionals!

Edited by FindingPromo, 19 February 2010 - 07:44 PM.

[tbowen]

jimknecht said:

Yep, I am. I recently changed my marketing strategy by dropping the big, expensive PPAI Expo & decided to pick up & attend some regionals. I'm in the midst of a 3 show swing. Did the Carolinas Tuesday & Birmingham yesterday. I will be in Atlanta for their show next Tuesday.

So here is my take. Obviously less distributors at each show, but the show is much cheaper. More importantly, the distributors are MUCH more inclined to come into the booth & talk. Matter of fact, the typical distributor that flys down the aisles at most shows, seldom stopping, was not to be seen. I would look down the aisles & they were pretty much always empty. The distributors were actually working the show... stopping by every booth & visiting. I can't begin to tell you how great this was. Talk about ROI!

So for the money I would have spent at the Expo, I can do around 7 regionals. By far & away, I think this is the best marketing I can do. These shows are manageable for all... distributor & supplier alike. Goodness, it was fun to finally get to talk to you folks. To teach you how to sell my line. To explain what sets us apart. It is so much nicer talking to you than feeling the breeze as you rush by.

I did feel bad about missing the Expo & not supporting our organization. However, I do know PPAI is very involved in supporting these regionals, so at least I feel still involved.

Thank you Mark for all you & others do with RAC.

Good information. I always stayed away from those small shows. They just didn't seem to give enough bang for your buck. But I see where the value is when you say attendees are more likely to visit every booth. With a smaller show they have time to do that and they know they will have more one on one attention with a salesperson if they want it. As a supplier you can also target certain states or cities. For companies with a certain type of product that could be helpful. There is a lot more travel involved though.

[jimknecht]

tbowen said:

Good information. I always stayed away from those small shows. They just didn't seem to give enough bang for your buck. But I see where the value is when you say attendees are more likely to visit every booth. With a smaller show they have time to do that and they know they will have more one on one attention with a salesperson if they want it. As a supplier you can also target certain states or cities. For companies with a certain type of product that could be helpful. There is a lot more travel involved though.

Yep, travel is the downside. I just flew into Atlanta for the Georgia show.

One other benefit you didn't mention is post show follow up. At a larger show, even an ASI sized show, distributors get bombarded with emails after the show. However at a smaller show, not so. I get much better response from my post show follow up after a regional than any other show.

[FindingPromo]

The Regionals are also, where the local Supplier Reps have excellent opportunities to work alongside their Supplier Partners / Sales Managers that will many times come into the areas to work with them in and around shows.

Some Suppliers that do not have their National Sales meetings in their city have them as a part of the Expo, and being able to have some of those Supplier Sales Managers in and part of the Regionals in the Reps' area, is an added bonus for the Reps, the Distributors locally and of course the Regionals as they will many times set another full booth up, next to the Multiline Reps booth(s).

When a Supplier is looking to consider adding reps or multiline reps, most recently I suggest that they contact the local regional(s) to where they are looking and those Regional Associations can get them connected with folks that service the areas.

[royster13]

Mark do you have to look at a list each morning to know who you are working for?.....Your line list seems to be very dynamic....Is that typical for a "multi line" rep?....

[FindingPromo]

royster13 said:

Mark do you have to look at a list each morning to know who you are working for?.....Your line list seems to be very dynamic....Is that typical for a "multi line" rep?....

Hi Royce,

I've only been at this 10 years, and I'm not always in the knowledge of what all of the other appx. 200 or so, MLReps do across the country . . . .

In IW's Case:
In those ten years, most all of our Supplier Partnerships have been from between two and 5 years, with some only for a shorter consultancy and other lasting 7-8 years. Each year we have found turnover from 1-3 or so lines depending on line performance, penetration in the regional marketplace, or in some cases, if a Supplier opts out of the market (a couple have gone BK, and some even opening up under different names which is a discussion worthy all on it's own), some we need to let go for non/late payment and some end up hiring full time Regional Business Managers and that is usually when we've done a good job together at building the market.

Each rep MLFirm has a little different model, and definitely there are different geographies that we all service, depending on the business that's in/potential in the market.

Our firm has normally had around 8 lines, but with the marketplace in it's recent transition, and revenue for some accordingly, we've gravitated to around 10 lines where we want to be.

It's usually a couple hours a month keeping up our website / facebook fan page etc. in order to keep up fresh on the line offerings and products available via our Supplier Partners.

Dynamic definitely, and I don't see any of our industry segments that will have any shortage of change in the years to come . .

[Murmur]

Not sure how it fits on your schedule, but don't forget the TSPPA show in Cinci on Wednesday, March 17th.

[jimknecht]

So y'all have regionals in Cinci & Cleveland in the same month?

Sounds like overkill to me.

[Murmur]

jimknecht said:

So y'all have regionals in Cinci & Cleveland in the same month?

Sounds like overkill to me.

Not really overkill - just helping suppliers hit the different regions. On March 16th is OPPA in Cleveland (Ohio Promotional Prod. Assoc), the next day the 17th is TSPPA in Cinci (Tri State Promotional Prod. Assoc) and a day later is MIPPA in Novi (Michigan Promotional Prod. Assoc). Actually all three regions work together to help make it convenient for the supplier to hit three regional associations in a 4 day span - going east to west.

The regional you are attending in Cleveland is for OPPA, which covers some central and northern Ohio. TSPPA covers the southern half of Ohio, and all of Indiana and Kentucky.

[Allan]

Kinda like what we have here in Texas, except it is one state here with 5 regionals instead of two or three in different states.:D

Murmur said:

Not really overkill - just helping suppliers hit the different regions. On March 16th is OPPA in Cleveland (Ohio Promotional Prod. Assoc), the next day the 17th is TSPPA in Cinci (Tri State Promotional Prod. Assoc) and a day later is MIPPA in Novi (Michigan Promotional Prod. Assoc). Actually all three regions work together to help make it convenient for the supplier to hit three regional associations in a 4 day span - going east to west.

The regional you are attending in Cleveland is for OPPA, which covers some central and northern Ohio. TSPPA covers the southern half of Ohio, and all of Indiana and Kentucky.

[jimknecht]

Kinda makes me wonder if some of these regionals couldn't do as they do at Promotions East... where a group of regionals do one larger show. Grouping regionals is helpful, but even these shows can get expensive. I want to cover some areas but I have to question can I afford 3 separate shows that are so close geographically?

Much to think about.