Poll: Is Allowing End-buyers into Trade Shows a Good Idea?
Last week, PPAI announced a hosted-buyer initiative (PDF) for The PPAI Expo 2012. The program will allow distributors to bring up to two of their end-buyer clients to the trade show floor on the last day of the expo. Additional workshops and access to the brand. pavilion will also be available to buyers who purchase a separate show package.
"The hosted-buyer initiative capitalizes on a trend currently active in 16 of the 28 regional associations," the announcement stated. "It creates a forum for distributors and suppliers alike, to maximize, for one day (Friday) only, the hosted-buyer interface, while thoughtfully preserving the balance of the week for the traditional course of business."
The new program is intended to allow distributors to bring their top buyers to the show, better educating them about the value of promotional products and showing them the variety of promotions available. End-buyers will be designated by separate badges and must be accompanied by their sponsoring distributor at all times.
According to PPAI, the program will also benefit promotional product suppliers. "The program serves the unique needs of suppliers as well, by providing a setting in which to create brand awareness, present case studies and discuss the benefits of promotional products directly with buyers and their distributors," the statement said.
What do you think about PPAI's new hosted-buyer initiative? Will bringing your top buyers to the show make it easier for you to secure sales, or will introducing them directly to suppliers create problems? Are you concerned about buyers uncovering discounted pricing or trying to go direct? Let us know your opinion in the poll and the comments below.
Related story: Hosted-Buyers
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Kyle A. Richardson is the editorial director of Promo Marketing. He joined the company in 2006 brings more than a decade of publishing, marketing and media experience to the magazine. If you see him, buy him a drink.