Gaining top value from the IMRA show - International Mass Retailing Association's 1992 convention, Orlando, Florida - IMRA President's Corner - Column

Discount Store News, April 6, 1992 by Robert Verdisco

Of all the services IMRA provides to its members, one of the most important is providing the best educational and business value possible in its meetings. IMRA's Annual Convention is a prime example of how we're working to meet that goal: both its value-packed program and its informative merchandise show focus on the most important issues for the mass retail industry. Those attending IMRA's 1992 Convention (May 16 to 19 at the Marriott World Center in Orlando, Fla.) will benefit from a little homework and some thoughtful advance preparation. Here are a few ideas that can help any convention-goer derive maximum profit from experience.

The most important aspect of IMRA's convention is the wealth of opportunities for personal contact with industry counterparts. Senior executives from the entire mass retail industry will be on hand in Orlando. I urge you to make every effort to maximize this opportunity.

Come to Orlando with an open mind and a ready smile. Everyone looks forward to renewing old acquaintances, but this is an especially good time to meet new people, discuss ideas and explore innovative solutions to problems. You may find this opportunity over a cup of coffee in the hospitality tent, walking the exhibit floor, participating in the educational sessions or even riding an elevator to the banquet. The opportunity for making new contacts with your industry counterparts in such a concentrated environment doesn't come around every day; you need to make the most of it.

IMRA always works to see that the convention program features top notch speakers dealing with the issues most important for your bottom line, both in day-to-day operations and in identifying longer term trends and opportunities. Come prepared to take advantage of this lineup of talent. Look over the program carefully before you arrive. What questions should you expect the presentation to answer? How are you affected by these topics? If a question isn't answered during the presentation, then by all means ask it during the question period. Chances are that if something is important to you, it will be important to many others in the audience. That way you can make the educational seminars work for you - giving you information you can use in running the most profitable, successful companies possible.

The exhibit hall is an extremely useful source of information, and it will be most rewarding to those who are best prepared to capitalize on it. It's well worth taking time to study the exhibit hall map and the exhibitor list well in advance of the show's opening. Where are your suppliers? What companies will be there that you don't currently deal with, and will they have new and exciting products and opportunities for your company? At last year's annual convention, during a banquet held in his honor, Sam Walton volunteered this advice on working the exhibit hall based on his longtime experience: make it a priority to visit every booth. Wal-Mart had found, buy doing this, you rediscover the "fun of merchandising" - studying the presentations, making buying decisions and predicting how much of it you are going to sell. Another company last year recognized the value of a disciplined, detailed working of the exhibits. They organized into teams, and using a color-coded map of exhibitors, each team worked a specific area. After show hours, the teams got together and discussed what they had found. You can be sure that company did not miss any opportunities to be found last year. The more organized you are, the less likely you are to miss opportunities this year.

Of course, it's not just retail attendees who have the responsibility to be organized. Every exhibitor needs to realize that it's not a productive use of his company's time and resources to be less than fully prepared in making a presentation at this important industry event. So as not to mar the impression you want to make on decision makers from your top mass market accounts, do your homework before you arrive in Orlando. Be fully informed on how much business you do, and with whom, and do your best to make it easy for the retailers to recognize the new products or services you have to offer. The rewards will be well worth the effort.

I hope you find these suggestions useful in your effort to gain the most benefits from the IMRA Annual Convention. Armed with the proper expectations and preparation, you will discover it to be an invaluable experience in the successful operation of your business. I look forward to welcoming you in Orlando.