Reinventing your role at the IMRA convention - International Mass Retailing Association - Column

Discount Store News, April 15, 1996 by Bob Verdisco

My last column challenged retailers and suppliers to break the traditional mindset on how they participate in IMRA's annual convention. A fresh outlook is just the start, though. Forget everything you know about IMRA's convention and lose your preconceptions about your "job" as a convention participant. Then take a new look at the opportunities the convention has to offer.

That kind of fresh thinking is part of the corporate culture at some of IMRA's member companies, and it shows in their approaches to the convention. I asked Tom Hendra, gmm, hard lines, Shopko Stores Inc.; and John Kahl, executive vp, sales, MANCO Inc., to share a few tips about how they maximize value from the IMRA convention. I'd like to share them with you.

Retailers: * Prepare, prepare, prepare. A report card for all your vendor partners who are exhibiting should include detailed performance records for bench-marking and key issues whose resolution will benefit both partners. * All company representatives should be in the exhibit hall as long as it's open, fully prepared with information to maximize t e value of that time. * Bring enough executives to cover all events and meet all your vendor partners. * Schedule as many appointments as possible in advance, filling in unoccupied time with vendor meetings, even if it means arriving early to fit them all in. * Require attendance at all educational sessions. Assign executives to cover all concurrent sessions and get any follow-up or take-home materials for your company's educational library. * Attend all social events. Take time to meet with other retailers and learn what's happening in their businesses. * Follow up within 30 days on any commitments made at the convention.

Exhibitors: * Prepare, prepare, prepare. You'll have only a short time with each retailer. Have an action plan ready detailing what you need to cover. * Participate in the entire convention from the opening through the closing general session. In addition to providing information to improve your business, general sessions, including the breaks surrounding them, are also excellent opportunities to communicate with retailers. * Don't just stand back and wait for retailers to come to your booth. Be outgoing; get out into the aisles and draw retailers in. * Work the social and banquet functions. They're perfect opportunities to talk and meet with retailers in a casual atmosphere. * The store tour, sports program and other events offer more chances for one-on-one supplier/retailer interaction. * Get involved! Every year there is a need for people to support events throughout the convention. * Don't neglect to keep your spouse informed of your new products and objectives for the show. You never know who he or she may spend time with at convention functions. * Be an early bird. Early-rising exhibitors spend more quality time with retail executives at continental breakfasts than many other companies may experience during the merchandise show.

While these tips from Tom and John provide valuable food for thought, I hope that they motivate you to come up with other ideas of your own. Remember: IMRA's Annual Convention is three full days with the leading retailers and suppliers of our industry - seize its opportunities. Be original. Be creative. Do whatever it takes to turn your convention experience into a competitive advantage for your company. See you May 11 to 14 at the Wyndham Anatole in Dallas.