When SGIA 2005, scheduled to take place in New Orleans less than a month after Hurricane Katrina struck the city in late August, was called off, many exhibitors were really upset. In 2001, just after 9/11, SGIA was cancelled for good reason. Now, for the second time in five years, the most important fall show for the digital imaging community was again being cancelled. For those in the more traditional screen print market, whether manufacturer or supplier, perhaps this wasn't much of a loss. Some even were even reported to be happy not to have such a huge expense so close to the end of the year.

  For the digital imaging community, not having the major fall show of the year could have been a real disaster. Michael Robertson, CEO of the SGIA, and his staff listened to the many members of that community. 
 

  But for the digital imaging community, the community where change continues to be pervasive, not having the major fall show of the year could have been a real disaster. Michael Robertson, CEO of the SGIA (Specialty Graphic Imaging Association), and his staff listened to the many members of that community.

  When it became too hard to try to move the entire venue to a new show location, SGIA challenged the technology companies to join them in a new, one-time forum-SGIA Digital Expo at the Phoenix (AZ) Convention Center, December 8-10, not long after the original dates for SGIA 2005.

  This was a big risk for SGIA and its exhibitors. Still, many came forward immediately. Not having a show was too much of a threat to their livelihood. All worried, however, that others wouldn't follow, or that the customers might not come, or that if they came, they'd never buy. As it turned out, all of the major digital printing companies and their partners showed up. Some did do it tentatively with significantly smaller booths and much less equipment, but they chose to come nevertheless. And the event became large enough to look promising.

  Some didn't come at all, and we didn't see them walking the aisles either. Some said they had competing shows the first two weeks of December, or they were not believers. We really don't know which or what else came into play.

  The Same Sad Old Songs...

  We also heard many naysayers predict that the turnout would be terrible. Nobody would come during the beginning of the Christmas party season, we were told. Another familiar refrain was that nobody would be buying so near the end of the year.

  In the end, SGIA Digital Expo has come and gone, and it has been a fantastic success.

  Miraculously, as usual, everything was ready for the start of the event. The Expo floor looked great, and the crowds started right away. And, miracle of miracles, the quality of the visitors was high throughout the three days. Very few tire kickers were evident.
 

  Not that the Expo didn't have some serious problems. Arriving on Monday for the start of the move-in, we were astounded by the sheer amount of heavy metal on the floor. When watching new buildings go up, we had always been told that if extra heavy metal was on the property, watch out for the costs. Here, instead, it was a beautiful sight. This was a real technology exposition with a relatively small area to traverse, so that a buyer could really get to see all of the competition. Due to the small size, any potential buyer could see and test virtually all of the competitors in multiple price and performance ranges.

  However, on the first day, it only meant trouble. There were so many large, heavy boxes all over a small area that there were no aisles left to maneuver crates into the booths. On the first day, it was even necessary to use two forklifts in unison to lift and move some of the equipment because the forklifts weren't big enough to handle the weight and size of many printing units. Although more and larger forklifts were brought in on Tuesday, many lost a full day waiting for placements to be made. Given the tight schedule and the delays, a few late nights were spent getting ready.

  Miraculously, as usual, everything was ready for the start of the event on Thursday morning. The Expo floor looked great, and the crowds started right away. And, miracle of miracles, the quality of the visitors was really high throughout the three days. Very few tire kickers were evident. Presidents, owners and operating managers were the largest group, and many were ready to buy at the show. Significant orders were written, and many more people were there actively shopping for Q1 shipments too.

  Some Kind of Record for Quotes per Square Foot

  We have never seen so many quotes being given out over such a small area. People who came prepared to take a last look before finalizing a purchase found it more easy than usual to compare buying opportunities on the spot.

  They were able to quickly see the performance differences between the different levels of price and quality.

  They were able to see new products and new suppliers they hadn't anticipated being in their market and fold these into their decisions.

  This was a real technology exposition with a relatively small area to traverse, so that a buyer could see all of the competition. Due to the small size, any potential buyer could see and test virtually all of the competitors in multiple price and performance ranges.
 

  They were able to distinguish the more subtle differences too, as it was easy to go back and forth between the booths to look for specific performance needs and/or mechanical differences.

  Even with this kind of once-in-a-lifetime "opportunity," people seemed to be able to make up their minds and go through with a purchase. The Expo seemed to have lived up to the hopes of a varied community.

  From the exhibiting companies, we heard a big sigh of relief as they saw the show becoming more and more of a success.

  The buyers we spoke with really appreciated the opportunity to accomplish so much in so short a time period.

  For the Phoenix area locals, they really seemed to appreciate just being able to come downtown and visit a show they'd never be able to visit before. And for all the others, it was great to be in downtown Phoenix in the warm weather and share a dinner in the outdoor cafes.

  What Does This Tell Us about Trade Shows?

  It is hard to tell anecdotally how many changed their minds or just reinforced the decisions they had already made. If change occurred, it was because the venue made it so easy to see and to shop.

  Isn't that what trade shows should be all about?

  We know that SGIA doesn't plan to continue this approach. It is going back to the traditional show next year. They believe that their organization knows so much about papers and substrates and inks and varied technology opportunities that the broader show presents a great opportunity to tie all the varied components necessary for a successful business together, not just presenting a good view of the technology. We clearly understand that the business opportunity for a specialty printer includes all this knowledge and more. We also understand that trade organizations need to show breadth and to distinguish themselves from other trade show venues, such as ISA, Graph Expo, PMA, and others.

  But, at least for this year, we enjoyed the breath of fresh air that the smaller venue and emphasis allowed. So, we wonder what the collective wisdom from the companies exhibiting at SGIA Digital Expo will conclude about the event, and what they and the attendees will tell SGIA management.

 

[时间：2006-01-25  作者：Steve Aranoff & Robe  来源：本站原创]