During difficult economic times, prudent business owners and managers examine virtually all costs. And, if cuts are made, the marketing department often gets hit first. This impacts tradeshows, for both attendees and exhibitors. A prominent digital-printing-equipment manufacturer recently issued a newsletter to explain why it wouldn’t be exhibiting at a specific tradeshow. While the discussion points have some merit, the column could also have simply said, “money.”
For the most part, tradeshows are administered by trade associations, which generally give back to the industries they serve. In the sign industry, associations best serve their constituents through legislative assistance, research and addressing regulatory issues. Some groups execute this mission better than others.
Sign associations aren’t immune to the economic pinch. The Intl. Sign Assn. (ISA) has announced its first major reorganization in 32 years, although few details are known. The United States Sign Council has released its first new logo in at least two decades. I want both to succeed, because I know both provide vital services. But I also want all regional and state sign associations to thrive as well. Numerous decisions loom.
Signs of the Times will exhibit at ISA’s Sign Expo 2012, which will be held March 22-24 in Orlando. To paraphrase Ringling Bros. and Barnum & Bailey, it’s the greatest sign show on earth. Exhibitors specifically target it to launch new products. I view it as a “can’t miss” event.
First and foremost, I want what’s best for the sign industry. Its vitality is more important than any individual association’s. I want sign associations to prosper, but only because they’re a means to an end, not an end unto themselves.
The aforementioned newsletter suggested that tradeshows are little more than moneymaking ventures for the associations. I suppose the same question could be asked of product manufacturers. Which ones give back to the industries to which they sell?