Archery Business Jan-Feb 2012
aiming for industrial growth ATA Update AMY HATFIELD ATA COMMUNICATION MANAGER ATA Trade Show Mecca Of Business Interaction W e asked several people random ly selected of course what came to mind when they heard the phrase tipping point One person thought of an apple rolling slowly toward the edge of a kitchen table then falling off Another got the visual of cow tipping and a cow falling over Funny Still others envisioned an alcohol induced tipping Malcolm Gladwell famous for writing The Tipping Point How Little Things Can Make a Big Difference described the tipping moment this way The tipping point is that magic moment when an idea trend or social behavior crosses a threshold tips and spreads like wildfire In the context of Trade Show spreading like wildfire is exactly what the ATA wants When you see the Trade Show in your minds eye theres combustion on the floor Its the industrys own version of a chemical interaction when product meets buyer manufacturer meets retailer and on and on up and down the chain of trade and business Using Data To Shape The Show The most effective way to provide the kind of Trade Show ATA members prefer is to 18 archeryBUSINESS January February 2012 simply ask So we did We tracked and recorded your answers then we laid them all out and looked at the big picture It wasnt an easy task but we found patterns and through those patterns we found solutions What we learned was pretty straightforward You want a trade show that emphasizes business More specifically we found four aspects that outrank all others when it comes to what you expect from the Trade Show 1 See and learn about new products 2 Talk with key manufacturers distributors and sales reps 3 Increase technical expertise and knowledge 4 Save money on buying products Since each ATA member took the time to share their expectations we have weighted Show features and services to focus on those critical four components In other words were striving to make the ATAs annual gathering the absolute best return on investment of any archery and bowhunting show in the world Havent Registered If youre looking at this column and have Contact the office Archery Trade Association 101 North German Suite 3 New Ulm Minnesota 56073 toll free 866 266 2776 or direct 507 233 8130 Fax 507 233 8140 www archerytrade org To join the ATA
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