Exhibitors Make Do With Light Traffic at Net Show

Share this content:
SEATTLE -- Though traffic was light on day two of the net.marketingshow, exhibitors said they were making the best of a less-than-ideal situation.

Many said that delegates' questions were more pointed and profit-oriented than at the Direct Marketing Association's previous net.marketing shows.

"This year is more serious. They're asking a lot of hard questions," said Ronna Woodward, vice president of sales at eDialog Inc., Lexington, MA. "In a lot of cases, I think it makes better prospects."

Traffic has been good for eDialog, she said, probably because of the company's prominent location on the exhibit floor.

"It's a more qualified audience," Woodward said. "Last [spring], people were more willing to try new things" because they had more money to spend, she said.

On the outskirts of the floor, however, first-time exhibitor SpeedGreetings, Bethesda, MD, a business-to-business greeting card merchant, was making the best of a bad location.

"There has not been a steady stream of attendees," said CEO Chris Baynes, "but the lack of attendees has allowed us to talk to other exhibitors [for partnership opportunities]."

When SpeedGreetings signed up, they believed there would be 2,000 attendees, but only 535 exhibitors and attendees were on the mailing list distributed by the DMA, he said.

Baynes said he was using the situation to train his associates on how to work a trade show.

Geoff Smith, director of client programs at ClickAction, Palo Alto, CA, said traffic has been slow to moderate -- "and it's already mid-day Tuesday. I'm disappointed that there aren't the number of attendees that the DMA said there was going to be."

Because of the poor attendance, Smith said, ClickAction would not be exhibiting at the fall net.marketing show Sept. 23-25 in Denver.

"We will look very closely [at next year's] spring show," he said. "I'm

sure it's not the DMA. It's probably the industry."

Meanwhile, Jordan Broad, vice president of West Coast operations at ePrize, San Francisco, said the show presented a good opportunity to meet with partners and clients.

"It's nice to have a central place where we can get together," Broad said.

Senior Reporter Wil Cruz contributed to this report.
Loading links....

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here