so I have to apologize in advance to those who read this blog for fun... I promise a fun post soon, but today has to be about the industry and the state thereof. If you are not familiar with the players I refer you to read about CHA (Craft & Hobby Association), PMA (Photo Marketing Association), and The Smart Group (an organization that works to provide education to retailers in the scrapbooking industry).
I won't rehash the whole enchilada of who, what, when and why, but I will just say that this whole deal has been quite an upheaval for all players involved. As an exhibitor of CHA for the past 4 years I can say that it makes my guts churn to think about the industry splitting into two shows... we're already suffering enough with buyers who don't see the need to come to a show, but now you're going to make them choose between CHA and PMA? I feel like damned if I do, damned if I don't. So, in light of the recent turmoil I decided to share some of my thoughts about CHA... I still think there is lots of room for improvement, but I just ask you to read the following with an open mind...
In support of CHA...
I have a been sitting back with some amusement at the recent banter between CHA/PMA... amusement not in a funny sense, but more of a FINALLY we're having this discussion! I wrote a couple of pieces a year and a half ago about too many shows (back when ScrapbookBiz (a 4th show!!) was trying to enter the arena) and member benefits. As a result of the piece I wrote I had the opportunity to have an exchange directly with Steve Berger of CHA. Our discussion centered around what CHA was doing to add value to its membership and I am happy to say that things are moving in the right direction. The staff/board IS listening. I've personally attended three round table discussions over the last year and a half on topics such as: member retention, member benefits, and marketing sponsorships. In attendance were board members, retailers, manufacturers, designers... large and small, all contributing to the discussions. These issues aren't going to be resolved overnight, but I do believe that in order to see change we all need to be part of the solution. Email or call Steve- he will call you on evenings and weekends, and he will listen. Grab a staff member or board member at the next show and bend their ear- they want to know what you think. Don't bail on CHA because you think it isn't working (I've certainly done enough complaining, trust me!), be a part of the change. We have this incredible opportunity to talk openly about what is/not working let's not waste it.
I am going to be even more bold here and say that I am GLAD that the SMART group is gone from the CHA show. I felt, as did many other fellow manufacturers, that it was a drag on small manufacturers at the show. If I had chosen to participate in the SMART store give away at the CHA show not only would I have had to pay several thousand dollars to CHA for my booth space, but then I would have had to also become a member of the SMART group in order to be a part of their store giveaway display. To become a SMART member I would have had to fork over $$$$ over the course of the year, plus lots of product, and money for display signs to be in the CHA SMART store. Honestly I couldn't justify the returns on that investment... but then again, I have a fellow manufacturer who called her stores about this issue and one actually replied "On the day of the giveaway I am only going to hang out in the SMART store... watching demos, make and takes etc." That event took retailers off the show floor, and out of my booth. We need events/marketing that drives people to all sorts of booths, not just the elite tier, and it needs to be obtainable for ANY exhibitor to participate. The goal of a tradeshow should be to educate retailers on how to use my product, how to merchandise it, and ultimately to spend time in my booth putting together an order that will be mutually beneficial.
I could seriously go on and on, replaying conversations that I've had with other exhibitors on the show floor but I'll save it for now. Oh, and CHA, if you're looking to improve/build on your education component I know just the gal you need to call- Kate Griswold of Great Lakes Mega Meet. (a consumer show based in Novi Michigan, held every year on Mother's Day weekend). Seriously, this gal rocks the house with how she works for the instructors, drives consumers to sign up, again I could go on and on. I *LOVED* the fact that I paid nothing to teach (of course I had to go through an approval process), I set my class fee (a base price the show sets, then I add a small materials fee to which I got a check for a week later), and then they provide a class helper (bonus!) and promote the heck out of the classes. I had several retailers from the area sit in on my class:-) Based on feedback from other exhibitors/teachers that have worked CHA classes I think these are some solutions that could be implemented into the process... CHA NEEDS a strong class schedule that not only provides lecture business classes, but also crafting classes that teach retailers how to work with my product, and tips on how to SELL my product!
Let me end with... I love CHA, love the board and staff members I've had the opportunity to interact with, and I look forward to exhibiting at the CHA Summer show in just another month!!
***Edited to add- I believe that the SMART group had a few valuable things to offer... the best of which were discussing topics like 'turns' and merchandising. I believe that the intent was good, albeit the delivery left a bad taste in my mouth. I could have had the education component without the CHA SMART store. If nothing else comes of this whole brew haha it will be that we actually are talking about moving in a new direction, something we all so desperately need!
