For two years in a row, the results from the ATA Show survey revealed a disconnect between retail buyers and manufacturer sellers when it comes to new products at the Show. As reflected in the graphic below, exhibiting companies have been placing the least amount of importance on them while attendees consider new products to be the most important reason to attend the Show. 

Obviously, this is a missed opportunity for many exhibitors because even if you don’t have a completely new product or major redesign, you can still capitalize on the interest from attendees with a slight variation or even a new color option.  

If you have a new product offering, don’t merely chance that attending retailers will find it among the hundreds of other exhibitors. Promoting your new products prior to the Show is the key to creating awareness and buzz. How much more effective will you be when attendees come looking for your new product instead of stumbling on it as they move through the Show?  

The ATA has several programs in place that target registered attendees to help you promote your new products or your special Show pricing offers. Pre-show, at-show and post-show opportunities are available that allow us to help put buyers and sellers together at the Show or as a result of being at the Show. Contact Eric Dobberfuhl at ericdobberfuhl@archerytrade.org to review these opportunities. 

While writing orders is a key part of any trade show, the graphic above also shows that it is not a primary objective for exhibitors or attendees. The ATA Show is the first show of the year – the first chance to see, touch and demo new products. It’s the place buying decisions are made, even if the order is placed later. 

The top objective for attendees is, “See new products and get updated information.”  Savvy retailers recognize that what sets them apart from the internet and their competition is their product knowledge and technical expertise — and the best place to stay on top of both is the ATA Show.  

Retailer registration for the ATA Show in St. Louis continues to outpace last year! If you haven’t registered yet, register now to take advantage of special promotions and see how St. Louis is rolling out the welcome mat for you.