A.B.Dick Shifts Marketing For 2004, Will Bypass Most Trade Shows
Press release from the issuing company
CHICAGO, IL – Citing a need to conduct business in a style that will benefit today’s customer, A.B.Dick has announced it will bypass most U.S. industry trade shows in favor of conducting its own events in 2004. This decision does not affect international participation and A.B.Dick will attend DRUPA next May.
Since 2000, A.B.Dick has enjoyed elevated success each year with its own series of Road Shows, Open Houses and Workshops. At the same time, industry shows like Graph Expo, Gutenberg and Graphics of the Americas have become smaller venues, resulting in fewer suppliers with lower attendance.
“The most successful businesses recognize change in the marketplace and take the necessary steps to react positively to these changes,” said Scott MacKenzie, Vice President of Marketing for A.B.Dick. “People travel less since 9-11 two years ago and with the Internet reshaping how business is done, you don’t need to visit a trade show to obtain information. These developments have obviously impacted show attendance.
“We plan to reallocate our marketing efforts and dollars for 2004 by taking a more tar- geted approach,” continued MacKenzie. “We are examining ways to enhance our Open House and Workflow Workshop programs and special events. One thing that will help is our new, world-class 160,000 square-foot demonstration, training and production facility near O’Hare International Airport. We expect it to be open in early 2004 and be able to showcase it throughout the year.”
A.B.Dick began the Greatest Traveling Print Show on Earth in 2000, taking equipment on the road to customers in 25 metropolitan areas. In 2003, the company modified the concept with more in-depth Open House events and Workflow Workshop seminars.
“The design was to make these events more flexible and educational, and it has worked exceptionally well,” said MacKenzie. “The six Open Houses and 10 workshops we held in 2003 have met customer expectations. Customers have learned about our equipment in a relaxed and informative environment and have seen it at work. Of course, by bringing the show to them we have minimized their time away from the shop and the associated travel costs. Customers ask for new equipment to be more productive and in more ways than one, we are making them more productive with their time.”
Open House events use a two-day format and allow customers plenty of time to obtain the information they need. The Workflow Workshops explain A.B.Dick’s Momentum Workflow software applications, providing answers for the most simple and complicated questions in one of three, two-hour sessions. Customers also have the opportunity to learn more about Shop.abdick.com, the company’s highly successful Graphic Arts Super-store that operates 24/7 and has revolutionized the online supplies ordering process.
MacKenzie said A.B.Dick would not completely ignore Graph Expo in 2004. “This was a tough decision because the show is held in our hometown. We are looking at an event in Chicago to coincide with the show,” said MacKenzie.
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