HOME GENTER MERGITANT

BILL FISHMAN

Bill Fishman & Affiliates

11650 lberia Place

San Diego, Ca.92128

f ttlS year's llome ( enrer Show in I ('hicugo is going to be l humdinger!

[-ast April, in a smoke filled room at the Westin FIotel at O'llare airport, the show management was given a mandate from their advisory board to nrake this 1990 show a "must see" for the independent retailer.

"[)o whatever has to be done to get the small town and rural dealers to this evenl," they said. "lt's the only way to fill the aisles now that the show has increased the exhibit area to stretch over all the floors in both buildings at Mc(-ormick Place.

"Put together an educational program that is different than the typical programs presented by state associations and buying groups. Ciive these inde- pendents information they can act on to make them more profitable."

I)one! Flow's this lor a lineup?

[;orty-five different presentersfrom A to Z (Arndt to Zimmerman)including: l5 independent dealers talking about how they compete with the giant chains; 7 key executives of the largest home center chains reacting to the trends of increased customer service and new product categories; 3 building material supplierst 2 kitchen & bath experts; 4 hardware suppliers; 5 distributors; I professor, and 8 creative industry consultants.

In addition to the l0 workshop sessions there will be four general sessions bringing together independent retailers f rom all parts olthe world to sit at round tables exchanging ideas and seeking solutions to common problems. Two of these programs will begin with a compli- mentary continental breakfast.

The board cautioned show management that they have a responsibility to put the show within the comlort zone ol the rural retailers.

"Get the message to the exhibitors that they are to recognize the combined buying power of the independents and to extend all the courtesies in the booth that they extend to representatives ofthe giant chains. "

"Just once I woud like to be invited to the top of the exhibit booth," chuckled one of the rural dealers at the meeting.

It's going to happen at this show! Throughout the past year show management has directed a promotion program to exhibitors, advising them of the importance of the independent dealers and the ways to make them leel wanted and comfortable in their booth. There will be a special workshop on "boothrnanship" for exhibitors before the show.

To make this show extremely cost elfective, management has arranged to categorize the products, making it easier to shop the show. Then they cut the show by one day, arranged for discounted air fares and put together coupon books that offer additional discounts and premiums from many of the (ihicago attractions and eating places. It's going to be a humdinger!

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