Market Expansion More than 8,000 direct marketers and 400 ‘solution providers’ will join the Direct Marketing Association at McCormick Place in October to gain a fresh perspective on marketing techniques.

consultative perspective to any of the individuals seated in the lounge,” McDonnough said. One of the major challenges for DMA is developing mar-

keting communication that distinguishes the show from numerous other marketing conferences. “There’s so many shows popping up in the marketing and advertising space,” McDonnough said. “… Folks like South by Southwest with their interactive experience have posed a great challenge to what we’re doing. A lot of the newer shows are chipping away — we’ve been able to hold ground, but are still chipping away, from an exhibitor perspective, at the dollars they can invest in what we’re doing.” Still, he expects a 5- to 7-percent increase in the number of attendees at this year’s show, along with a 2- to 3-percent increase in exhibitors, who this year will include the likes of Google, Adobe, and even Facebook, which rarely makes an appearance at trade shows.

PCMA.ORG

Marketing to exhibitors — and especially to marketing

exhibitors — is a unique challenge in and of itself, requir- ing a specific approach. “The detail is in the demographics,” McDonnough said. “It’s all about the data you collect year over year and being able to put together a demographic book in an exhibitor-prospective piece. Having those numbers and that data on demographics of the audience, and the level of spend of that audience, is very, very critical. “When you have all of that information and data,” he said,

“you’re better able to communicate, promote, and show an exhibitor why they need to be a part of a show — what the ROI that our exhibitor community gains by being here.”

For more information: dma13.org . — Katie Kervin JULY 2013 PCMA CONVENE 63