AB Dick Rejects US Shows To Major On Own Events.

Citing a need to conduct business in a style that will benefit today's customer, AB Dick has announced it will bypass most US industry trade shows in favour of conducting its own events in 2004.

Citing a need to conduct business in a style that will benefit today's customer, AB Dick has announced it will bypass most US industry trade shows in favour of conducting its own events in 2004.

This decision does not affect international exhibitions and AB Dick will attend Drupa in May.

The company said its own series of road shows, open houses and workshops have been increasingly successful, whilst industry shows like Graph Expo, Gutenberg and Graphics of the Americas have become smaller, resulting in fewer suppliers and lower attendances.

"The most successful businesses recognise change in the marketplace and take the necessary steps to react positively to these changes.

People travel less since 9-11 and with the Internet reshaping how business is done, you don't need to visit a trade show to obtain information," said Scott MacKenzie.

He said the company is re-allocating its marketing efforts and dollars on a more targeted approach and is looking to enhance its open house and workflow workshop programmes and special events.

In addition, its 160,000 square-foot demonstration, training and distribution facility near O'Hare International Airport, Chicago would significantly help.

MacKenzie added that the company aimed to make its events flexible and educational, and it worked exceptionally well.

"The six open houses and 10 workshops we held in 2003 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," he commented.

The workflow workshops explain AB Dick's Momentum Workflow software and provide 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 successful graphic arts superstore that operates 24-hours a day, every day and has revolutionised the online supplies ordering process, claimed the company.

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