Would you go fishing for marlin in the middle of the street?  Would you go deer hunting in a submarine?  How about grocery shopping at the Museum of Natural History?  Quite obviously the answer to all of these is a resounding “no!”  And as ridiculous as the proposition may be for any of the aforementioned scenarios, they all make about as much sense as a salesperson (or sales company for that matter) looking for business where there is none to be had.

But what’s even more ridiculous is the way some companies actually ignore prime business opportunities by sheer oversight or for lack of a better word…  neglect.  In the reprint industry, I see this on a daily basis and it never ceases to baffle me.  Specifically folks, I’m referring to trade shows.  That’s right, trade shows…  The place where billions of dollars are allocated annually by companies near and far, for the sole purpose of learning more about their respective industries, making contacts, increasing sales, keeping apprised of the latest news and networking in general.  The very place that marketing plans and strategies take full effect.  Whether it’s via displays, booths, posters, banners, flyers, videos or any other modem.  Trade shows work hand in hand with many a marketing scheme.  Would you so agree?

If so, then would that not make them a virtually unparalleled platform for the sale of reprinted content?  Whether it’s reprints, plaques, posters, counter cards, flyers and banners, or even awards and award logos.  Wouldn’t it appear that trade shows offer a prime opportunity for the use of reprints as well as many licensing opportunities as well?  Yet in all of my years in this industry, why is it that I have yet to come across another “reprint company” attending a trade show that doesn’t have something to do with publishing?  Regardless of the market:  automotive, marine/boating, home theatre/hi-tech, computer/mobile, medical, pharmaceutical, and so on…  the same has always been the case.  Namely that Wright’s Reprints is the only reprint company making any true effort, not only to help prepare for, but to also to attend and support these respective shows.  Seriously, if I had a dime for every time someone has commented on our presence at an event where no other reprint company has been, I would be typing this blog from a laptop on a beach somewhere while sipping some sort of alcohol out of some sort of fruit (hold the umbrella please).

If I were a magazine publisher in the process of determining a new reprint partner, one of my initial questions would definitely have to surround any prospective reprint company’s trade show attendance or experience in my market’s shows.  “Do you attend CES?  APEX/SEMA?  The Shot Show?  The OTC?  How about the Dealer Expo?  Miami (and Ft. Lauderdale) Boat Shows?”  If the answer is anything other than “yes,” well that my friends, should definitely “cull the herd” a bit. 

At Wright’s Reprints, we make it a point to not only identify all of the trade shows and conferences in our respective markets; But the proper investment of time and energy is made to market for, attend and follow up on said events.  Publishers:  Can you say the same about your reprint company?