Nielsen Business Media has reached an agreement with Promotional Products Association Intl. (PPAI) to co-locate several annual trade shows in order to deliver education, products and services to promotional products distributors at five of Nielsen's Imprinted Sportswear Shows (ISS) beginning in 2008.
The agreement brings together two powerful organizations and combines their resources to create a more robust experience for attendees and exhibitors.
Imprinted Sportswear Shows are the leading event for the decorated apparel and imprinted products industry. Nielsen Business Media also publishes Impressions, the decorated apparel industry's foremost trade magazine.
PPAI is the promotional products industry's international not-for-profit trade association, representing an $18 billion market.
Under the terms of the agreement, the ISS and PPAI exhibit halls will be adjacent and will offer co-located exhibits, education and networking events in five markets on the 2008 schedule: Orlando (Feb. 8-10), Providence, R.I. (July 18-20), Schaumburg, Ill. (Aug. 7-9), Atlanta (Sept. 11-13), and Fort Worth, Texas (Oct. 10-12). Show management, registration and education functions will be managed separately by the respective organizations.
"We welcome the opportunities this co-location agreement brings to our respective audiences," says Brian Pagel, group vice president, Nielsen Business Media.
"Joining resources allows us to expand the content and enhance the quality of our shows, enabling us to better serve our customers. This agreement will drive attendance for both shows while exposing our traditional attendees and exhibitors to new profit centers, new customers and increased business opportunities."
Research shows a growing number of decorated apparel professionals are selling promotional products, and access to products and education are significant factors in driving business growth.
Additionally, PPAI's 2005 distributor survey states that many current distributor members are active in providing goods and services outside of traditional promotional products, including embroidery and screen printing, both which are core elements of the imprinted sportswear market.
With the co-located shows, promotional products suppliers will benefit by gaining access to those UPIC-qualified and -verified ISS attendees who will cross over to the PPAI show floor.
These attendees will also be able to enhance their knowledge about the industry at PPAI professional development workshops.
Likewise, PPAI trade show attendees will have access to the newest products, apparel and equipment showcased on the ISS exposition floor. Decorating equipment will be on display exclusively on the ISS show floor.
"This agreement isn't about the equipment or the decorating method, nor is it about the product," says Steve Slagle, CAE, PPAI president and CEO.
"Rather, it's about people, professionalism and the distribution channel. We recognize ISS attendees and exhibitors are active in the promotional products industry — selling, imprinting or distributing promotional products, or planning to grow their businesses by expanding into this market."
"When PPAI enters into a partnership, we look for an organization that respects our distribution channel and recognizes and supports our philosophy that we serve our members best by serving our industry first."
"We have worked closely with the ISS team in the past and have exhibited and sponsored education at their shows. We are happy to work with them in this new capacity to share education and professional development services," Slagle concludes.
PPAI has opened discussions with regional associations in the five markets to identify how they can benefit from and participate in this co-location initiative.
"As the trade association for the promotional products industry, it is our responsibility to elevate the professionalism of the marketplace as a whole by delivering world-class education and networking opportunities to the entire distribution channel," says Paul Kiewiet, MAS, PPAI chair and vice president of Incentive Marketing, a CorpLogoWare affiliate.
