Held on the final afternoon of the expo, the division meeting is like a mini trade show for the two groups of attendees at the larger trade show. While both NSCs and CSCs are “customers” at the main expo, for this mini-show, NSCs act more like exhibitors in order to facilitate relationships with CSCs, the other group of attendees. Project managers from NSCs exhibit at tables around a designated room, without booth fees or requirements. Any NSC that’s a member of ISA can exhibit; they’re simply asked to reserve their space in advance. During the event, representatives from CSC installers and sales managers can talk with NSCs about their installation needs in different areas of the country.

 

The first division meeting in 2008 was successful, with about 200 custom installers in attendance. But this year, that number doubled, with 400 CSCs clamoring to meet with representatives from 14 NSCs during the two and a half hours of the event.

 

Although the International Sign Expo provides three days of education and networking, organizers felt that a separate event would create the perfect setting to help these two groups come together. “There’s no other event at the meeting where companies from both ends of the business can really benefit,” says Guy Cox, Vice President of Sales for NSC Southwest Sign Group, Inc., who has attended the NSC/CSC Division Meeting and Reception for the past two years.

 

“Most of the events are specifically for national sign companies or for electrical sign companies or some other segment. This event is designed specifically with the intent of NSCs and CSCs to connect. It’s not a typical networking event, where you don’t always know who you’re talking to or if they have decision-making power. You have two and a half hours and you know you’re talking to the right people.”

 

Attendance among CSCs doubled this year because “the word got out last year; there were a lot of people talking about it,” Cox says. “I don’t know of another event at the show where both sides can benefit as much as they do from this meeting. My company is already trying out some new custom sign companies we met there this year.”

 

In addition to word-of-mouth marketing, ISA included information about the event in preshow e-mails to registered attendees and ISA members, as well as in the expo program and schedule at a glance. “The advance notices include the names of the exhibiting NSCs and encourages CSCs to attend the event and network with national firms looking for local installers in various areas of the United States,” says Lance Clark, ISA’s Director of Membership. Next year, ISA plans to increase preshow publicity of the event, including standalone e-mail blasts focused solely on the division meeting and personalized e-mail invites to prior-year attendees.