Manufacturers should evaluate whether their money is better spent at trade shows or in developing new programs.
Trade shows frequently serve the purpose of bringing together different segments of the distribution channel. Last month's NEX show in Chicago drew wholesalers, reps, contractors and manufacturers to the same city at the same time, but a certain amount of distance among the groups was obvious.
Besides the aisles of the NEX show itself, the gaps were especially apparent in two programs promoted during the show by wholesaler and contractor associations. The initiatives have absolutely nothing in common other than their success depends on the joint participation of manufacturers, wholesalers and contractors.