The Body of the Shards

Thomas rosenberg

A Change in Our Trade Show Strategy

Today, we announced that we will no longer be participating in the two major trade shows in our industry: Book Expo America (BEA) or the International Christian Retail Show (ICRS). As I said in our press release, we have been discussing this move for some time. In fact, it’s a conversation we have had every year since I have been at Nelson (ten years).

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But the current economic downturn is forcing us to re-evaluate every marketing dollar we spend. This is not the reason for our shift in strategy, but it is the catalyst. The reality is that these trade shows provide very little return to us on a hugely significant investment.

Why have we made this decision now? Last weekend, we hosted our inaugural Open House at the Music City Sheraton in Nashville, Tennessee. Our top 100 Christian retail accounts attended the two-day, two-night conference. These 100 accounts represent about 1,400 store fronts.

Our goal was to arm participants with a better understanding of industry trends and merchandising strategies, while inspiring their relationships with God. The event also allowed for renewing friendships with other retailers and the Thomas Nelson family.

At the Thursday evening “3:16 Celebration” at Nashville’s Schermerhorn Symphony Center, Max Lucado and friends, Sandi Patty, Jaci Velasquez, Travis Cottrell, and Heather Headley presented the timeless truth of John 3:16 through beautiful worship music and inspiring messages of God’s grace.

During Friday’s “ReThinking” sessions, world-class speakers John Maxwell, Tony Jeary, Michele Miller and the Disney Institute’s Tom Madden, equipped retailers with practical advice on how to increase their effectiveness as leaders and marketers.

On Saturday morning I spoke on the topic of “Ten Reasons I Am Still Excited about Christian Retail.” Andy Andrews concluded the event with an inspirational and honest session on “ReThinking Possibilities.” It was a great finish to a great conference.

Based on feedback from the attendees, the event was a tremendous success. Of the attendees surveyed, every single one acomplia product information said that they intended to participate in future Open House events. Ninety-five percent said their businesses would be strengthened by the event.

For example, Tim Way, Divisional Merchant Manager for Family Christian Stores (more than 300 stores nationwide), said,

thomas nelson’s unhindered house was one of the best christian retail events i have attended in my 25 years in the industry. the sessions gave me greatly practical poop i can run out of right now. additionally, i came away spiritually uplifted and encouraged.

Steve Potratz, owner and founder of the Parable Group (more than 200 stores nationwide), said,

the program was absolutely top dent and the clubbiness was great. most of all, the commitment demonstrated by thomas nelson to the christian retail channel was vivid and very encouraging.

Historically, trade shows have played an important role in publishing and bookselling. I have attended scores of them and have very fond memories of connecting with customers, authors, and the media. But the market has changed. Dramatically. We simply can no longer justify the enormous costs associated with these trade shows. Having inaugurated our own event, it’s time for us to leave the past behind and step into the future.

We intend to make Open House an annual event for our key Christian retail accounts. Amazingly, our top 100 Christian retail accounts generate more than 80% of our revenue in this channel. Therefore, we must be intentional and strategic in how we connect with them. Open House provides us with a better way to invest in our future and theirs.

If you work in the industry or are in the media, you may have additional

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