Exhibitors Electrify Spring Conference Atmosphere

What would the atmosphere be like at the NARMS Spring Conference & Exposition without all the excellent exhibitors? Those companies who line the hallways and exhibition hall with goods and services specifically designed to support and enhance our members who provide at-retail merchandising and marketing services to the CPG manufacturers and retailers around the world. Many also help our members find retail support personnel to fill various retail jobs. Because of the importance of our exhibitors, NARMS has announced that, for the first time in NARMS history, attendees will be able to vote for the exhibitors Best of Show award at the 2009 spring conference. The winning exhibitor will receive a trophy and ten voters will be awarded exciting prizes.

Because of the relationship we have developed with our exhibitors, many of which are NARMS Associate members, it is important that we return the favor by enhancing their conference experience. We need your assistance assembling these prizes which will be awarded during the Exhibitors’ Reception. The prize donors will be recognized during the award festivities as well as in the spring conference program and pre-conference brochure. You can contact Paulette Blaskey at membership@narms.com for more information.

Physical Exhibits at the Broadmoor in Colorado Springs will be open:

1:00 PM - 6:30 PM on Sunday, April 5
8:00 AM - 6:00 PM on Monday April 6
8:00 AM - 12:30 PM Tuesday April 7.

The exhibitor set-up is scheduled from 9:00 AM to 6:00 PM on Saturday and 9:00 AM to 12:00 Noon on Sunday.

But that’s not the only enhancement. Members have expressed a desire to extend the exposure to these blue ribbon providers of hardware, software, hosted services, recruiting, insurance, and the list goes on and on. That’s why exhibitors at the 2009 NARMS Spring Conference & Exposition will get the chance to participate in both the conference trade show and the pre and post conference virtual trade show.

In partnership with Digitell, Inc. of Jamestown, NY, the virtual trade show experience will give actual conference trade show exhibitors both pre and post show exposure via the internet with year-long exposure in the virtual world.

A powerful business relationship enhances the possibilities for all parties involved. By sweetening the pot for our exhibitors, we welcome new and continued support and stimulate development of cutting edge services. We also show our gratitude for helping create an electric atmosphere of learning, networking, motivation, and fun.

Think GlobalShop 2009

Increasing awareness of NARMS International and its members is an ongoing, everyday mission for your trade association. GlobalShop, a NARMS sponsored event, held in Las Vegas on March 23-25, provides a platform for us to spread the good word about our members and advance the cause of world-class at-retail merchandising and marketing services. It is time to make plans to attend. Registration for GlobalShop 2009 is now open and NARMS members pay a reduced booth fee to exhibit.

GlobalShop is the venue retail designers and brand marketers visit to find the most innovative concepts, newest products and services to create unique store design and at-retail marketing solutions. The event is the largest annual tradeshow of its kind in the world, featuring more than 900 exhibitors of fixtures, digital signage, visual merchandising and in-store marketing products.

Attendees can see the latest in store fixturing, visual merchandising, digital signage, and much more. There is also a full conference educational program designed by the editors of DDI and presented by leading industry experts. This is great opportunity to gain insight, receive advice, and learn practical application from experts in the retail industry

GlobalShop is really six shows in one. There are six pavilions and over 300,000 square feet of show floor to ensure you will find everything you are looking for. Visual merchandisers, brand marketers, store designers and store planners are all strongly encouraged to attend. The Store Fixturing Show and The Visual Merchandising Show are sponsored by A.R.E., the At-Retail Marketplace and the Digital Store are sponsored by POPAI and the Retail Marketing Services Pavilion is sponsored by NARMS.

In a time when spending your marketing dollars wisely is at a premium, you will find GlobalShop a tremendous opportunity to increase your business prospects. So come and join the many NARMS members who participate in this annual event and help increase awareness of the services and value that we bring to the table.

Recent Developments Increase Scope and Reach of Association

On December 10, NARMS International announced that it will now allow for individual memberships. Prior to the announcement, the Association was limited to company memberships. Yesterday the announcement was made that NARMS Associate Members will formalize and develop a divisional committee. Both moves are designed to expand the scope and reach of NARMS as it further develops as a collaborative center point for the retailing industry. Not surprisingly, two industry veterans find themselves in the middle of the developments. Former NARMS President/CEO Gary Ebben, chief administrator from 1996 to 2005, was the first individual to take advantage of the individual membership opportunity. Charlie Fanning, the first Associate Member to serve on the board of directors, will act as the first Associate Division Chair.

The individual membership allows for any individual not associated with an active member firm or corporation and has an interest in providing merchandising services, manufacturing, retailing or the provision of goods or services within the retail industry to register for membership. What this means is that merchandisers, students, researchers, professors, retired retail marketing professionals or persons in transition and any other independent retail service person can now stay closely involved with the at-retail merchandising and marketing industry.

These individuals will receive a subscription to NARMS Today; earn a members discount on attendance at the annual NARMS Spring Conference; have free access to monthly NARMS Webinars highlighting retailing industry topics and to the NARMS Info-Share Library; access to Merchandising/Sampling Proficiency Tests, podcasts and use of the ever-expanding resources available at www.narms.com website.

Associate members have been an important part of NARMS since its inception. The decision to formalize will provide the Associates with a new voice and an opportunity to meet and develop programming specific to their business challenges. Associate members include companies that provide products and services that other NARMS members utilize in the day-to-day activities of managing and operating their businesses. Currently NARMS has 53 Associate member company members representing a wide range of product and service opportunities.

These two announcements enable NARMS to further advocate for the value that is brought to retail by our diverse membership. It is also demonstrates the Association’s commitment to be a leader and focal point in the industry. It is somehow appropriate that two early leaders, Ebben and Fanning, are again acting as trailblazers in the ongoing effort.

Stay on the Radar Screen

The natural reaction to a downturn in the economy is to hunker down and ride out the storm. Many companies attempt to apply drastic expense reductions to offset the anticipated loss of business and increase operating costs. The first target of these cuts is almost always the marketing and advertising budget. As world-class providers of at-retail marketing and merchandising services, we would advise our customers that this is not the time to be pulling back on sales building shelf activities, but rather enhance the effectiveness through superior execution. As marketers ourselves, we should take the same advice. That was the key message during the sixth installment of the NARMS Webinar series - Marketing Tools That Work in Challenging Times - presented by Carolyn Weiland of Starworks Marketing & Communications and sponsored by Synergy Systems, Inc.

Weiland, a regular speaker to universities and business leaders, led an hour long discussion that not only addressed the current economic times, but also provided a framework on the basics of formulating a marketing and advertising strategy. She put particular emphasis on avoiding the trap of duck and cover marketing. In fact, she said that the real winners coming out of a recession are those who ramped up their efforts during the downturn. The key is to challenge your organization to find the appropriate marketing and advertising mix which may employ savvy, cost effective and sometimes even free tactics. In our Web 2.0 world, there are many initiatives that only require elbow grease and innovative thinking.

One of the fastest paths to losing your current customers, not gaining new customers, or falling off the radar screen in your industry is to sit on your hands and wait for the economy to come around. The easy route of budget slashing may look good in the very short term, but could doom you in the long view. Looking at your marketing budget as an investment rather than an accounts payable line item, can help you define your strategy and the ensuing tactics.

The next NARMS Webinar, powered by ReadyTalk, is scheduled early in the new year on Thursday, January 8 at 1 p.m. Central when Jamie Rappis and Chris Beaulieu of Clifton Gunderson LLP will discuss the latest in US Federal Tax Developments. You can register now for that event by clicking here. NARMS Webinars are now scheduled once per month through May of 2009, with several other ideas and topics being developed to provide even more value added content. If you have not taken advantage of the tremendous benefit of membership, you will want to visit it in the New Year.

Next Week is Webinar Week!

A look at the calendar tells us it is time to start reflecting on the year that was. One of the many exciting developments this year at NARMS International has been the introduction of the NARMS Webinar Series. Next week continues this exciting new platform with two new sessions. On Monday, December 8 at 2:00 PM EST, guest presenter Anthony Miyake of Group M will take us through an Assessment of the US Economy in the Coming Year. And then on Thursday, December 11 at 2:00 PM EST, Carolyn Weiland of StarWorks will lead a discussion on Marketing Tools That Work in Challenging Times. The Webinar series is free to NARMS members and over sixty professionals have been taking advantage of this learning opportunity each month. And here is the best news of all. There is still time to register!

“An Assessment of the US Economy in the Coming Year”, brought to you by NARMS JobBank, will focus on consumer spending and the net effect on retailers. During the hour long session, Anthony Miyake will reflect on a recently released article by GroupM Business Science of the same title. Miyake will summarize the current economic situation and short-term forecast. Using the latest data available, he will explore consumer spending and what drives it and what impact the changes in housing values and unemployment rates may predictably have in the near future. GroupM Business Science is the global leader in measuring marketing ROI and marketing allocation optimization. Click here to register for this event.

“Marketing Tools That Work in Challenging Times”, sponsored by Synergy Systems, Inc., will explore innovative strategies that are budget conscious, yet will help you standout and market your products in new ways. Now more than ever is the time to shine by retaining and maintaining a growing customer base. Carolyn Weiland will lead a discussion featuring budgeting tips and ideas for creating excitement so your business doesn’t get lost in the shuffle during a slow economy. No matter what industry you work in, going about business as usual is a mindset that may end up closing your doors. Weiland is a regular speaker for classes at the University of Wisconsin Stevens Point, Wisconsin Learning Center/ Business and Skills training, and chambers of commerce. Click here to register for this event.

The easy to use web tool is provided by associate member, ReadyTalk. Taking part in the NARMS Webinar series is a great way to get maximum value out of your membership. If you have not already taken advantage of the educational offering, you’ll want to see what you’ve been missing. So register for Webinar Week today, you won’t be disappointed.

Record Numbers Hear Hollrah in Fourth NARMS Webinar

A record number of NARMS International Members took advantage of the opportunity yesterday to listen to Russ Hollrah, ESQ as he presented - Independent Contractor Status, 2009 & Beyond!, sponsored by Synergy Systems Inc. Hollrah took the audience through the jumps of pending legislation regarding the classification of labor resources and what that may mean to companies who use Independent Contractors to deliver at-retail merchandising and marketing to their manufacturer and retail clients. This was a great opportunity to hear from an expert in the field of I.C. classification, not only discuss the current rules and regulations, but also analyze the post-election implications. This was the fourth installment of the NARMS webinar series that seems to be taking hold as a very popular member service. Two more webinars are planned for December.

Hollrah led off the discussion with a review of the legal implications of using I.C.s which provided a valuable refresher on the pros and cons of using this flexible resource. He then spent a few minutes on the common law test used by the Federal Government and the 20 factors that the IRS uses to determine I.C. Status. Next, he spent time looking at Section 530 of the Revenue Act of 1978 which establishes a narrow “safe harbor” protection for companies who use I.C. resources against reclassification of those workers.

The recently completed elections come into play due to the introduction of several pieces of legislation, the Taxpayer Responsibility, Accountability, and Consistency Act of 2008, H.R. 5804 and the Independent Contractor Proper Classification Act of 2007, S. 2044. These bills could significantly effect how and if your company could continue to use I.C.s. Although relatively little has happened since these bills where introduced, the latter by President Elect, Senator Obama, Hollrah believes the introductions were a signal of intentions of the new 111th Congress. He was also quick to point out that the legislative priorities of a U.S. Senator will not be necessarily the same as a sitting President of the United States.

After Hollrah’s presentation, many of the highly engaged audience asked questions via the chat function, a feature of the webinar service powered by ReadyTalk. The lively Q&A session provided additional clarity on some industry specific situations. The final message was a call to legislative action to establish relationships with your Senate and Congress representatives and let them know the implications of this pending legislation.

The NARMS Webinar Series is gaining traction as valuable learning tool in our arsenal. There are two more events planned for December including the December 8 event, scheduled for 2 p.m. EST entitled, “Assessment of the US Economy in the Coming Year” to be led by Anthony Miyake, GroupM Business Science, click on the link https://cc.readytalk.com/r/6nfzxndn44jz to register. Also, December 11 brings “Marketing Tools That Work in Challenging Times”, to be led by Carolyn Weiland, StarWorks Marketing & Communications, click on the link https://cc.readytalk.com/r/19a5s31g01jsj to register.

New NARMS TODAY on the Way!

A sneak preview of the November 2008 issue of NARMS TODAY, which will arrive in your mailboxes shortly, reveals an industry magazine jam packed with articles, columns, briefs and photography that capture the entire essence of the trade association for the at-retail merchandising and marketing industry. There is no other source that summarizes all of the key activities and benefits of your membership in NARMS in one professionally produced and glossy format. Make sure you carve out some time to read and digest all the information. If time is an issue, the magazine format is perfect to throw in your briefcase to read at your leisure.

The feature articles in this edition underscore long and short term initiatives for the association. “What Will We Look Like In Five Years,” covers the formal strategic planning exercise, under the direction of Phil Lauria of Pelco Advisors, undertaken at the NARMS Board of Director Strategic Planning session held in July. The Board identified four key work areas for the next couple of years: Branding & Value Exchange, Membership Growth, New Revenue Streams and Business Approach Models and Certification/Accreditation. “Interest in the Spring Conference is at its Peak!,” is an eight-page section containing key information about the 2009 NARMS Annual Spring Conference and Exposition that will be held on April 4-7, 2009 at The Broadmoor, Colorado Springs, CO. The section outlines a full and diverse program with a blend of personal and business educational opportunities. It includes information on registration, hotel, travel, a great speaker line-up and much more. There is also a list of some exciting sponsorship opportunities that still exist for those wanting to become more involved in the successful hosting of this international retail industry conference.

This issue is also an opportunity to hear from NARMS leadership. NARMS Chair Don Koller leads it off with, “Community with a Capital C.” Dan Borschke, NARMS President and CEO gives us an update on the association in, “The Reason to Belong.” Ken McKenzie, NARMS Vice President and Editor of NARMS Today goes, “On the Road Again,” in Ken’s Keystrokes. There are also important messages from divisional chairs Jim Hall of the IFBA, Kelly Baker of the Manufacturers Division, Julie Nichols of the Event Marketing Division, Steve Workman and Carlos Roca of the MSO Division and Chuck Belding of the PIC Division.

NARMS TODAY is building a tradition of including insights from business experts, sales specialist and motivational writers and speakers. The November issue continues the trend with Jim Pancero and another excerpt in his, “You Can Always Sell More,” series. You will also want to check out frequent contributor Dennis Snow and, “Lessons from the Mouse,” a guide to applying Disney World’s secrets to the success of your organization, your career, and your life.

There is a lot more to tell you about, but we don’t want to give away everything. Suffice to say that this is one great issue that you will have to experience for yourself. And did we mention the photographs? Keep a watch on your mailboxes and enjoy the November Issue of NARMS TODAY.

Expanded Listing is Your Member Facebook

A reminder sent from NARMS International HQ to the members to update their company profile information brought an interesting notion. An expanded listing on www.narms.com was a Facebook for our members before Facebook or MySpace existed! Keeping your company profile fresh and up-to-date is comparable to updating your resume, or maybe even more appropriate, your Facebook or MySpace page. Your listing is the first point of contact for anyone who is seeking a world-class provider of at-retail merchandising and marketing services. You will want to make sure that the page reflects exactly who you are and what you do.

First of all, here is another reminder. The member record update forms you received in September should be faxed or mailed to the NARMS office as soon as possible so that accurate information about your company is published on www.narms.com. If you do not have the database and membership profile forms, request copies from Sue Witkowski by email to admin@narms.com or by calling 888.526.2767.

The original concept of a facebook occurred on college campuses many years ago. The idea was to facilitate the orientation of incoming freshman by publishing a directory of the new class, complete with a photo. This effective social networking device was re-created for the internet in the form of Facebook.com and MySpace.com, which have found a way off of college campuses and into the mainstream in a sensational way. As an interesting side note, there is a NARMS group on Facebook.com. This social group is made up mostly of merchandisers and, as of this morning, has over a thousand members.

When prospective clients are looking for an at-retail marketing service, they often visit www.narms.com. With the many Web 2.0 improvements made to the website, it is now more important than ever to keep your information fresh. Much like Facebook, this might be your first exposure to a contact, so you are going to want to be clear and compelling about what you do and where you do it.

So if you haven’t already done so, here are a few things to put on your to-do list: 1) Check out your profile information with NARMS to make sure it reflects who you are as a company. 2) Consider augmenting your membership with an expanded listing on www.narms.com. Doing so will give you an extended exposure to prospects and allow access to the Recruiter database. 3) Check out the NARMS group on Facebook, and beyond that, create your own Facebook profile and join the NARMS group. Let the social networking begin!

Manufacturer Share Group Keeps the Conversation Rolling

A few months after the 2007 NARMS Spring Conference, several of our manufacturer members got together to continue what had been such a productive dialogue in Tucson , they just had to keep the ball rolling. The momentum is still strong as this group will be gathering again for another Manufacturer Share Group in Rosemont , IL on November 10 and 11. Over 20 attendees will engage in a full agenda of speakers, presentations and break-out meetings designed to bring this group closer together and to help align their needs and opportunities with those of their NARMS service division brethren. The event is exclusively for manufacturer members and interested parties should contact Dan Borschke at NARMS HQ.

The NARMS Manufacturer Members are a group of 38 companies who interact with the Association and advise on marketplace needs and best practices. Phil Lauria, Managing Director of Pelco Advisers, will facilitate the two day event. Lauria, formerly the CEO of Prism, has been an advisor to NARMS on its strategic direction and is often seen moderating manufacturer and retailer round table sessions at Spring Conference.

A highlight of the get together will be keynote contributors Bart Flaherty, CEO of Group M, and Michael Terpkosh, Director of Strategic Sourcing with SUPERVALU. Flaherty will discuss an important new set of retail analytics that examine Return on Retail Investment (RORI). Terpkosh is a frequent speaker to industry groups worldwide. He will share key insights about how manufacturers should think about retailers and how both can work together to achieve common goals.

As a trade association that provides at-retail merchandising and marketing solutions, it is enriching to bring in the very people we serve and have them enjoy an open and honest discussion as a tightly aligned group. It is also a nice benefit for the members and a compelling reason for other manufacturers to join. The format allows for a candid discussion of new ideas, improvements and best practices all designed to make us better as an industry.

To learn more about NARMS Manufacturer Members, visit www.narms.com or click here. The Manufacturers Division Share Group is another way in which NARMS brings people together to further the goals of the industry, and improve the marketplace for our members.

Taking a Fresh Look at JobBank

A quick look at the 2008 MSO Benchmarks study tells us that almost half of NARMS member MSOs use NARMS JobBank in their recruiting mix. Since the last benchmarks study in 2006, members have told us they have also found value in using other outside on-line recruiting services to augment, and in some cases spearhead, the never ending quest to find qualified people to perform at-retail merchandising and marketing services. No doubt, many very good resources have emerged in that time frame. But did you know that JobBank is not the same animal as it was two years ago? The reach and scope of our job posting vehicle has kept pace with the times. If you have not used it in awhile, it warrants a second look.

Originally, JobBank was viewed as a place where companies could advertise a retail merchandising job which could be viewed by the some 2.9 million people who visit www.narms.com on a monthly basis. And it still is all of that. However, recent strategic changes have brought about an even greater level of penetration. Since the beginning part of this year, every job posted has been pushed out via RSS feeds to many popular on-line job sites. Places like Indeed.com, Simply Hired, My Space and AllTop just to name a few are updated within minutes of post approval. There is a complete list of all the RSS feeds available on www.narms.com.

This unprecedented level of penetration allows your job postings to reach a more local audience, which allows you to fill jobs faster. Rather than having to post open retail jobs on multiple sites, JobBank will do it for you by transmitting RSS feeds from a single point of contact in one transaction. In addition, JobBank jobs are pushed out to the merchandisers via Twitter, which is now the number one referrer to www.narms.com. This service sends a “tweet’ and a short text message to the reps’ cell phones, PDAs or PCs within a few minutes of a job posting. The fact that is has become so popular after only a few months is further proof that field reps like to have job opportunities pushed out to them, as well as pulling them in to JobBank. Because of this localized approach, it is important that job advertisers are specific as possible on city and location when posting new jobs, as this will filter down as each service re-aggregates the data.

The industry also benefits from this updated strategic approach because at-retail opportunities are reaching a whole new audience, which drives interested parties to www.narms.com to follow-up and fill out a Recruiter profile.

So if you haven’t considered using NARMS JobBank in awhile, take a fresh look. You’ll find an easy to use, single point of contact implement that is ideal for all of your recruiting needs no matter how specific they may be.