Changing PMA Show Brings New Challenges

By Greg Tarr On Aug 22 2011 - 4:00am

Part V of TWICE's 2011 Digital Imaging Executives Roundtable focuses on the newly aligned PMA and 2012 International CES:

TWICE:  What do you think about the decision to move the PMA Show under the roof of the 2012 International CES? How do you intend to leverage venue?

David Lee, Nikon:  Well, we have been going to CES for the past few years but not in a big way.  And, this next year actually we will be showing on the showroom floor for the first time at CES, and while we won't be participating in the PMA display area we will remain an active member of PMA. If you want to show new technology for your company CES is really where we need to be.

Stefan Guelpen, Panasonic:  I think we were disappointed when PMA decided to move the show dates to coincide with CES because I think PMA was a good forum for manufactures to interact with the photo specialty channel, in particular, and by them moving back into the CES timeframe I think they are doing a disservice to the photo specialty channel.  We will not participate in the PMA display area during CES, because across the street because we probably have the largest booth at the show, so it makes no sense to be in both places at the same time.

TWICE: So there is really one less showcase opportunity?

Stefan Guelpen:  We feel like we missed an opportunity to get together with the photo specialty channel to have a good show and interaction.

Peter Ewen, Olympus:  The last few years we've been upstairs at CES - not on the main floor, and this year I think we just have to plan to bring more salespeople because there will be more retailers going to the combined event. We haven't made any firm plans on addressing the PMA show area, but we will definitely be at CES upstairs. 

John Carlson, Pentax:  We are still finalizing our plans. We've always planned on being at CES and, have had private meeting rooms and suites, there, in recent years, so we plan to continue that because it offers an opportunity where we can sit down and talk with a retailer in a quite environment.  So, it's definitely nice, but at the same time, we feel that PMA is still important and we haven't decided what we're going to do as far as being on the show floor at that part of the event. We are definitely considering it, but it definitely widens the breadth of people that we're going to speak with at that the show.

TWICE:  Do you sense a larger spotlight on the imaging category coming from this CES because of all the international attention it will draw?

Mark Sherengo, Pentax: I don't.  I think they were always there, anyway. As Stefan mentioned, I think [the combined show] is going to hurt the photo specialty channel.  I think there is the potential for the smaller dealers to feel even smaller at CES versus when you have mostly larger retailers, and national accounts coming. Now, you run the risk of focusing on larger dealers and national accounts during CES, leaving less time for smaller dealers. It sounds like many people aren't even going to participate, so I think the photo specialty channel is going to be hurt by this decision and we have to be prepared give our attention to everyone.