CBA's Response to Thomas Nelson's Departure from ICRS

Yesterday afternoon, Thomas Nelson released the news that the publisher is withdrawing from this summer’s International Christian Retail Show in Orlando, FL (July 13-17). According to Nelson President Mike Hyatt, “We have been discussing this move for some time. But the current economic downturn is forcing us to re-evaluate the expenditure of every marketing dollar. We are committed to doing our best to support our products and distributors with marketing expenditures that result in greater sales. And we have determined that, for Thomas Nelson, these trade shows provide very little return on a very significant investment.”

Just last week, Nelson hosted an all-expenses-paid three-day event in Nashville for the company’s top 100 Christian-retail accounts.

The release concluded with the company announcing it’s considering additional channel management strategies to support its general market accounts. “Our goal is to create relevant plans for each sales channel that will reinforce their business and their relationship with Thomas Nelson,” said Hyatt.

In response to Nelson’s decision to cancel participation in the largest tradeshow in the Christian-retail industry, CBA President Bill Anderson issued the following statement:

“The International Christian Retail Show is where our industry meets, and we have always considered Nelson [a CBA supplier member since 1982] an important part of that, so they will be missed.

“We hope to welcome Nelson back very soon because thousands of Christian retailers from across the US—and retailers, distributors and international publishers from 60 countries around the world—are coming to the International Christian Retail Show to connect with their most important suppliers and to find new ones.

“Time-pressed Christian retailers are looking for a good return on their investment. They don’t have time to go to see all of their suppliers individually, so they come to the International Christian Retail Show where they can do business with 400 suppliers under one roof, and in four days conduct a large amount of both short-term and long-term business.

“The amount of sales that this show generates far exceeds the amount of orders written at the Show as it impacts buying decisions throughout the year. Retailers use trade shows for comparative shopping, designing product promotions, getting merchandising ideas, identifying and understanding trends, and engaging in pivotal discussions that shape decisions and business for years to come. They are looking for partners and ideas for growing their business, not just products. Some of the most innovative product ideas and strategic partnerships have been birthed at the Show taking advantage of the momentum and dynamics of the whole industry meeting together. Thousands of retailers as well as other key players in our industry will be sorely disappointed that Nelson is not there to be a part of the literally thousands of industry meetings and events that are a part of what makes the Show so valuable.

“Even industry veterans are energized in new ways as they participate in the Show. They are reminded that they are part of something much bigger than themselves. In reality, this is not just a tradeshow. It is where the community of people who have committed their lives to this profession find relationship and encouragement year after year.

Certainly as our market changes, savvy suppliers are using the Show in new ways. The Show provides suppliers with the opportunity not just to write orders, but also to position their companies, authors, and their products in the competitive marketplace, as well as build personal relationships with their customers. We believe Christian retailers will be disappointed that Nelson will not be there to see their customers face-to-face and to actively engage with Christian retailers to help them change and grow their business.”

Despite Nelson’s short cancellation notice, CBA expects the six booth spaces reserved by the publisher to fill quickly. As of Monday, April 14, retailer housing was up 20% over the same time last year. For more information on the International Christian Retail Show, go to www.christianretailshow.com.

Comments

[joshMshep]

Of course, the other factor Thomas Nelson is looking at is the Christian Book Expo in Dallas, a consumer-centric show launching in 2009.

That show could be really interesting for Christian products--especially if it grows as backers hope. Exciting times!

http://www.christianbookexpo.com/

[bbrock]

As a retailer who was not one of the Top 100, I will certainly miss Thomas Nelson at ICRS. Seeing publishers at the show is the only way to really learn about new projects, discover what titles are going to be marketed heavily in the next year, meet authors, and see sales personel face to face.

While I can certainly see Nelson's point about cost - I wonder just how much they will be spending to go to CPE in Dallas? Is this really a cost savings plan for Nelson - or just a way to put more space between Nelson and CBA and in the end more space between themselves small independent retailers?

[Randy C Greene]

If anyone has any doubt that small independent Christian booksellers do not fit into Thomas Nelson's plans I invite you to go to Michael Hyatt's blog on the Thomas Nelson webpage entitled From Where I Sit. Look under the heading A Change in Our Trade Show Strategy.
I posted a response which I must confess displayed my not so spiritual gift of sarcasm. I'm sure there will be those who will be disappointed with my remarks as less than befitting an exchange between two brothers in Christ. I feared that if no response was made that expressed the magnitude of the harm to small independent Christian retailers by Thomas Nelson's action, then my silence would be construed as an endorsement. I do not doubt that Thomas Nelson's decision will be good for them, their top 100 suppliers and their secular outlets. But to spin this decision as good for small independents goes too far. (in my opinion) Anyway, in the reply from Mr. Hyatt to my first post, he offers solace by pointing out that Thomas Nelson will still be participating at the Gathering of Church Bookstores. Am I missing something here or is that Mr. Hyatt's confirmation that small independent Christian retailers are not in Thomas Nelson's future plans. Rather than dance around the issues that confront Christian retail, I hope this action by Thomas Nelson is openly, candidly and thoroughly discussed at the upcoming ICRS.

[Michael Hyatt]

Randy,

Evidently, you haven't seen my response to your second message on my blog. You can find it here: http://snipurl.com/24u6k

Scroll down to the very bottom of the page to the Comments section.

Kind regards,

Mike

[Bill Goodyear]

As a provider of online webstore services, we find we get even less attention from publishers and suppliers than physical brick and morter stores. Particularly as most of our sourcing is from the major distributors.

The CBA International conference is a great way for us to find new suppliers, make contacts and find resources so that we can decide which products we will be featuring to our online stores's customers. Given that the larger publishers are not beating down our doors to find us, it is incumbant upon us to find connections using all resources available including trade shows. So when suppliers pull out of trade shows, it means that unless they are taking the time and effort to connect with us, we are unlikley to be up to date with their products. Thus, we are unlikely to feature their products in our email and print marketing campaigns. Which kinda contributes to the general downturn. So if suppliers are going to pull out of the show then please make an extra effort to reach out and connect with retailers, whether traditional or not - to help us sell your products!