[Atlanta] Last year, the Domotex brand made its first foray into the U.S. market with Domotex USA held here in February. While the organization reported that it was pleased with year one, it did face challenges. Here, FCW talked with Donna Busse, show director of Domotex USA, to talk about 2020 and the changes made to address any hurdles.
FCW: Domotex USA’s inaugural year faced hurdles in attracting robust attendance and a full and strong stable of exhibitors. How are you addressing those issues for 2020?
Busse: We were pleased overall with the inaugural Domotex USA. That being said, we fully recognize and embrace that as a brand-new show, we are going to have some challenges in the first year. After the show, we listened to what our attendees and exhibitors had to say, we heard them, and accordingly we have addressed these issues in the following ways:
–Show date: We have moved up the date this year to be earlier in the buying cycle.
–Bigger hall: We have expanded our exhibition space so that we can offer even more unique exhibitors.
–Three-times more education: We have tripled our educational offerings, including separate tracks for retailers, designers, remodelers/contractors/builders and installers.
–CEU offerings: Many of our courses will be CEU-accredited and allow our attendees to gain those much-needed CEUs.
–Great deals: We have several great show offers, including a free expo hall pass just for registering through Oct. 31 and a $250 savings on education.
FCW: While the brand has a strong presence globally, what lessons did you learn here in the states and how are you using those lessons to map a successful show for 2020?
Busse: Having the world-renowned Domotex name, there was a lot of interest in our inaugural show from both exhibitors and attendees. That being said, we learned that it is not a safe assumption that everyone in the U.S. has heard of the Domotex brand and understands our international reach. We have learned that we need to put our global influence on display, which is why the show’s theme this year is the “World At Your Feet” – with our international presence, we are able to bring exhibitors to our North American attendees that they can’t see anywhere else apart from traveling to Hannover, Germany Shanghai or Gazientiep, Turkey. We have learned to embrace our internationality and really use it to our advantage in setting us apart from other shows.
FCW: What kind of marketing efforts will you be employing to attract a large crowd to the show in 2020?
Busse: We have amped up our marketing this year. We are really working hard to get the word out to the right people with a segmented, targeted approach. In addition, we have branched out with our partnerships.
FCW: What experience can retail attendees expect this year and how will it differ from year one?
Busse: Retail attendees can expect an experience that is catered to their needs. Domotex USA 2020 will have an entire educational track dedicated to improving their business and learning how to succeed in a digital world. We will have courses for the owner/manager, the retail sales associate, the marketer and the digital communicator.
FCW: What are the things you believe are unique draws for both exhibitors and attendees?
Busse: Above all, the international experience you will receive from being at Domotex USA, whether as an exhibitor or as an attendee, is the most unique draw. Our extensive business-oriented educational offerings which feature speakers from the flooring and retail industries, target the problems that affect everyone industry-wide, so there is a very broad appeal.
FCW: What part will education play for the 2020 show?
Busse: Education is a key component to Domotex USA. We have tripled the offerings from last year and are including CEU-accredited courses. Our Discussion Hub allows attendees to learn and network with peers right on the show floor and we are bringing back the popular DomotexUSA Plaza which will offer complimentary educational sessions in a central location on the show floor.
FCW: Will retailers have the opportunity, again this year, to visit neighboring mills?
Busse: Absolutely! We are busy working on the mill tour schedule, which will be expanded this year due to the popularity and demand from last year’s tour.
Article courtesy of FCW