ISMA and I.D.A. forge new partnership

ISMA president Hardy Hamann discusses the new relationship between two channel partners.

This spring, the Industrial Supply Manufacturers Association (ISMA) and Industrial Distribution Association (I.D.A.) boards of directors separately agreed to forge a new relationship relative to the two traditional and very successful industry conventions. ISMA and I.D.A. have now established a relationship where each association assumes complete management and control of one convention. 

I.D.A. manages and controls the fall convention, and ISMA will manage and control the spring convention. The associations hope this arrangement will provide for a more efficient management structure, and the ability for each association to assure that its unique needs are met by the individual conventions.

Since communicating the changes to ISMA members in June, ISMA received a number of questions from ISMA and I.D.A. members alike. This interview with ISMA president Hardy Hamann of Hermes Abrasives answers some of the most common questions.

Q. What is I.D.A. and ISMA’s main objective?
A. Both associations want to improve the value of the conventions to their members, with emphasis on increasing trading partner participation and streamlining convention administration. ISMA’s outreach programs are specifically aimed at increasing distributor attendance.

Q. What are the principal differences 
between the two convention programs?
A. At the fall convention, under I.D.A.’s management and control, non-ISMA suppliers, off-shore manufacturers, marketers, importers, master distributors, buying groups, and service and technical providers will be encouraged to fully participate in a new supplier booth program, as well as attend the distributor booth program, along with ISMA members. Distributor participation will continue to be limited to I.D.A. members and prospective members. The costs for securing a booth in the new supplier booth program will consist of a rental charge of $200-$350, and is separate from a manufacturer’s registration fee. Registration fees for manufacturers and distributors are set, as they were last year, at $450 per person for member company representatives. Distributors participating in the distributor booth session will do so free of charge. Product displays are also being encouraged during the supplier booth program.

At the ISMA-managed spring convention, participation will be open only to ISMA manufacturers and prospective members, and member manufacturer representatives. All interested industrial distributors, on the other hand, including all I.D.A. members, will be invited and encouraged to participate.

ISMA’s membership has stated loud and clear that increased trading partner participation (distributors) will be increasingly important to the success of any given future convention.

Q. Why open the ISMA/I.D.A. Spring Industry Convention 
to any industrial distributor willing to participate?
A. For a number of years we’ve been hearing from our members that fewer trading partners (distributors) are participating in conventions. As a proactive organization, ISMA’s board of directors met and decided to take action to expand participation in the Spring Industry Convention by allowing non-I.D.A. member distributors to fully participate. ISMA’s board is confident we will be able to attract a broader representation of trading partners, including trading partners that you may do business with that may not be I.D.A. members, who were historically not able to attend. The Spring Industry Convention will also be opened to ancillary service providers, buying groups, marketing groups and other MROP associations and their members. Of course, ISMA is vitally interested in maintaining I.D.A.’s traditional level of participation at the spring convention.

Q. Of this new arrangement, what 
other significant changes will be noticeable 
to members relative to future spring conventions?
The spring convention will offer an expanded Triple Conference Booth Program, including a full session devoted to industrial distributors manning booths and receiving visits from their current and prospective suppliers. The traditional and highly successful manufacturer booth program will be held as usual and help complete the centerpiece of the convention. To participate in the manufacturer booth program, suppliers must be members of ISMA. Incidentally, the “Triple” designation used for years to describe this pioneering and extremely successful industrial gathering now refers in part to the expanded inclusiveness of this event, bringing together manufacturers, distributors, and now, manufacturers’ representatives.

Q. Why are you introducing the 
new “flip-flop” Conference Booth Program?
A. The Triple Conference Booth Program for manufacturers, manufacturers representatives, and distributors will be built around the theme of industry cooperation, communication and contact — the 3 Cs that underpin successful trading partner relationships. The three categories of trading partners, and the 3 Cs concept form the foundation of the “Triple” concept.

We also understand that not every manufacturer or distributor will be able to attend both conventions, so we are offering this very cost-effective and comprehensive alternative. Beginning this year, the Triple Conference Booth Program will be two days instead of one. The first session, manufacturers host the booths, and the second session, distributors host the booths. The “flip-flop” booth program offers the greatest value to members who wish to see all participating trading partners at one convention. The real value, as it’s always been, is the ability to see a large number of trading partners in one location, in an efficient format, at one time.

Q. What else will be different 
about the Spring Industry Convention?
A. This year, there will be a revamped two-day Technology and Services Fair and a new ISMA New Products Showcase focusing on the latest in products and services available, as well as a generous time allotment for one-on-one trading partner meetings outside the Conference Booth Program. Educational sessions have been carefully chosen and separated into two tracks of interest to manufacturers and distributors. The expanded distributor educational track will contain sessions that are new, fresh, and innovative. ISMA’s new industrial representative associate members from the NorthAmerican Industrial Representatives Association (NIRA) will become formally recognized participants in the convention this year, with official programming and activities. In addition, a first-ever ISMA Industrial Distribution Career Day, participated in by colleges and universities with industrial distribution programs, will be held for industrial distributors and manufacturers who are seeking to employ graduating students. Texas A&M University is partnering with ISMA to organize this event, in an effort to ensure its success.

Q. What if the new convention format needs tuning?
A. ISMA’s board has provided for a three-year trial, in which we will be continuously evaluating and adjusting the program, etc., with assistance from our distributor partners. We are confident, though, that this new convention format will greatly increase the number of distributor/business contacts available at the Spring Industry Convention, and in turn add greater market share for your business.

Q. How are the changes 
impacting the value of ISMA membership?
A. ISMA membership remains a great value to members, especially with the enhancements to the Spring Industry Convention format. This value will continue to increase as ISMA continues its evolution in an effort to provide expanded participation.

Membership in ISMA is a value-added opportunity. Conventions are just one of the benefits of ISMA membership. ISMA is an industry leader and has assisted member companies in meeting the ever-changing challenges of the marketplace. This 97-year tradition has helped improve the productivity and profitability for the channel, while at the same time lowering costs and delivering value-added benefits to end-user customers.

In addition to the conventions, membership in ISMA offers first-hand access to proprietary industry statistics, surveys, valuable research studies, technology and electronic commerce information, publications, and special rates on seminars, events, videos and books.

ISMA will continue to expand the scope and nature of the Spring Industry Convention and bolster its traditional position as the preeminent North American gathering of MRO trading partners. We welcome and encourage your input. You may reach the association office at (216) 241-7333.

This article originally appeared in the I.D.A./ISMA Fall Convention 2002 issue of Progressive Distributor. Copyright 2002.

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