Christian Products Regionals Draw More Retailers

by Lynn Garrett, Religion BookLine -- Publishers Weekly, 1/30/2008

The Munce Group, a 600-member marketing services group for independent Christian retailers ("Christian Indies Banding Together to Survive", Nov. 5, 2007), held its two regional trade shows this month, both of which saw markedly higher attendance than last year. CPE Regionals East in Hershey, Penn., January 6-8 drew retailers from 174 stores—up nearly 70% over last year. CPE Regionals West, held Jan.16-18 in Riverside, Calif., drew representatives from 104 stores, up almost 25% over last year.

Open to all Christian independents regardless of whether they are affiliated with Munce, the CPE Regionals offer training, an exhibit floor, large group supplier presentations, evening entertainment and worship services. Bob Munce, president of the Munce Group, said that this year the majority of retailer attendees at the East show were not Munce members; COO Kirk Blank added that the ratio was about 50/50 for the West show. (Blank estimates Munce members make up 40% of Christian indies.) The number one reason for the significant uptick in attendance this year, Blank said, was the end of CBA Expo, which left no winter buying show for Christian stores; he added this has become all the more important since some suppliers have cut back on their field sales teams.

The number two reason for increased attendance, according to Blank, was better programming—including free POS system training that would be prohibitively expensive if done one-on-one with stores. The shows were also more effectively promoted as being open to non-Munce members. "Last year was our first year doing these since we took them over from ECPA ("Munce Will Pick Up Where ECPA Left Off with Regionals," Feb. 8, 2006), and I don't think we had made that clear." Suppliers promoted the shows through their sales reps, who urged their accounts to attend, Blank said.

The trade show element of these meetings is all about writing orders, with retailers being reimbursed for their travel expenses if they reach specific order-writing goals. Both shows also end with cash giveaways funded by exhibitors, who numbered 59 in Hershey and 56 in Riverside. At each regional, there were cash awards ranging from $400 to $1,200 dollars for three store owners.

The Munce Group holds its annual members-only CPE trade show and conference in Nashville September 7-9, 2008.

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