Today, I'm wearing my Producer hat (who am I kidding, I can't get a hat over this hair). Our conference is two weeks behind us, and I promised to share some impressions with you.

After the major work was done - program developed, speakers booked, sponsors secured, guests registered, marketing complete, and venue details buttoned-up, it was finally show time!

As the producer, I tried to be a fly on the wall. I wanted to overhear comments, experience the show as guests did, and observe what worked and what didn't.

This was a critical year, a stressful year, for print buyers and providers. Jobs have been shrinking and roles, changing. Our PBI team felt that this community needed to come together, recession or not.

About three weeks out, we realized with great disappointment that our goal of 200 attendees wasn't happening. The recession affected us more than expected, yet we did produce an incredible event for 130 attendees from 20 states (and Brazil) and 22 sponsors (from all over the US, and Canada and the UK).

In spite of the smaller size, this Conference was our most successful one yet, based on the criteria that matter: attendee and sponsor feedback. (If you want to read some of the unsolicited comments, please visit our testimonials page.)

A combination of terrific sessions/speakers and a redesign of our space helped us create an environment that promoted interaction.

We were determined to integrate sponsors into the fabric of this year's show. Something new was needed, so we abandoned the conventional exhibit hall design. I call it the "great room" layout. Like a great room off of a kitchen in a glorious home, our sponsor area flowed out of the main attendee-gathering space.

Sponsor tables shared the ballroom with roundtables used for meals and keynotes. Walls separating sponsors from attendees were forbidden; sponsors and attendees mingled in one large space over two days.

It felt friendly and relaxed.

Now for a few of my observations…

5 Things I Learned from Print Buying Attendees

1. Social media concerns are very real and relevant; business marketers, including buyers, want actual, actionable examples, ideas, and guidelines for using social media professionally.

2. Today, those responsible for printed materials are likely responsible for other media, too.

3. Print buyers are an extremely diverse group in terms of experience. Senior buyers have very sophisticated tastes and expectations in session content. At the opposite end are newcomers to the role; it's important to serve them equally. It's easier said than done.

4. Buyers like meeting sponsors. In fact, they would enjoy mingling with a large number of sponsoring firms.* It's a great atmosphere to find out who's around and what they offer.

5. The quality of a show's speakers matters immensely. Speakers are rated not only on their subject matter authority, but also on their public speaking skills/talents.

5 Things I Learned from Sponsors

1. 130 well-qualified attendees (i.e., potential prospects) are preferable to 200 or 300 unqualified ones.

2. Sponsors who actively and genuinely engage in conversation with attendees are more likely to make good impressions; those who passively stand behind or beside display tables waiting for a "sale" to drop by will not have a good show. (Personalities welcome.)

3. Including sponsors in your conference sessions/discussions is one way to build bridges.

4. Printing is global. Several sponsors were from beyond New England; one came from Canada. They had terrific experiences with us.

5. Sponsors want to and deserve to be treated professionally and personally. They underwrite our Conference, and it's important to a) remind attendees, and b) bend over backwards for one's sponsors. With our team, it is always on our minds.

Was this a perfect show? Of course not! We try and improve it year upon year. Changes in the industry will shape what we offer in 2010. Speaking of which, we're excited to announce those dates: November 3 - 4, 2010, back in Westford. A Boot Camp or two will run one day earlier.

If you missed our Conference, or if you just missed some sessions, you can access certain handouts from our presentation page. What a wonderful group of experts - you had to be there! Maybe next year.

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