Offering retailers a total savings of $11,000 on their normal business, 79 companies presented show specials through CBA's "Real Help for Your Business" campaign--which was also the theme of the event in Denver in July.

"Participating exhibitors that offered strong specials for the retailers saw great success with the program," said CBA President and CEO Bill Anderson. Because of the promotions, "retailers not originally planning to buy were persuaded ... to make purchases."

Dave Hill, Kregel Publications' executive director of sales and marketing, said his company's ICRS promotion helped boost traffic to the publisher's booth.

"We had a significant increase in the number of orders taken at ICRS over recent previous years," he said. "We certainly had the impression from customers ... that they came to ICRS with the intention of making it a productive and efficient use of their time and resources."

Barbour Publishing's "Sales Rescue Package" at ICRS featured a special introductory offer to the company's new DayMaker Gift Book Program, which included 180-day billing, 29 new gift items and a 50% discount as well as free freight, returns and a corrugate display.

"This was definitely the most exciting promotion that we offered at ICRS, but it also continues to be after the show," said Bill Westfall, vice president of sales at Barbour. "We did sell 60 packages at ICRS, and the response from customers has been extremely positive."

Read the full report in the Sept. 21 issue of Christian Retailing magazine.

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