Material Handling Industry of America (MHIA) wants companies to get aggressive despite the sour economy and participate in the NA 2010 Material Handling and Logistics Show.

The biennial event takes place 26-29 April, again in the international exposition and convention IX Center in Cleveland, Ohio under the auspices of Charlotte-based MHIA.

The organizer has created an audience-building pre-show partnership program for which all NA 2010 exhibitors are eligible, says Tom Carbott, MHIA vice president of sales and events. MHIA will feature participants in four pre-show e-newsletters beginning in October, and those firms will have full access to the pre-show database.

Carbott reports that NA 2010 has a waiting list for 70 speaking sponsorships for NA 2010. "We have never had an earlier sell out of those sponsorships," he notes.

Carbott observes that many forecasts indicate an economic recovery occurring next year making NA 2010 an ideal venue for companies to communicate with prospective customers.

MHIA held a 23 June webcast with more than 100 exhibitors participating. Jefferson Davis with marketing firm Competitive Edge Inc in Charlotte presented a program entitled "Surviving and Thriving through the Recession with Smart Marketing."

Davis suggests that business opportunities for innovation and expansion exist following a recession, in part to meet pent-up demand in the marketplace.

Davis draws some conclusions, noting that "trade shows are a critical part of the sales and marketing mix, especially during recessions" and firms should "continue exhibiting at the right shows for the right reasons." Davis suggests that companies "pick the low-lying fruit at the show but focus on the long term by effectively managing show leads".