`SMARKETING' BUSINESS EXPO THEME

Developing good "smarketing" plans for 2000 was the focus of the Cape Girardeau Chamber of Commerce's Business Expo '97 held this weekend at the Show Me Center.

The chamber sponsored the event to allow area businesses to develop smart marketing techniques. Businesses were able to showcase products and services, create and expand mailing lists, conduct consumer surveys, introduce new products and services, visit with the competition and network with other businesses. Craftsman Office Supply and Computers Plus were sponsors of the event.

Chamber executive director John Mehner said this year's expo posted smaller participation numbers than last year's totals. Some 88 businesses participated last year as opposed to about 40 this year, he said. Visitor turnout also was lower this year, he said, although bad weather and other events may have contributed.

Former St. Louis Cardinals pitcher "Bob Forsch signed autographs from 11 to 1 this morning, and that was the biggest traffic of the day," Mehner said Saturday afternoon. "There were not as many people as we would have liked. Soccer tournaments were in town today and the weather may have played a part in that."

Representatives from Staples office supply store said the event allowed them to ensure that their presence was known to other businesses. "We've just opened the store and weren't here for the show last year," said general manager Dan Rose. "It's a way to help project ourselves into the community."

Representatives from KBSI-23 and WDKA-49 said they were able to make valuable contacts with viewers and customers. WDKA is a new station, they said, which makes participation in the expo even more important. Customers having problems receiving the WDKA signal also appreciated the opportunity to pick up complimentary UHF antennas, they said.

"The general public is coming in whether they're businesses or not," said account executive Susan Miller. "They get to tell us what they like and they don't like. We got a lot of positive feedback on our programming, and we got to make contact with other businesses."

Promoter and director David Clevidence said the event was a good way to canvas viewers about their programming choices. "It's a lot cheaper than doing a survey," he said. "People will definitely come by and tell us what they like and what they don't want to see."