Many of you have heard and perhaps even repeated the old wives’ tale that trade shows are doomed. Well, that’s what it is — an old wives’ tale.

Yes, of course, some are doomed. That’s because their industry or niche has gone through a fundamental change and their show no longer makes economic sense. Failing shows — especially those run by trade associations — can linger on for years in a sorry state.

The unique market
But there are other shows that are growing, and WQA Aquatech USA is one of them. The reason is that the Water Quality Association (WQA) saw a changing industry, and anticipated changing needs.

Our industry evolved to serve a broad market that ranges from the household sector, through commercial, and into industrial. The best way to describe this industry niche, and our show’s primary target market, is that our trade show’s customers have end-user customers who rely on local water experts to serve their needs.

By that definition, we serve household dealers, commercial dealers, industrial water companies, consulting engineers, specifying engineers, plumbing engineers… you get the picture — local water experts and the manufacturers and suppliers who serve them. WQA Aquatech USA is the only show and the Water Quality Association is the only trade association that serves this unique market.

Other shows, other markets
There are two other large shows — bigger than ours — but they serve the municipal market. The American Water Works Association (AWWA) show serves the clean-water municipal market, and the Water Environment Federation’s WEFTEC show serves the dirty-water municipal market.

Although you will see many industrial water manufacturers exhibiting at these shows, they are targeting people who primarily serve the municipal market. Some very large industrial applications are also served at these shows, but that is because large industrial applications share a great deal in common with municipalities.

For water quality experts who serve the household, commercial, and industrial (including high-purity) markets, WQA Aquatech USA is the only show in existence. The key to understanding our show and WQA is that we serve those companies who provide expertise, equipment, and service to millions of applications worldwide. Our show brings those experts and their suppliers together in an educational and networking extravaganza.

Retailers, and local experts
Some may ask if we serve the retail channel, and the answer is both yes and no.

Retail buyers don’t come to our show looking for products to stock their shelves. It works the other way around — manufacturers beat a path to those retailers. But — and this is important to understand — the retail channel has quickly learned that some technologies need local water expertise to close the transactional loop.

By that, I mean they understand that some of our products need installation and maintenance services that the retailer cannot provide. They need certified products and, to a growing extent, Certified Water Specialists. There is no better place to find these people and these services than at WQA and WQA Aquatech USA.

Focused on dealers
Hold these dates for the next WQA Aquatech USA show in Orlando, FL: March 27-30, 2007. You won’t want to miss this important, growing event.

Plus, if you are looking for a knockout, dealer-focused educational program, visit the trade show and plan on staying over Saturday. We will have business classes and hands-on product training for dealership owners and their key staff.

Our show has grown dramatically these past two years, and it promises to grow even more in 2007.