Ingram Micro reaches out to resellers at its 12th ExpoTech

No matter how convincing the argument, resellers remain sceptical when vendors and distributors claim their foremost priority is looking after partners. We’ve heard it all before, from banks to telemarketers, almost everyone professes to have our best interests in mind. To differentiate itself in the market and portray a “we practice what we preach” image, Ingram Micro launched its annual IT & T trade exhibition 12 years ago.

The Ingram Micro ExpoTech 2008 event attracted more than 1000 resellers to the Sydney Convention and Exhibition Centre in Darling Harbour. The highlight for many attendees was the opportunity to interact with vendors seeking advice and occasionally venting frustrations. According to Ingram Micro, ExpoTech provides a venue for informal networking that serves to enhance partner relationships.

In addition to face-to-face contact with vendor representatives, resellers were also eager to sample the latest technologies and high-tech toys on the market.

Spiro Gouritotis, managing director for Torstar, related how the event was a valuable training exercise for his employees.

“I brought my staff with me as I see this as a great training opportunity in terms of product knowledge,” he said. “To be able to experience first hand the products we’re trying to sell is valuable for us. We’re out in Penrith and we don’t often get a chance to play with stuff before we get it in the store.”

He added that ExpoTech is an enjoyable social event where he can meet up with existing contacts as well as strike up new relationships.

“[At ExpoTech] I can meet new people and make contacts that could lead to future deals. I can also catch up with people I already deal with,” he said.

Participating vendors included Acer, Adaptec, ASUS, CA, Cisco, D-Link, Epson, HP, IBM, Lenovo, Lexmark, Linksys, Oki, Microsoft, Netgear, Samsung, Sony, Symantec, Toshiba, Trend Micro, VMWare and, of course, distributor Ingram Micro.
Many of the aforementioned companies were equally enthusiastic at the prospect of presenting their latest offerings to partners.

Kimberley Odewahn, marketing manager for Netgear, commented that ExpoTech couldn’t have come at a better time for the vendor, having recently launched a range of products at the Consumer Electronics Show (CES) in Las Vegas. She explained that the event was the ideal forum to promote Netgear’s latest solutions to the local channel.

“We like to get the channel perspective,” she said. “It’s a good social environment and we see it as invaluable to have a drink with people who are looking for some advice or more information about our products.”

Marie Evans, small and medium business marketing manager at Trend Micro, reiterated the advantages of trade events for both resellers and vendors, specifically the ability to gauge partner needs and concerns via one-on-one interaction.

“This is the only show I know that caters specifically to resellers. It’s a one-stop shop for all sectors from security to hardware,” she said. “It’s the perfect place to vent your frustrations, and at the same time jubilations. My only criticism is they should’ve brought the alcohol out earlier,” she laughed.

Software giant Microsoft is accustomed to being at the receiving end of both kudos and criticism from the channel. Katrina Powers, system builder marketing manager for Microsoft, explained that educating partners at events such as ExpoTech helps to address reseller trepidation or simply satiate their curiosity.

“The main thing they want to know about is Vista Service Pack 1 Office Ready. It’s definitely worthwhile getting feedback,” she said.

Alongside high-profile vendors, CRN set up a display to promote its Green quarter that launched earlier this month. The initiative features a breakfast briefing and golf day to raise awareness of Green issues in the IT industry. The interactive golf simulator at the CRN stand was a hit with resellers who competed in the Golf Challenge for a chance to win two tickets to the CRN Channel Champion Awards and a night’s accommodation for two people at the Shangri La Hotel. The precision of David Bagust, director of Midcoast IT, scored him the prize.

Based in Port Macquarie, Bagust made the trip to Sydney to learn more about the products he sells. He explained that Ingram Micro ExpoTech offers time-poor resellers the convenience of having major IT players in one location.

“We came last year and what brought us here again was being able to see what the manufacturers are doing and get a feel for the products that are out there. Most of all, we want to know what looks good, that’s a big selling point,” he said. Mark Court, network consultant for Midcoast IT, added: “We hear about new products but we just don’t have the time to research them all.”

Ingram Micro ExpoTech is making its way to various locations around Australia.

For more information on the event visit https://secure.tradevent.com.au/expotech08