As I sit here less than 24 hours since our PBI BOSTON conference ended, my mind’s filled with things I heard, overheard, learned and concluded. Over the next few days and weeks, I’ll recap the sessions in a more organized way. Expect several Print Tips that will share what we learned from our speakers, a show “recap” document for those of you who missed it, and, if I’m lucky, guest columns submitted by some of our speakers, sponsors and attendees.

For now, I’m dying to tell you what I thought. Remember, I’m a veteran show producer. This was my 8^th PBI conference, which qualifies me to judge the merits of the show from a producer’s perspective. And if you don’t know me, know this: I hold the bar way over my own head in just about everything I do. I am a perfectionist and pretty critical of my work. Always have been.

During this one-day PBI BOSTON, I delivered opening comments and closing thoughts, ran the Brainstorming session, introduced all of the speakers, listened to every speaker’s presentation, and in general, tried to experience this show as an attendee as well as a sponsor.

It was a good conference. No, it was a great conference. In addition to the venue and the food (excellent, with terrific service from the Inn at Longwood), the fact that all speakers were “on their game,” my PBI associates rocked (thanks, Phyllis, Marcia, and Matt!), and almost every single registered attendee was actually there, I think this was possibly our best show ever.

Here’s why.

Our sponsors were not just supportive, but enthusiastic. We are blessed with many long-time returning sponsors. Hats off to Xerox, Fujifilm, 48hourprint, Japs-Olson, Sappi Fine Paper, Concord Litho and Vision Integrated Graphics. I’m getting to know individuals from sponsoring firms, which makes a huge difference. Things work better for show producers and for the sponsors when this happens. I’m more sensitive to their needs (hopefully!) and they are to ours. And this year we welcomed new sponsors Shear Color Printing and Villanti Print & Mail. Terrific folks, all of them! I spent time talking to all of our sponsors, and I enjoyed that.

Not only were they generous with their support, our sponsors were excited about being a part of our show. The energy that this created literally changed the atmosphere in the room.

Our attendees were a hopeful bunch of pros. We had many repeat attendees but also attracted new folks from the likes of Ghirardelli Chocolate, Boston Beer Company, Overland, Deutsche Bank, Cronin and Company, Emmanuel College, and Grand Circle Travel. I love seeing new people at PBI events!

By a show of hands, over 90% had 10 or more years of experience. This is typical. Only 2, I believe, had less than 1 year (and I’m going to interview them for my “New to Print Buying Research”). Many attendees were creatives, many were marketers, and of course, the rest identified as print buying professionals.

Check this out: I use my Brainstorming session to get the crowd talking, to tease out hot topics, ignite discussions on things that matter most to them. A few times I broached the subject of print buying “in decline” as a career. What I realized from this session was that print buyers are positively still in love with their careers, are forward thinking, are facing the future with their chins up and eyes wide open. They are learning more about business, finance, marketing and new media.

They are very, very busy. They don’t have time to waste. I don’t believe they spend a lot of time on social media for business. They still count on their providers and on their colleagues. More than a few are involved in peer groups. I brought up peer groups because it just occurred to me on the spot – that’s the beauty of Brainstorming. I go with the flow, and this audience of pros inspired and enlightened me.

Is the volume of print down? Of course!! That’s a nonissue; we all accept it. But from my observations at PBI BOSTON, professionals who source or influence the sourcing of print are interested in what’s next in print. What about new applications and advances in digital printing? They’re all ears when it comes to learning about tracking direct mail programs. They want to figure out how and when to use QR codes (and how to design beautiful ones). They’re struggling with the rest of us as we try and grasp supply chain sustainability issues – and what it will mean for our businesses.

There was no hand wringing, no whining, no mean spiritedness, and no blaming the print industry. The audience was there to learn from one another and from our speakers. They were happy to meet and mingle with our 9 super sponsors.

Much more socializing took place than at previous shows. I will be surprised if attendee and sponsor feedback doesn’t corroborate this.

An engaged, educated audience. Enthusiastic sponsors. Rock star speakers. Leaving a print buying conference on such a high note? Priceless.

© 2012 Margie Dana. All rights reserved. You’re free to forward this email. However, no part of this column may be reprinted without permission from the author.