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The 28th annual International Direct Marketing Fair (IDMF) sticks to an important founding principle: the provision of free information on DM to anyone who wants it. This year, the event, held 9-11 May at Earl's Court 2, London, co-locates for the first time with the UK's biggest online-focused B2B fair, Internet World, reflecting an inevitable merge with the internet, SMS and email channels.

"It's a new venture for us," says Malcolm Whitmarsh, exhibition director of IDMF 2006. "The trade DM fair visitor can now get a whole truckload of online and interactive information, knowledge and contacts from one visit and pick up all their needs for the rest of the year."

And for the first time, there is a specific promotional marketing link too. The British Promotional Merchandise Association, the Institute of Sales Promotion and the Voucher Association have all formally endorsed the show. "If there is direct marketing, there must be promotional marketing," says Edwin Mutton, director general of the Institute of Sales Promotion.

"We are recognising that activity in this area is increasingly the force that will direct brand enhancement and recognition through the remainder of this decade." The show is already endorsed by the Direct Marketing Association, which is on hand to provide free legal advice to anyone who wants it.

With B2B marketing increasingly popular yet still holding its challenges for marketers, the B2B hub returns for its fourth year to help out, with industry representatives answering any question on DM and best practice and dispensing advice on where else to go for information. There is also a website: www.b2bhub.org, with an online community committed to answering any industry-related question for free, plus a free how-to handbook on B2B marketing.

Arguably the most important aspect of the IDMF - the dissemination and discussion of the latest, most successful business practices - is available on a first-come, first-served basis through the show's seminar programme.

Top industry speakers include: Dom Young, web services director at Amazon; Gillian Kent, MD of MSN; and Olivier van Calster, marketing director of eBay. Sessions will debate topics such as viral SMS marketing and loyalty.

On the debates, Whitmarsh says: "They're a reflection of the industry - we've had hot topics every year for the last 28 years. One year, the big topic was fax marketing. In those halcyon days the fax had barely been invented commercially. That's the beauty of this industry. It's eternally evolving, changing and most importantly, improving."

It is no surprise, then, that the show attracted over 8,000 visitors last year. With over 250 stands representing every aspect of the industry, there is a lot to choose from. And refreshingly, says Stephen Spillett, marketing manager of global information solutions company Experian, it isn't just a numbers game. "It's also the seniority and purchasing power that individual visitors have. It remains the largest event when you take those two classifications in hand."

And, whilst the majority of exhibitors return to exhibit again, this year 33 per cent of stands represent someone or something new to IDMF.

France's number one postal carrier La Poste will be launching international mailing solutions provider La Poste UK at the fair. Laure Segale, project manager of international communications says: "Our knowledge of the French market will directly benefit British companies as a guide to business mail, direct marketing campaigns, addressed and unaddressed door drops, and sending parcels."

Other international DM services and opportunities are well represented.

As well as La Poste, there are companies from Asian, American and European markets.

Allegran Advertising is a UK firm appearing for the first time. Its mainstay is email marketing, and its services also cover online lead generation and banner sales. "We chose IDMF rather than other shows because really, for me, the big one to talk to people about DM is the IDMF," says commercial director Dan Bannister.

Sebastian Hosti is another man with a new venture. His company Avongate has just teamed up with email broadcaster Maestro Interactive, and this year's IDMF is the first time the two have exhibited together. The new partnership has enabled Avongate to move from being a simple list broker to being able to prepare, distribute and track email campaigns in real-time, thanks to the use of new software developed by Maestro Interactive called Genus and ECOS.

"When we access and run the count for our client, it's going to take us five or 10 seconds maximum, instead of days. It's great because we can be proactive and very fast," explains Hosti.

This year, old hand Experian has new offerings too, including an updated version of a new online prospecting tool called Prospect Locator, Absolute Contacts, which helps organisations re-connect with goneaway contacts, and Adelphi, a credit risk screen.

Market Location, a UK B2B data universe owner, is also launching its own credit-risk screening tool. Approximately 1.5 million UK businesses have been graded at different credit-risk levels. "If customers want, we can avoid supplying them with companies with a higher than average financial risk. It's like a pre-credit vetting," says Steve Cooke, managing director. The tool can be used by clients wishing to either avoid or target low-rated business.

Other exhibitors at this year's IDMF include Interactive Prospect Targeting, winner of best new product award at IDMF 2005, which will be launching The Big Book of Email Marketing and Greys Packaging, which is hoping to use the show to launch some new tamper-evident products for the mailing industry.

Says organiser Whitmarsh: "The IDMF remains the show with the widest appeal. It's the one to go to to network, to meet friends, to find new products and services. Every year, we have in excess of 50 new products and services which are showcased for the first time to the industry."

And what will his highlight be? He is most excited about the Internet World co-location. "I'm hoping that that is going to be a highlight because online is just as important to DM now as fax marketing was 15 years ago."

IDMF FACT BOX

Venue: Earls Court 2, London

Date: Tues 9-Thurs 11 May 2006

Opening times: 9.30-17.30

Registration: Register free online at www.idmf.co.uk, call 0870 429 4310 for a postal form, or register on the door.

SHOW HIGHLIGHTS

With the importance of technology channels established as part of the direct marketing mix, and the co-location of IDMF 2006 and Internet World (IW), this year's show presents some eye-catching seminar speakers. Here's a selection of what's in store: Marek Baldy, MD, Reach2Mobile - Viral SMS Marketing - Generating New Business Out of Thin Air (Thurs, 11.00-11.30, EuroDirect Seminar Theatre, IDMF)

Oliver Van Calster, marketing director, eBay - The Online Community: The Development of a New Kind of Marketplace (Seminar Theatre, IW)

Gillian Kent, MD, MSN - Navigating the New Internet World: The Future of Live Software (Seminar Theatre, IW)

Jonathan Wall, marketing director, DABS.com - Can You Create Loyalty in a Disloyal Online World? (Seminar Theatre, IW)

Rosemary Smith, director, Opt-4 Ltd - Calculating, What Price for Permission? (Thurs, 10.00-10.55, EuroDirect Seminar Theatre, IDMF)

And if, after all that food for thought, you need some real food and drink, there are the IDMF's social functions to look forward to, including the DMA's "Bit of a Do", supported by La Poste on Tues 9 May, held at the Holiday Inn Kensington Forum Hotel, and the IDMF Gala Dinner. This year it's held at the Hilton London Metropole on Wednesday 10 May. Book a table for up to 10 by calling 020 8910 7834 or email idmfteam@readexpo.co.uk.