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For an exhibition that uses a boxing glove emblazoned with the word 'Direct' across it as its main marketing image, the National Direct Marketing Show (NDMS) has sometimes been criticised for not being hard-hitting enough.

This year though, the now established three-day event promises to make good on its heavyweight credentials with an improved speaker programme and more diverse range of exhibitors setting up stalls at Birmingham's NEC on 14, 15 and 16 September.

The biggest news for visitors is that 80 per cent of exhibitors say they plan to use the show to launch new products and services, or at least key upgrades to existing products - a real bonus for those wanting to make sure they see something different. With a compact number of stands, organiser Reed Exhibitions is clearly wanting to make sure that the show offers real value, over and above the usual opportunities these events offer for networking and general mingling. Most exhibitors will offer free advice and on-stand demonstrations which will enable visitors to source and compare a range of products in just one day.

So what is really on show? For the 5,000 or so visitors expected over the three days, it's a small clutch of suppliers - some 50 and counting - and while there are some old favourites, including business-to-business data, database analytics and email marketing firm, Corpdata; data and telemarketing firm Wegener, and address management software company Hopewiser, a number of new and diverse companies will also be demonstrating their wares.

Internet offerings

In amongst those in the database cleaning and hosting space, and the telemarketing and lists arena, for instance, comes Business Objects, the internet-based marketing automation system provider. This year's show sees it launch and demonstrate Business Builder, a web-based CRM package for process mapping and process change. SMS surveys which feedback via email for market intelligence can also be seen during the show and can be set up without software on-site.

Still in the email arena is first time exhibitor Big Button Media. This Birmingham-based production company exemplifies just what this northern version of the IDMF is all about.

Recently a member of the Birmingham Chamber of Commerce, Big Button has its roots in video production but has recently began moving into email marketing and video streaming, as its creative director, Mark Burgess explains. "We're seeing clients looking for new ways to send images and content to people, and will be showing our video-streaming 'V-mail' product that streams content into inboxes as the email is opened."

Technological advances

The company has already worked in video email and streaming for Touchbase, part of the Travel Inn group of companies. And, in another break from traditional DM, it will also be showcasing 'Intelligent Window' - a window that shows back projected images of products and offers, but with an added kick. Not only can consumers watch the images (say on the side of a shop) but by pressing it, the window assumes a touch-sensitive capability, and consumers can browse deeper as though it were a website. The system, which is already being tested by HSBC and SPAR, works by locating where vibrations come from when someone touches the screen.

According to Reed Exhibitions' event organiser Darren Whitehead, the line-up is about making sure delegates are met with diversity. "This year I think we've done really well in having as broad a mix as possible. This is an SME-based show which tends to attract smaller companies, but because of this, it means genuinely new products get do showcased."

As if to exemplify this, sales and marketing is one area well represented at this year's show, with a number of exhibitors launching new lead-generation and sales packages. CRM solutions business Accounting Answers is launching a new version of GoldMine, the software solution for telesales and sales teams, which also reports on mail-shots and email shots. It is joined by Marketing Information Systems, a business-to-business web-based sales and marketing applications and services provider. It is launching Virtual Sales Assistant, a new system for maximising business-to-business sales leads. Business Objects, which specialises in providing internet-based sales and marketing automation, CRM and knowledge management software, will also be out in force.

Traditional needs still met

This shouldn't frighten away those who still have more traditional direct marketing needs though. Tompla will be showcasing its usual comprehensive range of envelopes. Twofold, which supplies and supports folder inserters and mail opening equipment, is launching its VM62 compact desktop machine that's designed to be as easy to use as a photocopier, while other areas are also well supported.

Wodehouse Direct will be demonstrating examples of its bespoke databases and explaining how data analysis is used in relation to client direct marketing campaigns to justify return on investment. Aspect Marketing Services and MacDonald Mailing, both part of the Orbital Group, also fill some other gaps. Aspect provides response handling and fulfilment services, while MacDonald is a full service mailing house. Representatives from both companies will be on the stand to talk about the extensive and fully integrated range of direct marketing services available.

But it's not just new products and the opportunity to make contacts that offers visitors a reason to attend. A 'Meet at the Bar' appointment scheduling service is this year being run by Experian, and there's also a jam-packed DMA-run seminar timetable for each of the three days. According to Whitehead, the speaker line-up has been altered to remove sales orientated-talks and replaced with more best practice 'how do I do what I do better' talks. Visitor feedback has also meant there are less legislative talks.

Attendance to all seminars is free, and highlights from this year's programme include talks by Andrew Jones, head of direct marketing for The Royal British Legion, and Angela Horsman, marketing director at Saga Holidays.

The DMA's own Tessa Kelly and Robert Dirskovski will be updating listeners on the corporate TPS and silent calling, while Preference Service founder Thomas Adalbert will be announcing exclusive research into permission marketing. Also for visitors is help and advice on writing effective copy, how to find the right response handling partner, understanding and tackling customer retention, while Stephen Cook, commercial director, Wegener DM Business Data Solutions will be telling his audience to "wake up and smell the coffee" about B2B data.

At this year's show the DMA will be displaying the creative from all the finalists from its own awards, giving visitors a chance to see what have been the leading DM campaigns of the year.

All of which means that maybe that big boxing glove logo will provide the knockout it wants. Whitehead certainly thinks it will. "Compared to the size of the show, it attracts a disproportionately high number of visitors. It really punches above its weight."

FACT BOX

WHEN - 14-16 September

Opening times: Tuesday 14 September, 10.00 - 17.00

Wednesday 15 September, 10.00 - 17.00

Thursday 16 September, 10.00 -16.00

WHERE - Hall 18, the National Exhibition Centre, Birmingham.

Accommodation: Special discounted hotel rates are available through

Expotel. Call 020 8372 2001

TRANSPORT

- By rail: Birmingham International is on the NEC site, with a covered

walkway linking the station to the halls.

- By road: Leave the M6 at Junction 4, or the M42 at Junction 6. The NEC

has car parking on site. £6 per day.

OTHER HIGHLIGHTS

1. Bureau van Dijk Electronic Publishing is one of Europe's leading developers of company information databases. This year the company is unveiling its new prospecting database called MINT, specifically developed for marketing and sales professionals. As well as launching, it will be demonstrating its global range of company information databases that hold contact details, financial and ownership information, news articles and industry reports. Visitors to the stand can sign up for a two week trial of MINT and will also be able to enter a prize draw to win a mini iPod. Stand No. 410

2. Address management software company Hopewiser will be launching its Atlas Suite. It comprises AtlasCapture, AtlasBatch, AtlasClean, AtlasDedupe, AtlasConvert and Foreign Addresser. Full demonstrations of the Atlas Suite will be given during the exhibition, as well as live demonstrations of Hopewiser's latest Address Management products. Stand No. 780

3. Geo-mapping specialist LinkDirect is using NDMS 2004 as the launchpad for its latest mapping tool, LinkMaps. LinkMaps enables advertisers and agencies to manage and visualise marketing at postcode level, making it possible to create accurate delivery rounds for local promotions, tight targeting and door drop routes. LinkMap produces an output for any distribution network and will be demonstrated throughout the show. Stand No. 740

4. Email marketing company Powershot is launching a new version of its Powershot tool at the show. This application enables marketers to manage and optimise permission-based email and SMS marketing campaigns. It also offers full reporting and tracking. Visitors to the stand will be able to enter a prize draw with the winner receiving one month's free trial of Powershot. Stand No. 750.