This may go down in history as one of the busiest times for the staff of Converting. Why? The three biggest trade shows of 2002 for converting, printing and packaging all take place between mid-September and early November. Altogether, something like 2,600 companies are exhibiting at Labelexpo Americas, Graph Expo/Converting Expo and Pack Expo Intl. in Chicago. That's a lot of businesses and even more new products on display.

How do successful companies always seem to know what customers want? One way, says Dayton, OH-based strategic planning consultant Pam Mitchell, is they put on customer symposia.

Unlike a traditional customer survey that only rates you in specific areas, a symposium can get customers to tell you why they value certain product features, or how they make buying decisions. You can learn what to change to make your product "the choice" in the marketplace.

Somewhat like a consumer focus group, a customer symposium is a B2B event where participants ideally represent a significant share of your revenue. They come together to learn from their colleagues—not just to educate you. Still, most symposium sponsors learn things about their customers that they never anticipated, Mitchell says.

In a nutshell, here's how to set up a customer symposium:

1. First, make sure your organization understands that the purpose of the symposium is market research—not selling something. Don't offend the attendees with a sales pitch.
2. Invite 8 to 20 attendees—both current customers and prospects. Schedule the event at least four months in advance. Count on 10 percent last-minute cancellations.
3. Left on their own, most groups will allow the discussion to drift from topic to topic. Using an outside moderator makes the day more productive and demonstrates your neutralit, Mitchell says. They can also ensure the day is for fact-finding, not for selling.
4. While not necessary, a location such as a beach or golf retreat is desirable. The location can attract more of the right attendees, and create a relaxed environment that advances creative thinking.
5. Create a proposed agenda, and then solicit agenda input from confirmed attendees.
6. Make it fun. Add golf outings and a dinner. The information sharing goes beyond the formal business setting and helps build personal relationships, Mitchell says.
7. Document salient points and distribute the notes to your attendees.
8. Be sure to invite both decision-makers and workers. There's a tendency to invite executives only, but they're not always the people with the challenges.
9. Most symposium sponsors pay for the attendees' accommodations. Some will pay for airfare as well. Sound expensive? Mitchell says the cost of a symposium with a small group is about the same as a marketing survey to your entire customer base.

And unlike a "faceless" survey, Mitchell says a symposium gives you three key benefits: A clearer understanding of your customers' challenges; creative ideas to beat the competition; and improved business relationships.

So the next time someone wants to update that old customer survey, suggest a symposium instead.