The struggling economy was a main factor in the reduction of CBA’s Industry Conference .09 to a single-day event, and it was a constant topic when the gathering took place yesterday in Atlanta.

“Retailing in a Tough Economy” was the theme as approximately 110 retailers, suppliers and industry leaders gathered at the city’s Westin Peachtree Hotel. They participated in a series of discussions and presentations on how to come up with something good from the downturn economy.

“Within challenging times, there are opportunities,” CBA President Bill Anderson told the crowd in his introduction. He was followed during the morning session by presentations from author Andy Crouch, CBA’s Curtis Riskey and Eric Grimm and R.R. Bowker General Manager Kelly Gallagher.

Crouch related findings from his book Culture Making (InterVarsity Press) about the shifting of consumers to creators, while Riskey and Grimm revealed findings from a six-month study of Christian retail stores, which highlighted the importance of connecting with customers. Gallagher provided statistics concerning “the average customer” and what opportunities Christian retailers could harness to reach them.

During the afternoon session, creative marketing techniques involving social networking and mobile marketing were discussed by Gunnar Simonsen and Vivian Lin. Simonsen, president of Christian Supply Center in Portland, Ore., related how he has used blog sites to engage his customers on book and music releases.

Executive producer of CrossRock TV, Lin appeared via teleconference, stressing the importance of embracing new technologies in promoting product and building community.

In his closing remarks, Anderson said the turnout had “surpassed” the CBA goal for the conference. He told Christian Retailing that CBA was “definitely” planning an Industry Conference for 2010. “What the format is, I don’t know,” Anderson said.

CBA Industry Conference .09 was held following AmericasMart’s Atlanta International Gift & Home Furnishings Market, which ended yesterday, and just before the Christian Trade Association International’s Marketsquare International—which starts today and runs through Saturday in Atlanta.

Just like last year, CBA worked out an agreement with the gift convention. Christian gift vendors who exhibited at AmericasMart were identified with CBA signage outside their booths, a benefit new business owner Kim Humphries of Hold That Thought found extremely helpful. “Most of our really good contacts came from that sign,” she said.

But other exhibitors such as Abbey Press expressed disappointment with the traffic at AmericasMart, estimating a sales decline of 25% from last year’s show.

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