Why is now the right time to make plans to exhibit at the 2010 Green California Summit, March 15-17 at the Sacramento Convention Center?

California is the world’s eighth-largest economy, and a trend setter in the green sector, whether it’s a matter of purchasing, energy, green technology or policy. If you want a big footprint as a green company, you can’t ignore this market.

John A. Quelch, professor of Business Administration at Harvard Business School, writing about marketing strategies for the current economy, has this to say:

“This is not the time to cut advertising. It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

We’re on pace for the biggest event yet – the savings potential from green products and services, the state’s new green building code, its push for green building and greenhouse gas reductions, and financial incentives from the state, utilities and federal stimulus funds are clearly keeping the green movement alive.

Here’s what one senior purchaser said last year about the Lounge: “I was surprised at the number of amazing ‘green’ products that are out there; many that I had never even heard of before. Next year, I plan on bringing more staff with me so that our department can better take advantage of the opportunities that are available to buyers.”