Schoolteachers are shoppers, too

By Ben Feller
Associated Press

Yolanda Smith of Fairfax, Va., pitches her product — massage pillows — to Erica Santiago of Washington, D.C., at the National Education Association Expo, which featured an eclectic collection of 300 sales booths. Associated Press

For everything from cookware and low-carb diets to field trips and textbooks, the sales pitch was under way at the annual meeting of the National Education Association, the largest union in the country.

With access to more than 9,000 delegates representing more than 2.7 million teachers and other school professionals, vendors were out for small, personal sales as well as influence over the buying decisions of the nation's schools.

"My credit-card machine is rocking," said Scott Hussey, a sales manager for Anew International, which sells products that it pledges will keep teachers' nails from peeling, splitting and cracking.

Next to his booth at the NEA Expo last week was Speed Stacks, the self-proclaimed leader in "the sport of cup stacking." Teachers watched with curiosity as two young boys did a rapid-fire demonstration, stacking and unpacking a collection of cups, an exercise meant to increase students' coordination and concentration.

The exhibits, which ran all weekend as part of the NEA's session at the Washington Convention Center, have tripled in count to 300 booths over the past 25 years. And they make for an eclectic collection.

The American Kennel Club came and gave away videotapes about how to be safe around dogs and responsible in owning them. A Florida company, Kitchen Craft, had a pot of ribs going as it sold skillets and pans. Anheuser-Busch, the beer giant, gave out tips aimed at discouraging underage drinking.

And Atkins Nutritionals pitched information about its low-carb eating plans and the dangers of obesity.

"We've learned that educators themselves, just like the rest of America, are struggling with being overweight," said Stuart Trager, the medical director for the company.

Free goodies went over well — tiny sacks that fit over the backs of students' chairs; little meters that track how many steps the wearer takes; water and condoms from the NEA's nonprofit health affiliate. For the teachers with aching backs and feet, gel insoles and massage pillows were on sale.

The event raises a small profit for the NEA through booth rentals, which run $1,150 to $1,250, but most of the proceeds cover expenses of the expo.

The NEA distributed demographic data to potential marketers: About 70 percent of NEA members are married, more than 70 percent are women, and more than 80 percent have children.

When it comes to scooping up items that keep students engaged, "you name it, and teachers buy it," said Dave McDowell, a physical-education teacher from Mattoon, Ill.

Some of those with displays were regulars such as colleges and book sellers, reading consultants and educational toy companies. Federal agencies had their share of booths, as did the NEA's own groups, such as the union's separate caucuses for women, blacks, Hispanics and Democrats.

Around every corner, there was jewelry.

Stephanie Haupert, a special-education teacher from What Cheer, Iowa, sold the bracelets she makes after school. She began the company last year after years of buying other people's jewelry at the NEA meeting.

Her goal, she said, is to have "nothing left. I mean, no jewelry left, and lots of money in my pocket."

Teachers said they found the environment comfortable, better than looking at catalogs, useful in getting teaching ideas and good for a pleasant diversion from the days of meetings about to begin.

"It's also fun because you know there's going to be shopping," said Terese Bruzzino, a physical-education teacher from Coal City, Ill. "And when is that ever a bad thing?"