In today's business world, some of the best products, creative decisions and strategic marketing moves are the result of partnerships between technologies, the media and retailers who realize the benefit of said partnerships.

With unemployment up and profits down, retailers both big and small, corporate and mom-and-pop are certainly struggling with how to move forward, focusing on a smart, profitable and beneficial marketing and advertising plan.

At least for Richmond-area retailers, that time is now. From 10 a.m. to 5 p.m. on Tuesday, Aug. 5, the Greater Richmond Convention Center will open its doors to host the 4th annual Retail Marketing Expo.

"We're really trying to tell retailers that Aug. 5 could be the most important day of 2008 for them," said Sara Hunt, senior public relations manager for Touch Points Public Relations. "In one day, they could really learn some things that would help them get through the next year and beyond if they learn to [market] smart."

As the brainchild of the Retail Merchants Association (RMA), the Expo is designed to help retailers meet as many local media, advertising and marketing representatives as they can, and all in one central location.

"Sometimes [retailers] may not know how to go about finding out how to advertise themselves effectively," Hunt said.

"So the RMA wanted to find a way to put these people together in a fun, friendly, informal and non-threatening way to really encourage retailers to find out what is available to them."

Doors to the Expo open at 10 a.m. with the first power session, "The Art of Buzz: How to Get Customers" at 10:30 a.m. This, the second power session, "Strategies for Surviving the 4th Quarter," at 3 p.m., parking and admission to the exhibition hall throughout the day are all free, meaning retailers have no excuse not to attend.

At the top of the lunch hour retail marketing guru and author of "Retail Success," George Whalin will speak on "Strategies for a Changing Retail World." Whalin's mantra? Focus on the customer.

"Everything retailers do should make it easy for customers to do business with them," Whalin explained on retailmarketingx.com. "From marketing, merchandising and selling to policies, procedures and systems, satisfying the customer should be the number one priority."

Fees to attend the lunch and keynote speaker presentation are $25 for RMA members, $30 for members-to-be and event sponsors may hold their spot at a table for ten for $280.

Participating retailers, media, advertising and marketing members will also enjoy a free networking reception at the "close of business" from 4 to 5 p.m., also in the exhibit hall.

Of course, while no retailer should leave empty handed, with so many business cards and so much information being passed around, three very lucky retailers will have the opportunity to increase their marketing and advertising budget by up to $20,000, just for attending.

Each retailer that attends will be given a passport like map of the entire expo. After going to each exhibitor and receiving a stamp, retailers will be asked to turn in the passport to the RMA booth.

"At the end of the day, three winners will be drawn and will win a media prize package to which many of the exhibitors have donated free advertising or marketing services," Hunt said. "We're pushing almost $50,000 total, which will then be split up into first, second and third place prizes."

While retailers do not need to register in advance, they are welcome to do so at retailmarketingx.com.

• The 4th annual Retail Marketing Expo will be help from 10 a.m. to 4 p.m. on Tuesday, Aug.5 at the Greater Richmond Convention Center. Admission, parking and the two power sessions are free. At noon, marketing guru George Whalin will speak at the luncheon. Admission to the luncheon is $25 for RMA members, $30 for members-to-be and event sponsors may hold their spot at a table for ten for $280. For more information, visit retailmarketingx.com.