Trade Shows 101

Many of you have emailed me to ask about how you should prepare for your first trade show, so I asked my amazing former sales rep Cathy Downey, if she'd answer some of my questions about trade shows.  (FYI--even if you don't plan to attend a trade show anytime soon, you should read this post--Cathy gives invaluable tips & resources for "product moms".)

Why should mom entrepreneurs attend trade shows? What are the benefits?

Exposure, Exposure, Exposure! Just as in real estate it is location location location, in retail it is exposure. A trade show puts you out there and it legitimizes your brand. Your exposure is not only to retailers but also to publications and publicists. Just as you have come up with a brilliant idea, you will be someone's AHA Moment at a trade show. Retailers are looking for that next great thing that will generate sales in their store. The importance of the see , touch and feel can not be under estimated. Products that are seen and touched strike a cord that all of the emailing and web site positioning can't evoke. It is your WOW factor.Publicity Publications in your industry attend trade shows to see the latest too. An editor's enthusiasm for a product can result in a positive editorial that can sway a retailer to take a look and make that purchase. Publicists are also looking for product and companies to promote. A good publicist can be a great asset. Listen to what they have to say and follow up with them after the show. Like any good business decision, review your options back in your office after the glow of the show is over.Representation Sales reps attend shows to work with their manufacturers and customers. They too are looking for the next great product. Be realistic. If you are at a very early stage with your business and have limited production capability and capital, it may not be the time to expand your horizon with a sales rep. However, if you are seeking representation, talk with them and do your research. Again, a good business decision made back in the office.

What should you bring to a trade show?

First and foremost, your product in pristine condition. Think Christmas morning--it is all shiny and new.  Bring more than one.  Not only do you need enough to make a presentation in your booth, things happen. I have arrived at shows only to find that an item broke in transit, a garment has a spot on it. While customers may be sympathetic,  you only have one shot to make an impression.You will also need business cards. Include all information for people to contact you.  Phone, fax, email, website.  Most importantly, your name.  When I went to have my first cards printed, I was so focused on the data and the logo that I had omitted my name. Thankfully, the printer asked me if I wanted my name on the cards.Order forms, with a copy for the customer, brochures, credit card forms and any other marketing materials you have are essential.In addition this is what you need with you:

• • Stapler

• • Calculator

• • Pens

• • Paper clips

• • Push pins

• • Straight pins

• • Suction cup hooks

• • Masking tape

• • Gorilla tape (you can fix anything with that stuff!!)

• • Packing tape for sealing your boxes at the end of the show

• Tide To Go

If the table does not come draped, bring a pressed table cloth. Not only does it finish your booth, you now have storage space under the table.If you are bringing your own lights to a show, extra light bulbs, extension cord and a power strip.  Some venues will not allow this so do check beforehand.A sign for the booth with the company name on it.Comfortable shoes --they can be cute too. Those 4" heels are adorable but after 10 hours standing on concrete you will thank me. However, no gym shoes.Bring an expandable file for orders and business cards . You will have all of your post show work in one neat handy place.  Be sure to write any follow up info on the back of the customer's business card. Things like, "took catalog", "ordered", "call in two weeks"-- any information that will assist you in prompt follow up after the show.Wrapped candy in a candy dish or a pretty basket. Chocolate will slow them down every time. They may not buy, but they have stopped and they have looked.WHAT NOT TO BRINGProduct that is not in perfect condition.Your children. This is your business. Children are fabulous but long hours and the attention they deserve are not a good combination. You are the face of your company and product.  Both of you need to shine.

How Should You Prepare for a Show?

Prepare a sales pitch.  Have a story about your product. What inspired it. What does the product do. Be prepared to talk about the features and benefits of this product. DO YOUR HOMEWORK. If there is a similar product on the market, educate yourself.  Point out the features of the product. This is your baby you have to be able to clearly articulate the point of difference.Side note: For instructions on how to craft a perfect pitch for any occasion, check out Get Famous.Never ever negative sell by bashing your competition. I represent a product that is quite similar to something else on the market. When customers tell me that they are carrying the other product, I tell them that the one I carry is an organic product and if at any time they would be interested in picking up my item, we are in stock and ready to ship. I happen to know that the other product has terrible shipping problems but I have not bashed the other product. Nine out of ten times, they will purchase mine.Do an email blast about your product. Be sure to include a "Come see us at XYZ show" with the dates and your booth number below your signature. Do the show information in a different color. This is advertising that does not cost anything. Do a postcard mailing, too.

Do wholesalers like to see press coverage?

They do like to see press coverage in magazines. Celebrity press is good but not of as much interest as ads or editorial press.Side note: For instructions on how to get a feature in a major publication, on television, rasio, etc., you can again reference the Get Famous guide.

Do I need a booth, display, TV, video, etc?

You do need an area to show product. If your item or items come in multiple colors and sizes or you have more than one product then a booth is probably best.Remember that you are trying to get your company noticed and product shown in its best light. Having said that, if this is your first show or you have one item, some shows do a first time exhibitor space which is usually a tall table with bar stools. The area is highlighted as a new or first time exhibitor area and this can work quite effectively.  A video works if there is a use or multi-function or assembly that may be difficult to demonstrate or explain in a very short period of time. Remember that as a buyer is coming down an aisle you have seconds to make an impression.When thinking about your booth,  know who your targeted customer is. The class of trade that I represent is specialty/boutique.  When I set up my booth I make it look like a boutique. I want the buyer to be able to "see" the product in their store. If you have a product that is peggable, set up the back wall that way. Think of your booth as one of those staging shows.  Don't just sell the steak--sell the sizzle!

How should I dress?

Dress professionally.  Business casual is perfect for most shows. I would still be more dressed up in New York than say Las Vegas.  The only exception would be if you are selling apparel such as jogging suits. Then I would think that wearing your product is fine. Wear cute, comfortable shoes. The concrete floor will do you in if you are wearing heels. The way your feet feel will be reflected on your face. No funny hats buttons, leis, etc. You will not be remembered in the way that you want to be.

Share with us some basic "trade show etiquette" --are there dos & don'ts?

DO:

• • Show up on time and don't leave the booth early. It sounds simple but you would be surprised at how many people do not do this.

• • Keep your booth neat and clean.

• • Have brochures/catalogs on the table so that a buyer may just take the literature if they choose not to stop for the sales pitch.

• • Keep all banners and display materials within the booth proper.

• • Greet buyers when they stop at or enter your booth.

• • Thank buyers for stopping in or writing an order.

• • Work on your hand shake. There is nothing unladylike about a firm handshake. It exudes confidence and a business like impression.

• Get a manicure, along with your personality and enthusiasm, your hands are a salesmen

DON'T:

• • Buttonhole: This means no snagging buyers in the aisle, soliciting buyers at the elevator, another booth or the food court. They have to come to you. It is tempting to want to snag someone but this is absolutely not tolerated at shows.

• • Leave a show early or break sown your booth early. There is a fine for this at shows.

• • Sell samples. Most shows do not allow this.

• • Place merchandise outside of your booth. This is only permitted if you have purchased showcase space or purchased the vanity space in the ladies room.

• • Eat in the booth. This is tough if you are doing a show alone. However, if you must ,do it discreetly and eat something that is easy to eat and not aromatic. A burrito would be a no. Bring hand wipes so that you can clean your hands.

• Have your children in the booth.

Are there any trade show resources?

• Review the packet from the show. The Chicago Gift Show has an excellent handbook. There is information on booth equipment rental. They will set up the grid wall shelving etc. There should also be info about any out posting of product for a nominal fee.

• In the children's business the James Girone web site is THE place to be. Get your company listed. If you are in a position to do so, place an ad on this site.

• Get yourself on Mommy blogs, Daily Candy,  etc.

• Use Facebook and Linkedin.  Advertise that you will be at a show.  Be sure to link the ad to your web site.

Are there any ways to save money?

• • • If a show allows it,  share a booth.

• • • Be realistic about your signage. Will a great banner on the back wall tell the story? Do I really need a $500 easel sign?

• • • Use Priceline.  Review any show specials for hotel deals and then compare with Priceline.

• • • Sign up for the hotel rewards programs like Hilton Honors. You are going to be doing a number of shows, you will be able to redeem those points for future stays.

• • • If you have a time share, consider switching it to the city where you are doing a show. In addition to the room, you will save on food since you can choose to eat in.

Anything else that you'd like to add, Cathy?

Have fun!  You have worked so hard to birth this company---this is the payoff. I love doing shows. My eyes fly open the morning of a show & I say "IT'S SHOWTIME!" Yes, you will be exhausted but it is the best kind of tired. Maybe you didn't sell as much as you thought--revel in the positive feedback. You did this--it is yours and it is wonderful. Have a fantastic show season and enjoy the ride!TMM recommends the following resources for trade shows, reselling, and wholesaling:Trade Show ExhibitingReseller Toolkit: A Guide To Boutique WholesalingFind & Manage Sales RepsSelling to Retail StoresSelling to Retailers Mastermind GroupGet Retail Ready