|
|
Trade Show Ins & Outs: How to Best Prepare for a Trade Show
Interview with Cindy Henry,
Vice President Buyer Services at International Market Centers
Exploring trade shows should be a fun endeavor and a must for buyers, but navigating through the finer details can be a daunting task. We recently interviewed Cindy Henry, VP of Buyer Service at IMC, to discuss the best ways a buyer can prepare for and make the most of a trade show experience.
Why Attend a Trade Show?
“Trade shows are the best way to hear from and interact with experts in the industry, while also providing an opportunity to network with retailers,” Henry shared.
While online may be a great tool for learning, trade shows have the added bonus of at-market seminars which enable retailers to interact with one another. The shared interaction and communication is a unique market experience, as markets offer face-to-face conversations with others, allowing participants to share ideas and what's working in terms of subjects like product, systems, hiring and merchandising.
“There is a larger sense of community at market, and often the best finds are overheard in an elevator or while picking up a cup of coffee,” Henry said. “Keep your ears open, strike up conversations, ask questions … conversations and sharing happen organically and often at market. That excitement and experience is fun and can be so productive.”
At IMC's Atlanta and Las Vegas markets, Henry said that programming is carefully curated with the input of numerous industry experts, including retailers. “Once we know what retailers would like to see and hear about, we seek out the experts to provide the content,” she said. “Our markets also offer opportunities to see – and sometimes meet – celebrities.
“Do not be intimidated by a market, and all the tools show management will offer to help make it great for you,” she added. “If you are not getting what you want, ask someone for help. Go to larger markets to meet the principals of your vendor companies. Let them get to know you and your store. Ask them their stories, tell them yours. Take their ideas and use them in your store,” she continued. “The creativity at market is inspiring. Come and be inspired.”
Before & After To-Do's
Henry also offered some additional advice:
- Buyers should have a budget and plan which includes mapping out companies, appointments with important vendors and the designation of time to discover new products and suppliers
- Pre-market articles, market websites and publications give buyers insight into new products and vendors before they even get to a show. Take advantage!
- Online planning tools such as event schedules, maps, floor plans and videos are a plus. There are apps that help with navigation, event notification and budget tracking once at the show
- Determine the length of time you'll be staying at a show. How long a buyer usually stays depends on the show and the retailer. Smaller regional shows can be done in a day, while larger shows that attract national and international buyers take several days
- All markets offer travel assistance through their websites; many feature hotel blocks with preferred rates and availability. Retailers should plan ahead as hotels may sell out quickly or have early reservation cut-off dates
- Vendors put their best feet forward in terms of merchandising at market, with fabulous displays. Take photos
- Pre-register to cut down on wait times and retain exemption from being required to provide additional business credentials on-site
- Attend different shows. Larger markets offer a different experience every time because of the variety of new exhibitors
Other Tips
Trade shows have changed over time in the face of rapidly-evolving technology. Retailers use apps to find their way around campus, with direction navigation and options to browse products and categories, as well as vendor directories, notifications and food and drink vendors. There are even apps that will track a retailer's budget and spending. Henry said people should make use of such perks.
“Many vendors use sophisticated technology to aid repeat customers with tracking inventory levels and sell-through information as well as placing re-orders,” she said. “Stay in the loop and keep up-to-date with advances in technology that can only help your business.”
|
Upcoming 2020 Gift & Home Markets
- Dallas Total Home & Gift Market, Jan. 8-14 Dallas, TX
- Halloween Party Expo, Jan. 17-19, New Orleans, LA
- Winter Fancy Food Show, Jan. 19-21, San Francisco, CA
- Toronto Gift&Home Market Jan. 26-30, Toronto Canada
- International Spring Fair, Feb. 2-6, Birmingham, UK
- Las Vegas Market, Jan. 26-30, Las Vegas NV
- Atlanta International Gift & Home Furnishing Market, Jan. 14-21 Atlanta, GA
- Ambiente, Feb. 7-11, Frankfurt, Germany
- Canton Fair Gifts & Home, April, 23-27 Guangzhou, China
- International Housewares Show, March 14-17, Chicago, IL
- ASD Market Week, March 22-25, Las Vegas, NV
|
A Flurry of International Trade Shows to Take Place this Winter
It's beginning to look a lot like a busy winter for trade shows overseas. If you plan on attending one of these international shows, it's important you book the best deals on travel and hotels now. Don't delay!
Some of the upcoming trade shows to keep your eye out for include:
- Souvenir Expo Greece, Jan. 8-12, Athens, Greece
- Opti Munich, Jan. 10-12, Munich, Germany
- Formex-Stockholm Exhibition, Jan. 14-17, Stockholm, Sweden
- Giving & Living Trade Show, Jan. 12-15, Exeter, UK
- Scotland Spring Trade Fair, Jan. 19-21, Glasgow, UK
- HOMI Milano Exhibition, Jan. 24-27, Rho, Italy
- Spring Fair Exhibition, Feb. 2-6, 2020, Birmingham, UK
- Ambiente Frankfurt Exhibition, Feb. 7-11, Frankfurt, Germany
- Laundry and More, Feb. 15-17, Dortmund, Germany
- AGHA Sydney Gift Fair, Feb. 21-24, Sydney, Australia
- Reed Gift Fairs Sydney, Feb. 22-25, Sydney, Australia
For a full list of upcoming trade shows, please visit
10times.com
.
|
The Single Most Important Factor Impacting Exhibiting ROI: Pre-Show Marketing
By Jefferson Davis
,
Competitive Edge
Most exhibit marketing managers I speak to today are concerned about the cost of exhibiting. And many are facing increased pressure from senior management to justify the exhibiting investment. While many factors contribute to exhibiting ROI, the single most important factor that determines whether your exhibit delivers value, and therefore ends up as a “productive investment,” or just an “expensive appearance” is your ability to attract and interact with enough of the right attendees.
At the end of the show, it really doesn’t matter how big and pretty your booth is, how great your products or services are, how knowledgeable and friendly your booth staff, or even where you’re located on the show floor. If you don’t get enough of the right people to your exhibit, odds are high that you’re not going to get the value and ROI you want. One of the biggest mistakes I see exhibitors of all types and sizes make is what I call “exhibiting by hope.” This means just renting space, showing up, and hoping attendees enter the exhibit hall, pass their booth, and stop. According to CEIR research, the average attendee only stops at 26 to 31 exhibits during their time at a show. And over half of their exhibit stops are planned before they get to the show. The single most important thing you must do to ensure your exhibit delivers value and return on investment is develop and execute a targeted, integrated pre-and at-show marketing campaign.
To make sure your exhibit program is positioned to deliver ROI:
1.
Start off by investing at least 15% of your total show budget into promoting your exhibit to drive qualified traffic.
2.
Develop a crystal-clear value proposition giving attendees specific reasons why to put your exhibit on their “must-see” list.
3.
Communicate your value proposition through as many different marketing media as your budget, skill set, and bandwidth allow. Start by promoting your participation on your website and through sales and distribution channels. Use social media, email, direct mail, PR, and print advertising in trade journals and show publications. Then, think about the attendee journey from when they land at the airport, to when they enter the exhibit hall. Look for every visibility opportunity that fits your budget. You might use signage in baggage claim and on taxis. Consider billboards, hotel signs and room drops. In the convention center, there may be digital signage and meter boards. Consider sponsoring high-visibility events. Invest in show sponsored products like lanyards, badge inserts, and attendee bag inserts. Don’t forget to carry your social media activity at the show site. If ROI is the name of your exhibiting game, then developing and executing a targeted, integrated pre-and at-show marketing campaign is the playbook.
Jefferson Davis,
p
resident of Competitive Edge is known as the
“
Trade show Turnaround Artist". Since 1991, his consulting and training services have helped clients improve their trade show performance and results to the tune of over $
70
0M. Mr. Davis can be reached at 704
-
814
-
7355 or Jefferson@tradeshowturnaround.com
.
|
Exciting Trends to be Showcased at Jan. 2020 Market in Atlanta
The Atlanta International Gift and Home Furnishings Market will showcase trends in tabletop, housewares and gourmet food products at its 2020 staging, with more than 900 leading brands presenting new introductions and 10 culinary tastemakers leading interactive demonstrations from Jan. 14-21.
“Gourmet and tabletop buyers are coming to Atlanta to source and discover the next must-have styles, tools, techniques and products for their customers,” said Dave Savula, International Market Centers executive vice president of Gift and Apparel leasing. “The brands are expanding, updating and re-imagining their spaces to inspire their customers, and our interactive educational programming provides tips and tools to successfully sell these trending categories.”
More than 150 gourmet and tabletop showrooms will show new product introductions at the market, with top brands opening and expanding their showrooms to highlight exciting new divisions and collaborations. Most notably, LSA International and Rosenthal Sambonet USA will open a new showroom to showcase new introductions in its Versace line; Mackenzie-Childs will relocate and expand by nearly 1,000 square feet to showcase its new Golden Hour Furniture Collection, which features contemporary dining pieces; Michael Aram will redesign its space to showcase its new Cherry Blossom collection designed exclusively for independent retailers; and Nora Fleming will expand to accommodate new partnerships with Peeps and Fiesta.
In the temporary collections, new grouped “mini booth” incubators will showcase new and up-and-coming brands like eco-friendly food storage brands Z Wraps and Buzee and handmade Cooper’s Small Batch Hot Sauce. The Georgia Grown Pavilion expands with more than 30 exhibitors from across the state showing Georgia-made products including Backyard Safari (Covington), Bear Hug Honey (Athens), Braswell Food Co.(Statesboro), Built by Bees (Atlanta), Goodson Pecans (Leesburg), Savannah’s Candy Kitchen (Savannah), Southern Pawz Pets (Davisboro), Southern Straws Cheese Straws (Columbus) and Striplings General Store (Bogart). In January, the six temporary collections with gourmet and tabletop merchandise are Gourmet Foods, Gourmet LUXE, Housewares, Tabletop and Entertaining and Tabletop LUXE.
Five Days of Programming in Demonstration Kitchen
Dining and entertaining innovations will also be shared live in the market’s unique Demonstration Kitchen.
Headlining the series will be actress, author and Shop the Show influencer Tiffani Thiessen, sharing “Easy Breezy Brunching & Entertaining Tips” from her new book Pull Up a Chair: Recipes from My Family to Yours on Thursday, Jan. 16 at 11 a.m. Food Network’s Nancy Fuller will make her famous go-to Crab Delights
®
Dip in “A Party for Pollock With Carefree Crab” on Friday, Jan. 17, at 11 a.m. James Beard Award-nominee, Top Chef finalist and Atlanta-based restaurateur Chef Kevin Gillespie prepares “Pure Pork Awesomeness: Totally Cookable Recipes from Around the World” on Wednesday, Jan. 15 at 11 a.m. A series of Atlanta chefs will also teach various programming.
Other Exciting News
“The Winter Market 2020 is highlighted by the first-ever staging of Gift for Life’s Party for Life fundraiser in connection with the Atlanta market,” added Chelsea Peabody, PR Manager with IMC. “The industry celebration takes place on Wednesday, Jan. 15, 2020 at the Fernbank Museum, with designer Thom Filicia serving as Honorary Event Chairman and recognition of Anne McGilvray who will be presented with the Chuck Yancy Lifetime Achievement Award.”
Across the market, product introductions will trend toward time-saving tools, recipes and preparations.
“This January, the re-imagined marketplace, star-studded programming and trendsetting product introductions by exhibitors, make it a not-to-be-missed event,” said Peabody.
|
Looking Ahead to 2020 with Mud Pie Co.
Founded by Marcia Miller in 1988, Mud Pie is a leading, award-winning manufacturer of baby and kids apparel and gifts, women's fashion and accessories and home pieces designed to celebrate life's special moments. Based out of Atlanta, the brand is available in more than 16,000 specialty retailers and department stores worldwide.
In 2020, the company will see many of its independent retail partners continue to open multiple locations, and will debut hundreds of new products for spring and summer. The company moved up the launch of its Kids Introductions by three months.
“Mud Pie is known for creating themed collections that include apparel, gifts and décor,” said Mud Pie Director of Public Relations, Ellen Fruchtman. “Our retailers told us that they wanted to see Mud Pie before planning their seasonal displays, so we pushed ourselves in every area of the organization to give them that opportunity. Mud Pie will continue to be a one-stop-shop for retailers, with full assortments of home, kids and women's products, offered in lifestyle collections.”
Fruchtman added that as the retail industry continues to change and evolve, consumers are also trending toward shopping local. “While consumers have lots of options for where and how to shop, they seem eager to 'shop local' and support specialty retailers in their community,” Fruchtman said. “In turn, retailers deliver a more personalized shopping experience, with in-store events and services that cater to their specific customer base.”
|
Philadelphia To Co-host January 2020 Gift Show and Souvenir & Resort Expo
Building upon the success and feedback from last year’s edition, the Philadelphia Gift Show will once again co-locate with the Philadelphia Souvenir & Resort Expo for the Jan. 25-28, 2020 edition at the Greater Philadelphia Expo Center in Oaks, PA. The show continues to see a surge of Mid-Atlantic and Tri-State area retailers, a record number of top lines, new categories and resources to explore – all in one cost-effective and convenient winter marketplace.
“Less expensive than New York and easier to work than Atlanta, the Philadelphia Gift Show has established itself as the long-time favorite of the region’s retailers,” said Lisa Glosson, Vice President of the Gift and Souvenir portfolio for Clarion UX, the show’s organizer. “For 2020, we’re upping the ante by bringing them even more of what they’ve asked for. We’re tapping into our strong souvenir/resort industry roots to expand the offerings in that category, as well as continuing to grow our popular Artisan Alley showcase of handcrafted designs – all to give our buyers even more ways to find everything they need without breaking the bank on travel costs and time away from their businesses.”
As the 47
th
edition opens, visitors will be greeted with a host of unique and market leading exhibits, with vendors and buyers looking to build and foster relationships with industry veterans and up-and-coming brands. This exclusive event continues to connect business-to-business experts in their respective markets, while creating an atmosphere that promotes the future of all things gifts, souvenirs and resort-style wares.
Expo Highlights Will Include:
- Philadelphia Souvenir & Resort Expo Expands, Relocates – Now entering its second year, the Philadelphia Souvenir & Resort Expo anticipates significant growth – offering a one-stop resource for regional retailers seeking a convenient resource for tourism merchandise, custom-tailored to the region. The segment will also move to the front of the show, across from the main entrance registration. This preferred location will improve the experience for buyers looking to make a statement in the tourism-based marketplace
- Artisan Alley Grows -- With plans to continue to grow its popular Artisan Alley showcase with even more handmade vendors offering unique designs in a range of media and styles, the show is expected to create buzz within the industry. While many of these artisans are unique to the region, their designs are considered a perfect mix for enhancing the store shelves of boutique and souvenir shops alike
- Philadelphia Gift Show Buyers Concierge Club – Also entering its second year, the newly refined Philadelphia Buyers Concierge Club appointment-setting app gives pre-registered buyers and exhibitors the ideal opportunity to set appointments ahead of show opening based on mutual interests. This exciting feature continues to attract veterans of the show, while also attracting newer attendees with its time-saving capacity and benefits
“We’re constantly working on new initiatives designed to enhance the exhibitor ROI and the retailer’s show experience,” said April Holinek, show director for the Philadelphia Gift Show.
“Buyers and exhibitors alike can look for even more interactive events on the show floor, ranging from networking events to industry socials, all designed to enhance networking and relationship building experiences for those looking to enhance their on-site experience.”
|
|
- Souvenir Expo Greece, Jan. 8-12, Athens, Greece
- Opti Munich, Jan. 10-12, Munich, Germany
- Formex-Stockholm Exhibition, Jan. 14-17, Stockholm, Sweden
- Giving & Living Trade Show, Jan. 12-15, Exeter, UK
- Scotland Spring Trade Fair, Jan. 19-21, Glasgow, UK
- HOMI Milano Exhibition, Jan. 24-27, Rho, Italy
- Spring Fair Exhibition, Feb. 2-6, 2020, Birmingham, UK
- Ambiente Frankfurt Exhibition, Feb. 7-11, Frankfurt, Germany
- Laundry and More, Feb. 15-17, Dortmund, Germany
- AGHA Sydney Gift Fair, Feb. 21-24, Sydney, Australia
- Reed Gift Fairs Sydney, Feb. 22-25, Sydney, Australia
|
|
Leaderboard 728x90px
$395
|
|
Daniel von Rabenau Publisher Rhonda Mix Editor
|
|
|
|
|
|
|
|
