Gift Today - February 2010
Q. How can you make the most of a trade show?
This is something that you often read about, and one thing I remember reading is that you should plan carefully ahead. I’m afraid I’m not very good at this. I write down the stand numbers of companies whose advertisements I’ve liked, and then when I visit them, more often than not I find clever photography has made their products look far more attractive than they really are.
I’m not a retail consultant, these are just my personal views. I find the most useful way to benefit most from trade shows is to approach them in a completely open way. Have a look at the trade press beforehand and see if you can get an idea of trends, but be cautious. You know your shop best, and just because red with yellow stripes may be the height of fashion, it doesn’t mean it will work for you. The important thing for any retailer is to introduce new products throughout the year, not to slavishly fit in with the fashions – your customers may not be aware of them anyway.
Having said that, there’s a difference between a fashion and a trend. Bags and wallets made from recycled juice cartons were the height of fashion a couple of years ago, but now everyone’s seen them, and they’re no longer novel. The trend towards eco-friendly products however is one that can only grow. Global warming will not just go away, and in all sorts of ways, we will be thinking about how we can reduce CO2 emissions. I predict that sustainability will become more and more of an advantage in marketing products, and conversely, that plastic and other oil-based materials will be harder to sell. Fair trade is another fast-growing trend.
Another thing you’re supposed to do at trade shows is allow plenty of time. No wonder, given the way some people seem to wander around, first in one direction, then another. This is something I do like to be systematic about. If you start at Row A of a hall (or Z or whatever the last letter is), then go up one, down the next and so on, you won’t miss anyone. Obvious? Judging by the arbitrary way some people walk around, perhaps not.
I’m amazed at how slowly people often walk. It’s as if they were strolling at the seaside. Personally, though they make a change from everyday routine, I find trade shows quite tiring and I like to get them over as soon as possible. By walking fast, and not lingering too long in conversation, I can manage, if I need to, to complete even the Spring Fair in one day, covering half a dozen halls. I only stop when I see something that looks especially interesting, and move on quickly if I realise it’s not what I’m looking for or the prices are too high. And by interesting, I mean something that might be of interest to my customers, not what my mother or my children might like for Christmas next year. Are free sweets an offer? Well I might be tempted to linger for a while. After all, if I can walk fast I can burn off the fat and not feel so guilty.
However I do usually like to take two days for a show like the Spring Fair, because trade shows are an ideal way to meet your present suppliers, see their new products, and get a feel for how business is going generally, both for them and for other retailers. You can learn about trends, get ideas for successful marketing, learn from mistakes and so on. You can even have a whinge about landlords or rates if you feel inclined. By forging close relationships with your suppliers, you can get so much more than just products to sell in your shop.
Do you like the person who runs the business (or their sales manager/director)? If they’re rude, or don’t seem interested in you, it may be best just not to get involved. Remember that you’re not just ordering goods. You’re starting a new relationship. Will you have to argue about credit notes when a product is missing from your order? Will they be sympathetic if you’re in trouble and need extra credit? Of course this is not the only consideration – their ability to supply you efficiently is very important. But good relationships with your suppliers are worth a lot. Trade shows are the place to make an excellent start.
