Getting Prepared for a Trade Show
Trick of the Trade--Designers Get Ready for Your First Trade Show
By Ralinda Harvey
Let's face it. Trade Shows are expensive. By the time you finished making samples, shipping product and building a booth you could have purchased a Mini Cooper. If it's your first trade show be advised that just because you build it...that doesn't mean they'll come. You have to put a fierce marketing push behind this special event to get the type of results you want.
We'll start with the basics. Popular belief is that most trade show traffic is by appointment only. That doesn't mean eager new commers are destined to selling out of a car trunk...They just have some extra work to do. You have to start somewhere, and if you've visited a show with good traffic and comparable product you should seriously consider attending.
As a designer creating and producing samples it's easy to become overwhelmed as you prepare for your first show. You want the stitching to be flawless and the draping to be just so. The samples have to be as good as humanly possible so the buyers fall head over heels for your product. On top of the that the booth must be beautiful, "where will we get the flowers from, what will we put on the walls?" Decisions...Decisions... Although booth presentation is extremely time consuming I caution you with letting these details distract you from the goal. The buyers have to know about you in order to get to your booth and fall head over heels. So you have to prepare...promote and promote. Did I mention you have to promote?
So, I'll get to the point already. The best way to get ready for a trade show starts months in advance. Waiting till the last minute can resulted in missed opportunities, wasted cash and in short a total fiasco. Show dates are often listed months in advance, and since they pretty much run on the same schedule it's easy to guesstimate when your trade show of choice is coming back around. As a side note, if you can't afford to do a trade show and you're launching a new product, its best to coincide your launch with the timing of the show you would attend. That way you'll be bright and bushy tailed around the time when buyers are ready to spend.
We'll presume if you're reading this you may want to do a show at some point. I advise clients to start with a solid goal. You should always walk though the convention center doors knowing the minimal level of success you're ready to accept. If the Vogue market editor stopped by and took pictures for the possible feature would that be enough? Or are you looking for 20 solid contacts or 10 new stores? Whatever the goal, being realistic and thinking big can help you plan smart. For many designers it takes several shows before they receive a notable amount of orders. At the end of the day it's up to you to make a business decision as to what variables would make you satisfied with your investment.
Once you've gotten your goals in place it's time to develop a strategy. Hey, are you still awake? In other worlds you need a step by step game plan to get to where you want to be. If you're a new line most experts agree that buyers are naturally hesitant about you. Some stores just don't want to be a part of your suspected "growing pains." They wan tot see you in the game for a few seasons just to make sure you'll be around for the long haul. Given this fact instead of bombarding retailers and hoping that "Fred Segal," or "Saks" buyers stop by, you may want to opt for a change in your focus.
While buyers are naturally hesitant, the press will conversely be naturally curious about hot new designers. New lines with an interesting perspective are fresh pickings for the the mag editors scouring the shows. In this instance you may allot a portion of your budget to hiring a publicist to help you promote the launch of your line. You cold also take steps to contacting the press yourself which I'll cover in a moment.
Focusing on the press may seem like the longer route when you ultimately want to generate sales. However, it's important to take advantage of this opportunity while you're still new and fresh. So instead of Stores--Press--Buzz, your scenario may go Press--Buzz--Stores. Either way you're working in a strategic direction towards your goals.
While making sure you address any potential buyers that may come to the show with either a postcard or email ad, it's also just as important to follow up by phone. I hate cold calling just as much as the next guy so if you're uncomfortable or simply not good at it, look to a perky intern or temporary worker to help you out. You want to make sure you get the word out and at times a personal phone call can seal the deal.
At times the trade show organizers will make press and buyer contact information available but having a connected insider such as a publicist always adds legitimacy to your business. Word of mouth between showrooms, colleagues and non competing designers can be the best way to get your hands on a good publicist. You may also post a job project ad on craigslist.com, stylecareers.com or mediabistro.com. When you start meeting with prospective candidates make sure you ask them to show you edits they've place in magazines that you'd like coverage. The last thing you need to do is bank your strategy on someone who simply doesn't have the right contacts.
Although publicists are essentially working for you it's always great to put your best foot forward in your initial meeting. Most of the better publicists will only take on a new client if they truly believe in and connect with the line. You don't want to find a great publicist only to discover they passed on you due to poor presentation. Approach them with finished samples, marketing materials and confidence. Most importantly make sure you've thought about the unique selling proposition that can create a spin for you when they pitch your line.
Although it's fabulous to have a PR professional on your team, hiring a publicist is not an absolute necessity. If you are in a showroom your reps may be able to reach out to the press. At a minimum they should be able to use six degrees of separation to get appointments with some editors that may come to the show.
If you happen to go solo and don't have a publicist or a showroom, there is still the good old fashioned DIY (do it yourself) approach. Mail postcards and press releases to the market editors, which are generally listed on the credit page of a magazine. You can also post your press release on a press syndication website such as
prweb.com. I once met a woman who got a guest spot on "The View," by using a PR syndication service such as this one. That is definately more of an exception than the rule but it's worth a try. Finally make sure you and your publicist reach out to the trade publication such as WWD and California Apparel News before the show to generate supplementary buyer and press traffic.
Getting ready for a trade show can be stressful, grueling and wreck havoc on your start up budget. However, if you do it right it can be one of the most exciting times in your career. You're able to get feedback on your product, scope out the competition all while being exposed to hundreds of buyers and members of the press. Look at it as your coming out party. Strategically planning your marketing efforts can make it all worth the time and expense.
--Ralinda Harvey is owner of Gloss Marketing and an adjunct marketing instructor at the Los Angeles Fashion Institute of Design and Merchandising. For more information or editorial comment you may contact her at rh@glossmarketing.com.
By Ralinda Harvey
Let's face it. Trade Shows are expensive. By the time you finished making samples, shipping product and building a booth you could have purchased a Mini Cooper. If it's your first trade show be advised that just because you build it...that doesn't mean they'll come. You have to put a fierce marketing push behind this special event to get the type of results you want.
We'll start with the basics. Popular belief is that most trade show traffic is by appointment only. That doesn't mean eager new commers are destined to selling out of a car trunk...They just have some extra work to do. You have to start somewhere, and if you've visited a show with good traffic and comparable product you should seriously consider attending.
As a designer creating and producing samples it's easy to become overwhelmed as you prepare for your first show. You want the stitching to be flawless and the draping to be just so. The samples have to be as good as humanly possible so the buyers fall head over heels for your product. On top of the that the booth must be beautiful, "where will we get the flowers from, what will we put on the walls?" Decisions...Decisions... Although booth presentation is extremely time consuming I caution you with letting these details distract you from the goal. The buyers have to know about you in order to get to your booth and fall head over heels. So you have to prepare...promote and promote. Did I mention you have to promote?
So, I'll get to the point already. The best way to get ready for a trade show starts months in advance. Waiting till the last minute can resulted in missed opportunities, wasted cash and in short a total fiasco. Show dates are often listed months in advance, and since they pretty much run on the same schedule it's easy to guesstimate when your trade show of choice is coming back around. As a side note, if you can't afford to do a trade show and you're launching a new product, its best to coincide your launch with the timing of the show you would attend. That way you'll be bright and bushy tailed around the time when buyers are ready to spend.
We'll presume if you're reading this you may want to do a show at some point. I advise clients to start with a solid goal. You should always walk though the convention center doors knowing the minimal level of success you're ready to accept. If the Vogue market editor stopped by and took pictures for the possible feature would that be enough? Or are you looking for 20 solid contacts or 10 new stores? Whatever the goal, being realistic and thinking big can help you plan smart. For many designers it takes several shows before they receive a notable amount of orders. At the end of the day it's up to you to make a business decision as to what variables would make you satisfied with your investment.
Once you've gotten your goals in place it's time to develop a strategy. Hey, are you still awake? In other worlds you need a step by step game plan to get to where you want to be. If you're a new line most experts agree that buyers are naturally hesitant about you. Some stores just don't want to be a part of your suspected "growing pains." They wan tot see you in the game for a few seasons just to make sure you'll be around for the long haul. Given this fact instead of bombarding retailers and hoping that "Fred Segal," or "Saks" buyers stop by, you may want to opt for a change in your focus.
While buyers are naturally hesitant, the press will conversely be naturally curious about hot new designers. New lines with an interesting perspective are fresh pickings for the the mag editors scouring the shows. In this instance you may allot a portion of your budget to hiring a publicist to help you promote the launch of your line. You cold also take steps to contacting the press yourself which I'll cover in a moment.
Focusing on the press may seem like the longer route when you ultimately want to generate sales. However, it's important to take advantage of this opportunity while you're still new and fresh. So instead of Stores--Press--Buzz, your scenario may go Press--Buzz--Stores. Either way you're working in a strategic direction towards your goals.
While making sure you address any potential buyers that may come to the show with either a postcard or email ad, it's also just as important to follow up by phone. I hate cold calling just as much as the next guy so if you're uncomfortable or simply not good at it, look to a perky intern or temporary worker to help you out. You want to make sure you get the word out and at times a personal phone call can seal the deal.
At times the trade show organizers will make press and buyer contact information available but having a connected insider such as a publicist always adds legitimacy to your business. Word of mouth between showrooms, colleagues and non competing designers can be the best way to get your hands on a good publicist. You may also post a job project ad on craigslist.com, stylecareers.com or mediabistro.com. When you start meeting with prospective candidates make sure you ask them to show you edits they've place in magazines that you'd like coverage. The last thing you need to do is bank your strategy on someone who simply doesn't have the right contacts.
Although publicists are essentially working for you it's always great to put your best foot forward in your initial meeting. Most of the better publicists will only take on a new client if they truly believe in and connect with the line. You don't want to find a great publicist only to discover they passed on you due to poor presentation. Approach them with finished samples, marketing materials and confidence. Most importantly make sure you've thought about the unique selling proposition that can create a spin for you when they pitch your line.
Although it's fabulous to have a PR professional on your team, hiring a publicist is not an absolute necessity. If you are in a showroom your reps may be able to reach out to the press. At a minimum they should be able to use six degrees of separation to get appointments with some editors that may come to the show.
If you happen to go solo and don't have a publicist or a showroom, there is still the good old fashioned DIY (do it yourself) approach. Mail postcards and press releases to the market editors, which are generally listed on the credit page of a magazine. You can also post your press release on a press syndication website such as
prweb.com. I once met a woman who got a guest spot on "The View," by using a PR syndication service such as this one. That is definately more of an exception than the rule but it's worth a try. Finally make sure you and your publicist reach out to the trade publication such as WWD and California Apparel News before the show to generate supplementary buyer and press traffic.
Getting ready for a trade show can be stressful, grueling and wreck havoc on your start up budget. However, if you do it right it can be one of the most exciting times in your career. You're able to get feedback on your product, scope out the competition all while being exposed to hundreds of buyers and members of the press. Look at it as your coming out party. Strategically planning your marketing efforts can make it all worth the time and expense.
--Ralinda Harvey is owner of Gloss Marketing and an adjunct marketing instructor at the Los Angeles Fashion Institute of Design and Merchandising. For more information or editorial comment you may contact her at rh@glossmarketing.com.
posted by Ralinda Harvey @ 6:37 PM
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