Trade Show Expectations From Your Employees

Five days in Vegas. Bliss, right? Spas, pools, shopping and let’s not forget… casinos. Oh yeah, there are trade shows, too. For some employees, when they hear “trade show” they immediately think “fun”…  but for all the wrong reasons. Because many of the best shows are often hosted in fabulous cities that scream fun, keeping employees focused on the real reason you are in town can be a challenge. And since we know trade shows are not cheap, it’s worth taking the time to whip (and keep) your employees in shape during your trade show trip.

A few helpful tips can aide you in this sometimes challenging task.

[tweetmeme]1. Set expectations.And make sure your expectations are met with routine check-ups on them. If your goal is to have everyone on site and in the booth prior to the trade show doors opening for buyers, then tell your team exactly what time you expect them there vs. “in the morning”. Be as specific as possible with all your expectations so that there are no mis-understanding.

2. Review professionalism standards. Some companies are okay with lunch at the booth and messy leftovers sitting out while customers are inquiring about products… others are not. What are your standards? Be very clear with your team about eating in the booth, taking breaks, dress code policies and more. Review these details prior to your trip, as well, so your employees can plan in advance. Sometimes having a snack in their purse can make all the difference between a hungry and grouchy associate vs. one is not starving and happily engaging with customers.

3. Play Pretend.Aka, role play. Often people just wing it when it comes to handling customer communication and booth traffic. Review scenarios with your team in advance to help avoid uncomfortable results later. Know who is responsible for specific customers, how to act with these customers and what to do in situations that may include a busy booth, customers waiting, a slow booth, a rude customer and more. Working together to plan for this also offers some fun employee relationship building.

At the end of the day… and more importantly, at the end of the show… you want to reflect back on successful time management, effective show prepartion and execution and promising sales made. Having expectations and clear priorities in place with your employees can help you achieve this.

Standing Out At Trade Shows

Black. Brown. Beige. Blah.

[tweetmeme]In the sea of vendors at trade shows, it’s easy to blend in. But why would you want to? Instead, make it your goal to stand out. Forget the norm and go bold…. color, music, products displays and more can help your business stand out among a sea of boring.

When planning for your trade show participation, think about everything that will be around you. Likely, you will be surrounded by seemingly look alike booths. With this in mind, challenge yourself to stand out. How can you do this? Start with color. If you have a signature color for your brand, such as royal blue,  try and use this as your main accent color for your booth. Use fabric, paint and decorations to accomplish your color goals.

Accent your color with more than just visual appeal. Use music to help energize customers. Is there a certain song that makes sense for your business? Or how about a certain artist or collection of songs? Get a playlist going and turn it on! Respect the fact that other booths are close by, so don’t turn the volume up super loud. But do turn it up loud enough that those people in your booth can enjoy it while still able to hear you talk. Afterall, selling them your product is the goal!

Speaking of products, don’t skimp out on your chance to display them at trade shows. If the show offers special display cases to showcase your product, try to work this into your budget. Then make sure the display really makes a statement. Be creative and don’t be afraid to get people talking with your choice of display. Bring this same energy into your booth displays so that customers who walk by will be drawn to the color, music and displays you have combined together. As a collective whole, you are sure to stand out.

Trade Show Booth Promotion Ideas

You booked the show. You’re getting ready. You’ve crossed almost everything off your to-do list. Then boom – it hits you. How will your booth stand out from the rest? One way to help your booth make a pop among the sea of others includes introducing a booth promotion to your display. Depending on your product, brand and company, promotions are a great way to help boost your trade show presence and entice customers to want to visit your booth.

[tweetmeme]A few ideas to help keep your booth from blending in with the rest include:

1. A prize wheel.You may not be Vanna White, but you can still add just as much fun to your booth display with a wheel of prizes. Customers can spin the wheel for a chance to win a variety of prizes that include giveaways (pens, frisbees, etc.), product samples or even a percentage off any orders written at the show. Be creative as to what you can offer in your prize assortment – just make sure the prizes are something the customers will actually care about.

2. Scratch off cards. Who doesn’t like the idea of revealing a prize with  the simple scratch of a  penny? This is a fun way to engage customers while also giving them a takeaway card that had your company details included on it. What you scratch off (a picture of your logo?) and what they can win is up to!

3. A treasure chest of goodies. Coupons? Sure. Candies wrapped to look like gold? Why not. Fill this chest up with whatever you dream of. Just make sure those dreams include ways to get your customers more interested in your product and company! Mix it up to add some fun to the experience, such as having coupons and candy offered in your chest together.

4. Interactive games.Whether video games or board games, anything that keeps your customers smiling and having fun is a great way to create some buzz. Don’t forget to include prizes for the winners. Then again, you may want to offer the losers something, also! Afterall, the goal is to bring you sales. And when you can do that in a combined effort, all the better! As the say – the more the merrier!

5. Toss to win. Bozo style buckets or bean bag games are a great way to get pairs of people involved in a game. A friendly game between a sales rep and a customer can even be fun!

By introducing promotional games, giveaways and other incentives to your booth display, you offer potential customers the chance to comfortably say hi without expecting a quick sales pitch in return. While you may be in one booth all day, they go from one to the next to the next – so it’s up to you to decide how you can stand out in their memory from the hundred, or possibly thousands, that they may see during the their trade show visit.

Networking At Trade Shows

Trade shows offer more than just an outlet to buy and sell products for your business. They provide an opportunity for you to interact with others, opening up many opportunities that could benefit you and your company. To make the most of your trade show networking time, it helps to be prepared before you even step foot into the event.

Reaching Out Before You Attend The Show

Any great networker will tell that you reaching out and staying in touch with people can do wonders. In the case of trade shows, this is a great chance to reach out to vendors, retailers and other attendees that you may have communicated with over the phone or email but have yet to meet face to face. If you find out they will be attending the same show as you (simply ask – that’s the easiest way to determine this), then make it a point to connect face to face. Stopping by a booth, having a quick coffee or planning to meet during a scheduled trade show event are easy, inviting ways to suggest a meet up with someone. If the other attendee is pressed for time, a quick hello should remain just as that – quick – but still make sure to get it done. Face time doesn’t get as easily forgotten as phone calls and emails these days, so even a friendly, fast minute can leave an impression.

Introduce Yourself To Everyone

Once you are actually at a trade show, make sure to introduce yourself to everyone you meet – and anyone you want to meet. This is no place to be shy! Speak confidently and introduce yourself with your name and business name, such as “Nicole Reyhle from Retail Minded”. If your business is not easily recognized by whomever you are speaking with, give a short description without taking up too much time. For example, “Hi, I’m Nicole Reyhle of Retail Minded, a boutique support firm and blog for retailers and wholesalers.” This is also a great way to provoke conversation and get to know more about each other.

When introducing yourself, make sure to be respectful of the other’s time. Whether they are a vendor or a retailer, trade shows schedules can be busy for everyone. Be mindful of this and you won’t be as disappointed with some responses you may get from people. In addition, others will be more appreciative of your “show” respect.

Offering a business card or asking for someone else’s card can also be effective in connecting. This allows you to remember who they are long after you have met, while also giving you the opportunity to follow up with them since you will have their contact information. If you don’t have the chance to get their business card, don’t sweat it. Simply keep a notepad where you can take some quick notes on who you meet, such as their name, business name and location of where they are based. This will allow you to use the internet or other resources to follow up later with them if you would like. Finally, don’t forget to hold onto the show trade show directory. These often provide you a list of information and contact details for many attendees of the show.

Following Up After The Show

Assuming you have a business card or know how to get in touch with someone you recently met or saw again at a show, you should follow up with them to let them know you enjoyed seeing them again / appreciated their meeting time / or whatever else it is you want to say to them. The point is that you want to reach out again to stay connected. This is effective for both people you just met as well as people you may have recently seen again at the show. Finally, be sincere. People are busy – including you – so don’t waste your time or theirs unless you believe staying in touch will be effective for your business and theirs. Of course, don’t be surprised to make some friends along the way. All business and no pleasure just isn’t the case anymore with trade shows or networking! The opportunity is there for both, depending on what you want to gain from your networking time.  So what are you waiting for? Start networking! Remember, you don’t have to be at a show to get this started!

Tips For Trade Show Booth Displays

Whether it’s your first trade or your tenth, a national show or a regional one, there are many things to do to prepare for your show. Among the long list of tasks to get ready is to prepare for your booth display. A few helpful tips include the following:

1. Find out your booth space size and if you will be provided a table and chairs. Then decide if you want to use the tablecloth provided by the show, or if you would prefer to bring your own to complement your brand, color scheme and merchandising plans. Some shows don’t have tablecloths at all, so make sure you have one in this scenario, as well. Your table is essentially your “store”, so make sure to take the time to prepare for how you will layer it in your merchandising plans, beginning with the tablecloth. If you need additional chairs ordered based on what they provide, do this in advance, as well.

2. Arrange the display on your table top in levels so that there is depth to your merchandising. The depth will bring attention to your booth and allow for a more creative, more visually appealing display to draw in customers. You can use simple cardboard boxes to add height, but make sure to use fabric or tablecloths to disguise the boxes. Consider using jewelry stands, cake stands and other items that add height and width to your display to help showcase the items in your displays. You don’t have to spend a lot of money here to be effective. In addition, make sure to display the larger items in the back and the smaller items up front so that nothing is missed within the display.

3. Use a power point presentation or other computer aided presentation to help support your product and brand. Make sure there is an electrical outlet close enough to your booth, though, before counting on this. You may also want to bring an extension cord just in case. Don’t lean on this as your only source of excitement for your booth, though. Some people respond to this type of presentation more than others… The catch is you want to reach out to everyone.

4. If your budget allows and the trade show allows it, as well, provide giveaways for the show attendees. Whether you are giving away a pen with your brand details on it or a product sample, most people will love the “free” appeal. The better the giveaway, the better the response, of course. Attendees of trade shows are quick to tell their friends what booths are worth checking out, and sometimes it simply takes a great giveaway to draw a crowd. You can turn them on to your product from there.

5. Have visitors to your booth provide you with their contact information through a raffle. You gain their contact information for follow up opportunities while they gain the chance to win something great. That’s the catch, though… You want to make sure the raffle is worth signing up for. Make your raffle exciting so that attendees will get excited about their chance to win!

6. If the trade show you are attending is for more than one day, it’s a good idea to have more than just yourself in attendance.This will allow much needed assistance in manning the booth for bathroom breaks, lunch breaks and the maintenance of taking care of the display and dealing with attendees over the course of the show. While it’s common for other trade show booth attendees to help each other the best they can, you can’t count on your booth neighbor to be the friendly attendee you may be.

7. Have take away details about your product available. If you are selling to buyers of retail stores, have professional Buyer’s Packets available for them to take away from your booth so that they can review the details later. You should make sure your cost details (wholesale and retail) are available per item, color choices are clear, order details are easy to understand and all other terms you have set up specific to your business are included in these take away details. And of course, make sure your contact details are accessible.

8. If you have wall space available, use it. Don’t waste any space that you may have! Use this to identify any press you may have received, highlight your must have products in a larger scale, display your marketing campaign or  more. Be creative. Just don’t waste the space by leaving it empty.

9. Use lighting to help maximize your booth space. If you have tabletop lighting that can spotlight your key products, brand or image, you will be more effective in communicating your message. Floor lamps can also add depth to your table when used effectively. Make sure you have access to an electrical outlet and it’s always a good idea to have an extension cord packed just in case.

10. Smile, be friendly and say hello to everyone. You never know who may be your next customer. And as for reputations… depending on your retail sector, everyone somehow seems to know everyone at one point or another, so you never want to give a bad impression.

Finally – have fun! To make this happen, it helps to plan in advance. So be prepared and check with your trade show organizing team well before you arrive to avoid surprises, secure your booth space and get any questions you may have answered.

Planning Your Trade Show Participation As A Vendor

You did your research, you paid your bill and you are on your way to attending a trade show. Making sure that you maximize your time at the trade show is critical to your success - or failure – as a trade show vendor. To help make sure your time is well spent, consider the below points.

1. Plan a budget that includes the cost of partipation, marketing, travel, lodging, entertainment, samples, display booth and promotional products. Any other expenses that are specific to your show attendance should be considered, as well.

2. Set goals that include returning your investment, meeting new business partners, gaining new accounts and reaching out to the press. Remember that trade shows offer more than just an opportunity to showcase your product but also offer the opportunity for you to meet new people, leverage business deals, gain insight on your competition, learn about new technologies for your business and so much more. Set goals that will cater to all of these areas that interest you.

3. Determine what display you will use that will highlight your product effectively while also staying within your budget. Make sure you give yourself enough time to get this display ordered / ready / and shipped accordingly. Remember to including lighting, fixtures, banners and all other displays needs in your planning.

4. Select giveaways that complement your company brand and product. Remember to always include your contact information on the giveaway so that retailers, the press and more will remember you when they use that giveaway. That said, try to select a giveaway they will actually use and not toss once they return to their hotel room or back home.

5. Make sure the people attending the show for your company are well informed of your business direction, communication standards and company objectives. They should be passionate about what you are selling and capable of communicating to anybody under pressure since trade shows can get busy and hectic.

6. Have your product information printed and ready to go. People may just want some information about your company without stopping for long to take a peak at your product. Have a well organized packet of information available that includes product details (cost, colors, sizing, order details, case packs, special details), company details and contact details. Including crisp, attention grabbing photos is essential, as well.

7. Be aware and aggressive of your marketing outreach. Each trade show offers different support and different marketing plans for their attending vendors. Make sure you follow up so that you meet any deadlines necessary for directory listings, floor plan placements and any other details that will impact your success from attending the show. In addition, don’t forget to market your own attendance with active clients (it doesn’t hurt to schedule appointments in advance if they are willing) as well as clients you would love to see while at the show. Be aggressive in your outreach through phone calls, mailers, email blasts, Twitter updates and more so that no one forgets you will be there.

Finally, relax. Easier said than done, however if you go into the show too tense and too nervous, this will be visible to potential clients. The more shows you do, the more experience and confidence you will gain. And as  a vendor with big dreams, this is only the beginning!

Ten Reasons To Attend Trade Shows

Whether you are a retailer or a wholesaler, there are many advantages to attending trade shows. While cost is of course an issue since you typically will have to travel to attend these shows and pay for registration fees (though some retailers attend for free depending on the show), there are many reasons to participate in trade shows that include gaining valuable experience, knowledge, product exposure and more.

In no particular order, the below points are valuable reasons to consider attending trade shows.

1. Gain knowledge and exposure to new trends, products and resources that are available for your retail business or wholesale company. This is a great way to learn about what’s hot, what’s fading and what your company needs to have or do right now.

2. Stimulate new ideas and creative ways to support your business despite the economy, past seasons and more. Where you will gain this knowledge is endless – your competition at the show, your general experience at the show and even your participation at the show will make an impact.

3. Meet other retailers and vendors who you can lean on, learn from and possibly gain business from that you would not have had the chance to meet had you not attended that trade show.

4. Learn what your competition is up to without having to go to great lengths since their business information will be easily accessible. Ask yourself how do you compare to your competition and evaluate your strengths and weaknesses to best support your business.

5. Expose yourself to the press attending the trade shows so they know about your business – retail or wholesale. Make sure your business stands out so that they will remember you.

6. Generate leads for strategic alliances and most importantly, potential customers. Collect business cards, refer to the directory and use all other outlets provided to you during the show to create a list of contacts for your files – and your business outreach.

7. Participate in educational seminars, networking events and surveys that only take place at trade shows and will expose you to new people, new business and new ways of thinking for your business success.

8. Get answers right away, whether from a vendor or a retailer, since trade shows allow for immediate communication and easy, accessible outlets of exposure for both vendors and retailers.

9. Become educated on your industry so that you can better support your clients and customers by utilizing all the resources trade shows offer.

10. Have fun. Yes – have fun. Nothing gives a business owner more energy than a good time while working to keep them motivated to want to work more!

What’s In A Buyer’s Packet

Many of my clients seek my support because they have a product they want to sell to retailers, but they don’t know how. While there are many steps involved in preparing yourself to communicate with retail buyers, one of the most important things that wholesalers should have prepared BEFORE they reach out to a potential buyer is a buyer’s packet.

The contents of a buyer’s packet will vary based on what your product is, who your target market is, what your budget is, and what your marketing outreach plans are. In general, though, a traditional buyer’s packet consists of the following:

Letter of Introduction – A buyer’s packet should always open with a great letter of introduction. Short and sweet, this letter should not be too lengthy but should answer the questions of who you are, what the product is, who the target market is, and offer a peak into the product itself with some great descriptive shout outs. Tell a story about the product or the inspiration behind the product. Offer a glimpse into why someone may need to have this product. The goal of the letter should be to inform but also to persuade. Don’t get too wordy, though. No one has time to read a novel – make sure it’s short and sweet.

Price Sheet - A price sheet includes both wholesale and suggested retail prices. Make sure that you are at least doubling your wholesale cost for the retail cost so that retailers gain back their investment of purchase. I find many wholesalers are not prepared for their product to sell at retail because their prices are out of reach, so take the time to consider this before communicating with retailers. And remember – do not sell your product at wholesale online and expect other retailers to sell it at a higher price point. Even if you have your own website, you must sell your products at the same retail prices points your customers are to expect to keep your retail customers. I see too many start up wholesalers make this mistake and it backfires on them.

Overview – Whether you are giving a product overview or designer overview, you should have a deteremined overview identified so that your audience is aware of what you are selling and if necessary, who you are selling, as well. I refer to “who” in the case of designers. If you are launching a clothing line with your name attached, potential buyer’s will want to know who you are, so make sure to tell them. However, if you are launching a product without the association of a personal name, describe the product so that the audience fully understands it’s purpose, it’s target market, and why they should consider buying it. A great overview I recently saw was of PopATot, a fabulous portable activity center for children. The home page of their website also includes a great overview of this product, www.PopATot.com. Remember that when providing an overview, you want to offer answers to questions before your customer even asks while also enticing them so that they want to learn more or make a purchase.

Line Sheet – The line sheet is a must have for all buyer’s packets in my opinion. When done correctly, it offers a portrait of your product by including product photos, descriptions, prices, available delivery dates, and any other necessary details. Keep it organized by category and try to avoid using paragraphs but rather outline your product details.

Order Form – An order form can consist of an actual form to order your products on or it can be a guide as to “how to order” your products. Either way, make sure your ordering details are clearn and understood. If you need tax ID numbers from your potential customers, let them know this. In addition, this is a good place to include the terms of orders placed. For example, do you have a flat shipping feel or do you bill for actual shipping charges? Make sure to identify this. Also, do you take cash/check/money order/credit cards? Let your potential customers know this upfront. Once again, answer questions before they have to ask if possible. If you have color selections, size variations, case packs, or anything else specific to your product, make sure these details are all identified. Finally, make sure the order form is laid out in a clean, professional format that is easy to read and easy to write orders on.

Some buyer’s packets may include Look Books, product samples, customer testiomonials, Q&A sheet, care instructions, and more. Make sure your buyer’s packet best represents your product and your brand so that retailers will want to reach out to you and order. Afterall, that’s the goal, right?!

If you would like a customized Buyer’s Packet for your brand or product, let Retail Minded work for you! Contact Retail Minded at nicole@retailminded.com to learn more.

Ways To Market Your Independent Retail Business

Unlike sales, marketing can’t be measured quantitatively. Because of this, independent retail and wholesale business owners often ignore the impact marketing can have on their businesses. The reality is, however, that customers won’t buy from you, not to mention even know you exist, unless you successfully market yourself. In today’s world, this takes more than just attending local of Chamber of Commerce meetings and telling friends to tell their friends about your store or product. It takes time. It takes strategy. It takes effort.

Below is a list of some ways to consider marketing your business. Make sure to evaluate how each of these marketing steps will benefit your individual business, but be careful not to overlook any simply because you are unfamiliar with it or find it easier to do something else. To be successful at marketing you will sometimes need to step out of your comfort zone. In addition, make sure to find a balance of marketing strategies in an effort to find the right marketing mix for your business.

Advertising – If you have the finances to pay for exposure of your store or product, then advertising should be considered as part of your marketing mix. Consider where you advertise, though, and who the audience is that will most likely see your ad. Make sure it’s the same audience that may want to shop your store or buy your product.

Website – If you don’t have one, get one. Plain and simple, having an online presence is essential in marketing your services. Customers today use the internet to research their purchases as well as plan their shopping destinations. Even if you don’t plan to sell online, you should still have a website that outlines what your business offers. Consider including photos, testimonials, directions, how to purchase details, press details, and any other information that may be relevant.

Trade Shows – Either as an attendee or an exhibitor, trade shows are a great way to market your business. They provide insight regarding both customers and competition, as well as offer a great excuse to make friends in your industry since they are very interactive. The cost of trade shows will vary so make sure to research all your options and determine which shows are best for you business.  The largest retail based trade show is MAGIC, which takes place in Las Vegas twice a year and offers apparel, footwear, and accessories for men and women. You can also attend regional trade shows, as well it is a good idea to attend both national and regional shows if possible.

Internet Media – Gaining customers through an online presence is more influential than ever before. Sites such as Twitter, Facebook, My Space, and Linked In are great online spots to gain awareness for your business. You need to understand each of these sites in order for them to work for you, though, so take the time to research how each of them can impact your specific business. Some involve more time than others, such as Twitter which is very interactive, while others, such as Linked In, can be effective by simply having a profile created. That said, updating each of these sites with news about your business, such as sales or newly arrived product, is the only way to continually create a buzz about your business. I often suggest to my clients that interns or part time associates can help dedicate time to these sites if they don’t want to – this is better than being dismissed entirely. If you use the these sites effectively will increase your website presence and ultimately your sales.

To help get you started, below is a link to PC Mag’s website that outlines how Twitter works for beginners. I personally use Twitter and find that this gives me the most professional return of any of the internet media sites, however each business and each site will work differently for everyone.

http://www.pcmag.com/article2/0,2817,2341095,00.asp

Blogs - Whether you have a blog or comment on blogs, make sure to be a part of blogs! Blogging is quickly becoming one of the top ways for businesses to showcase their value. It takes time to dedicate yourself to building a blog that readers will want to read again and again, so before you dive into this make sure it’s right for you. If blogging isn’t your thing, consider commenting on other people’s blogs.  When commenting on blogs, make sure to reference your business, which will ultimately link people back to your site.

Networking – Whether you live in an urban city or a suburban neighborhood or a small town, networking is key to putting your business on your local map. Make sure you are a part of your local Chamber of Commerce as well as other networking groups. There are groups for small business owners, women business owners, specific to your trade, and more. Research what is available in your area and get involved. Once you are a part of the group, let your voice be heard and participate. Don’t just show up for the meetings but actually be a part of the meetings and events. This is how people will respond to you and ultimately your business.

There are many ways to market small businesses, however these are some basic and easy to obtain strategies that can help launch your business to make a name for itself. If you have other ideas that have been successful for you, we’ love to hear from you! Please consider leaving a comment on our blog. Thank you!