Tricks of the Trade Show
Kathy Krassner -- Gifts and Dec, 7/23/2011 6:39:41 AM
Sure, we all know the basics of working a trade show: bring plenty of business cards; wear comfortable shoes; don't forget your show badge. But longtime retailers who are true trade show veterans know it takes a lot more to make the most of a show. Here, four gift retailers who've logged miles in the aisles share their secrets to making the trade show experience a success.
Pam Hammond, Paddington Station
Pam Hammond, who, with her husband, Don, co-owns the eclectic, 10,000-sq.-ft . Paddington Station gift and accessories emporium in Ashland, OR, has been att ending gift shows since buying the business 18 years ago. She usually brings two employees with her to a show. "My employees leave the show with new skills and an appreciation for the art of buying," says Hammond, whose show planning begins well in advance.
"A month or so ahead, I make appointments with my vendors and reps with whom I need extended time, to insure we have quality time," she says. "I read any show publications and trade magazines, and mark new lines that I want to check out."
"I always attend ‘my market' [the Pacific Market Center in Seattle, WA], where my sales reps are based, at least once a year," says Hammond. "I feel I need to support the reps and their showrooms. I also try and attend at least one new show a year. It is good to expose oneself to new experiences in different cities. This allows me to shop my core vendors twice, and I always find new vendors and products to test."
Hammond's show-walking strategy depends on whether she's in a showroom building or a convention center. "In the permanent showrooms, I note new showrooms and study what is being featured in their windows. I take notes for go-backs," she shares. "In the temporaries, I hit the cash-and-carry area first and usually spend several hours picking out jewelry and accessories. I really watch for trends and pricing and color direction. Next, I walk each aisle of the show taking notes for go-backs. After walking the show, I take a sit-down break with a cold drink and study my notes. I return to booths and place orders."
She remarks that strong show specials often help her to determine where she'll place orders. Adds Hammond: "I always put a future ship date and a reasonable cancel date. A future ship date allows me to get home to study all my orders to tweak any weaknesses or duplication. I check quantities, style numbers, colors, pricing and terms for accuracy. This also allows me time to shift start dates." A self-described "packhorse,"
Hammond prefers to gather catalogs at the show. "I like the option of reviewing the catalogs back at the hotel," she says. "If I am flying to market, I bring two suitcases ... so I have room for cash-and-carry and paperwork."
"My best advice," offers Hammond, "is to get out there and get to market. Be prepared, and have a clear idea of what type of goods you are looking for. Have an open-to-buy budget and classification plan. Ask questions, smile, have lots of business cards and credit sheets, take advantage of show specials and build relations with your vendors and reps. Plan your seasons and key items, and buy to support them."
Elizabeth Howard, The Cordial Cricket
Elizabeth Howard - owner/president of both The Cordial Cricket stationery and gift store in Chester, VA, and a wedding invitation studio in Glen Allen, VA - has been att ending trade shows for the past four years. Prior to coming to market, she makes a list of must-see booths to visit and tries to fi gure out what seminars, if any, she will att end. She sometimes makes appointments with her largest vendors ahead of time, and usually hits key vendors fi rst before walking the rest of the show.
"Once I have done the ‘musts,' I start on one side and work my way up and down every single aisle until I get to the other side," explains Howard. While she does do order-writing at the show, she admits that she always just looks on the first day or two of the show, then buys on the second or third day. "I never buy as I go," she states. "I am a looker, then a buyer."
She says that one of the biggest benefits she gets from attending trade shows is "finding products from smaller, lesser-known companies, which is what we prefer to carry in our store." She also appreciates meeting with owners of small companies face-to-face to discuss topics such as what's working for her store. 
Howard relays her trade show finds via social media from the show. "I usually Tweet [on Twitter] and post on Facebook while at the show to keep our customers informed and excited about what we are buying and to help promote the brands I am working with on social media," she says. She also posts comments and blogs about the trade show both during and after it. Additionally, she utilized the new National Stationery Show app on her smartphone in May to help her navigate that show.
Howard's best advice for working a trade show: "Try not to be overwhelmed by all of the various products. Even though you may love everything, you can't buy it all, nor will it all sell at every store. Be fairly discriminating; negotiate on opening orders when possible. If you find something really good, go deep to make the best impact on your customers.'
Jane Lemme, Gardner's Folly
Jane Lemme and her husband, Neil, owners of Gardener's Folly (The Folly) in Pentwater, MI, have been att ending trade shows since opening their lifestyle store for resort living 13 years ago.
Lemme explains that she goes to a show with a ballpark budget, but doesn't limit her buying to what was previously purchased. "The real reason for attending a market is to see what's fresh, new and exciting, and who has it," she states. Prior to the show, she makes appointments with her reps, previews the market's website and tries to utilize all of the tools available for preshow planning.
"Over the years, we've found that we make the best use of our time and money blocking the show out by the number of days we have to spend," says Lemme. She spends a full 10 days each January at the In- ternational Gift & Home Furnishings Market in Atlanta, where she's able to stay with a friend for free. 
"The first three days of the [Atlanta] show are for scouting out what's new," she reports. "My husband insists that each day we pick a building and stay from 9 a.m. to 5 p.m. We start at the top floor and work our way down. We take breaks in the Buyer's Lounge and compare notes on what we saw and who we need to revisit. We don't make key vendor appointments until the fourth and fifth days of the show. By then, we know if we will add a new vendor to our buying mix and how we will adjust our budget. We take a full day to view the temporary show on the day it opens. Again, we take notes on what we like and booth numbers, obtain business cards, and file it all in our temp folder to review that evening with a glass of wine or two!"
Continues Lemme: "By days six and seven we are ready to write orders that require dating, free freight and any other dollar-saving terms. There are many orders that are finalized and written after the show, when we eliminate duplicate merchandise, tweak the budget and have a feel for how the store will look for the new season."
Lemme says that the trade show is a great opportunity to talk with her vendors about economic forecasts, trends, what big box stores are buying, what she wants to purchase, "and to chat with other retailers we meet in the Buyer's Lounge or at lunch or in a showroom." She also tries to attend at least one seminar at the show.
She advises fellow retailers attending trade shows to "carry at least three Luna bars, have a good sense of humor and treat your significant other to a nice dinner each evening."
Sarah Jones, VINTAGE ROSE EMPORIUM
Sarah Jones, president of Vintage Rose Emporium - a gift accessory and bridal-registry store in Murray, KY - has been att ending trade shows since purchasing the store in 2001. Although she occasionally brings others, including her husband, to market, she says she sometimes enjoys going alone "so there are no distractions."
Jones pours over the catalogs and website links sent out prior to market, noting that she is "often drawn to a particular ad in one of those - attention vendors, those ads do work!" She creates a "wishlist," which includes products that she and her employees are interested in, as well as items that customers have requested. She also makes a list of exhibitors to visit - organized by location - which includes existing lines as well catalog," adding, "I have learned a valuable lesson about catalogs at trade shows - be careful how many you take or your back will be killing you by the end of the day!" Therefore, she usually takes a business card so she can make note of the line and request a catalog be sent to her.
She also appreciates the business opportunities beyond the show floor.
"I love the seminars that go on at market and the book signings or special speaking events. There's always someone fun and famous conducting a seminar and a lot to be learned from them," remarks Jones.
Her best advice for working a trade show? "Plan, but remain open to what's new - it might be your best line ever!"
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