How many trade shows are too many trade shows?

April 26, 2010

How many trade shows are too many trade shows? That’s the great question I received from Peter and Addie Laudin of the Pattycake Doll Company. They are specialty retailers and here is how they phrased their question: “To be on top of the industry, do you think there’s enough differences and ROI for specialty and small to medium toy retailers that they should attend Toy Fair and ASTRA and the NY Gift Show? (with its Baby/Kids section)?”

Let me start by saying that you must attend Toy Fair. It is the premier toy show in North America, has by far the largest number of exhibitors and provides you access to the length and breadth of the toy industry.

Having said that, my answer as to whether you should also attend ASTRA and the NY Gift Show is: “I don’t know.” Each store’s needs, customer base, inventory mix and so on varies so much that the decision to attend an additional show or not carries too many variables to provide a simple answer.

So, here are some questions that you can ask yourself in making your own unique decision:

· Do I have the capital to pay for the hotel room, meals and travel that attending multiple shows requires?

· Does a particular show offer a quantifiable value that I cannot get elsewhere? For example, will will see more toy lines at Toy Fair than you will at ASTRA or the NY Gift Show? Undoubtedly!

· Does a particular show provide a qualitative value that I cannot get elsewhere? Because ASTRA is much smaller than Toy Fair and not attended by big, mass market buyers, you will probably get more attention at the ASTRA (or NY Gift show for that matter) than you will at Toy Fair. It’s tough to be a small fish swimming in an ocean of whales (and even killer whales).

· Am I looking to make new relationships? Attending new shows allows you to meet people you never might have met. Who knows what chance meeting could lead to valuable information or an important new relationship.

In summary, how many shows you want to invest in is up to you. Just look for the value, better yet make the value happen, and you may just find it.

Effective May 1, 2010, I am launching a new website called Global Toy News. I am doing this so that you can have an alternative way of finding my blog. I plan to continue writing for Playthings and Gift & Decorative Accessories but want to make sure that you can always find me…Come visit!

Posted by Richard Gottlieb on April 26, 2010 | Comments (3)

May 1, 2010

In response to: How many trade shows are too many trade shows?
Doug Stevenson commented:

Tradeshows are another resource to be leveraged. The key is to utilize tradeshows on your own terms. Why? Because time & money are valuable and limited resources for the toy & game entrepreneur -- And tradeshows consume both - and can do so aggressively. To rent the concrete (booth space) and drayage, can especially expensive, so three things come to mind: 1. Develop a show strategy. Know who you want to meet. Do pre-show promotion. Have an approach and a show theme that speaks to the needs of your target audience. Ask yourself the questions - Why will they seek out our booth? How will they feel motivated to speak to me? 2. Must you exhibit? Could you attend the show and derive even a greater benefit? You can walk the show, network at the events, maybe even sponsor your own event, to which you invite your key prospects. 3. Seek out tradeshows that deliver for bang for the buck. Work with the sponsoring organization together to optimize your participation. Lastly, (or maybe first) consult with an expert. You can begin with me, if you like - dstevenson@groupdelphi.com. I have a game/toy background AND tradeshow expertise. (www.groupdelphi.com)

April 29, 2010

In response to: How many trade shows are too many trade shows?
A girl In Vermont commented:

Don't dismiss the smaller shows to do your buying. Bill the Kid is right about the TREMENDOUS amount of junk at Toy Fair. And since you aren't Toys R US or some other "big fish" you won't get the attention from the big brand toy companies. If you attend a show like ASTRA you will see high quality lines from manufacturers that care more about your success. If you aren't a member of ASTRA become one. The ASTRA convention give you an opportunity to network with like minded store owners. ASTRA also provides you with support, helpful hints and advice after the show. You aren't going to get that from Toy Fair. Go where YOUR success is not where people tell you to go.

April 26, 2010

In response to: How many trade shows are too many trade shows?
BillTheKid commented:

Another thing to think about is, do you really want to be in New York in February? In my opinion your reps will usually let you know about the hot toys and if you go to toy fair you may end up getting carried away and buy items that will never sell. You can easily look up the vendors and check out their websites as well. Too much junk there. Take that money and go to Mexico on a nice vacation for a week after the holidays as long as it remains in New York! It is much more relaxing and you need it after the holidays. Doesn't Orlando make much more sense for Toy Fair anyways? Retailers & Vendors could bring their family and make a vacation out of it.