Thursday, June 19, 2008

Friday, June 13, 2008

First National/International Trade Show

First time exhibiting at a major trade show? There is SO much to learn yet SO little help. I am going to touch the surface now and dig in a little later...

First, I recommend reading Paula Barsky's Book, "How to Start a Creative Manufacturing Business." There is loads of good info there.

Then, I would say, look big (always have the front you are big time) but on the tightest budget possible.
~Go for taught pipe and drape made with wooden poles and great fabric rather than walls.
~Pack lunches.
~Buy carpet squares that can be used repeatedly rather than rent the carpet there.
~Don't be afraid of shipping your booth... There are many companies who do this just for the shows. FedEx Freight is pretty competitive too.
~Don't use a professional photographer to take pics. WASTE - OF - MONEY. My digital point and click took just as great shots of my booth as the professional.

Large catalog companies and retailers are great to have as customers so don't slight the little guys at all. They are better customers. They don't ask for major discounts. They don't require terms. They don't ask you to ship a gazillion different samples... overnight. And they don't (typically) cancel orders that leave you with tons on inventory. So, don't think they are that great. Treat the little guys as if they are your one and only.

Be wary of some of the Marts... they don't mind ripping off the little guy. They may want to work with you, it is possible. But lots of them have designers/manufacturers they work with who can create a 79% different product than yours and mass retail it. Why work with a new partner that may not bend over like their existing one?!?!

Manufacturing Reps can turn your business into a REAL one. Court them. Seek them out. I wouldn't do the "MFG REPS WANTED" sign, but it must be successful bc many do that. There is no better place than trade shows to build a network. This is the best marketing for your money... cause its on a portion of SALES. Not in hopes to get sales like ads, mailers, etc. Keep in mind, they like a percentage of the sale. So if you are selling a book for $20 retail, it would be $10 wholesale and with the average of 20-25% margin for these reps, you would get $7.50 - $8 per book. So, price accordingly. See my post on pricing.

Know that 98% of the very interested people will walk away and not order later. They are busy, they lose your brochure, they forget... no matter the reason, TRY TO GET THE ORDERS WHEN YOU HAVE THEIR UNDIVIDED ATTENTION. Come up with mantras or sayings that work to get them to buy on the spot. Maybe throw in free shipping. This worked for me a few times. Maybe no minimum first order. And it is always good to offer this on the reorder as well. But if you do this, bundle your products. Like 4 books per order. Buyers like to hear no min order. This way, you get the order and the foot in the door to sell more and start the relationship.

Don't go buying a ton of brochures. Print them yourself. Buy InDesign or Illustrator (Creative Suite) and design a nice looking take-away. Print them yourself or take them to a commercial printer... just don't get sucked into buying too much. For a show that has 14,000 attendees, you may only need a few hundred. YOU DON'T NEED 2000 like I bought on my first show! If you come close to running out, go to Kinko's. Trust me on this one...

And take a friend who is a natural sales person. Prep them before the show... just in case you freeze like I did for the first 3 hours.

Trade Show Etiquette: Pamela covers this well. (It is surprising how many people don't know the etiquette of shows.) Make friends with the companies around you. They will be valuable for brainstorming and advice.

This is such an exiting time. I look back at my first show very fondly. Yes, there are many things I would do differently or more of. But you won't know what it is until you do it. And you are 95% of the way by just doing it. Congratulations!

Wednesday, June 4, 2008

LOVE this man... and I don't even know him!

I am new to this whole blogging thing. So forgive me if I do this wrong. I will find out the proper way to post someone else's material. But I was so moved by the post by Seth Godin, who might as well be named god, cause he is that for marketers! I was so moved, I couldn't wait! Here goes...
Not so grand
Grand openings are severely overrated. So are product launches and galas of all sorts.

Make a list of successful products in your industry. Most of them didn't start big. Not the Honda Accord or Facebook, not Aetna Insurance, not JetBlue or that church down the street. Most overnight successes take a decade (okay, four years online).

The grand opening is a symptom of the real problem... the limited attention span of marketers. Marketers get focused (briefly) on the grand opening and then move on to the next thing (quickly). Grand opening syndrome forces marketers to spend their time and money at exactly the wrong time, and worse, it leads to a lack of patience that damages the prospects of the product and service being launched.

Non-profits do the same thing when they spend months planning an elaborate gala that takes all the time and enriches the hotel and the caterer. Far better to spend the time and money building actual relationships than going for the big 'grand' hit.

The best time to promote something is after it has raving fans, after you've discovered that it works, after it has a groundswell of support. And more important, the best way to promote something is consistently and persistently and for a long time. Save the bunting for Flag Day.

Sunday, June 1, 2008

If in wholesale...

If you are a wholesaler, you should know by now just how important packaging is. It is your sales rep - your sole sales rep. On the shelves in someone else's store, it is the only thing that will sell your product... other than the product itself.

My product is a perfect example of packaging gone wrong. Too wordy, yet still too difficult to understand. Pictures were less than best. Box packaging looked cheap, didn't fit well and tore a lot.

Originally, I looked at competitors and thought to myself, they must know how this is done. So I mirrored them. BAD IDEA. Packaging can set you apart from the competition and so it is best to invest wisely with a well know packaging company that can take your product/concept/etc and sell it to the world with ease, a difference, and with that special something that draws shoppers to your product and makes them want to purchase.

Don't be afraid to take risk... calculated risk. Research pricing, source, source, source. Don't forget to get a number of quotes from several providers. Don't go with just the cheapest. Go on reputation, vision and portfolio. Even check out the Better Business Bureau for past complaints. Keep in mind that packaging made in the USA will be very expensive or if not expensive, it will look cheap. Just keep this in mind. This is a big dilemma that I will touch on quite frequently...

I have so much to say when it comes to packaging. I had quite a tough experience with my first round of packaging that I stopped for a while out of sheer disappointment and frustration. I now have hundreds of "timber" as I call it because my boxes are useless! ; ) Oh the joys of going at it alone and on a budget! Seek help with experts when and wherever possible. Maybe just pay for a consultant to help you create it and you have the packaging done elsewhere.

Good night