Preparing for Trade Fairs -First impressions Count 

Writing your Product release

•  Keep it short – certainly not more than 80 – 90 words – and make sure you have included key information about the product. For instance, does it have a unique selling point? What is the trade/recommended retail price? Is it one of a range? Is it a limited edition?

 

• Don’t use words like ‘unique’ or ‘leading’. Buyers will make their own judgement about the worth of your product and it is unlikely that the magazine editor will allow you to make such claims.

  

• Do send the release by e-mail and ensure that all your contact details are included including your Trade Association the BTAA.

 

• Do accompany the e-mailed release with ONLY 1 high-resolution jpeg image of the product and make sure it is clearly identifiable as coming from your Company.

 

•  Don’t send photographs or transparencies. This is the 21^st century- e-mail is the only way to go.

 

•  Don’t send a whole raft of images that will overload the journalist’s computer system – best to send one with a note that more are available on request.

Do take this advice and, hopefully, you will join the elite band of exhibitors who actually publicise their products!

Work with the trade show organizers – Press office

The Press Office. The Press office can be visited by journalists from UK trade publications, overseas trade publications, regional press, TV, radio and consumer press, so it is well worth placing your press packs there.

Special Events. If you have a special event taking place on your stand, such as a celebrity visit, a major competition or a press conference don’t keep it quiet. Let the press office know.

Making the Most of Trade Fairs.

Trade shows are the lifeblood of the Travelgoods and Accessories industry and are essential to suppliers and buyers alike. But as we all start to shape up for the start how season, how can we be sure that we are getting the most from the exhibitions we attend? Make your body talk. As anyone who has ever manned an exhibition – or a shop knows – on a quiet day knows only too well, there is an overriding temptation to simply give up smiling and passers by and sneak off for a quick read of the paper, and a cup of coffee. BIG mistake. 

Your body language is crucial in drawing those customers in from the aisles and to making a sale. 

Some thoughts

The number one rule is to always look the part.

You never get a second chance to make a first impression.

Despite the fact that it’s day four/ or five and you are completely exhausted’ don’t look bored, disinterested, or defensive and don’t fold your arms.

When in discussion with buyers always try to look interested by nodding and smiling reassuringly.

Smile and make eye contact with everyone who walks past; this is reassuring and makes you approachable but not too threatening.

Use touch judiciously. A handshake or a hand on the forearm is a way of engaging with people, but no groping. An arm around the shoulder is a definite ‘no no’.

Just some tips I have received from a Sales training expert specialist recently. Thought I would pass them on to you.

Inspiring your sales team to increase your business.

Plan ahead – you need to know well in advance that you have each day of the fair and particularly the busiest time of the day well covered. If your Agents have other principals they may already be getting booked up so start planning and remember day four/five is as important as the first.

Try to get your agent to commit to being on your stand at particular times. Draw up a rota and everyone has a copy, so everybody knows where they are supposed to be and when.

You may need to consider contributing to part of an agent’s expenses to make sure you get the right person to work on your stand; even If you are not their number one principal. A good agent will want to spend adequate time at shows in any case.

Agents are far more likely to work hard for you if you are encouraging them and this might include offering them an incentive for the sales and enquiries with which they are involved, whether or not they are in their area.

Make sure everyone working on the stand is kept up-to-date on new products, prototypes and prices. Ideally brief your agents before the show so they have time to familiarise themselves with the new ranges – this is not always easy in view of the right deadlines everyone has, but some prior knowledge is helpful.

Don’t fall into the trap of having ‘minders’ on your stand who know nothing about your product. Buyers are short of time and when told “oh I’m just minding the stand, can you come back in ten minutes’ – do not expect them to return.

Successful shows require the input of three parties – the company to exhibit, the buyers to attend and the agents to support their principals and their customers and potential customers.

 

Hope this is of some interest. Good luck with the trade fairs for the forthcoming season.