By Sue DiFranco
Copyright © 2002 Sue DiFranco/Fun Facts Publishing  

Are you a retail storeowner located near a town that holds scrapbooking consumer conventions? Some LSS owners see a drop in store traffic when a convention comes to town. If customers can stock up on supplies all at once at the convention, why would they want to come to your store?

Well, this problem could be alleviated if you decide to exhibit at the show yourself. Many people in the area may not even know your store exists until they see you at the show. They'll then be more likely to visit you when the convention winds down. It's also possible to make a great deal of money in minimal time.

However, there are downsides to exhibiting. It's a great expense (booths alone can cost up to $1000 and beyond) with a heavy workload. Many retail storeowners feel that it just isn¹t worth it. "I didn't spend all of my time and money setting up a fun and wonderful store so I could pack it up and take it on the road," explained one storeowner in an online message board post. "If that was what I wanted to do, I should have signed up to be a home party consultant!"

If you decide you would like to exhibit at an area show, be sure you bring enough sales material directing people to your store, including flyers, business cards, and coupons. A worthwhile marketing idea is to hand out coupons that are only good for the next week, or the week after. First, it will bring people back in your store, and second, they'll know they only have one certain week to get there. (The proven time-limit trick - it works every time!)

If you decide it's not worth it, consider hiring someone to hand out flyers with your store's information and a coupon (some shows don't allow this, so be sure and check first). You could also offer to teach a class or donate a prize from your store. And check to see if the show guide will allow you to advertise or list your store's information in it for a small fee.

Consumer conventions can work for everyone. Use them to your best advantage!

**Excerpted from "Memory Marketing: How To Successfully Promote and Publicize Your Scrapbooking Business," by Sue DiFranco