True tradeshow
success hinges on proper planning, especially for a show as large as the
CHA Winter Show in Atlanta. Here are 10 tips for success for vendors who
are exhibiting; in the next issue, we'll give you the 10 best tips for
buyers.
1. Promote To Buyers Before The Show.
Obtain a
list of pre-registered attendees from show management. CHA is offering
this database to exhibitors for $350.00/labels, $550.00/disk. The deadline
for ordering is January 3; the list will be mailed on January 10.
Send a direct
mail piece to attendees - marketing sheets, brochures, or even postcards.
Make sure you list show specials, new products, and your booth number.
Give them a reason to visit your booth - incentives like "Mention
this postcard at the booth to receive a discount/gift/special" really
do work!
Follow up
with an email blast. Remind the recipients of show specials, incentives,
and your booth number. Email programs such as Intellicontact can make
this part of marketing simple. Click
here to learn more about this service.
2. List It Online.
Make sure
you list complete information about the tradeshow, including your booth
number and show specials, on your company Web site.
3. Train
Your Staff.
They should
know the product line thoroughly and be able to answer any questions that
may come up. It’s always a good idea to do some role playing before
the show — go over every possible scenario you may expect to encounter
with buyers and other booth visitors (members of the media, other influential
people in the industry).
4. New
Products? Promote them in the Innovations Showcase.
The Innovations Showcase is a highlight of the CHA Winter Show, one of
the first areas buyers visit. Exhibitors are welcome and encouraged to
display their new product releases here. Visit the CHA
web site to learn more (please note, the deadline is December 17).
5. Get
Media Exposure.
One of the
benefits of exhibiting is the opportunity to display your press materials
in the CHA Press Room. This is the meeting ground of all media in attendance
- newspapers, magazines, television stations, and radio stations from
all around the world.
Send in your
media kits prior to the show (the deadline is January 28), or you can
hand deliver them to the press room during move-in.
CHA recommends
providing at least 100-150 kits. If there are any left by the close of
the show on Tuesday, you or one of your staff can pick them up.
6. Research, Learn, Discover.
Walk around
the show and get a feel for the new products, new companies, new trends.
Visit the booths of the consumer and trade magazines and introduce yourself.
Industry trade shows will provide you with some of the best insight and
education you'll receive all year.
7. Be
Social!
Take part
in as many activities as your energy will allow. These events are a great
way to network and get to know others in the industry. As large as the
scrapbook industry is, bonding and making new friends happens naturally
because we're talking with others who actually understand what we're going
through! Michael and I have found that each new show feels like a reunion
with some of our greatest friends.
8. After
The Show, Stay in Trade Show Mode.
At least
for a few days! Hold a post-show meeting with your staff and analyze the
show. Use these reviews and analysis to begin making plans for the next
show - repeat what worked, and improve anything that didn't. (The next
trade show will be ScrapbookBIZ in April 2005, followed by the CHA Summer
Show in July 2005, and MemoryTrends in September 2005.)
9. Follow
Up!
One of the
goals of any smart exhibitor is to collect leads, as well as sales. If
people aren’t ready to buy at the show, make sure you get their business
card and/or contact information and follow up with them. The truth is,
so few people actually perform this crucial step, and it's easy to understand
why — once you’re back in the office, trying to catch up on
regular work activities usually takes up most of your time.
Try scheduling
in your "Follow Up" activities, and stay focused during that
time. Use direct mail, email, and/or the telephone. If you'd like to contact
all of the attendees, CHA
also offers a post-show attendee database. The cost is the same as the
pre-show list, and is mailed out in April 2005.
10. And
Finally...Relax.
Take some
time for yourself, do whatever it is that relaxes you and makes you feel
good (non-business related, of course!). You've made it through an entire
trade show, which is no small feat. Take some time to relax and regroup
- you deserve it!
Do you have
a business tip or article you'd like to share? You will receive a $25
credit for our products for every article or tip we choose to use, along
with your byline and contact information.
Send yours
in to this email address: info@funfactspublishing.com.
|
6.
Platinum
Updates Online Now
|
Platinum
members have access to exclusive industry content, e-books, promotions
and specials, and much more.
Here's a
brief look at what members are reading about in the latest updates:
Industry
Insider
- Late-Breaking
News on the Influential Industry Leaders Launching New Scrapbook Company
(This is going to make a substantial impact on the industry!)
- Editorial
Changes at Two Scrapbook Magazines
- News on
the latest market research "trends" involving scrapbooking
- Four major
company acquisitions you should know about
- How companies
unrelated to scrapbooking are trying to reach this market - who they
are and the approaches they're taking
- Details
on the latest scrapbook associations and what they offer
- Analysis
of recent media reports on the scrapbook industry
And:
What scrapbook "celebrity" discovered scrapbooking through the
retail chain store Archiver's?
What does an upcoming sports-related product line have in common with
a new scrapbook store recently opened in North Carolina?
Plus:
New product announcements, new scrapbook books, and many more Insider
stories!
Behind The
Scenes At The Latest Trade Shows
Detailed
reports from ACCI 2004 and MemoryTrends 2004, including new companies,
new products, the latest trends, attendees' reviews and comments, and
more.
Plus: updates
for the CHA Winter Show, details on the latest trade shows in the scrapbook
industry, and more.
Chain Store
Watch
Concerned
about the chain stores entering our industry? We monitor their announcements
and planned upcoming locations and report this news back to you.
We believe
that the chains add much value to this industry, and the fact that they
continue to open new locations only proves that scrapbooking is still
as strong, if not stronger, than it's ever been.
This month,
we'll tell you about the latest locations of both ReCollections and Archiver's,
plus details on many other large retail chains now stocking scrapbook
supplies - who they are, and what products are in their inventory.
Platinum
members have access to all previously published content, as well as the
latest updates. Learn
more here.
|
7.
Recommended
Scrapbook Business Resources
|
Scrapbooking Media Links
More Than 50 New Links Added!
Scrapbooking
has certainly caught the attention of the media. Though many newspapers
are still fascinated by the fact that this such a large and growing industry,
some have already covered that subject long ago and are now exploring
other facets of scrapbooking.
Check out the new additions, both in regional and national media, here.
"In
The ScrapLight"
Profiles of Successful Scrapbook Business Owners
Knowledge
and information from scrapbooking business owners in all areas of the
industry - you'll learn start-up advice, marketing tips, resources, and
much more, from these scrapbooking entrepreneurs.
Take
a look at these success stories and get inspired!
New Classifieds Posted
Scrapbook stores for sale, inventory and POS for sale, and more
Our Classifieds
section features scrapbook business owners who are looking for help. If
you're looking to sell or buy used fixtures and equipment, find a buyer
for your store, or hire an instructor, this is the place for you!
We offer
this resource as a place for you to connect with your peers in the industry.
Take a look at the
new Classifieds that have recently been posted.
|
8.
Subscription
Management and Contact Information
|
About
Fun Facts Publishing
Fun Facts
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succeed by providing them with solid information and inspiration. We offer
a wide variety of books and reports, a monthly industry trade publication,
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Web site, http://www.funfactspublishing.com/
. We also publish this ezine, "Scrapbook Industry News," currently going
out to over 10,000 subscribers. Fun Facts Publishing, established in 1998,
is owned and operated by Sue DiFranco and her husband, Michael Venzor.
Please visit our Web site to learn more!
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