Speaking from the perspective of a retailer on trade shows I hope will not only encourage my fellow retailers to be re-invigorated but also gain insight on why the gathering of your peers is imperative to growing, maintaining and excelling in your markets.
Many of us go back to when “the show” was something we not only looked forward to for the discounts we could bring back to the store(s), but we also had the opportunity to hear industry leaders teach the current information we needed to know in person! It was also where you were able to meet many of the vendor owners and principal decision-makers. Simply put, it was “our time.”
Shows have changed over the years and being on this side of the table, we (SENPA) produce SOHO EXPO as well as other SOHO events. I know how much work our incredible staff puts into getting these events together and how much work the board of directors is involved in choosing and keeping the shows produced for retailers something they do not want to miss! Your participation, however, is key to the growth and future of independents. Show up!
How many times have you listened to a presenter and tried to convey it back to your staff? Much of the information gets lost in translation. There is no better way to get your staff on board or excited than for them to hear the presentation directly.
We all have challenges in getting to the shows with staffing, expense and time. However, planning your experience will greatly expand your ROI. It is important for you to get the most out of where you put your time and money, so remember to keep your company contact information current. Many times, because the person who needs to get the information is not who’s contacted, crucial information for your company is missed. Keep the organizations you support informed of any company changes. That goes for vendors/manufacturers, too! When a retailer walks the floor of a show and your show staff is not knowledgeable of your company or products or discounts, the retailer will pass.
So many times, we (show staff) are told that the information their company needed was not received, and again the contact person on your file needs constant updating. Jobs shift and you will not experience the benefits that were designed for you if the people handling and attending the show are un-informed.
Cell phones are a necessary part of our lives but when I visit a booth and the phone call is more important than having a conversation with me or acknowledging I’m there to speak to you, you cannot expect a good show when you’ve shown the buyers walking by you’d rather be on the phone. Logically, the vendor-to-vendor exchange is important at these shows but you are there to sell, educate and be attentive to the retailer. Make another time to “chat” and catch up.
You get what you put into a show and the show staff is one of the most important contacts to keep you in the know about your opportunities or any other questions and concerns you may have.
Also, the pictures you take at the show could populate your social media for some time!
Look for the next SENPA Update article from Amanda Ballard, the chair of our Marketing Committee. You’re in for a treat as she expands on her vast marketing knowledge.
Renee Southard, President, SENPA, Inc., www.SENPA.org
