4 benefits of attending a trade show (beyond sales)

In addition to walking the National Stationery Show this past weekend, I spent some time at the other big show in the Javits Center – ICFF.  The International Contemporary Furniture Fair is the annual trade show for all things home and design – furniture, home accessories, wallpaper, lighting, and a host of miscellaneous products that fall under the umbrella of design.  (If you want to get a feel for the style and range of products at ICFF, check out the coverage over at Design*Sponge.)

Most of the time when I talk about trade shows here on DMBA, I talk about the benefits of meeting and selling to store buyers.  Writing orders is often the primary goal when attending a wholesale show, but for a show like ICFF, it’s not the only benefit.  It can be just as important to go with the mindset that you’ll be networking and making lots of connections.  Here are some of the other reasons to exhibit at a trade show (especially one that’s the caliber of ICFF):

• Meet the press. Because of it’s reputation for cutting-edge design, ICFF attracts some big name press.  Online publications like Design*Sponge, Treehugger, and Core77 scour the aisles looking for the next big thing, and they’re joined by editors from print publications like Metropolis and Dwell.  Not only does getting coverage in one of these publications help boost your career, but meeting these editors in person can help build a relationship that can mean more exposure over time.
• Get custom or commission work. Architects and interior designers also make up a large component of the attendees at ICFF.  Some come looking for the perfect thing to meet their client’s needs in the short term, while others are looking for resources for down the road.  So if you make one-of-a-kind work suitable for the home, don’t discount a show like ICFF just because you don’t make production.  It may be the perfect fit for you.
• Find a manufacturer or strike a licensing deal. If you’re a one-person business, it can sometimes be difficult to turn your ideas into production.  This is especially true for larger pieces like furniture, lighting, and home decor.  Exhibiting your prototypes at a show like ICFF can be a great way to get them in front of larger companies who are interested in licensing or manufacturing your products.  In fact, ICFF now has a section for standout designers looking for manufacturers and exposure.  (One note, if you’re primarily a pattern and surface designer looking for licensing, then Surtex is probably the show for you.)
• Network with other designers and business owners. Looking for the secrets of how other’s run their businesses?  They probably won’t give it up to you via a random email.  But as you build relationships with your fellow exhibitors at a trade show, you’ll find many people who are more than willing to help a newbie out.  You’ll also make connections that could lead to collaborations or other opportunities down the road.  After all, nothing builds friendship like 5 days stuck together in the Javits Center.

While most of these other benefits don’t have the immediate financial benefits of writing orders, they can add up over time.  Repeated press can drive your retail sales.  Many people build healthy businesses from custom and commission work.  And those intangible networking relationships may help save you money as you learn from other’s mistakes.

The most important thing when planning to exhibit at a show like ICFF is to have clear expectations.  If you go in with the mindset that there are benefits beyond writing orders, you won’t be as disappointed if you don’t write enough orders to retire to that island you’ve been dreaming about.  Building a business, a brand, and a reputation takes time – but exhibiting at a show like ICFF can help point you in the direction you want to go.

* * * * * * * * * * * * * * * * * * *

If you want to learn more about the benefits of exhibiting at trades show (and how to make them a success), be sure to check out my best selling class on Creative Live, Sell Your Products to Retailers.