guest post: creating a standout space at markets

Today I’m excited to share a guest post from Michelle Engel Bencsko of Cicada Studio and  Cloud 9 Fabrics.  Michelle has graciously agreed to give a little recap of her experience exhibiting at the International Quilt Market, and she’s sharing some amazing tips for how to communicate your company identity and make your booth stand out at a crowded show.  Thanks Michelle!

Hello! Megan asked if I’d do a post on my recent experience at the International Quilt Market which took place in Minneapolis this past weekend.

This is the 2nd market Cloud9 Fabrics attended (our first being the fall show which is always in Houston in October). The premise of this show is for fabric manufacturers (specifically those who sell to the quilting and crafting market), textile, quilt and pattern designers, notions and supply makers, distributors, related press, and buyers of all these things and more convene. It’s an amazing show swirling with everything “quilt” related. And as with any show, it can be a little overwhelming to a newbie, and at the same time, be a bit stale to people who have been many times in the past.

So, you’re a smallish, crafty business… with a rather refined product selection… and you’re wondering how do I catch the attention of both? Obviously, everyone wants to shine. I hope to give you a few points on how to do this through our experience, which really goes to the very root of our company. First a little background, so you can see how I took our business model and directly related it to our booth.

Identity | Our image and personality.

Cloud9 Fabrics produces organic cotton fabric printed with low impact dyes. Our product is clean, fresh, youthful, calming, reveres nature and is eco-friendly- an image we work hard to promote as we feel it helps deliver our message to the consumer: the message being that our product is a healthier and cleaner alternative to conventional cotton fabrics. Having a clear visual message through our identity, marketing and our products certainly helps when creating our space. The creation and supporting of our visual image has been instrumental in getting our message out.

I can’t stress enough how essential developing a clear identity and consistent marketing material is to promoting your business- and it makes it so easy when you create guidelines for use. Our logo is golden! We never alter it, always put it front and center and we plaster it on everything. That’s it’s whole purpose.  Honestly, hiring a graphic designer in the event that you can’t do it yourself, is the number one thing you should invest in if you’re entertaining exhibiting in a show.

Another important note on identity: if you don’t love your logo, don’t expect someone else to… put out what you seek to draw in. You want to be able to be proud of your brand, so make it something that really means a lot to you. With your logo and identity, you want to attract like-minds, so promote yourself the best way you can- and that starts with a clear identity. Do not try to be all things to all people- it’s impossible. The more focused, the better.

Lastly, be YOU and be UNIQUE. Consider this my PSA: If you’re going to borrow someone else’s brand image, people will know- or will learn. It’s important to have your own distinct perspective and reflection. There is nothing gained by trying to duplicate what someone else has done- and has probably done well. It is detrimental to your own business in the end… so wear your own hat- and if you don’t have one, make one! There is always room for more. If we can live in a world where soda companies will spend incredible amounts of money to discern between their brands of sugary flavored bubble water, that’s proof that it’s possible to have a unique take on a creative business.

Branding | Who we are in a nutshell.

So, putting my money where my mouth is on the above topic, I designed our booth around our visual identity- our  logo- a cool sky blue field with a big white cloud and earthy brown lettering with our catch phrase “Organic Fabrics. Happy You. Happy Earth.”  I made that the focal point by having it printed on a large vinyl banner, which I had printed at 48HourPrint.com. There is no question at whose booth one is looking if casually- or even briskly- walking by. And because it is eye-catchingly large and unobstructed- as well as literally highlighted by two lamps, people who see it, tend to look around beyond that to the rest of the booth which wholly supports the identity while featuring our latest products.

Branding is about the promise of who we are. By delivering a clear message through the melding of logo, product and verbiage, we are sure to leave no one in doubt about what we represent.

Display | Making our product shine.

The wall to the right is where I planned to hang the currently selling collection- the one we want to sell and have immediately in stock and ready to ship. Our NEW stuff. Because NEW stuff sells. NEW stuff is what people are at the show to see. By making this the 2nd most important highlight, we can be sized up by discerning eyes in the fastest way possible, and believe me… when confronted with a million images in one expansive room, anything you can do to make your potential customer’s day easier is surely welcome. We had audible sighs of relief as people rested their  eyes on our booth. It was a super compliment.

Regarding this display itself, the way I may hang the fabrics depends on the collection itself. It’s been easy these last two times because the long panels really accentuate the softness and draping quality of the base cloth. Going forward, we’re offering flannel, and I may have to rethink this idea (TBD). But essentially, it could be any product, really. Depending on what you sell, you can create a display space that best features your NEW products. You’d be doing them a disservice by tucking them in amongst older items. Let them shine!

Furnishings | A reflection of who we are.

Just like we decorate our homes to reflect who we are, we decorate your booth to reflect what our brand is. If you can afford furniture both financially and spatially, it’s important to have it be stylistically in line with your business’ brand as best you can.

All our furniture (from IKEA) is white and lends itself well to both our logo and the product. Wood could have been an option, but in the end, I felt that white’s cleanliness supported our idea and worked visually a little better. Also, I’d be fibbing if I didn’t say that practicality didn’t play a part here: I was able to find many items of the same white for our needs- and didn’t have to make do with something that may have seemed out of place. Sometimes budget limitations and availability can be your friend!  If your brand represents a rustic lifestyle, then perhaps thrift store finds would work- or industrial, maybe go with metals or black…, etc.

Flooring | The “other wall”.

From afar, the floor is just as evident as any wall, so it makes sense to have it coordinate.

I purchased a bright green  yellow flooring to break up the blue and white- plus I also liked that it reflected the idea of grass, thus driving our nature theme home a little more. There’s lots of flooring options available. We went with Flor tiles: affordable, easy, portable, eco-friendly and well… COOL.

Finding what’s perfect for you should not be an insurmountable task. Actually, I think that was my first real purchase: I saw, I liked, I bought!

Marketing Materials | Take us with you!

We put two small unobtrusive tables right in front, which held our business card holders, sample swatches (our “giveaway”- which is always tantalizing… and an excellent way for people to remember you and know exactly what the product is) and catalogs. While there isn’t room for everything, we made sure to put what we’d most like to promote: our current line and our forthcoming collection. We keep other materials, like line sheets from our inventory collections and order forms out sight. On that note, if you have anything that’s particularly limited, it’s best to keep them out of reach as well. People take stuff just to take stuff (I don’t know why… paper is heavy!).

By leaving things just slightly out of reach, but still visible (we leave catalogs on the center table and on the shelving in the back) we can draw inquiring minds into our booth physically, which is a natural door opener.

Lifestyle Samples | As real as it gets.

Maybe it’s easier for fabric people, but by creating samples with our products, we create a “real world” environment. Items that can directly relate to a customer’s world.

Between myself and some great and talented friends and colleagues, I managed to primp our booth with samples galore. For our latest collection, Beyond the Sea I felt it was important to show its versatility. I found delightful patterns of fish and shells stuffies from Mimi Kirchner and Rumpled Quilt Skins that further evoked the seashore theme of our prints and added a touch of youthful whimsy to our booth. Heather Moore and I spent the day making unique pillows, that lent themselves to the idea that this fabric is ideal for interior decorating projects. We work with a seamstress, Jaclyn Farrell, who could read my pillow concept sketches and make them into a pillow reality like nobody’s business. I asked Cherri House, an amazing- and newly published– quilt artist if she would make a pattern specifically for us to show that the fabric is also ideal for quilting. And we also made and merchandized outfits for ourselves to show how it well it worked in clothing. The message is clear: our product is obviously good for any sewing project. By nailing these key genres, we opened the promise of lots of creativity to our potential customers, which could, in turn, be passed to their customers.

Collaboration was key- and I am happy to promote all of the people that helped me to create our inviting environment. Cross-promotion is a wonderful thing.

So, how to utilize this in other markets? Hm. That’s a little tricky for me to answer in such a broad manner, but I suppose what I’m suggesting is that you somehow integrate your product into your space so that it not only exemplifies your brand but how your brand can be a part of someone else’s world. People love to be sparked by creativity. It can be contagious, too. Maybe they’ll envision a delightful display in their shop. Hey, if they can envision it in their world and they like what they see… you are certainly that much closer to a potential sale.

You | Hello, my name is ___________, and this is my stuff.

Whomever is in the booth is also a reflection of your brand. Most of the time it’s you. And just like anyone will tell you, first impressions are important. Wear nice clothes (things that don’t visually fight the booth itself)! Stand up straight! Comb your hair! Smile!

Simple and effective… and  common sense, I know, but I thought I’d mention it… because YOU are part of the package. Don’t separate yourself from your brand- unify. You want people to like the whole package.

In Conclusion | Creating a unified world of all things “Your Brand” is key. Everything should tie together and be as seamless as possible. It makes people believe in what you’re doing- that you’re legitimate, that you have potential for more of the same. It helps buyers focus. Gives them confidence in your brand. It is visually stimulating. It can plant the seed that they want what you have. It sells! And that’s the whole purpose for being at the show.

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Want to learn more about exhibiting at trade shows? Check out my best selling class on Creative Live, Sell Your Products to Retailers.