showing up is not enough, or common myths about wholesale shows

One of the big misconceptions I see surrounding wholesale shows is that showing up is enough to have a good show.

The thought process is, “I’m here. I spent the money. I traveled.” That should be enough.

And while you may occasionally get lucky, the truth is that this type of mentality is what leads to disappointing sales and frustration with wholesale shows.

Yes, exhibiting at a wholesale show is expensive. But why waste that investment by not doing everything you can to make the show exceptional?

On a side note, exceptional doesn’t mean that you need to start dragging hard walls to every show. Exceptional means that you do everything possible to showcase your brand and your products in the best way possible. And that will mean something different for every one.

So if showing up isn’t enough, what else can you do to ensure a good show?

First, you need great products. As someone mentioned in the comments of my last post, without great products, a great booth gets you nowhere. Great products means having the right products at the right price. (And the right price isn’t always the lowest price, it’s just one that makes sense for your product offerings.) Great products means having a focused product line with a clear aesthetic. It means having products that are well made and well finished.

Once you’ve got great products, there are still a few other things you can do to ensure show success:

1. Pre-show marketing. Pre-show marketing is critical, especially if you’re going to a big show. It’s so easy for your booth to get overlooked, even with a great display. Pre-show marketing could mean postcard mailings, emails or phone calls to key stores, or advertising in relevant trade publications or show materials. The best pre-show marketing will help create buzz about your products before you even set foot on the show floor.

2. An inviting booth. Yes, taking some time to create a killer booth is important. Particularly as a creative person, you do yourself an injustice when you use fixtures that look like everyone else’s. Spend some time making your display pop. (Which is possible to do even on a budget.) And don’t scrimp on lighting – it can mean the different between an inviting booth and one that no one notices.

3. A good sales presentation. Your ability to sell your work can have a huge impact on the success of a show. Even if you’re new to selling, having a friendly, positive attitude is a good place to start. I say hi to every person who walks by my booth. And if they stop, I engage them in friendly conversation, usually centered on where their store is located. These two simple actions have helped me score countless orders from buyers who wouldn’t have even looked at my booth if I hadn’t said hello.

Exhibiting at a wholesale or trade show can be a lot of money, which is why you shouldn’t leave the success of a show to chance. By implementing a strategy that goes beyond just showing up, you’ll likely have a much better show, and see a much higher return on your investment.

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