3 takeaways from the New York Gift trade show

Last week, I made my usual trip to New York to exhibit in at the New York International Gift Fair. This was my eighth time participating in the show, and as a result, it’s starting to feel like one big reunion as I connect with friends and buyers.

This show, more than any other, has solidified for me the value of participating in trade shows. In talking to friends in various stages of their business, they all were able to take value from exhibiting in the show. (Even those whose sales weren’t as high as they initially hoped.)

So today, I wanted to share a few takeaways from last week’s show:

1. The only way to truly know if a show is right for you is to do it.

When it comes to choosing the right wholesale show for your products, research is key. Walking a show, talking to other exhibitors, asking questions of the organizers, these will help you figure out if a show seems like a good fit. And in doing research, you’ll typically find shows that are obviously wrong for you. Maybe it’s the price point or the products. But you’ll instinctively know when a show is a bad fit.

But in doing your research, you’ll likely come across a lot of shows that might be a good fit for you. You’ll walk the show and the vibe seems right. And then you’ll talk to exhibitors. Some will tell you it’s a great show. Others will tell you it’s terrible. You think it could work for your products, but you aren’t quite sure.

Ultimately, the only way to know if a show is truly right FOR YOU is to do the show yourself.

Because you and your products aren’t like anyone else’s (hopefully) your experience in doing a show won’t be like anyone else’s. So if a show seems like it might be a good fit for you, the best way to find out for sure is to do it.

Yes, it’s a big investment. And yes, sometimes that investment doesn’t pan out the way you had hoped. But in the end, it’s a learning experience. And one that could potentially net you far more than you invested in it.

2. Nothing replaces face to face interactions and connections.

In talking to a friend who was exhibiting for the first time (and who had an amazing show), she expressed that prior to the show she didn’t realize the value in connecting with buyers face to face.

Yes, the Internet has made it possible to connect with people like never before. And yes, stores are finding new products and designers online.

But connecting with someone in person still has an incredibly different feel than connecting with them solely online. When you meet someone in person, you feel a stronger bond and build a deeper relationship. (And relationships are what selling wholesale is really all about.)

True, the Internet now helps facilitate those connections. (I took an order from a store who first found me on Twitter.) But those in person meetings can help seal the deal.

Not to mention the fact that most buyers are shopping for a brick and mortar store, where people will be buying products in person. Store buyers still appreciate being able to see and feel products in person because that’s the way their customers will be shopping.

So often, I hear people say that trade shows are dead. And while they may not be at the same level as they were in the later stages of the last century, there’s still a face to face aspect that makes exhibiting at trade shows incredibly valuable.

3. You have to be prepared for highs and lows.

Despite being my best show to date, this show was about as uneven as they come. I had days of zero sales. And my best day at a trade show ever.

Exhibiting at a trade show is an emotional roller coaster, and you have to be prepared for that.

You have to learn not to take it so personally. You have to stay upbeat and positive, no matter what. And you have to search for your own takeaways at each and every show.

If a show is going great, it’s important to reflect on why. What did you do to make the show successful for you? What worked? And what could you do better?

And if a show isn’t going so great, what can you take from it? Did you get a clearer sense of who your market is? And isn’t? Can you work on improving your sales presentation? Do you need to revamp your display or promotional materials?

For most people, a trade show isn’t a 100% positive experience. Even the best shows have slow moments and what feels like missed opportunities. But once you understand that it’s a natural part of the process, you can learn to ride the wave of emotions and come out of a show with the best experience possible.

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Want to get the inside scoop on selling your products at trade shows? Check out my best selling class on Creative Live, Sell Your Products to Retailers.