how many trade shows is too many?

August kicked my butt this year.

Why? Because I did three trade shows in one month. (Accessories Circuit, StyleMax, and New York International Gift, in case you were wondering.)

I know there are many of you who are still contemplating your first trade show, so I’ll warn you that once you’ve gotten a few successful shows under your belt, it starts to become a little bit of an addiction. You’ll spend a lot of time asking and wondering and talking to people about what shows they’re doing and which shows you should be doing next. At least, that’s the case for me.

Pretty much since the beginning, New York Gift has been my primary show. But I’m constantly on the look out for new shows to fill in the orders I don’t pick up in New York. With Buyer’s Market no longer holding a summer show, this August seemed like the perfect time to mix in a few new shows. My motivation for this was simple – I didn’t want to only have one show heading into the busy holiday season. I had set some clear income goals for the end of 2012, and I didn’t think one show alone would get me there.

Unfortunately, my first two shows were a bust. But then, good old New York Gift. By the midpoint of what turned out to be my best show ever, I was seriously wondering if I needed a second summer show.

Almost since the beginning of my wholesale business, I’ve been committed to doing multiple shows each show season. (The major gift show seasons are January/February and July/August.) But this summer had me rethinking that strategy. Since at some point the one versus multiple strategy comes up for many wholesalers, I thought I’d share a few tips for choosing between focusing on one show in a season or going for more.

When multiple shows is a good idea:

You’re trying to build momentum and grow your wholesale business quickly. Ask any trade show insider, and they’ll tell you that you usually need to do a show three times before it starts to work for you. That’s because many buyers need to see you a few times to make a commitment. This makes sense. If a buyer is going to make space for you in the store, they want to be sure you’ll be around for more than one season. The challenge here is that, even with a twice a year show, it can take a year and half or more before your wholesale business gets rolling.

But in my experience multiple shows in one season can accelerate this process when you’re starting out. Many buyers shop more than one show in a season, and if they see you at more than one show, not only does it increase their exposure to you, but it also signals that you’re really serious about wholesale. When you invest in multiple shows in short period of time, it can’t help but show that you’re in it to win it.

There are multiple shows in a season that work for you. New York Gift is clearly my primary show. But it’s not the only show that works well for me. I’ve also had success with the Buyer’s Market of American Craft’s winter show the last two years. While I will be focusing a lot of my energy next year on really maximizing my time at NY Gift, I’m not going to give up a show that’s been working for me. So if you’ve got multiple shows in a season that all work, stick with them.

When you should focus on just one:

You’re just starting out, and one show is more than enough. I tend to be ambitious, and my first show season I did two shows. (New York Gift and the American Craft Council show.) Fortunately, there was nearly a month between the two shows, so it made it more manageable. But I can also tell you how much stress I had leading up to my first trade show, and I know I’m not alone. So if doing one trade show feels like a big leap, focus all your energy on one at first. Yes, multiple shows can help you build the business more quickly. But one show that you’re fully prepared for will always top multiple shows that you’ve slapped together.

You’ve been doing a show long enough to reasonably predict income AND you have the resources to maximize your exposure at that show. I have a hard time taking my foot off the gas, and with a my business at the stage it’s at (I’ve got an employee to support) putting all my eggs into one show made me nervous. But my strategy of multiple shows ignored something really key. I wasn’t doing everything I could to maximize my main show. Because I’ve been doing New York, I can reasonably predict the bottom line I’ll bring in at the show. But I fell into the trap of thinking that my previous sales indicated just how much I could make at the show. If I had taken the money I blew on other shows and invested into maximizing my NY Gift exposure (through advertising, outreach, and other promotions), I could have seriously upped my income without the stress of some new shows.

So if you’re looking to grow your wholesale business, and you can’t find a second show that’s a good fit, sticking with one and maximizing exposure could be the right way to go. I know that’s the strategy I’ll be using come next summer’s show season.

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