Creative Leisure News - "Vinny da Vendor"

Challenges, problems, and triumphs -- from a manufacturer's perspective.

Getting Ready For A Trade Show

Go MAD at HIA.

by "Vinnie Da Vendor"

(Note: "Vinnie" is a key exec for a major industry company. Sometimes he writes things that his customers may not want to hear, so he needs to remain anonymous.)

You bellied up to the bar yet again to participate in our industry�s greatest show on earth. I am not talking Barnum and Bailey�s Circus here. (Or am I?) I am talking about HIA. The payment was made long ago; how has the intense planning gone?

If I can get you to lay aside all the baggage I have just conjured up in your mind at the mention of HIA, maybe we can open our minds together in some areas typically taken for granted.

Why did we pay for the booth?

Be honest here. Is it because of all the wonderful objectives you have for 2004/2005? Or is it the simply because this is the industry�s largest show, your customers and competitors expect you to be there, and you do not want to lose your show points (which give you preference in booth position). I�ll let you make this determination.

So what�s our purpose?

So many craft vendors never get beyond the "everyone who�s anyone has gotta be there" syndrome. They simply start in December to throw stuff on the booth walls � new stuff from that year, and stuff for next year that they are working on.

Isn�t our purpose to market to those customers we do have, as well as to those we wish to have? Take a step back and ask yourself: "What would I do to prepare for a great "once in a lifetime" sales call to a new, potential long-term customer?"

HIA brings buyers from all over the world. Remember, the best orders are NOT those written at the show, but those that come in the future, stemming from relationships cultivated at the show.

What is your purpose, and what are you bringing to the show in the way of products, presentation, and people�s enthusiastic attitudes to accomplish this purpose?

How important is your show preparation?

Be honest here again: Does your company "Go Army" when preparing for a trade show? (Go Army � "Be All That You Can Be.") Do your people really try to Go MAD in their efforts? (Go MAD: "Make A Difference.") Or is it simply going through the motions?

The good news is, it's not too late! Right now the only thing that is a given is the size of your booth and its location at the show. Step back and determine how you and your crew can Go MAD at this year's show. I'd encourage you, after careful consideration of your purpose for this year's show, to think towards creating a theme that encompasses ALL that you want to accomplish. The depth of which your theme permeates your show booth is up to you. I feel the deeper the better.

Colors, presentation, clothing worn by those working the booth, etc. The ways in which you create your presence through your theme are myriad!

I want to see a lot of companies striving to Go MAD this year! See you at HIA!

(Note: To read Vinnie's previous columns, click on the titles in the upper right-hand column.)

xxx