Canadian Apparel
Do you know what you are doing there? Participation in tradeshows should be just one wellconceived element of your overall marketing strategy There's no business like show business, or so the song says, unless it comes to tradeshows. Tradeshows can mean doing serious business or, conversely, spending a bundle to come away disappointed. How can you make sure the cost won't far outweigh the benefit? Whether you are a retailer/buyer or a manufacturer/exhibitor, finding value in a tradeshow is all about planning. In the beginning, you had a plan that helped you get where you are today. You may not have actually written it down but you had an idea of where you wanted to take your company. But where you are today is not necessarily where you still want to be. And even if you are where you want to be in the lifecycle of your business, you still need a plan to keep you there. Either way, making a decision about participating in tradeshows is just one element of your overall marketing strategy. So, the real first step is to write that plan. Detail the budget available for marketing, advertising and other forms of customer communication - including tradeshows. You should have a rationale for spending money in any of these areas and each of the areas should address a real need. Your dollars must work very hard for you to grow your brand, so don't waste the investment. As an exhibitor, ask yourself the following questions about marketing your brand: Who do we want to talk to? What do we want to tell them? What is their impression of us now? What do we want it to be? Why should they believe what we tell them? By answering these questions, you can define your target audience and determine the appropriate vehicles for reaching it. For some brands, having a strong consumer advertising component makes sense. For others, it's all about product placement and public relations. For still others, it could be about strengthening the sales force and focusing on distribution. Or maybe the answer is direct mail - or trade shows. Or all of the above. The most successful companies focus on their strategic growth and marketing plan to help build their business long-term. And they revisit that plan regularly to make adjustments and updates in order to anticipate and accommodate changes in the marketplace. This kind of company has already answered the key marketing questions and knows how to make the most of its presence at a tradeshow. They have a plan. They are attending the show because, by telephone and e-mail, they have confirmed appointments with current customers. They have built in opportunities for bonding with customers and potential customers, including socializing during the evening. They have pre-booked those evenings and made reservations at the restaurants they plan to frequent well before the show. Because they have pre-arranged appointments, their booth looks busy. And nothing attracts attention like the buzz of a busy booth. They have also sent out letters or a clever direct mail piece to new retailers they want to meet. They probably followed up on that mailing with a phone call to set the appointment. When visitors to the show open the show guide, they might find something from the company or about its brand. It could be an ad, an article, or an invitation to the booth. When a member of the media covering the show visits the press room, he might find a news release that makes it easy for him to say something relevant about the company. The smart company usually covers these bases. Its booth creates an environment that reflects the character of its brand. Its product is well displayed/merchandised, well lit, and easy to understand. Its salespeople are working - meeting with buyers, following up on discussions, checking out the competition and staying focused on why they are at the show. Let's go back to that booth for a moment. For me, it has never been about how big you are, but more about how smart you are and where you fit into a retailer's store. Help the buyer connect with your brand. Visual clues from props and photographs of the product really do help and give more meaning to your brand. Are your people wearing the brand? If appropriate, maybe they should be. Many Canadian companies that attend shows such as Magic on a regular basis store their booths in Las Vegas between spring and fall shows. Others pack, crate and ship to the next show. Logistics should be considered along with the design of the booth. Flexibility is key. A booth can last for years. It is easier and less expensive to change graphics than to re-construct. Many shows, such as the Collective in New York in January and July, are what I call "rack shows." They provide the shell. The walls, clothing racks and other display components are consistent throughout the show. It works because the focus is on the product rather than the booth itself. It is worth noting that many of the companies showing at The Collective, for example, will also be showing at Magic and other regional shows. Why? Because if done right, the tradeshow can be one of the most effective ways to get to your buyers. Good retailers attend a host of shows throughout the year. Chris Toth, co-owner and general merchandise manager of the successful British Columbia nine-store chain, Off-the-Wall, says shows are a critical part of his success.
Toth also emphasizes the importance of building lasting relationships with suppliers. "We use the shows to meet with the principals of the companies we do business with. We have dinner. We socialize. We get to know each other beyond the "purchase order." He also uses the show environment for team brainstorming. "We go with an open mind. We look for the energy and are open to new ideas. We work hard at these shows because they really help us remain market leaders." When Perry Ellis, owner of the recently relaunched Penguin by Munsingwear young men's line, planned their show strategy, they opted to avoid the major shows, such as Magic. Instead, they showed at both the Pool Show in Las Vegas and the TBC show in New York, both rack shows. According to Chris Kolbe, spokesman for the Penguin brand, their goal was to be in the right stores at launch. Surf, skater and specialty stores were at the top of their list, while department stores were at the bottom. "Launching with a large presence in a traditional department store was not what we wanted. We wanted to be in retail environments that truly reflected our brand positioning," Kolbe said. While Penguin's reps did a great job of prearranging meetings with key retailers, most of their sales came from walk-in traffic.
In terms of promotional material, Penguin gave out look books, a sales catalogue, and backed it up with an advertising campaign in alternative consumer publications. They also ran an ad in the show guide.
Roy Perlman, owner of Jean Machine, a 30-store chain in Toronto and southern Ontario, has attended tradeshows for the last 20 years and continues to view them positively.
He and his team attend Magic as well as numerous rack shows and specialty shows targeted to his youthful market. They have several appointments arranged prior to arrival at the show, so they know for certain that they will see key suppliers.
Perlman also attends shows in South America and Europe. "Even when I am sitting in the News Cafe in South Beach, I am watching for trends, looking for how the teens are accessorizing their look and seeing what they are wearing," he says. So what's the bottom line? Tradeshows can be an important part of your sales and marketing strategy. Take the time to really think them through in order to maximize your investment. Formulate a plan and then work it. To get the best rate on flights and hotels, to secure your choice position at the show, to ensure maximum impact and results, the earlier you commit, the better. Want to see what next spring looks like? On with the show! |
It's
showtime!