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July 2005: PAUL SMITH’S DEVIANT’S DIARY - Paul's guide for Trade Show virgins.
It occurs to me that the ETO Show at the NEC near Brum this month is the first dedicated trade event for the adult industry in the UK. It's not like us to lag behind the Americans or the Germans for long and I like to believe that whatever they can do, we can do better. And with less calories. Against this background of relative inexperience, a further thought occurs: That there are a lot of trade show virgins out there, perhaps fearful of losing their cherry. Especially in front of a large crowd. Well, this guide is for you. Having, in the past and for many years, worked as an IT monkey and being a veteran of events such as ECTS, SCoRE, CTS and The Indie Show (both as a visitor and exhibitor) I can speak as something of a Trade Show expert. I hope you find the following nuggets of crispy wisdom helpful:
How to be a super-visitor:
First, pre-register for your FREE pass at www.etoshow.com. Failing that, there's a ticket for you to post off (Freepost. Damn, you people are spoilt!) in the magazine. By pre-registering you'll be able to march into the event on the day with the briefest of stops to show your proof of trade status (bring a business card or stationary) and pick up your attractive pass.
Please don't come if you're under 18 (or look like you are, unless you have some ID with you to back up your claims of great genes) or aren't in the business of entertaining adults. That's no students, no consumers and no blokes called Keith who thought they might sneak in through a fire exit. There will be security on site, and they'll be made to skip breakfast. They may also be teased with raw meat.
If you don't fancy pre-registering, bring your ticket (it should be in the magazine. If not, contact your favourite supplier who's attending as soon as possible - They may have one to send you. Or pre-register! See above) and proof of tradiness with you, but expect to have to queue. Imagine the burning shame now, as others walk past your shuffling line and stream in through the 'pre-registered' entrance. Are you doing that for me? Good. Use that anger and pre-register!
Long before one reaches the NEC, one must decide what one wishes to get from the Trade Show experience. This will let you plan your day properly as different goals require very different preparations. The basic trade show approaches are as follows:
The day out: There's nothing wrong with using the event as a place to meet up with old friends, have a drink from the bar, chew the fat and otherwise chill. However, there will be 50ish major suppliers there, just itching to meet or see you. It'd be churlish of you not to say hello at least, surely? Some may be running competitions where you can win something simply by dropping a business card off. So bring some cards!
The hybrid: Most people will want elements of the above and below. So read, think and plan!
Meaning business: This event is an opportunity for you to secure your future happiness. You need to prepare, invest time and effort and otherwise gee yourself up. It's only through hard work now that you'll be sipping whatever takes your fancy on a yacht in 2017.
You'll find a listing of exhibitors in this magazine. Use it to make appointments. If someone is expecting to see you, you'll find it easier to get the attention you want.
Arrive early. Make the most of the day. The show's open for six and a half short hours so wasting any of them would be a mistake. Yes you should have fun, but keep your business head on and you'll come away with more than just happy memories and a smile.
Dress well. Manners may make the man, but if your nylon shirt doesn't close over your hairy belly and there are stains (blood, sweat, gravy and/or egg) down the front of it, you're less likely to be taken seriously. That's equally true for men. This is of course wrong. You may own a chain of shops and just happen to like to dress like a slob, but sadly people naturally make judgements on how you look, so a little extra effort here can pay dividends later. Have a shave, think about nose and ear fur, shine your shoes and brush your teeth and hair (if any). Women may wish to consider their footwear carefully. It might be a very long day in 4" heels. Equally, think about temperatures. Whatever the sensible temp on the show floor, it's bound to be too cool or warm for someone, so plan for this. Wear a couple of layers. If you're finding it warm, keep your fluid intake up. Ensure there's enough space in your schedule for extra toilet breaks.
Business cards are the quick and easy way to be remembered after everyone's gone home. But bear in mind you'll be one rectangle of card in many, so I suggest you note what you're looking for from the firm you give it to on its back. Your name, numbers and your shop's name is one thing, but 'Please call me about opening an account and a significant first order (of many)' will bring you to the top of anyone's 'to do' list. Be proactive and don't shy away from self-promotion. Think winner. You're a tiger…
Checklist:
Ticket (or be pre-registered)
Business cards and lots of 'em. Also needed to get in, or bring other business stationary.
Money. For drinks, parking perhaps, food, bribes, fines, etc.
Pen and paper. To make notes, write down new suppliers details and slip your hotel name and room number to someone.
In 'n' out plan. Know where you're going and how to get there. The NEC is well signposted, but you're going to have to find your way back to your car, so keep your eyes open.
After the event:
Follow up any promising leads inside a week. After that your face will just be a blur and you'll find it harder to make progress. Try to speak to the person you met at the show. Business is all about people and you're a people person, right? Be clear about what you want from the firm and don't be shy about getting to the point. A sample order is a damn good way to start and the perfect place to build a relationship from. If there are obstacles to doing business, work around them. If you liked something on an existing supplier's stand, get in early with an order and get in on your shelves or web site ahead of the competition.
Extra advice for exhibitors:
There should be at least two people on your stand most of the time. You'll need them there when you're busy, and they can keep each other company when you're not. They can also cover for each other when a toilet or tea break is in order. Make sure everyone has everyone else's mobile number, or bring walkie-talkies. Communication is the key to good business.
A little something to tempt folks onto your stand is nothing to feel ashamed of. Bribery is also the key to good business. A bowl of sweets is always popular, but I recommend individually wrapped ones rather than loose mints. Not everyone washes their hands as often as they should.
It's all about the product, so make sure you have everything you need to show off your range. Display approx. trade and retail prices if you like. Anything that says, 'you'll make a worthwhile profit with this' is valuable. You're not going to be upsetting any members of the public with your 'attractive' margins, as there won't be any there. If you do happen to notice anyone without a pass, let security know and questions will be asked. Any unauthorised 'civilians' will be courteously ejected from the show.
You can do a lot with a little. You don't have to have polished chrome bar stools and snazzy display cases, but you do need to promote your products and/or services as well as possible. Planning is good. Lay out your stand at your premises a day or two before the event to ensure everything will fit and you have all you need. A box of emergency supplies (marker pen, tape, string, stapler, staples, Biros, sticky labels, etc.) would be wise, as well as as much promotional material as you can find. Business cards, account application forms (if you don't have these, make some) and bags (if appropriate) are all things you should bring. You might manage without a table or chairs, but if you have room, even nice clean garden furniture is better than nothing. Being able to sit down ISN'T the key to good business, unless you're a sofa manufacturer.
Make eye contact. Stand at the front of your plot and hand out brochures or 'show deal' flyers. Ask people what they do (as talking the arse off someone who's there to replace a blown bulb is bad form), ask for a business card, make notes (unless you have an exceptional memory, you'll need them) and talk talk talk. You know your product/s inside and out. If whoever you're speaking to might make use of it/them, tell them how and why they might. Use a special show deal to secure orders on the day. If you have a new product and an established customer on your stand, make sure they meet. If you love them, give them a free sample to take away and get feedback on. Speculate to accumulate. Accept what you do might not be for everyone, and be prepared to be polite but firm to move away from one browser and onto another who may be just the customer you're looking for. It's damn frustrating for a genuine bulk-buyer to have to wait while you're just being polite to someone.
If you're short of promotional material, set a display of your product up and take a nice colour photo of it with a digital camera on its highest quality and image size setting. Transfer that picture to your computer and add all your business details to it with the 'text' button. If you don't know how to do this, get someone young and know-it-all to do it for you. Make sure the info is readable when the image is a bit over photo size on the screen and isn't too close to the edges of the picture. Transfer the edited photograph back onto your camera and take it (or just the memory card) to a 'we print your digital photos' place. My local Jessops will print 50 4x6 glossy photos for £4.99, or 50 at 5x7 for £6.99. That's just 10/14p each and are much better than a badly photocopied black and white A4 or A5 flyer. They may take a few days to arrive at the shop, and you can't have anything explicit printed this way, but it's worth considering.
Have fun. If you're smiling, people will want to talk to you. If you're sat in the corner reading the paper, people won't, even if they do. If you follow me. Remember how you used to be funny and charming? Be like that again - it's only for a few hours. At the end of the day (literally, not overused figuratively) pack up and have some food - you'll need a boost before driving home and it's great to have something to look forward to while loading your car or van.
Lastly and for everyone: The ETO Show is being held at the Birmingham NEC on Sunday the 31st of July 2005. Doors open at 10.30am and you'll find all the action at Concourse Suites 1&2 - until 5pm, when you'll be asked to leave as everyone will have tired feet and they'll want to go home for a hot bath.
Paul Smith is still free to a good home. Kinky Job offers to info@snapsandbytes.co.uk please.
2000ish words on how, what, why and when Dale. Sorry about the short wait.
Paul.