paul smith's Snaps & Bytes e-home
There's now THREE videos of this show online:
ETOShow2006.mpg 86 seconds/12.7Mb, ETOShow2006.wmv 2.6Mb version of the same file, and a
ETO-Show.mpg 90 seconds/14.1Mb 'Director's cut' edit.
August 2006: PAUL SMITH’S DEVIANT’S DIARY - ETO Show II: The ETO Show Strikes Back.
In the film industry it's the near-impossible challenge of coming up with a sequel that's as good as the original, let alone better. In the music industry the effect is referred to as 'The Difficult Second Album'. Trying to follow-up a success was also causing some stress before the doors opened at this year's event. Had it all gone wrong in 2005 we could have shrugged and said, "Oh well, it was worth a try", but this time -July 23rd and 24th- expectations had been vastly raised by the great reaction to the first ETO Show.
Even having seen a floor plan, I was still surprised by the size of the 2006 event when I arrived. The show's new home in the Pavilion Hall at the NEC benefited from a big entrance to have an imposing ETO Show sign over, as well as many more square metres to play with. The result was a professional presentation to the show, which seemed twice the size of the first one, with more aisle space to reduce the claustrophobic effect when it was full of visitors. The addition of seating areas was another reaction to feedback from the first show, among several dozen other changes -small and large- intended to make the event bigger and better than the original.
While it would have been inappropriate for me to use the Great Giveaway pull-out promotional cards printed in last month's ETO, I did have the brass neck to wear a I 'Heart' Freebies badge I'd had specially made for the event. I had to be careful on the LTC Healthcare stand though, as what I'd originally taken to be a promotional lollipop that I was presented with turned out to be a condom in a clear pack with a white stick taped to the back of it. I'm glad I noticed when I did - A great display idea!
Around 150 keen trade visitors were thronging in the entrance hall before the doors were opened at 11am. With a nod from the security staff they streamed in, many clutching the free rucksacks being handed out at the inner door. There was another surge around 2pm as I was taking some photos, and at the end of the event all 1000 rucksacks had gone.
Close to the door, the very impressive new stand that GotLingerie was showing-off was all futuristic aluminium spars and made a very cool addition to the event. Proving it wasn't a case of style over content, Amelia showed me the Dreamgirl range, which would go on to win Best Erotic Brand that night, as well as the new collection of Sutera toys that they're marketing as an add-on sale line. "It's been a brilliant show. We've made lots of new contacts as well as seeing loads of existing customers and taken a lot of orders already. Because our range is so wide, many of our customers wanted to deal with us exclusively and that's why we've brought the Sutera toys onboard. They're tastefully packaged, pink and glittery, so not to be in-your-face, and we're finding customers want to try a little display of them in the corner of their shop to see how they go. Our new Anthony's Shoes from Tony are a little cheaper than the Tony's range and they've been going very well for us too. New corsets, underwired product, the costumes catalogue… They've all gone down really well. As well as our beautiful new stand! It's the first purpose-built one we've had and we're really pleased with it."
Sean Spence of Millivres Prowler was the lucky winner of a big bag of goodies from the Mister B stand, so understandably he was in a good mood when we spoke. "It's gone really well. Much bigger and better than last year with loads of people over from Europe which is really encouraging for future growth. Busier than last year too." Their 'Product De Jour' was a teardrop shaped cock-ring by Expectations which looked both very fancy, and if worn the other way around, rather dangerous; like a bayonet for your penis. Which isn't a phrase you hear very often. Duncan Dallas is the Business Manager for Expectations (which is a part of MPG) and he took great pride in telling me what a good response there had been to their products at the show, particularly when people realised Expectations manufacture the rubber and leather goods themselves. Lots of contacts, lots of positivity and lots of hope for a fruitful Monday too."
Barry Spencer on the BlueHeaven stand was surrounded by glass toys when I spoke to him. "The glass has been very popular, " he told me, "as it's so well priced. We're also heavily involved in the promotion of Golden Root. We've been very pleased with the show so far, and while we didn't expect to take many orders on the day, we have actually taken a lot."
Also on the show's perimeter, LTC Healthcare was manned by Ken Leigh and Andy Taylor who were showing off c-marked glow-in-the-dark condoms and circular condoms. "Circular condoms?" I said. "Aren't they all circular?" They are. The ONE condom comes in round packaging though. Think circular teabag. They have other ranges, including latex-free and Protex, which is aimed at Durex's market, and wet and dry sponge tampons that offer an alternative to the tyranny of the string.
Andy Firth on the Planet Earth Logistics stand hadn't been at the 2005 ETO Show so he was perhaps more blown away than others at the visitor numbers. "We've had an excellent day. In terms of business cards I'm told we've exceeded the number we got last year. We're very encouraged about how many new companies are coming into the industry with good ideas, and there's more interest in our products than perhaps there was last year. We've a 'Try V-RX for Free' offer running which allows people give it a go for themselves. It's a product which generates repeat business."
INSTEAD Feminine Hygiene was being beautifully fronted by Risë, who talked me through their 'Instead' menstrual diaphragm cup device. It's a neat disposable solution for girls on the run. In both senses of the phrase. As it sits close to the cervix it can be worn during sex without anyone having to get squeamish, and is popular with Working women with a capital W, and exotic dancers too. When talk turned to possible problems with it during anal sex (I say the talk turned - I turned it) I learned a bit more about the female body, with the aid of a Perspex model of the general vicinity. Very educational, and a product which drew particular interest from the more boutique-style shops aimed at woman rather than men. When I asked about her experience of the show, Risë replied, "Really pleased with the reception of the product as well as the quality of visitors. It's a nice sized show and you can have proper conversations with people and it's not overwhelming, as some shows can be."
By the close of play at 5pm the palpable sense of tension which had been around the ETO stand and organiser's office in the morning had evaporated. 600 visitors plus 200 exhibitors meant the show had already exceeded last year's attendance figures, in-turn making anyone else we saw on Monday a bonus. Numerically at least, we could already claim success. The length of the day seemed right too, with people beginning to lose steam just as the show was closing.
After the fun of the night before (featured elsewhere in this issue) Monday thankfully started at a gentler pace. A noon opening gave people the chance to have a bit more of a lie in. Or in the case of birthday-girl AJ on the Strictly Broadband stand, the opportunity of a morning workout. While I complained about my late night (3am), blurry MD Jerry Barnett said, "It was an even later night for me, and you're t-total Paul so you're one step ahead at least. It's been a very good show with loads of passing trade. Lots of interest and enquiries as well as a great networking opportunity. Head and shoulders above Erotica. That's official. I didn't come to your first show but people have been telling me this is better and I'm impressed. The dinner last night was also great. It felt like a real, grown-up trade awards event instead of just a get-together."
On the rubbery Mister B stand, who were visiting from Holland, I was shown some cool products. Their 'Sperm Stopper' is a ring that sits behind the male glands with a section that goes into the pee-hole (technical term!), with a ball on the end. It's about stimulation, and despite the name, it's nothing like a contraceptive. I particularly liked a rubber pigs-head mask that was looking over Wim Bos's shoulder as he talked about their experience. "It's gone quite well. Quite positive, I think. We've had some big orders- ok, they were mostly from organisations we already know well, but it's good to be here and see each other again, to work on improving our relationship. The show started slowly for us, it took time to get busy and perhaps we didn't completely reach the market we wanted to see here. But I think we can build that trade up here, as we have done at Venus in the past."
Nigel Bowerbank's Pinstripe Distribution stand was on an outside corner of the show, which meant he felt he was a little too easy to walk past. That said, he reported 60-70 reasonable quality leads for his Michele X range of fetish shoes and boots, which Pinstripe manufacture as well as distribute. On top of that, by early on Monday he'd sold 60 pairs of shoes off the stand, which had just about paid for it.
Queensway Film Distribution need little introduction, and I was directed to Eddie Noone to get my quote about the show. "It's gone really well, especially given the market's down at the moment. But people have been positive and at the end of the day it's been a very solid show, all round. We know retail's flat and we're just waiting for the pick-up in September time. I'd like to say well done to our team for winning an ETO Award last night too." When I asked where it was and was told Stuart was tucked up in bed with it. Noone finished, "The launch of our triple box sets from Red Light District, Mercenary Pictures and Digital Sin has gone really really well. They give the customer great value for money and they'll sell very well." Extra Brownie Point for Queensway, as they showered me with freebies. What a top gang of guys!
John Ayton of 1on1 Wholesale was doing good business when I stole two minutes with him. "The show's been an absolutely really good experience. Better than last year. Everyone's really impressed with the product we've brought from the likes of Doc Johnson, Topco, Cal'Ex', Nasstoys and our new gay range too, which is really selling well. All the Colt stuff is on the web site so dealers can go in and buy it straight away. We picked up probably fifty or sixty new accounts yesterday, which was pretty hectic. Absolutely fantastic day. Today's been a bit quieter but consistent. Less challenging than the Sunday experience but it'll be good to come out of the end of it unscathed. We've really enjoyed the show."
ABS Holding's Heather Hemming had this to say: "It's been a great show for us. Yesterday was really really busy with an impressive number of enquiries, and the quality of them too. We don't always take orders at shows but yesterday we took quite a few which was a pleasant bonus. We came fully manned yesterday and I'm glad that we did because if we'd had less staff we wouldn't have coped. There's been a nice steady flow and I think the two-day format works. Having Sunday for the retailers who are open 6 days a week works, and then the Monday for those who want to spend time with their families on Sunday."
Jenna's Perfect Pair, silicon breasts just crying-out for a soapy lather, looked great on the stand and Heather steered me towards their other new lines. "What's gone down really well is our velvet touch range of medical-grade silicon toys which are very sleek and classy with a touch of diamante. Another draw has been our up-and-down rabbit with its realistic thrusting motion. At £12.95 trade and retailing for £50 or more, it's a good money-maker too." FunFactoryesque 'Pure Vibes' also caught my attention with their rounded design and bright zingy colours.
Jennifer Martsolf was suffering from a misspelled name badge on the busy Trigg Laboratories, inc. stand and while Great Giveaway coupons were being exchanged for goodie bags I was able to have a few words with her. "Everyone loves free lube! Wet's not had a lot of exposure here in the UK", she explained in a California accent, "so the show's been really great for us, just to get the product into people's hands. Wet is the No.1 selling lubricant in the US adult market with a very strong brand and we've been going 18 years. That's a lot of time to develop some incredible products -our flavoured lubes are the best I've ever tasted- and while our original formula is still our best seller, people here have really been interested in our new shaving cream. It's fantastic. We've had a good response to our massage oil here too. It's been a great show!" Another goodie bag left with me. I know no shame.
Staying in the world of slipperiness, new lines were the buzz on the ID Lubes stand. Richie Bowles showed me Hump and Oral Sex games, their refreshed Juicy Lubes range as well as a stack of new hen and stag night products. Saucy Helen Durance, who was helping out on the stand, modelled 'Booby Dares' and when I span her arrows I got a kiss. Can't be bad. Richie continued, "…'Bad Girlfriend' Voodoo Dolls, Pick-up-Dicks, Spin The Bottle. It's a good market to be in and we've got a lot of new lines based on customer feedback. It's been a great show. Really fantastic. Really pleased. The first ETO Show was good, but this is twice, three times as good for us. We've seen many more people and the quality of contacts has been there too. Maybe it's our stand location close to the entrance, but the physical number of visitors was way up this year. It's been tremendous. Can we have the same spot next year?"
R18 Whosale's stand was a joint effort between fuckpigdungeons.com, Inflagranti and R18 Wholesale. Rolandos Demetriou makes display units and promotional light boxes, but their big thing is dungeon equipment for the private use and BDSM club markets. They'd taken orders for equipment for shops at the show, where Samantha, a.k.a. Bitch, was drawing attention to the stand in her big red cage.
Keeping with the fetish theme, Mark Gruenert was visiting from Infagranti films in Germany and only had good things to say. "I want to say how pleased we are with our distributor here in the UK. R18 do a wonderful job for us. They've handled the release of 17 titles in a year very well and our products are in 80-90% of licensed shops. We've made some good deals here with our special exhibition prices and we hope he carries on the way he has been."
R18 Whosale's Chris Bottrell looked suitably pleased with himself. "Our main aim this weekend(ish) has been to meet people rather than to take orders. We already deal with a lot of people so we weren't expecting too many new faces but we have picked up a few new customers and sold some films, which is always good. It's gone very well. We'll definitely be coming back next year."
DVM had been hard at it and Mike McGee had a big smile. "Even busier than last year I think. I was expecting the second day to be quiet but it's been really good. As busy today as yesterday. Looking forward to the next one. Planning it already! Velvet Pictures is a new label for us and that's been well received here. Sold a lot of stock too."
Vertical Leisure, the X-Pole people, MD Clive Coote's view was this: "I think we came here with realistic expectations but they've been surpassed. We had a constant steady flow of people, picked up some nice new contacts and in general we're really pleased. We'll be returning definitely. Everyone's liked the show- Fantastic atmosphere. We've been showing our new packaging, the carry cases, titanium poles, bondage additions and crash mats. We even do tables that go round the poles. They're not just for swinging around!"
Global Party Pills' Matt Swan had come all the way from Auckland for a short week in the UK and was pleased with what he'd seen. "It's gone absolutely fantastically! We're very pleased to be part of the show. The trade-only aspect is great for us because everyone we've seen is a distributor or buyer or shop owner, which means we can stay focused and get some serious deals done. The feedback we've had on our product has been fantastic and we'll have a lot of success from being at the show."
Diane Coyle had one of the smaller stands, 'thefederation.com' and had a few words about the show. "Our new steel boned range of corsetry has drawn a lot of positive reaction. I've mainly been meeting new contacts and the show has been very busy. Fingers crossed those leads will convert to new business"
The Monkey Spanker is a male toy that grips the todger and vibrates, and on the slim Monkey Spanker stand the not-at-all-looking-like-Shaggy-from-Scooby-Doo Colin Bailey said, "The show's been cool - nice and busy, which is great. The Monkey Spanker is a new vibrator for men that we launched at last year's Erotica. It's our first year and it's been going really well. We've had a lot of interest here and it's all been really encouraging."
Somewhat more massive in scale, the Scala stand would have been in the running for a Best Stand award the night before if we'd been giving one (possible addition to the 2007 show?) and hugely popular industry veteran Clive Gore took a minute out with me. "It's been super. Sunday was very very busy for everybody. I've not had a chance myself to get around the show. Lots of enquiries and new faces as well as familiar ones so it's all been very very interesting. I think we're going to do a lot of business."
When I suggested that the amount of effort put into a stand was repaid by the amount of attention it received, Clive said, "This year we decided to do a really nice stand, as you see. Basically because you were getting a bigger hall. So we invested some money and I think it's going to pay off. The industry is going through a new phase again, in terms of sophistication and quality so we wanted to reflect that in the stand."
John Wreaves had to gather his thoughts on the UK Distribution stand when I spoke to him. It'd been that kind of two days. "Yesterday was particularly busy and it's been worthwhile being here - we've done some good business. As well as seeing new people we've launched the Swank range of films and had an R18 Nugget fetish film here for the first time. We've sold a lot of those. The magazine modesty bags and new magazine titles (Private erotic with 18 film, 40s and 50s aged women) have all been well received. Overall we're very pleased. We'll soon be launching Private brand condoms in the UK as well. That's hot-off-the-press news."
Pjur UK's Reader's Lives-featured front man Nick Davies: "I've been very pleased to be here, launching Pjur UK Ltd. with Simon Wood. It's been a brand-building exercise rather than direct sales, although our 20% off orders at the show deal's created some business. We wanted to cement the Pjur UK name in the industry's eyes, talking to existing customers, new people and there's been a lot of extra business done, potentially. So it's worked well for us. The NEC is a good location. We had a guy from Scotland on the stand who was saying how glad he was it is here and not further south."
Lindsey a.k.a. Ben Dover was a familiar face on the Ben Dover stand. "It's been really good actually, yeah! I was at your first show, which was good, but I didn't think this one would be as good as it has been. New contacts, some nice orders, and the chance to put a face to someone you've spoken to on the phone for five f'ing years but never met! The three people I really wanted to see were here, some people who owed me money came and paid up… And it's great because Mantric have got the new Ben Dover range, which I'm very proud of. They assure me they're selling extremely well. I love the minimalist, slick packaging and the products themselves are very good. We've had a good time and I'm very happy. The right length of show for us in the porn business, as we're not used to actually working that hard too. A very good experience all round!"
Moments after leaving the stand, Lindsey's female equivalent Ionie Luv Coxxx (.com) collared me and, slightly dazed from my long night and busy day, as she explained how she approached guys in the street to do scenes with porn starlets, for a moment I thought she wanted me to appear in one of her films. I may have blurted out that I'm hung like a mule.
Back to work, and speaking of Mantric, Dominic Hawes was one of several award winners who looked like they were still paying for the good time they'd had the night before. That's not a suggestion of bribery, by the way. "The show's gone well. It's always nice to get out and meet customers. I think we've seen less people this year than last year, but the quality has massively improved. And it's the first trade show in two years we've actually taken proper orders at, which is really pleasing. Last year's ETO Show was a winner, this year's been great and we all enjoyed last night's awards again. Plus our new products have gone down well. Lady Calston stuff from the States- There's a voice-activated vibrator we've got which is a new product to market, and some fantastic new gay lines we have, including a double penetration harness which is available with alternative packaging for the straight market too. Then there's our Mantric modular Mix & Match range that lets you create the perfect toy for yourself out of a kit of parts. We'll be expanding that range too - It's my big tip for the future. Our Ben Dover range has been launched at the show and has been really well received too. They're really fun. We've been busy- The great thing is while we've seen less people than last year, we still have the rest of today and the people we've seen have all been serious- less people wanting to run a pie-in-the-sky internet site. Visitors have been well-researched, with well-thought-out ideas and questions."
Ash of Bella International looked like he'd had a hectic time when I saw him. "We have been busy! It's been a good show, same as last year, if not busier. And the people through the doors have been quality. Either wanting to buy lingerie, or knowing that we're here and making a point of seeing us. All good - very good. Our 39 new designs have had a good response, as well as the lines launched last month that go up to an E-cup size. They've worked for us, and we're looking to manufacture lines with even larger cups."
One beautifully presented stand was the Double-G/Nookii one, and on it was the equally beautifully presented Michelle Grahame. "The show's been fantastic for our new range of ten Nookii toys. The packaging is a big part of that as we use a talented illustrator to bring a bit of fun to it - there's no busty girls or lads with pec's. It's more frisky and fun. The products we designed ourselves, with special bobbles all over. They're a unique pearly colour, they're all unique designs that haven't been seen in the market before and made of medical grade silicon. People have been particularly drawn to our rabbit. They love the size as it's a bit of a thicker, chunky rabbit, with a 9 volt motor you could dig up a road with! It's got a lot of oomph. Everyone's gone for our slap and tickle set too. The satin cuffs, the feather tickler, the blindfold. Everyone loves the colours and the bag too, which you can put your toys in, as well as our information and suggestion cards that come with everything. We've been kept very busy. The look of the product's really dragged people onto the stand. We've exhibited at the NEC before, for a games fair and obviously we've seen a whole other type of customer here, which has been wonderful. It's been very useful indeed."
Blue moon Lingerie had supplied the singer of The Man From Funkle, the band that entertained us the night before, with her stage outfit and Richard Harris told me about their time at the NEC. "Last year you said I was quaffing a Redbull to keep going and it's just about the same situation this year. Thank god it started a bit later today. We've a bigger stand this year, we brought twice as many people with us as last year we were just absolutely flooded again. But it was just as busy yesterday. We ended up just having to grab business cards from people as it was so busy- so many leads. I would say we've seen better people this year though. The quality of the leads has been absolutely superb. Really good leads and loads of them, and we've been really busy today too. I couldn't fault it this year. Absolutely brilliant. Bigger stand next year- ten out of ten."
Jan Dutton was promoting the Pussy Shaver range and had this to say: "Our new packaging came out earlier this year, based on our customer's comments. So now we have units that are smaller, lighter, brighter and with the hole for a slat-wall hook. The show's brought us a lot of interest, with orders placed, so that's very good. I'm sure it'll exceed last year's show."
John Addy was giving away a very fine Motorola 'Liquid Gold' Razor phone by Dolce & Gabbana on his Liquid Gold Aromas stand. "It's been very busy. Like last year, we're here to educate people about the products, the law, and direct them on how to sell them - that we supply the only legal product of this type in this country, thanks to a court case a few years ago. We need people to stick closely to our selling guidelines. We've had lots of good enquiries and as the manufacturer, we've been redirecting leads to our distributors."
Body sculptor Ken Clarke had the task of covering a model (Sancia Lux - it means Sacred Light) in pink goo and plaster several times over the two days, to produce stunning accurately detailed body casts. In turn, these can be used to make plaster or pewter reproductions of the original form. As the show's only Artist in Residence, I really wanted to know what he'd made of it. "I'm the first artist to be at the trade show and I think a little bit of culture helps. It's been a fun show - a great show. As I've never really worked with the trade directly, I'm learning a lot. The ETO Show's an up and coming thing and I want to grow with it. As a founder member of the Guild of Erotic Artists, I'd like to see more artists at the shows, so long as we can get a good deal as we're all broke! One word of advice though, if you want to have yourself moulded, don't leave it too long because as your body parts go down, our prices go up!" He laughed.
I didn't get to speak to the troops at Blackwitch, but I did see Matt Bath of Asphyxiation looking shattered on their stand and got a few words. "The show's been really good, particularly yesterday. Our three-disc sets have been going well, our first 18-rated title should be out in two weeks -fingers crossed- It's been a good show. I really can't complain. And even if I did, no one would listen."
Joydivision's Head of Sales and Export Management, Jacqueline Redschlag was attending from Hannover and was far too nice for me to delve into the history of the phrase 'Joy Division' with. It was a long time ago, and all that. "We go to the Venus show in Berlin, of course, and we went to Shanghai last year and the Paris one earlier this year. But Great Britain (I like it when foreigners call it that. Makes me feel imperial) is a very interesting market for us as there's a wonderful opportunity for us to increase the recognition of the Joydivision brand. People are very keen to be able to say the products they sell are made in Germany because of our reputation for manufacturing quality. We've been quite busy, making a lot of contacts here -retailers as well as wholesalers- and let's see what the show brings."
When questioned, Richard Wilson (I didn't believe it either) of Vibrator Ltd. looked around and said, "It's certainly been the most interesting trade show I've ever been to! We've seen a steady stream of people and had some serious trade enquiries. Especially in the dietary products we do, which is an exciting area as they've never really been marketed into the adult industry before."
Derry Kenneally had enjoyed two busy days on the Golden Root Complex stand. "It's been exciting - really busy and I'm very pleased with the response we've had. Very worth while." Close by, Carl Jenkin of International Displays had also had a good time. "The first fifteen minutes of the first day were enough to make our being here worthwhile. We designed and built Queensway's stand for them and the feedback's been it was efficient, cost effective, as it'd been envisioned and finished before they arrived to populate it, so that's all great. Another satisfied customer, and this is a service we offer to retailers too, of course."
David Girow of Harmony had got within a gnats whisker of an ETO award the night before, so I think it's fair to say the event was a little bittersweet for him. But from a business viewpoint, it'd gone well. "Very good show. Always great to see existing customers as well as take new customer orders too and we've been kept continually busy for the last two days. The way the show's spaced out is less claustrophobic than it was last year and it's grown into The industry event now. We've just started distributing Digital Playground films so we've been showcasing them to get people used to another high-quality brand." I went happily on my way with a copy of Tanya Hyde's Sex Club, which is great news as she's my favourite director. If we ignore Kubrick, Gilliam and Burton for a moment.
Sam and Linda Maristani of Not Taboo Lingerie said kind things and showered me with gifts too. "It has been fantastic. Just as good as last year, if not even busier. As well as a bit more enjoyable as we had a chance of a bit of a breather this time. Doing it over two days has been very good - just right. Personally I think a proper two days would be better, rather than the short Monday. The 12pm start was fine, but there are still people here so I think another hour on the end of the day would work. But we hope to be back with a bigger stand next time as this isn't nearly our full range, and I'd have liked to show more outfits, like these lovely dresses that erotic dancers have been very drawn to."
Sam then produced a big book of contacts they'd made over the two days and Linda pointed out their new Penthouse range and said it'd received a particularly good reception as it's well priced. Another draw had been their Masquerade range of uniforms and outfits for guys which many visitors hadn't realise they sold.
The Alexander Institute wasn't an organisation I was very familiar with but Meir Sharony educated me (they produce educational DVDs in the non-euphemistic sense) before talking about the event. "It's been a very good show - just the right amount of time. We've been very busy, made a lot of new contacts and it's definitely a very good trade show compared to the others we do, and I do a lot. Usually they're too long but this has been great. Maybe today could have been an hour longer and perhaps Saturday and Sunday would work better, but it's been very good."
Twisted Products are the people behind The Cone and their busy PR manager Nina Naran and Sarah Parkinson MD. had this to say about the show: "It's [gone] absolutely fucking brilliantly! Non-stop - lots of people coming, lots of interest, lots of excitement. Everybody loves them -The Cones. Lots of orders- good. Really good! We were incredibly busy and there was lots of flirting which was excellent!" I heard good things about Cone sales on the 1to1 Wholesale stand too, so it seems despite it's revolutionary design, the world isn't just ready for The Cone, it's crying out for it.
Pleasure2Me's Neil Riley: "It's a really good show. We've been comparing it to the States as we've just come back from the Adult Novelty Expo in LA. Obviously this is a smaller market but it's been good. Very busy yesterday and a bit more laid back today. We've met some new clients and it's all good. My only suggestion is I think you need more of a European presence. I know you don't want to try to compete against Venus in Berlin, but you've got to look in that direction. Our big thing here is the new Nexus male g-spot massager called Glide, because it's not been launched in the UK yet. It's a bit smaller that the other model: More of an entry-level (I chuckled unprofessionally) toy for the heterosexual market. Breaking down that last taboo - and we've had a great response to it. Because we manufacture these in the UK we can be sure of quality and really flexible too. I can go down to as low as 50 units in whatever colour you like, even glittery."
TSX Toys from Cardiff was another firm it took me a while to get to speak to and Faith Attwell was loading boxes with their strikingly designed dildos and plugs when I eventually got to talk to her. "It didn't seem as busy as last year but I think the quality of visitors went up - Less Internet start-up people. And this hall is much better than where we were last year as things are more spaced out. One problem, we're an AITA member and we didn't get an AITA sign to go on the stand. We weren't on the list somehow." If the management didn't know about this problem, they do now. I hope no one else was affected by it and that the issue is sorted for next year. I asked Ben Williams which of TSX's large range was their big sellers, and in keeping with the 'Not Small' theme, it's their larger toys which are in the most demand. Size as well as design clearly counts.
On the subject of ETO award winners AITA (the UKs Adult Industry Trade Association, as if you didn't know) I spoke to the Chairman, Mike McCann on his CloneZone stand. "The show's been very good for us. We had a very busy day yesterday. I'm not sure what the results have been today as I've been spending time more around and on the AITA stand but we're very pleased with what's happened here. The two-day show's worked well. Last year was just a bit manic and in this bigger hall there's space to move. Plus it's cool. We've had a few lines drawing particular attention. There's this giant dildo (giant? It was practically a barstool) and a film called Apprentice. Domestic Partner's military themed toys with the dog tags are proving very popular too."
Lisa from Phoenix Sales had received some very sad news on Sunday but was bravely making the most of the event. I asked her, as sensitively as I could, how the show had gone for her. "It's been a success I'd say. It's nice to put faces to the people we deal with on the phone. So it's good to be able to do a bit of hand shaking. The customer numbers and mix was better than another show we've done and we'll be back here next year. I hope it'll be even bigger and better." A busty-lovely on the stand pressed a t-shirt into my hands and I continued happily on.
2CD Designs had given us useful feedback on last year's show, and Bill Matharu was happy to critique the event again. "It's been really good- excellent time. We've had a lot of good enquiries. Yesterday was very busy; today's been a little quieter. (At the time of writing I think we had around 350 visitors on Monday) We could have used some more hours open yesterday but we're generally happy with what we've done. We've got a lot of leads to convert. You could do with bigger stands. You've still got more room in this hall you could make use of. Because we're seen as a smaller organisation it's hard to attract the bigger customers, but we've had some very good conversations here with larger potential customers. We were able to show off our quality as well as talk about our aggressive pricing, so that's how we've sold at the show. We should have had a catalogue done for the event too really."
Hot Rod Productions' Chris Ratcliff: "It's been a very good show. I think it's best to approach shows with few expectations. It's been a quiet month for the industry as everyone knows, but we came and we've taken a lot of orders and shifted stock. Given the restrictions on the licensed sex shop market, we know everyone in it so this wasn't somewhere to meet new people. Especially since the whole mail-order thing last May. We now just get quality business, not time wasters. It's been about consolidating relationships with existing customers, and it's been good for that. Because of the two-day format we've had a more relaxed time - It was a scramble to do everything last year. With the state of the industry at the moment, the atmosphere of the show could have gone either way. What we've seen is people coming together here with an optimistic view of the future. Our BOGOF promotion at the show has meant we've done a lot of product across the board. We've a new catalogue for this show, and a great sampler DVD." Thanks for my copy!
Anna Kieran said, "It's been great actually, better than I thought it would be. We were all set to take orders this year, rather than to just chat, and we did see people with orders in mind. No real surprises in what went well. Dogging Diaries, Party Animals- the very hard hardcore has been very successful. Because we had the BOGOF offer I think that did encourage people to buy more. The word 'Free' gets people all excited! It meant that people who'd perhaps stuck to certain lines in the past could afford to take a bit of a gamble and branch-out to try something new. So that was really good and on the Sunday it was orders, orders, orders. Monday was a little quieter but the show overall was really really good. Better than last year and having the one-and-a-half days worked. I think people have realised a dedicated trade show does mean freebies, but seeing the product makes it a great place to buy stock too."
It'd long gone the official closing time of 4pm when I finally got to Top Cat, who were most the way to pulling their stand down. Having brought a van full of boxes they only had cars to take stock home in, which meant the power of my 'I ? Freebies' badge came into play. As a happy but hot looking Mark Ayckbourn handed me a mighty 9v 7" textured vibe ("Happy Christmas Aunt Ruth!") he said, "It's been good. I found today better than yesterday. Not so many people, but people who were here to buy though. It's been very good today. I've enjoyed the whole weekend. It's been organised fantastically well - credit to everyone. I know Jonathan (Kirk, the organiser) has been working very hard. I was here at 8am on Saturday to set up and early again yesterday and he was here both times, so a very long weekend for him. Everyone's loved it, enjoyed it. I've not had a chance to see much beyond this corner we're on, so I've missed a really good show! Honestly, it's been quality people, we've had a bigger stand than last year- Our bunny cock-ring's been a talking point as it's so powerful - everyone who touches it says, 'I want one!'" With that I left him handing out freebies to the girls of Bondage Tape ETL, like some sort of sex-toy santa.
On the subject of Bondage Tape, Lyndsey Westcott was having a better time at the second ETO Show than she'd had at the first. "It's been brilliant this year. It's a lot better to be in the main hall rather than outside. Everyone's more involved, there's a better atmosphere- It's made a big difference to us. The two-day event has done so as well. The pace is easier to deal with, even though I'm sure we've seen more people. We've sold two thirds of the stock we brought with us, and got a lot of new contacts as well as potential export enquiries. So it's been good, really good for us." If you were wondering, the roll I got was red.
Apologies to the other exhibitors who I didn't get to speak to. It just means you were too busy for me to interrupt. Rod Thomas of Apollo was one exhibitor I hassled for a quote at the wrong moment, but gave me some time on the 'phone after the show. "It was way better than we could have imagined. We had a huge number of customers on the stand all the time. Both new customers and existing ones, and it was great to see so many shops at the show, not just Internet companies. Every spectrum of channel-to-market. We've opened a lot of new accounts, wrote more orders than we're done at any other show, since we've been in business. All in all, for us, it was a stunning success." Having also spoken to Tony of Apollo, I know it was their glow-in-the-dark Clone-a-Willy and new Clone-a-Pussy products, as well as the Jessica Rabbit Delux that were finding fans at the show.
David Turner of Sintillation dropped me an email after the event in reply to one I'd sent asking what was wrong with it, as much as what had gone well: "The show over all was not as manic for us as last year although that may be because the timing was spread over one and a half days. We saw a goodly number of customers both old and new and have had a few substantial orders placed after the show. Considering the current climate we have to be quite pleased with the results. My main criticism was the short timing of the Monday show. I have had two people tell me that they were going to visit on Monday but then saw the timings and decided not to bother. I know that it is done so that all the drunks can recover from your awards bash but we actually attend to do business. I attend many foreign shows where we often entertain late and get to bed around 2am but you still have to be up and about again for 9am starts and in France, for example, you are on the stand until 7pm. Just no stamina in this country these days!"
Kody Mehat of Playgirl reported his feelings thus: "The show went well, the quality of customers was better than I had expected and we did get a lot of inquiries. Sunday was very busy and could have done with starting a little earlier. As the rush of people in such a short period of time meant there was not enough time to take orders, merely field inquiries. As expected, Monday was much quieter."
In the bar at the Crowne Plaza hotel afterwards, the ETO team and Jonathan Kirk of Threeonethree Events who'd organised the show compared notes over soft drinks. Along with a shared feeling of relief that it was all over, the consensus was it'd gone very well indeed. The overwhelmingly positive feedback we'd received on the two days left us all with a spring in our step despite our sore feet and the occasional criticism of this or that detail gave us some food for thought for 2007's show. Perhaps that was the biggest difference between the first and second shows; It'd gone from 'could we do it all' again to 'we must do it all again'. We'd been impressed by the effort put into stands, and felt exhibitors' enthusiasm had been repaid. To keep a bit of balance, there were a few grumbles. Security could have been better as a few items (mobile phones, ETO Awards!) vanished and rolling hardcore gay porn made a few lingerie buyers run for cover, but on the whole I think we can say the standard for an Adult industry trade show has been successfully raised again.
We're already thinking of ways to make the 2007 event an improvement on this year's. Feedback isn't just appreciated; it's needed to make the third ETO Show even bigger and better, so I hope visitors and exhibitors will contact us via editorial@erotictradeonly.com.
Paul Smith is still free to a good home. Kinky Job offers to info@snapsandbytes.co.uk please.
Around 7800 words Dale. If you think they're good can you suggest a pay increase to Lee? It turns out the petrol I bought to get to the show put me over my overdraft limit and cost me £35 in bank charges. Times are tough.
Paul.