How to survive your first trade show – Greeting Card Association

Introduction

In the arsenal of marketing tools at the disposal of every publisher, the Trade Show probably ranks near the top for effectiveness, expense and the amount of time involved before, during and after the event. For some publishers, trade shows like PG Live, Spring Fair, Harrogate Home & Gift et al generates adrenaline akin to an extreme sport. For others it can feel like being thrown into a viper pit on I’m A Celeb.

New entrants to the arena in particular need advice and guidance, and should seek to learn from the mistakes of those who have trodden the path before. So we asked Tracey Arnaud, of Max Publishing, and main contact for PG Live (the only annual trade show dedicated to Greeting Cards) for her top tips for GCA members exhibiting at a trade show for the first time.

Planning

Start planning really early, and I mean months and months in advance. List all the things you need to do and working backwards from the show date draw up a timetable. Double the time you’ve allocated for each item. Then bring ALL your deadlines forward by a few weeks.

Stand Size

Think about the size of the space you have booked with relation to how many designs/ranges you have. Plan how you will use this space as early as possible. Ask yourself what you can do to maximise the impact of the space available. With some careful thought and creativity, even the smallest of stands can attract that all important buyer.

Ask Questions

Talk to the organisers about any aspect of the show that you don’t understand – for example the difference between flood and strip lighting or having your stand ‘clad’. Know what your options are so that you are as clear as you can be about what you are getting.

Display

SERIOUSLY plan HOW you will display your cards. You really should have visited a few shows prior to signing up, just to get a feel of the places and the actual physical size of the boards that make up the stand areas. There are many ways to display your cards –directly onto the boards, on shelves fixed onto special cladding or maybe fixed on smaller display boards that you can hang to name just a few… its up to you. One major thing to remember: don’t display your cards in the cello bags. You don’t want the lights shining on the bags, making the design harder to see.

Dress Rehearsal

Absolutely make sure you do a ‘dress rehearsal’ of how your stand will look before you get to the venue. It is not until you set it up using the same dimensions that you will have at the show, that you will really see how it works and looks together.

Editorial Promotions

Some shows give you opportunities to promote yourselves before the event. For example on the Exhibitor List of the event’s website and pre-show catalogues & previews. This is part of what you’re paying for, so it’s important to take part. Look out for emails with instructions on how to get involved, and make sure you read the exhibitor manual. The earlier you are ready with your preparation the easier it is to take advantage of any editorial/promotional offers.

Advertising & Branding

If you can afford to advertise then just make sure the place you choose to advertise will reach your target audience. With any advertising and promotional material you produce make sure you are creating a clear and consistent image for your business and your card designs. Creating this ‘brand identity’ helps potential customers to easily recognise your business.

Invite Your Existing Customers

Whether invites are printed free for your business by the show organisers or not (in which case create your own) – make sure you get them sent out in time to as many potential customers as possible – and also to your existing customers too.

Get Your Stock Ready

New business often wonder how much stock to produce prior to the show. Remember, you’re not selling physical stock at the show, so you just need samples of your main designs that you want to promote. (Have some spare samples ready too, in case you need to give some to key buyers). Printers can get extremely busy in the run up to the show so get your designs finished early and off to be printed before the mad pre-show rush. You’ll save yourself and the printers some stress. Oh, and the same applies to your envelope suppliers too!

Promotional Material

With regards to promotional material for potential customers to take away with them – decide on whether you have a catalogue, a flyer or other handouts, just make sure you have something with your contact details for buyers to take away with them (Business Cards are important here!). Buyers will be collecting lots of material as they browse the show, and will look through it after the event. Make sure your promotional material is memorable.

Take Notes & Contact Details. DON’T FORGET THE ORDER FORMS!

Use a notebook to take down information about the people you talk to. Make really clear and concise notes, as you will not remember details later – you’ll probably meet a lot of people! Make sure you get a name, business name and a phone number or email. A few quick notes about what was said, even trivial stuff, will also help you jog your memory later.

And don’t forget to take Order Forms! That’s what you’re there for after all! To save the amount of paper you need to carry, have order forms ready with your branding, and print any terms and conditions on the back.

Know Your Product

Make sure you know everything about your products. Be clear in your mind about your prices, environmental credentials, delivery timescales, any special show offers, minimum order levels, how the product is made, materials used etc.

If you have a lot of designs, it can be difficult to remember individual product codes. Consider having the product codes printed very small next to each card on the display. The more efficient you can be whilst taking orders the better for your customer and for you.

Logistics

Plan how you will get everything you need to and from the venue. Will you drop it off, get it couriered or get a taxi from your hotel? You might need to carry a small step ladder, maybe a trolley. What time can you unload and start setting up? If you can set up a day or two before, then factor this into your accommodation costs.

Working out these logistics really helps on the day, especially if you are doing this all single-handed.

Clothing

During the show be prepared for it to get really hot but equally if there is air-conditioning it can get a bit chilly too. Dress for both. Remember to wear appropriate clothing for set-up and breakdown too.

And remember, you’ll be happier in comfy shoes!

Accommodation

Sort out your accommodation early to save on costs. Hotels can become expensive when big events are on, so the earlier you book, the more you’ll save. Maybe you could save costs by staying with family or friends?

A good night’s sleep can make all the difference to your performance during the day. So don’t sacrifice comfort to save costs. Try to stay close to the venue. Many venues have networking events in the hours after a show (PG Live is renowned for it!). It’s a great way to make new contacts and friends, but you don’t want to be travelling too far afterwards.

Be Fighting Fit

You need to build up your strength – eat and sleep well before the show to deal with stress and exhaustion of it and so as not to burn out before it even starts. You’ll be starting early, on your feet all day, smiling a lot, socialising, networking, loading, unloading… it’s a challenge, but it’s worth it!

If you’re already planning for the next PGLive. Tracey suggests the following DOs and DON’Ts:

DO	DON’T
Remember to breathe	Don’t panic – we are all here to help
Allow time to set up, it will take longer than you think	Don’t Forget to book your vehicle pass/exhibitor badges, if you already haven’t done so
Smile and say hello to buyers walking round	Don’t open with “you ok there?” it gives them an excuse to say yes and then walk away
Take time for lunch. You never know who you will be sitting next to – it might just be your dream distributor!	Don’t eat on the stand – you can’t talk to someone when you are munching on a sandwich
Remember to bring small step ladders	Don’t stand on the stools/table provided to hang your designs up
Wear comfy shoes, it’s tiring all that standing around	Don’t wear your slippers! There is a limit to what comfy shoes means
Put a sample card/flyer on the unit provided in the Springboard Lounge	Don’t leave cards/flyers on the tables in the Lounge – they will be binned. The tables are constantly being cleared throughout the two days
Remember to bring your phone/ipad/laptop charger	Don’t sit down using your phone or laptop, it’s not inviting people to come and talk to you
If you need additional help during the exhibition, our Office is on the Mezzanine floor, behind the staircase and stand number 218.	Don’t panic! If you need help, the organising team is here to help you. Just ask.