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Selling handmade cards - Exhibiting at Trade
Fairs
Trade fairs do you need them!
Having presented at and visited many trade fairs it seems to
me that they are in most cases an expensive long term promotional
exercise, unless you can commit vast sums of money over a long
period of time then the results can be somewhat disappointing.
The fairs are basically craft fairs but on a bigger scale with
everything costing considerably more.
We attended the Autumn fair at the Birmingham NEC, orders were
low, around seven to eight hundred pounds, but we had not expected
much being as it was our first show, whilst at the autumn fair
many other exhibitors told us how good the spring fair is and
how orders go though the roof, that many thousands of visitors
and buyers attended and it really was the show to do.
We decided to go for it, the costs involved to attend a show
are quit mind numbing, even for a small stand. At the spring fair
Birmingham NEC we took a small stand, around four metres square
of floor space at a cost of £1500, display equipment we
made and supplied ourselves as do most other companies, we brought
our own furniture as rental charges though the NEC contractor
where ridiculous! Cost of electricity supplied for the fours days
just £300, yes Three hundred pounds! Insurance, hotel accommodation,
travel expenses and the loss of four days real work time, all
added up to a sizable amount of money, we took around four or
five hundred pounds worth of orders at the show, this was in fact
comparable and in some cases better than most of the other people
with stands around us.
We have had orders since the show from customers that did visit
us but there is still some way to go to recoup our costs.
As I said at the beginning, the shows should be viewed as a long
term investment and promotional campaign, before you even attend
a show you will need sales agents in place around the country
to visit buyers that have shown an interest in your product, many
buyers do not buy on the day, most would like someone to visit
them at their place of business, you'll also need to be able to
fulfill big orders if you get them, but the one thing you'll need
most of is lots of money!
Exhibiting at a fair
Approximate costs for a stand at the Birmingham NEC fair start
at around £210 per metre square!
This is for a shell scheme, which is basically up to three walls,
you also get your company name printed on a fascia panel, the
cost also includes carpet.
This is an example of a two metre shell
Here, an eight metre shell
What you'll need
The shell stands are about 2.4 metres high, you can hang display
racks from the top of the shell by the use of hooks and chains
or wire etc.
You'll also need a chair or better still, a tall stool or two,
using a stool means that when people walk past your stand they
are not looking down on you.
A table can come in handy, however it's not necessary.
Obviously you'll need your cards/products, order forms, business
cards, pens, stapler and a clip board and note pad, and samples
to give out if you want to.
A sign, whether you need
agents or not place a sign on your stand advertising for agents,
something like Agents required all areas.
This will enable you to start building a list of agents that you
can use in the future, don't forget to place agent ads on the
notice boards at the hall entry points, include your stand number
on these so that they can come and see you.
Extras available from the organiser
Your can hire furniture from the organiser, however it is expensive,
a better idea and much cheaper is a visit to Ikea and buy what
you need.
Display items, I believe some display items are available but
again you would as well to make your own or contact 3 D displays.
Electricity and lighting, Electricity is extra on top of the
stand charge. Below are some examples that you should expect to
pay;
1 x 13 amp power socket 500 watt £70.00
4ft tract with 4 GP spotlight £125.00 (very hot, I don't
recommend these)
50 watt low voltage spotlight £37.00
Prices do not include vat and are approximate.
Watch out for this old trick
When we phoned one trade fair organiser, we were told we needed
an exhibitor pack, they wouldn't give out any other information
at all!
Then they said 'Oh we're fully booked, you'll be lucky to get
a stand, however we'll still send a pack you may be lucky' not
to beat about the bush this was Bull, they were trying to frighten
us into thinking that we wouldn't get a stand!
When we sorted out your price and phoned backed we were then
told 'well you're very lucky we can just fit you in, but only
if you also book a stand at the other show'
Getting a cheap stand
If you are not too bothered whether you get a stand or not, phone
the organiser a few weeks in advance of the fair, and ask if they
have any cancellations or stand space left, they'll be only to
glad to sell you the space at a discount. (It's not unusual to
see empty stands at fairs)
Build up
Is the week or days before the fair starts, it's a hectic time
with people building stands and fitting them out, carpets going
down, all very exciting, basically it's your time to fit your
stand out.
The fair itself
Hopefully a time of sales, getting new contacts and agents.
When it's over
On the last day try to park your car near to the exit that's
nearest your stand, at the close of business pack up your gear
and get out as fast as you can, beating the rush!
Next Section: Goal Setting
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