I recently worked out that I have spent over eight months of my life exhibiting at shows! In that time I have seen a lot of buyers come and go past our stands, so I thought I'd share the top 12 things I've noticed good buyers do to make their visit successful.
1. Plan Who You are Going to See
Buyers who know where they are going at the show save time, money and energy. Often they have a list of suppliers and stand numbers written down on their note pad. They tend to look out for new suppliers on the way round to the ones they plan to see or if they have time afterwards. A notepad works well for planning and now Spring Fair have released an app that makes planning even easier for tech savvy buyers who have smart phones and ipads.
2. Know What You Need
This might sound obvious, but if, for example, you have a greetings card section in your shop it is worth making a note of what stocks you are low on. Are you almost out of 40th birthday cards? Note down shortages and be sure to note best selling products that you are low on. Focus on stocking up on items that are going to grow your sales. Best sellers can be as important as New Products.
3. Set Your Budget
In this climate we all need to keep an eye on our stock and not over order on things we don't need, but keep stock of products that sell well. To keep an eye on this, it's worth setting a budget for each department in your store. Eg cards, gifts, jewellery, etc. Make sure your budget matches what sells well. If you sell more cards than gifts, allocate more to the card budget. Stick to your plan when at the show. You can almost aways top up orders when you get back to the shop.
4. Wear Sensible Shoes
High heels may look fab, but at large shows like Spring Fair where there are miles to cover you will suffer for your vanity. Take 2 pairs of comfortable shoes and alternate them each day for maximum comfort.
5. Bring a wheelie bag (or a man with strong arms who likes shopping... if he exists)
Brochures soon stack up when you are on your way round the shows and a trolley bag can really take the strain off your arms. You don't need to look like a blue rinser heading down to the shops, think jet setter with wheeled hand luggage. Buyer Chic.
6. Grab the Show Guide and Bookmark the Show's Website
Sometimes you can pick up ideas from browsing the guide or the show's site that can help you find a new supplier worth having. It's a lot easier than walking aisle after aisle in the hope of finding that elusive new best seller.
7. Drink Water
Bottled water is a must at shows. The halls can be warm and dry, we're all talking a lot and moving a lot. If you feel thirsty you are already dehydrated. Your concentration slips massively when you are not hydrated and you need to be on your game. Sip water throughout the day. I get through 2-3 litres of water a day on my stand! Avoid alcohol and sugary drinks. Both can lead to burn out and get in the way of you being at your best.
8. Watch What You Eat
When I worked in the film industry, we avoided feeding the camera crews meat for lunch as it slowed them down. If you want to avoid tiredness and aren't veggie, save meat for your evening meal. Sugary snacks and drinks will also cause your blood sugar to spike and crash. Unsalted nuts are a great way of avoiding hunger pangs and try to eat salads (think green) during the day.
9. Get a Map and Know Your Route
Many shows are spread over several halls that can inter-connect in unusual ways. Knowing your way around can save you lots of wasted energy. Get the space clear in your mind before you go and grab a map if you struggle with doing this.
10. Bring Your Business Cards
One of the top things visitors leave on their kitchen table at home is their business card! Make sure you remember yours and that it has your phone number, email, name, position and shop address on it. Having a typed up sheet with details of who owns the business, who takes care of accounts payable and two referees can also save you time when opening new accounts.
11. Pre-Register for the Show
It's free to pre-register for almost all trade shows in our industry these days. If you do this you will avoid having to pay the entry fee of £20 or more on the day. Remember to bring your badge or your registration details to pick up your badge at the show.
12. Book Accommodation in Advance
Big trade shows like Spring Fair lead to a large shortage of rooms available, so it's worth booking many months in advance. If you are late to find somewhere, look in the centre of the neighbouring city and commute to the the venue each day. For example at Birmingham there are often plenty of rooms in the centre and the NEC is a five minute train ride away. There are also often rooms further up the motorway that might look far away but are actually only 20-30 minutes by car.
Blue Eyed Sun are next exhibiting at Spring Fair 2015 - Stand 4L66
Remember to look out for Blue Eyed Sun's latest Greetings Card ranges at all good UK trade shows.
