{"id":8763,"date":"2020-03-01T07:01:51","date_gmt":"2020-03-01T07:01:51","guid":{"rendered":"https:\/\/www.blueeyedsun.co.uk\/blog\/?p=8763"},"modified":"2020-03-03T09:02:03","modified_gmt":"2020-03-03T09:02:03","slug":"does-size-matter-at-trade-shows","status":"publish","type":"post","link":"https:\/\/www.blueeyedsun.co.uk\/blog\/does-size-matter-at-trade-shows\/","title":{"rendered":"Does size matter at Trade Shows?"},"content":{"rendered":"

\"Does<\/a>At least year\u2019s Speed Dating for Dragons<\/a> event, ex-Clintons Buyer Brett Smith<\/a>, was asked if exhibiting on a larger stand made any difference to retailers at trade shows. Having always bought shallow 1m deep stands to save money, I\u2019ve often wondered about the retailer perspective on this.<\/p>\n

Shallow Savings<\/b><\/p>\n

From a publisher\u2019s point of view, greeting cards are flat (like paintings) and just need a gallery wall to display them on. The closer that wall of product is to the aisle (and therefore the buyers) then so much the better.\u00a0<\/span><\/p>\n

More importantly, deeper stands cost more. A 6x2m stand is twice the price of a 6x1m booth and you only get one additional metre more of wall space (assuming one side of the stand is open). Incidentally, you ideally want an open side as it means you have access to two aisles and can benefit from increased footfall.<\/p>\n

Footfall<\/b><\/p>\n

Footfall is vital for exhibitors. A location in a part of the hall that a people don\u2019t visit means lower footfall, meaning less leads and weaker sales. For example, upstairs at Olympia has often attracted less traffic. It can be the same with aisles that don\u2019t run unobstructed (by larger stands) through to the front of the Halls at the NEC. The trouble is, shallower stands are rarely near the main and busier aisles.<\/p>\n

Location, Location\u2026<\/b><\/p>\n

Being in the wrong location for product type can also affect success. This one is tough for us to get completely spot on at Spring Fair<\/a> with Blue Eyed Sun\u2019s growing mixture of cards and eco-friendly giftware. Our compromise was to move to the border of Hall 2 (cards) and Hall 3 (gifts) near to other card companies like Wrendale, Rachel Ellen and The Little Dog Laughed – that all offer a mix of cards and gifts.<\/p>\n

Not Hot Enough<\/b><\/p>\n

You also want visitors to have warmed up a little before they get to you. Being at the front of the show is great for presence, but sometimes people aren\u2019t ready to buy as they enter. They might go past you again on the way out at the end, but can often be tired or in a rush, so you can miss out being at the front.\u00a0<\/span><\/p>\n

Having said that, if your stand is buzzing with people you\u2019ll always attract buyers because none of us, including retailers, likes to feel like we\u2019re missing out. I\u2019ve often joked about creating a company called \u2018rent-a-crowd\u2019 to draw more people onto our booth at trade shows.\u00a0<\/span><\/p>\n

It can be relatively quiet for a while, then a couple of people come on the stand and the next thing you know it\u2019s heaving and you can\u2019t cope with the volume. It\u2019s always a difficult one to judge the numbers needed for staffing at shows. With the extra hotel rooms, meal and travel costs you don\u2019t want to overpay. Equally you don\u2019t want to miss those all important customers.<\/p>\n

If we have too many of us on the booth, it\u2019s not been unknown for us to pretend to take orders from one another to draw interest from passing buyers. Hard to believe isn\u2019t it? You know\u2026 that Blue Eyed Sun isn\u2019t mobbed every hour of the day at shows. Sigh. It happens though. However hot your product is, no matter how your stand is positioned, there will still be quiet patches – like the entire final day at Spring Fair.<\/p>\n

It\u2019s not my fault<\/b><\/p>\n

Furthermore, you can have the biggest and best stand at the show with the hottest products and footfall can still be down because of external factors. As if the new layout and re-edit of Spring Fair wasn\u2019t enough to contend with this year, a new health epidemic called the CoronaVirus was ballooning in China and just starting to spill onto our shores.<\/p>\n

Yes, China! Where the world\u2019s stuff is made and which always has a significant presence at the NEC show. Have you noticed how they\u2019ve started labelling the annual foreign flu as a virus? It\u2019s always from another country too isn\u2019t it? Newspapers rub their hands with glee as they reach more eyeballs and sell more ads, whilst the rest of us run around dripping in fear and anxiety checking their sites and pages for updates.<\/p>\n

We all had reason to be a tad nervous attending the NEC this year. Given that we\u2019re shaking hands and kissing cheeks all day, it wasn\u2019t entirely unwarranted. I grabbed a hand sanitiser dispenser (couldn\u2019t find anything for cheeks) and had it available on the stand. Plus we ran like hell from anyone who looked like they were about to sneeze! Fingers crossed. So far, so good.<\/p>\n

Since we started exhibiting, we\u2019ve been through so many of these external issues. We once had a show in Scotland that we were flying to immediately after 9\/11, there\u2019s been foot in mouth disease, swine flu, snow storms, heat waves and once our hall flooded at Harrogate. Whatever the issue, there will always be someone blaming this external factor for their poor show.\u00a0<\/span><\/p>\n

Sure, they have an impact, and yet we\u2019ve always seen serious buyers, who have shops that need stocking, attending shows despite such events.<\/p>\n

Size isn\u2019t everything<\/b><\/p>\n

For a long time, my priorities at trade shows were simple: let the product do the talking and get to (and in and out of) them with minimal hassle. Whilst others spent days constructing booths, I would set up our stand up in less than two hours with only thirty minutes needed to take it down at the end. Plus the whole thing fitted into my car – saving on van hire. It was not uncommon for me to be pulling onto the M42 twenty minutes after shows closed.<\/p>\n

I\u2019ve done good business at shows over the years this way and it suited me for a long time. Sometimes retailers want to find a small company that they can champion. Who was I to deny them? Plus, if you go too big and need to reduce then you can look like you are doing badly. Something I used to be wary of. Anyway, size isn\u2019t everything. Right?\u00a0<\/span><\/p>\n

Stand is Brand<\/b>\u00a0<\/span><\/p>\n

Still, from time to time, I\u2019d have a case of size envy at shows. Back in the day I\u2019d watch contemporaries like Cavania and others do incredible jobs with their stands and always wondered whether sales increased enough to make it worth it or not.<\/p>\n

When Brainbox Candy launched, their big pink presence reminded me of something obvious that I\u2019d missed: your stand is your brand. It is literally a stand for who and what you are. When we were selling handcrafted cards, a handcrafted stand wasn\u2019t massively in conflict with who we were. Things are different for us now.<\/p>\n

This year, Blue Eyed Sun took the plunge and built its first ever space only stand. There must have been something in the air (apart from COVID-19), because so many publishers constructed amazing new stands this year. The Art File, Wrendale, Five Dollar Shake, Paper Salad, Tache Crafts, Louise Tyler, Rosanna Rossi and Belly Button (amongst many others) looked incredible. In fact, the card hall at Spring Fair looked the best I\u2019ve ever seen it and it was a privilege to be amongst such fantastic brands.\u00a0Watch a short video of Hall 2 here<\/a>.<\/p>\n

What\u2019s the Verdict<\/b><\/p>\n

So, what did Brett Smith say about stand sizes in the end? Well, you\u2019ll have to attend GCA events or watch the GCA YouTube videos<\/a> to find out, as you get what you pay for.\u00a0<\/span><\/p>\n

You\u2019d think that after doing over a hundred trade shows I\u2019d have known about the answer to the size question. I\u2019ve done small stands and big ones now. I\u2019ve attracted big buyers to both set ups and I\u2019ve done strong sales and leads at both.\u00a0<\/span><\/p>\n

This year at Spring Fair was about our stand being more about our brand. We sell beautiful, design-led, quality products and are passionate about sustainability and the environment. That\u2019s what we care most about. That\u2019s our brand. That\u2019s making a stand.<\/p>\n

Do Trade Shows Have a Future?<\/a><\/p>\n

How to make the most of Trade Shows<\/a><\/p>\n

Are Trade Shows still worth it?<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

At least year\u2019s Speed Dating for Dragons event, ex-Clintons Buyer Brett Smith, was asked if exhibiting on a larger stand made any difference to retailers at trade shows. Having always bought shallow 1m deep stands to save money, I\u2019ve often wondered about the retailer perspective on this. Shallow Savings From a publisher\u2019s point of view, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[77],"yoast_head":"\nDoes size matter at Trade Shows? - BES Blog<\/title>\n<meta name=\"description\" content=\"After exhibiting at over one hundred trade shows, Jeremy Corner, considers whether size really matters at trade fair events.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.blueeyedsun.co.uk\/blog\/does-size-matter-at-trade-shows\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does size matter at Trade Shows? - BES Blog\" \/>\n<meta property=\"og:description\" content=\"After exhibiting at over one hundred trade shows, Jeremy Corner, considers whether size really matters at trade fair events.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.blueeyedsun.co.uk\/blog\/does-size-matter-at-trade-shows\/\" \/>\n<meta property=\"og:site_name\" content=\"BES Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BlueEyedSun\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-01T07:01:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-03T09:02:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.blueeyedsun.co.uk\/news\/wp-content\/uploads\/2020\/03\/DoesSizeMatterAtTradeShows.jpg\" \/>\n<meta name=\"author\" content=\"Jeremy\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jeremy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.blueeyedsun.co.uk\/blog\/does-size-matter-at-trade-shows\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.blueeyedsun.co.uk\/blog\/does-size-matter-at-trade-shows\/\"},\"author\":{\"name\":\"Jeremy\",\"@id\":\"https:\/\/www.blueeyedsun.co.uk\/blog\/#\/schema\/person\/a44ac7e126af314343cfeb7e5fdc75d2\"},\"headline\":\"Does size matter at Trade Shows?\",\"datePublished\":\"2020-03-01T07:01:51+00:00\",\"dateModified\":\"2020-03-03T09:02:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.blueeyedsun.co.uk\/blog\/does-size-matter-at-trade-shows\/\"},\"wordCount\":1416,\"publisher\":{\"@id\":\"https:\/\/www.blueeyedsun.co.uk\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.blueeyedsun.co.uk\/blog\/does-size-matter-at-trade-shows\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.blueeyedsun.co.uk\/news\/wp-content\/uploads\/2020\/03\/DoesSizeMatterAtTradeShows.jpg\",\"keywords\":[\"trade shows\"],\"articleSection\":[\"Trade Show News\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.blueeyedsun.co.uk\/blog\/does-size-matter-at-trade-shows\/\",\"url\":\"https:\/\/www.blueeyedsun.co.uk\/blog\/does-size-matter-at-trade-shows\/\",\"name\":\"Does size matter at Trade Shows? 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