Size of the Show, or “what the hell am I doing here?”
September 23rd, 2007
Now I’m going to talk about the incredibly dissappointing aspects of the trade show. Which, in my opinion, all stem from the size of the show. Let’s talk about the fact that since the show, I’ve received an uncountable number of emails from people all saying exactly the same thing: “I’m so sorry, I really wanted to see you at the show, but never made it to your booth”. The whole reason we pay a lot of money is for exposure, to get our products in front of people, to pick up new clients. Which absolutely can not happen if those buyers that ARE there can’t make it through the whole show.
The rumor was that when the JPMA show announced it was closing its doors, everyone flooded the ABC Show with requests to exhibit. So the ABC show just added more space. Gone was the “sold out” point, as if it had never exhisted.
I kid you not that if the buyers made it to our row, row 15, their eyes were so glazed over they just weren’t looking at things anymore. I even had people who were already my clients almost pass me up just because of sheer exhaustion. Not only was the bottom floor huge, there was a huge second floor also. Just a big blur of baby stuff.
Here’s how I feel about the amount of traffic they brought to the show: if I had just spent the same amount of time on direct sales & cold calls - the time I did preparing for the show, travelling to the show, setting up, showing, and tearing down the booth, - I would have picked up a hell of a lot more clients. I would have had more exposure walking into boutiques.
But I guess that’s worth a test, maybe next month, I’ll focus all that same energy and time on direct sales to boutiques and see what the outcome is.
I never even made it up to the second floor of the show. I called the last day of the show, a Monday, “exhibitor show and tell.” Buyers were outnumbered by bored and browsing exhibitors at least 8 to 1.
But never fear - they’ve promised to add even ANOTHER day onto the event next year. I guess they could make it family day.
This doesn’t even get into how the show was run. Messy bathrooms, no food or drink available after 4:00 pm (even vending machines at either end of the hall were either unplugged or broken). So right when you hit a wall, and need a beverage or a little boost, you have to exit completely. But, no worries, the show is open to 6:00 for those willing to suffer through it.
On the bright side, Pregnany magazine threw a wonderful dinner / cocktail party that was very enjoyable. I met incredible people at the show, so there is always good and bad. At the time that you are standing for hours in empty rows, it’s easy to get fired up about it. But you also have to take some responsibility for not drawing the traffic to your booth, and not doing enough of the pre-show work.
And numerous people have followed up, even those I didn’t get a chance to meet. I met press and made new industry contacts, met fellow entrepreneurs, and gained immeasurable experience just by going through that alone.
And I slept. I actually got some good nights of rest, which is a small miracle in itself.
Entry Filed under: Sales & Marketing, Trade Shows & Market
7 Comments Add your own
1. canadianmompreneur | September 23rd, 2007 at 6:46 pm
I can’t imagine what it’s going to be next year. More space, more vendors, more days!!! OMG.
2. Jamie Lentzner | September 24th, 2007 at 9:04 am
What great advice and information. I think you did everything you could do (and I know the frustration)….I will link up and track back with others I heard same things this week - I swear. I am still playing catch up with existing accounts! The show was too big and too long when I exhibited - 3 years ago! I really wish they would not just take everyone - too large - too much stuff. I sure hope that ABC does a survey before continuing…….
Love your honesty - and contacts are great!
3. amber | September 24th, 2007 at 9:25 am
I was saying I think the only hope would be for it to become a juried show. Honestly, I had thought KIDShow in Feb. was slow, but I wrote as many accounts each day of that show as I did the entire ABC show.
I don’t know. It’s so hard to measure exposure…
4. Lisa NYC | September 24th, 2007 at 10:05 am
Sounds as it was just a big money maker for the show hosts, not the vendors. How disappointing and intimidating!
I would so prefer never to do a show, but I think I need to in order to get a decent rep. However, a fellow girls’ designer is going to show her active rep my stuff–so we’ll see.
The whole “market” thing is just so expensive–not to mention exhausting.
Thanks for sharing your experience.
5. amber | September 24th, 2007 at 10:56 am
Here’s what I think is invaluable about trade shows - the interstate buyers. Even if I’m getting out and doing sales, I can’t cover a lot of areas in-person. As we grow, we’ll get sales reps, but even then, we’ll add one territory at a time. For now, trade shows enable us to gain clients from multiple-states in one venue.
And I highly recommend doing at least the first show yourself - it’s invaluable experience into how your product is presented, what types of questions there are about your products, and like I said earlier (and Jamie too) - it’s the contacts that really matter!
6. Alli | October 21st, 2007 at 2:30 pm
Wow! Great reading all the first hand experiences on your site. I am just launching my first baby line. It’s a small line of specialty baby essentials. I am a Canadian company, but looking to expose my line to the US. Was looking at the ABC show but know it is not an apparel show. Am currently looking at the MagicKids show but for a first time show, I have to admit, I’m a little intimidated. It’s very expensive and by the sounds of it…..huge! Any recommendations???
Allison
7. Barb Lawson-Miller | July 16th, 2008 at 5:07 am
Great information. I am a small company that sells children’s books. Exhibiting at the ABC show for the first time. Any suggestions for booth configurations. Any booth designs you loved? Any companies that design booths? Any photos? Thanks. Barb
Leave a Comment
Some HTML allowed:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>
Trackback this post | Subscribe to the comments via RSS Feed