Maximizing the Tradeshow Experience

Having just experienced the PROJECT tradeshow last week and looking forward to Coterie next week, I know the cost/benefit of these shows is front and center in the minds of every brand that was in attendance. What is the R.O.I on show fees, significant investments in design resources, sampling, staffing and travel? While tradeshows are a perfect environment for retailers to shop for new, innovative brands, in recent years, retailers have focused their energies on meeting only with current resources and even then, leaving orders is mostly a thing of the past. How as a vendor, can you maximize your opportunity at a tradeshow, garner attention from current and prospective retailers and secure orders?

Ironically, it occurred to me that it is actually this particular tradeshow itself, PROJECT, which is now setting an example for the industry in terms of how to differentiate your brand and attract a new audience. Originally, PROJECT spun off from MAGIC to become a dedicated environment for emerging, cutting edge brands in the contemporary market…it was the place to show and to meet people and it had an energy lacking at earlier tradeshows. In recent years however, PROJECT lost much of its cool-factor and for most vendors, became just another big, tedious show. Thankfully, under the new leadership of Andrew Pollard, PROJECT is reclaiming its place as an innovative and desirable environment in which to launch a line. Following are some of the ways in which PROJECT is reinventing the tradeshow experience and improving direct benefits to both retailers and wholesalers in attendance;

• Innovation in Showcasing Product: PROJECT Wooster

Inviting Nick Wooster, an outside product and directional expert from the fashion community, to curate a space on the show floor allowed PROJECT to not only showcase some of the most cutting edge menswear brands, but beautifully merchandise the brands in a way that exemplified how each should look on a retail floor and to the end consumer. PROJECT Wooster took the art of showing product to retailers to another level.

• Social Media & Marketing Push:

PROJECT did a great job this season in utilizing social media/marketing to connect to attendees and kept us apprised of events, news and opportunities before, during and after the show. Fashion shows and interviews were posted online in real time, there were numerous stations to “like” PROJECT on Facebook, blog presence on Tumblr, 10 influential guest bloggers talking about brands and show events….all to create a sense of community and generate additional exposure for participating brands.

•  Adding Value & Generating Incremental Exposure for Brands:

In an effort to add value and help emerging brands garner additional exposure to retailers and the media, PROJECT literally set the stage with three fashion shows highlighting a number of apparel, footwear and accessories brands. Additionally, in setting up a photo studio complete with models, make-up artists and photographers, brands could shoot collateral materials, mini-campaigns or create social media content – all often very cost-prohibitive for many emerging brands.

•  Maintaining Relevance in Off-Show Months:

PROJECT is not just in the business of a twice a year tradeshow, it is establishing itself as a leader in building community in the fashion industry. In connecting brands with retailers at the shows, as well as in developing means for connectivity and relevance for brands in off-show times, including PROJECT Love and PROJECT Planet, PROJECT is actually succeeding in maintaining brand relevance itself through out the year.

By taking a page out of PROJECT’s book, following are some suggestions to help brands to think out of the box a bit and identify new ways to maximize exposure and a healthy R.O.I on tradeshow participation;

•  Show retailers how your brand can work in their store(s) – Innovation in merchandising/presenting your line:

–       Retailers are on very tight schedules at a tradeshow, make your time with them count!

–       Prepare for your appointments before the show, including those that may “stop by”, with a specific assortment plan for each retailer. Keep it concise and relevant for their store(s). Show them the trends, colors, fits and sizing that are best for their target customer and know how each delivery will flow throughout the season.

–       Practice showing your line so you know exactly how long it will take, ensuring you will have time to get your message across to the retailer.

–       Write the order for them while they are in your booth and give them a copy to take away. This ensures a much better order as the retailer will not forget what they liked from you after seeing a million resources at the show!

•  Maximize social media & marketing to generate excitement around your brand:

–       Before, during and after the tradeshow, generate regular content about your brand. This could include trends you will be showing at the show, media coverage, new stores that have picked up the line, interviews with the designer(s), new images/campaign shoots, etc…

–       Set up a special Facebook page focusing on brand participation at each specific tradeshow, blog or post all of the above information. Create ways to get retailers/followers to “like” and follow your brand in the months before the shows.

–       Create direct links to your brand website so retailers can make appointments, contact the sales reps, ask questions, etc…

–       Regular email blasts to current and target retailers with news about your brand, a ‘save-the-date’ flier and then an official invitation with all relevant booth/show info.

•  Prove added value in doing business with you – it’s about product AND service:

–       In our marketplace today, retailers do business with brands that not only sell, but with vendors that they trust to be good partners throughout a season. Show a retailer upfront how you will be a good partner so they feel more comfortable in picking up your line.

–       Store visits…get out into the stores with which you want to do business. Establish a relationship with the manager/sales associates even before a tradeshow – they will be your biggest advocates for you with the buyer. And of course, go visit the stores after the shows!

–       Make the buyer’s job easy…Follow-up immediately after the show with every buyer that you saw and even more importantly, those that missed you at the show. Recap your appointments for those buyers you worked with and send out proposed assortments in photos/linesheets for those that missed you. Highlight your best booking styles from the show and all the “must-have’s” the retailer missed.

–       Get on the buyer’s calendar for the next tradeshow!

For more information and post-PROJECT show news, visit the PROJECT website