First Trade Show Advise for ThumbsUp Nails

[ThumbsUp Nails]

Hello!
Thank you very much for reading my thread. I am seeking some advise on attending my first Trade Show as a brand.

ThumbsUp Nails is a designer nail wraps brand I created in late 2013. Nail wraps are self-adhesive manicure stickers, these products thrives on printing technologies and nail polish making theories, anything is possible to create in nail wraps, be it holographic, glow in the dark, metallic and etc.

I started the business single-handedly as a pet project to experiment on while studying a business master degree after I quite my job as motion graphic designer for TV shows including the Voice and Strictly Come Dancing. The business now has a fan base of over 15k on social media and was recently launched on NotOnTheHighStreet.com after being invited to become a retail parter on the site.

I am now preparing for ThumbsUp Nails' first ever trade show at the Beauty UK 2015 (May 10-11th). There are four main purposes I want to achieve by exhibiting at the show:
1. Establish retail relationship and interest.
2. Sell products during trade show to individuals.
3. Launch my 3rd collection of designs (15 new designs).
4. Raise industry awareness of my brand.

I have finished/started the following preparation, they are by no means industry standard as I am rather clueless, but they are sensible to my from a brand creator's point of view when it comes to trading and trade show:

1. Bought a small exhibition plot (come and visit me if you are around NEC! I am at P82).
2. Settled on exhibition Stand Design and Building supplier.
3. Prepared my line sheet with basic wholesale info: MOQ, Retail Price, wholesale price, T&C, delivery terms, payment terms.
4. Designed 5 generic retail packages for retail interest of various type and sizes.
5. Drafted a IPR protection agreement.
6. Drafted a account opening form.
7. Drafted a pricing guideline.
8. Started considering my POS payment solution on the day: low reliance on tech -Cash Register + high reliance on tech - Paypal Here.
9. Preparing for brochure for trade purposes.
10. Business cards sorted.

Here are some questions and doubts of mine regarding the preparation:
1. What information do I need to collect using an account opening form?
2. I do not want to offer credit account yet, will that be acceptable for potential buyers?
3. What other legal preparation I need to prepare?
4. Is my POS payment solution practical?
5. What are the MUST-HAVE information in a trade show brochure?

What other tips and advise you have for me in general? I appreciate immensely for any guidance you may offer me and hopefully one day I could contribute back to the community the same way you did for me!

Many thanks,
Best
Grace

 

[Donna77]

Hi Grace,
You sound well prepared. My additional suggestions would be:
Only offer pro-forma accounts - unless the buyer is from a very established company. New accounts shouldn't expect credit terms until for at least 3 orders.
Contact any companies you would like to target in advance by email, inviting them to your stand. Even if they don't visit or follow up it will put you on their radar. Follow up with potential buyers within 2 days of the show. Any longer and they may go with other products they've seen - all buyers have a limited budget for new products.
Really listen to the buyer and what they're looking for. Your history, your past collections won't be of interest to them on the day. They'll only be interested in how your product will boost sales for them tomorrow. If you already sell to salons/stores get testimonials from them and add them to your brochure. People like a proven product.
Some visitors at these shows enjoy collecting brochures and are there to browse. Leave a stack of brochures out for these literature 'magpies' and establish quickly which buyers you should be leading to a quiet area for a sit down chat.
Be ready with objection handling. Why might people not buy your product? Have answers/solutions to all those possible objections.
Use every marketing help available from the trade show organisers. Be pushy, send them product photos and your business story without being asked. Write the articles for them and you may get included in pre and post show coverage.
Make sure your website and contact details are loaded on their exhibitor list and that your website reflects your brand and inspires confidence to buyers.
I hope that helps.
Best of luck.

 

[ThumbsUp Nails]

Hi Donna,

Thank you very much for the tips. These are really useful and it echoes with some thoughts I had. My biggest take away from your response is the pre-show reaching out and preparing in-show Q&A . I have already started gathering a list of relevant buyers, magazine editors and bloggers that I would like to invite to my stand. I will check with the Organiser again to see if there is any opportunities to get featured.

Thanks again for your time and help Donna,
Best
Grace