HELLO WORLD! {nss series part 2: during the show}

As promised, it's the second segment in my stationery show series. It took a while to pull this together, because I've been so busy lately, and I wanted to make sure this was organized and thougtful. Hopefully, you'll find this as informative as the last one-- feel free to leave any questions on things I may not have mentioned in the comments section, and I'll try and get back to that topic in more detail!

Again, keep in mind I am in no means an expert, this was just my first year. But, I learned a great deal by participating and I hope it might be helpful to others.

For any of you who are new to this blog, or hitting this post while looking for information on participating in the New York Stationery Show-- or trade shows in general, there is a first part to this series here.

DURING THE SHOW

I'M HERE. I MADE IT. I'M READY. NOW WHAT?
Ok, so you've assembled your booth and displayed all your product, packed a bag of healthy, energy-sustaining snacks, filled yourself full of coffee, and donned your comfy, yet cute and sassy shoes. What should you expect when the Javits opens up to the public?

Hopefully, this post will help to fill you in. In brief, here are a few key points to remember:

1. Make Connections.
The show is about making connections, not just sales. This is the most important thing to remember. I'll go more into detail on what it means as this post continues.

2. Don't get paranoid.
This means, try not to compare yourself to booths around you. This will make you paranoid and deplete you. Not everyone will walk into your booth. Don't take this personally. They could be shopping for a store that only carries purple items, and you don't have any purple. No big deal.

3. Leave your assumptions at home and keep an open mind.
The attendees will be from all walks of life and work. So, say a friendly hello to everyone who walks into your booth and treat everyone as your next big contact. Be prepared with information on your products, yourself, and what your offer entails. Everyone, all buyers and sellers, is at the show for a different reason. Remember what yours is, and keep an open, realistic and modest mindset about what your goals in participating are. (For example, mine were to successfully introduce SUSYJACK* as a viable option for buyers looking for something different, to gain more information about just who my audience is, and to collect a bunch of leads for the year to come-- all achievable!).

BEING READY AT OPENING TIME
The doors will open and people will start coming in. You may feel a surge of adrenaline as you notice that the floor is starting to get traffic...and after a minute, you may feel a little weird and desperate, because people probably won't be walking in to meet you right away. You may even start to doubt yourself for showing up. Don't worry. Breathe deeply and remember you are awesome for making it to NSS.

Make sure you have your business cards and linesheets ready, and any extraneous stuff (purse, snacks) put away. Make sure your merchandise is straightened up. Make sure you have a SAFE place to put business cards, orders and info that you collect.

STAFFING YOUR BOOTH
Your booth should be staffed with knowledgeable people whom you trust to have a professional appearance and demeanor. So, make sure all are prepped on how to approach customers, what to say about the product, and who to place orders with. Also, you will want to make sure that your staff knows what to do if they don't know the answer to a question that is asked, or if someone you really want to talk with comes in while you are not there. If you bring a friend to the show, even if you feel crabby doing it, make sure you are up front that it will be a working experience, not a social op. When buyers come to, or pass by your booth, they will want to see you are ready to serve them, to provide information for them, and to provide for their needs.

This may sound snobby...but, pick a helper who understands what is at stake for you in doing the show, and someone who can take feedback to heart and understands that they are there not just to support you by doing a favor, but to support your company by doing a job. Although it can be fun, and there is lots of cute paper to see, for sellers, it is about presenting in the best possible way. This topic is really, really important, so consider it carefully.

If you do choose to go it alone, don't worry.  Buyers generally understand if you are not at your booth. You might make a sign that says 'back in 5 minutes' or even ask your neighbors to let people know you'll be back shortly. If you're in a small booth, people don't expect a staff of thousands. So if you have to pee, or eat...do it! But, remember, time in your booth is the most valuable time for you. So, do it quickly, and then, get back in there.

I chose to staff my booth myself. And for my first show, I'm convinced this was the best thing to do. I gained experience and insight into everything about the show, all sorts of questions that might be asked, as well as how I might approach things next time. I am glad I used the full amount of time to my best benefit. It was exhausting, but worth it.

WHO IS ATTENDING THE SHOW?
One of the things I was most pleasantly surprised about is that the show audience is not just made up of buyers and sellers. Expect to meet a variety of people who are interested in the stationery trade. Bloggers, Magazine Editors, Sales Reps, Stylists, People Looking to Open Boutiques,  People Looking to Start Their Own Lines, People in the paper/packaging industries....these are just a few of the many profiles you will hopefully meet, and you can tell who is doing what by looking at their badges; there are different color codes for different fields, press, buyer, seller, vendor. In the beginning, they're strolling the aisles, maybe looking in, maybe going into a few booths getting their feet wet...maybe pointing at items and chatting together.

But...then someone comes into your booth! Oh God. What now??

VISITORS! BREAKING THE ICE
The tone of each booth is different. People who are up in the big booths, like Martha Stewart or Hallmark are going to have different tactics to make sales than an independent designer appearing for the first time. But, you should also have a 'pitch'. More importantly, you should have a way to break the ice with anyone who comes in. People are expecting you to approach them. They know that is why you are at NSS, and they expect it, so don't be shy!

Always smile and say hello. Make eye contact. Then, try and take things in a natural direction that feels right for you. Offer to answer any questions about your items.

One tactic I took was to notice what they were looking at, and take that as an opportunity to talk or comment about it. For example, when someone would look at my notebooks, I would start in by saying "All of these items are designed by me, here in NYC. Each one is made of 100% PCW paper and printed locally".

I also wanted to let people know that their feedback was really important-- one of the things I put in the foreground is that I like working together with retailers to improve the products. For example:

'This is my debut collection, I'm excited to be launching the products here so, any feedback on anything you see here is greatly appreciated.'

MEETING THE PUBLIC
Just because someone is not wearing a buyer's badge, doesn't mean they are not worth your time. In fact, far from it. Give everyone in your booth equal time, and equal respect. You never know, you could be talking to a fantastic blogger-- like Grace from design*sponge, or a writer from Lucky. That kid who looks like they are only 15...that could be Target's CEO's daughter; that person who says she hasn't opened her boutique yet could end up being your biggest customer one day. So, don't make any assumptions.

TAKING IT FURTHER / PITCHING
Knowing how to really pitch your work is a skill that will take some time to develop. But, a motto that I like to keep front-of-mind is 'Don't tell. Show.'  What this means is that you shouldn't spend too much time dictating the obvious about your product. If people can see it, feel it, then they know that it's Orange, on Uncoated Paper, and Packaged with a Purple Bow. So, use the time you have them 'captive' to tell them about what they can't see....this is what will make you and your products memorable.

'I'm really inspired by nature. Actually that bow is the color of the lilies in back of my studio.'

'Those calling cards are also great as place cards and gift tags.'

'I'm a working mom, so I try to design products for the working mom's mentality...items that can be useful for the home or the office...or the home-office'

"One thing I noticed while designing my collection was that there were not many cards that you could give to a new pet owner. I wanted to try and make some available."

Try and give some insight into why you are designing...and why your company exists. The best way to do this is to tell how it really happened. Hopefully, this will lead you into a great conversation with your visitor.

GENERATING LEADS FOR THE FUTURE
After the ice has been broken, and you have a little conversation going, remember to harvest some information about your guest so that you can follow up with them later on. You can ask to swap business cards, or even see if they want to sign up for your mailing list. I like to have a clipboard handy for this kind of stuff with a little sign-up form. You might even take it further by helping the guest to fill you in on what they are looking for from you:

Name:________________________________________________
Company:_____________________________________________
Email:________________________________________________

I'm interested in receiving (please check all that apply)
__samples  __email newsletter __press kit

Addtional Comments: ____________________________________

TAKING ORDERS
Some attendees will want to place orders right there and then. Believe it or not, this came as a complete shock to me. But, I soon got comfortable with it. So, be prepared for this. It's important.

You will need to consider how to make a record of the transaction that both you and your buyer can keep. I think the fastest way is to have them point to what they want, tell you how many, and then you use one of these to write it all down, giving yourself one copy, and your buyer the other. Remember to have your company name and address written or stamped on the form so they know who they ordered all this cool stuff from when they get home. You can follow up with them via a paypal invoice, or you can call them later to harvest their billing info. to feed into your payment system. Either way, at the show,  note what their preferred method of payment is. Also, make a note of how you will, or should ship the package-- Some buyers like to provide their own shipping information, like a Fed Ex or UPS account number to bill to.

I opted not to take any credit card info at the show. I didn't want people's personal info to be lost in the shuffle. All buyers understood this, and were happy to provide their info to me later, in private.

ORDER TIMEFRAME
Make sure to let your buyers know when you will be shipping. You may be ready right after the show, but most buyers expect a little bit of a wait. So, have a little conversation about it in your booth, in the interest of managing expectations.

PROVIDING INFORMATION AND TAKEAWAYS
Try not to let anyone leave your booth emptyhanded. I chose to provide business cards, a simple pricelist, and a postcard...all with links to my website... for people to take with them. You might choose to provide a catalog as well, or some other item they can keep. Vendors approached this differently...I saw lots of totebags, some packaged jellybeans or cookies, and also product samples.

It's up to you what you provide promotionally...but what I observed was that by the end of the day, visitors were pretty loaded down with stuff. So, my advice would be to create something memorable, but lightweight, easy to carry, and hard to part with. If you're on a budget, give some consideration to this...maybe a coaster, or a magnet, or a little gift tag-- anything that will stand out and speak to what your company is all about when you're not around. While I would have loved to offer a great giveaway, the idea of impacting the environment with yet another canvas tote or ballpoint pen just didn't seem in line with my company...so, next year, I'll definitely brainstorm on this topic, early.

YOUR 'SPARE' TIME IN NYC
The show lasts for about 4 days, and runs from 9-6. When it is time to go home from a full day, you will be wired but tired. My advice is to go have a good meal somewhere near where you are staying, then go back, relax and organize. It can be tempting to want to get the most out of NYC during your trip, but remember, you have to man the booth again tomorrow, and you need to be at your best. So...SoHo can wait. Spend the evening planning for the next day, emailing people you met, and getting the supplies you have noticed that you need.

EVENTS SURROUNDING NSS
Supply Side
The Supply Side is a second portion of NSS, which takes place in the evening. As a participant, you can attend for free. Basically, this portion of the show features vendors from the printing, production and packaging industries. So-- if you're looking to find a great new paper, a vendor who can make a set of nesting boxes-- or a new printer to work with, this is a great opportunity that's right there. On the first day, you will find a notice in your booth with info on all of the ancilliary events, bus schedules, and breakdown info.

Surtex
Surtex showcases pattern designers who are looking to license their work. While it is tempting to go up there and check it out, you might want to think twice. The Javitz is huge, and you'll be gone out of your booth for a while. However, there is an evening where Surtex is open late, and so, you might want to check that out to plan a free time to visit, when you don't need to be down at NSS.

Awards and Lectures
GLM shows will bombard you about info on their dinners, lectures and awards ceremonies. My advice is if it's your first show, this might be a little much to deal with. Many of these events are aimed at making the show a richer experience for buyers, so, don't feel the need to attend. There are also opportunities to submit material for awards in booth design, product design and display, but the general consensus from sellers I spoke with is that this is not really worth doing...I'm not sure if entering items into these contests costs money-- but I would imagine it does.

GETTING HOME, GETTING BACK
The Javits and NSS actually provide very comfortable busses which go all over Manhattan...and possibly, into Jersey, on the hour or 1/2 hour at certain times. They're free, and lots easier to deal with than trying to find a cab. Take advantage of this service. Even if you are staying with a friend who lives locally, you can still take the bus into their neighborhood, or at least to Penn Station to catch the subway. There are also a couple of MTA cross-town busses that run to and from the Javits. These take you to Penn Station (34th Street) and also Port Authority. (42nd Street) and run across Manhattan daily.

BREAKDOWN
It goes without saying that everything you bring to the show, you need to consider bringing home.

On the last and final day of the show, all booths and props can be broken down and packed up in the afternoon, as soon as the show is over. You also have the next, full day to go and pack up anything remaining. My advice is to stick around and do it the minute the show ends. The reason for this is that the Javits construction/deconstruction crews come in and raze the place faster than fast, and your items could get damaged or lost in the mess involved in taking the show down. Seriously, it looks like a bomb dropped when they are well into deconstructing the show. So, protect your stuff.

If you have large items, remember to bring all the info on return-shipping them with you, so that you can take care of it that day. Make sure to plan and confirm this early, and figure out what you need to do to insure that all of your items make it to and from safely.

Resources:
NSS Website
design*sponge pictures of tradeshows
Javits Center Website
Flickr Photos of Different Stationery Show Booths
NYC subway Map (take the M16 CROSSTOWN bus from 34th Street Penn Station to Javits)

Again, please feel free to leave any questions or comments on topics I either missed, or didn't explain to satisfaction, and I'll do my best to fill in the blanks! I'll be finishing up the series with a Post Show entry in the next month, where we'll get into what happens when the big schlep is in the past...and how to cope with things now that the future is here!

Comments

[Danielle]

I can not tell you how helpful and thoughtful this all is. I loved your booth/product at the show, and look forward to all your future endeavers!

[Melissa de la Fuente]

Wow! This is so awesome Susy! This must have taken you so much work and what a fantastic resource for anyone thinking about taking the plunge!
xoxo
Melis

[Courtney Dolloff]

I posted this in the wrong place by accident, oops...

Such a helpful post, I'm really loving this series. Thanks so much!

[susy]

no problem, courtney! i knew :)

thanks everyone-- this was really hard to write because once you're there...well, you just kind of go with it rather than 'planning'...and although i don't consider myself a planner...it's a little bit easier to write about. : )

[Sarah]

Wow, Susy... thank you so much for taking the time to share everything with your blog readers. I've been anxiously waiting for Part 2, and once again I have been inspired to keep moving forward and working hard at my own goals. Your blog and story is a great inspiration for all of us. :)

[jess gonacha]

This is so fantastic-- thanks so much for taking the time to post this, and break it down into sections for us. I haven't done a trade show yet, and this info will be really helpful when I decide I'm ready to do it. And, by the way, I am in love with your blog-- your posts are so great!

[People St. Clair]

This was so valuable, thank you so much for sharing this information.

[susy]

You're very welcome. I'm happy everyone seems to find it useful.

I wish I could go back and show you guys how nervous I was before the show-- I seriously had *no* idea how to get it all coordinated... and I didn't want anyone else to have to go through that. : )

It's definitely a big schep-- but by no means should it be as complicated or intimidating as the NSS website makes it seem!

xx

[Emily]

thank you thank you thank for this!

[Emily @ Timeless Paper]

I greatly appreciate this information. Thank you so much for helping to answer so many of my questions. This is my first year at the NSS. I can't wait to experience it!