Why Attend a Show?

Why should a retail store owner/buyer attend a show?

To meet manufacturer's face to face, solve any outstanding problems, view (touch, feel, and see) new products and new lines, getting some of that valued one-on-one training or friendly time, and answers to more specific questions; but, above all, to save money via "show specials." Many manufacturer's sell their booth stock at the end of the show, often savings a store buyer 10–50% off the "normal" show specials or super duper deals a company rep offers. Most manufacturer's offer additional incentives to "book" an order at the show, verses later, which in turn saves the store money. While I believe all of these things should be at the on the list of goals for a buyer attending a tradeshow, I feel that a buyer must see a clear advantage for taking the time to come to a show where they know they are going to be expected, tempted and, yes, even hounded to spend money. A buyer must be both financially and emotionally prepared to deal with the show(s).

The purpose of these trade shows is to bring a bunch of manufacturer's in this industry together, to give a bunch of buyers (both existing accounts and new store accounts) an opportunity to see what they have to offer, to learn what products their store might be able to sell for a profit, and to learn about all the new, innovative, time saving, and money making products available. Sure, at most shows, probably 95% of the products are the exactly the same, or real close to what the manufacturer had at the last show. Maybe a product has a different style, color, or maybe a new guarantee or price. Some times the manufacturer's sell items at "last years" prices, while others offer free shipping, special SKU mixes, or some other interesting thing to get your attention. At the same point, we manufacturer's need to understand that a well organized buyer is lucky to "do business" with 8 to 10 manufacturer's in a day at a show. Toss major apparel lines into the mix, and reduce that number to 3 to 5 in a day. Bottom line, those buyers' are dang busy if they are really doing their job for the store.

I feel that buyers' opinions should be shared publicly, heard by the decision makers, and held paramount to any opinions any exhibitors have. If any Tradeshow organizer can't offer you, the buyer, a venue that fulfills your needs and goals, then don't attend. But, please don't do it silently. Let them know WHY so they can choose to make the changes or not. Let your manufacturers know, so they don't waste their money attending dead shows. Guaranteed, manufacturers will not repeat shows they are losing money on for very long.

Sincerely,

Terry Mercer
865-384-8556