PRE-SHOW OBJECTIVES

Gift shows are the single best marketing tool available to wholesalers today.  Exhibitors will see more qualified prospects at gift shows than they would ever be able to see in that same period of time, anywhere else.  It is important however, to define realistic expectations and objectives and develop the tools to evaluate the return on your investment (ROI).

Suggested Objectives for New Exhibitors

• Assess marketability of your product

• Build representative network and distribution for between shows

• Generate qualified leads, hot leads and inquiries

• Get to know your competitors

• Introduce new products, broaden product awareness

• Make direct contact with decision makers

• Obtain press attention

• Deplete excess inventory and make new contacts

How to Evaluate the Show:

Sales

On-site, with all the focus on moving in and setting up, it is essential to make the transition to SELLING.  You and your staff should be professional, friendly and engage any buyer who expresses a verbal or non-verbal interest in your product.  Buyers appreciate the attention and are more likely to buy in a comfortable environment.  The booth that is buzzing with activity is one of the biggest attention getters!

Media

Industry and mainstream press frequently take advantage of the Gift Show environment to look for new products and to cover industry trends.  We encourage vendors to create a press kit and drop off in the show office for prospective journalists.  When your product is featured in a publication and the phone starts ringing, the value is “priceless”.  Look in our website for tips on how to create an impressive press kit and where to send them to gain exposure for your company.

Feedback

Gift shows are a great opportunity to deal directly with decision makers.  How your products are received in the wholesale market sector is invaluable information.  This will help you define your market niche, product development strategy and overall business direction.

Measuring Your Success

It is essential to be able to measure the return on your investment (ROI).  Sales, leads and contacts can be qualified immediately.  All leads and contacts generated at the show have tremendous potential and we recommend that you establish a consistent follow-up campaign:

• Track where leads come from and the revenue they generate.

• Evaluate immediately after the Show and then in 3 months and once again 3 months later.  This allows you to review the follow-up progress on leads.

• You may be pleasantly surprised to find that the revenue generated from the show has dramatically increased!

Statistics

We encourage you to set realistic goals.  A few statistics to keep in mind:

• Industry surveys and feedback from veteran gift show exhibitors indicate that it can take up to 3 shows to establish yourself in the market and realize the Show’s full potential.

• Trade Show Bureau (TSB) statistics show that 50% of show orders are placed in the 6 months FOLLOWING the Show.

Qualified Buyer (QB):

A qualified buyer is an individual/organization that provides credential that show an active business with relevant trade affiliation to the marketplace.

QB credentials Include: (GLM requires two to qualify)

• Retail business license or resale tax certificate

• Imprinted business check, white or yellow page business phone listing

• Lease agreement for commercial space

• Current purchase orders showing at least $5000 in wholesale purchase

• Photo of retail store front.

QB Examples:

Retailers, Distributors, Importers, and Interior and Set Designers.

GLM works very hard to maintain the integrity of it’s buyer files.  If during the show you suspect a buyer does not present themselves as owning a retail business, take down the company name and present it to a show management representative.  We will research their company and will remove them from the file if we feel they aren’t qualified to be at the show.  We review our buyer files after every show to maintain the quality of the attendee to the show.