It’s that time of year again where all the paper aficionados are talking about the National Stationery Show. Who’s launching a new shop? What are some of the new products and collections? Today, we can get answers to those questions in real time with the help of Facebook and Twitter.
Patti Stracher, the show manager says in the January 19th social media press release:
“Social media sites are becoming increasingly important for impromptu business discussion, in a world that has become accustomed to instant feedback and news. Websites such as Twitter, Facebook and others are helping us to communicate quickly and concisely in a way that works for busy professionals on the go.”
Last year I was fortunate enough to be able to walk the show for the first time and get a feel of the hard work that goes into preparing for the show when launching a new product or shop. This year as I begin to walk again, I decided to reach out to some of my fellow stationers to get an inside look at the preparation of getting ready for such a big show. So let’s meet some of the veterans that will be exhibiting as they take us on a journey of the 2010 National Stationery Show. This will be broken down in 3 parts: Before the Show, During the Show, and After the Show. Hope this brings some insight to those thinking of exhibiting next year.
Sapling Press is a letterpress shop based in Pittsburgh, PA where Lisa specializes in greeting cards, wedding invitations and baby announcements. This has been her full time gig since 2003.
Kelp Designs is run out of California by Katie, who specializes in eco-friendly stationery products such as notecards, invitations, and accessories. I met Katie last year at the National Stationery Show and she was kind enough to share her perspective being a new exhibitor. I’m thrilled to have her back on the blog to show us what she’s learned.
Katie, of Kelp Designs, shared how she prepared differently for her second show this year. This is what she had to say:
“My mantra this year is ‘keep it simple’. Last year we tried to get really creative in our booth design and it back-fired…This year, I took advantage of every free marketing opportunity provided to NSS exhibitors (something I didn’t do last year). I submitted several products for “Best New Product” Awards – and five of our products will be in the running at this year’s show. I also sent photos and product descriptions to industry media and was excited to be included in the latest issue of Greetings, etc, which has prompted three calls from retailers in the last week. We upgraded our online profile on the NSS website and utilized the free pre-registration list from NSS for our promotional postcards.
One thing I changed, which has had incredible results, is the voice of our promotional postcard. This year I included very little company information on the postcards, but rather included large product photos with minimal details about pricing, order minimums and our URL for more info. We’ve received several calls due to the postcards and even wrote an order with a new retailer prior to the show because they received our card.”
Lisa and Katie were kind enough to share some of the tips and tricks they learned over the years that helped them grow and be successful at the National Stationery Show.
11 tips from veterans to new exhibitors:
1. Set your budget and stick to it. Things add up quickly.
2. Pay attention to deadlines. Early ordering saves you money and stress.
3. Sign up for NSS pre-show webinars, particularly the one about booth logistics. Lots of helpful resources and info on what to expect.
4. Consider joining NSS’s mentor program, where new exhibitors are paired with veterans.
5. Evaluate product line and carefully price products for wholesale. Too high and you price yourself out of the game, too low and you can’t make a profit.
6. Prepare professional looking line sheet or catalog, price list and order forms. Include product details, item numbers, terms and details on how to order.
7. Get the word out. Let folks know where to find you at the show with pre-show marketing campaigns, press releases, social media, etc.
8. Don’t be afraid to ask for help. Most people are happy to answer questions and/or offer advice.
9. Read Crafting an MBA for tradeshows
10. Know your product. It sounds simple enough, but when you’re crazed and run down from all the preparing you’ve done, it’s really easy to get tripped up on the simplest of questions.
11. Enjoy yourself and play nice. This industry is booming with veterans and newbies that come along each year. You’re obviously there to sell your product, but take the time to get to know some of your neighbors. It will make you love this industry even more.
Later this week I’ll be showing who’s on Perideau Designs list of shops to watch out for at the show. But stop back later this week for more advice from a seasoned veteran as well as hearing from a first timer.
Are you exhibiting this year? Have any other tips to share? Be sure to include your booth # so I can stop by and say hi!
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Ladies of Letterpress will have a booth at the show featuring 8 female-owned letterpress companies from across the nation. Come visit us in booths 2256 + 2258 and have fun at the show!