Business Advice
CHANNEL to see a PROFIT
your efforts,
With The Photography Show looming this March, we re-cap on how you can maximise return on investment from either exhibiting at or just visiting a trade event. Plus, as BPI News has long advised, we hear how and why a multichannel approach is the future of retail – according to the experts
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hile we debate whether manufacturers offering their products direct to the end user – via e-commerce sites or own-branded bricks and mortar stores – is where retail may be heading, another way to ‘connect’ with your customers – whether they may be trade or consumer – is via a public event or exhibition. Dotted about the calendar but in truth happening only once a year at most, these are opportunities to get ‘face to face’ to be seized with both hands. At the time of writing The Societies Convention and Trade Show has been and gone, meaning our sights are now set on The Photography Show in March and, further afield, Photokina in May. So, if you are exhibiting at or attending either or both – with, exhibition fees aside, staff wages, travel fares and accommodation all not coming cheap – how can you make sure you maximise return on investment? We’ve some simple pointers to re-cap on to make sure such shows pay their way…
ACT LIKE A SCOUT: BE PREPARED Trade shows are a place to get inspired as well as informed. If you’re not already exhibiting, treat it as a scouting trip and look at how other manufacturers and retailers are presenting themselves, examine what attracts your eye and why, and which locations (and products) seem to be attracting the most interest and footfall. If you’re visiting with a possible intention to exhibit in the future, all of the above can help sway your decision, as well as providing ideas to emulate. And an obvious one, but something in our experience a surprising amount of people forget to do: stock up on business cards – and also request them from others. They’re the easiest way to follow up on leads and conversations you’ve had afterwards – and the whole point of going to an exhibition is to converse and interact with people. Who knows; they could be your
clients and business partners of the future. If, however, you are already exhibiting – or planning to – then you want to make yourself as irresistible as possible. Hopefully the marketing team will have done its job in advance and the show will be packed, and, while just by being on the show floor you should attract passing trade, you need to think how to draw that passing trade in. A huge stand, brightly lit display, plenty of new products and some money saving ‘show deals’ will always put you at an advantage, but for those operating on smaller budgets or smaller stands, a clever idea and a bit of retail theatre can help level the playing field with the big boys. Keep an eye on and befriend those on neighbouring stands too – who knows when you might be able to direct custom each other’s way? We’ve all heard tales of that customer who, often at the 11th hour, provides the one big sale that makes the exhibitor’s expense all worthwhile. Lastly, if you don’t go to the show in
Got an idea for a photo trade-related business issue you’d like us to cover? Let us know direct via info@bpinews.co.uk 28 February / March 2020 | BPI News
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