I suppose I gave Ken this topic because we are heading into another tradeshow season, but also I received an email from a fan of the site who said he actually changed the plan he had to attend WSA and instead decided to do the Atlanta show because of the info he found on this site. If people are educated then they can make decisions which fit them best. That email might have been one of the biggest compliments I have received since launching back in Feb of 09. It also made me realize that people are looking for information and I have a responsibility to make sure I share the perspective of the industry and not just my own. I certainly don’t know everything, but I know two things….how to learn and listen. I totally agree with Ken on what he has to say about working the shows….a lot of vendors and retailers spend a lot of money to go to them, but not everyone gets what they should. The fact of the matter it is on you as the attendee should communicate your needs and take advantage of an opportunity to be surrounded by the people of your industry!! – Julia

Shaking the Shoe Show Tree

A few weeks ago, I wrote an article about the dangers of complacency.   Complacency has a firm grip on trade shows.   This “business as usual” attitude among shows is similar to what happened to the Palm Pilot.  Change or die!   

Several years ago, after returning from the WSA show, I was reviewing the charges to set up the booth, transport the booth, clean the booth, etc.   I noticed that we were being charged $200/day to sweep the carpet.   $200 PER DAY!   The next show, I thought I would save the company some money by bringing a Dirt Devil with me and sweeping my own carpet.   I began to sweep before the first day of the show and a woman in a tuxedo came running up to me asking me if I were a member of the union.   I was not and was then threatened with a $1000 fine!   I thought to myself that when the economy hits the skids, this show is in trouble.  How prophetic!   I certainly see no reason to attend this show in its current state.

Most shows need to rethink what their purpose is.   If a show has more vendors then retailers, time to re-tool.   If a show costs more than the profit on the orders you write at the show, time to re-think participation.  So..what should a show look like?

Vendors:
A strong regional show should include the following(as I am in the kids business, I am referring to kids shows but it really is the same for all genders); All different types of vendors.   Not just shoes, but backpacks, sunglasses, hair accessories, tights, hats, anything that could possibly raise the average ticket per customer.   People are buying fewer shoes per year so when a customer is in the store, you better sell them something in addition to footwear or else you will be taking home a lower salary at the end of the day.   I would also love to see a few vendors that create websites in attendance.   Lets face it, a website is the “yellow page ad” of years ago.   Most stores sites are woefully inadequate.   How about vendors that make bags to put your purchases in?   Display vendors.   Anything that has to do with a store operationally should be at the show.

Education:
I am a proponent of education at the shows (NSRA does a great job).  How about having a guest speaker that can educate store owners on such topics as “how to compete against the on-line e-tailersr”.   ”How to market your store virally”.   ”Inexpensive ways to get more people through your door”.   ”How to retain great employees”.   Any topic that could possibly help a retailer should almost be considered mandatory for attendance.  

Networking:
One evening during the show, a networking event should be held for the attendees.   During this time, retailers should be encouraged to meet, talk, and swap ideas.   At one show I attended last year, a retailer joined me for breakfast.   Shortly there after, I invited another retailer to join us.   During that time, these two retailers exchanged ideas about vendors (not necessarily about shoes) that have proved profitable in their stores.   They also agreed to swap some shoes.  A great connection was made.

Browsing:
Every  retail attendee should make every effort to go into as many booths as possible.   You just never know where the next “it” product will come from.   Perhaps many retailers are scared to do this because they think they will be getting the hard sell. If you are not interested, be polite, be honest, and then leave.  

It is really quite simple:  The more retailers that come to a show, the more vendors you get to attend the show and vice versa.  

Remember, change or die!

Ken Proctor
Front Man
Twig Footwear, LLC
Ken@twigfootwear.com
www.twigfootwear.com
501-276-0140